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The Fundamentals of Customer Engagement with Spencer Burke

Embracing AI for Marketing and Customer Experience

Shep Hyken interviews Spencer Burke, SVP of Growth at Braze. He talks about the significance of collaboration within organizations, the impact of multichannel engagement on customer interaction, and the role of AI in enhancing customer experiences.

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This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. How can companies use AI effectively to enhance customer experience? 
  2. How can businesses leverage multichannel marketing to increase customer engagement and retention? 
  3. Why is it important for marketers to balance personalization with customer privacy concerns? 
  4. What are the fundamentals of marketing and customer engagement that businesses should prioritize? 
  5. What role does AI play in unleashing creativity and improving customer experience?

Top Takeaways

  • Effectively connecting with customers is a crucial aspect of marketing and customer service. Understand where your customers are and what tools and data are available to create personalized experiences. The goal is to provide value to the customers and meet their expectations while respecting their privacy and preferences. 
  • Keep focusing on the fundamentals when it comes to customer engagement. Just like in sports, where great athletes consistently work on the basics, we should do the same. Our fundamentals include understanding our customers, communicating with our customers, and serving our customers.   
  • It’s essential to be where the customers are and experiment with different channels to understand their preferences and effectively engage with them. Using multiple channels, such as email, SMS, push notifications, and other emerging platforms, can improve customer relationships and increase retention and conversion rates.  
  • One of the top trends that The 2024 Global Customer Engagement has discovered is that creativity and strategy work together with AI. Artificial Intelligence and technology can help automate processes, allowing marketers and customer support agents more time to focus on creativity and strategy. This can include automating repetitive tasks, enhancing analysis, and predicting customer segments. You can access The 2024 Global Customer Engagement for free. 
  • Companies should aim to find the right balance between personalization and avoiding the “creepiness factor” by understanding and meeting customer expectations. Customers expect brands to provide value by understanding their preferences and needs. Companies need to use data to create personalized experiences while respecting customer privacy. 
  • Plus, Shep and Spencer discuss what successful brands are doing to engage with their customers. Tune in! 


“Marketing is about connecting brands and consumers. There are a lot of touch points in the customer journey that involve customer care and customer support that are done through traditional marketing channels.” 

“Today is one of the best times to be a marketer. We have more tools and data at our disposal, providing us with many opportunities to connect with our customers in new ways.” 

“It is so easy to get lost in all the shiny, crazy, exciting use cases for AI and tech. But sometimes, you must go back to the fundamentals like communicating as a team and getting your colleagues and stakeholders on the same page.”


Spencer Burke is the Senior Vice President of Growth at Braze, a customer engagement platform that offers messaging solutions spanning push notifications, email, in-app messaging, and other channels. 

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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