Customer Engagement Specialist

Master the basics of customer engagement. Learn how to create, launch, and track the success of personalized customer campaigns and journeys in Braze. Skills you’ll gain Audience Segmentation, Campaign Management, Conversion Optimization, Cross-Channel Messaging, Customer Engagement, Customer Retention, Data-Driven Messaging, Digital Marketing, Journey Orchestration, Lifecycle Marketing, Marketing Analytics, Marketing Automation, Personalization Tools you’ll learn Braze, Customer Engagement Platform (CEP) Sharpen your edge in customer engagement Learn and execute strategies used by the world’s top brands Prepare for and earn your Braze Practitioner Certification and Customer Engagement Skills Badge Use Braze reporting and analytics to evaluate performance, attribute revenue, and refine your strategy over time. Brand-to-consumer communication is rapidly evolving. To truly capture users’ attention and drive business results, marketers must embrace the craft of customer engagement. Braze provides the foundation for marketing teams to respond flexibly to their users, meeting them wherever they are in the customer journey to nurture lasting relationships and attract new ones. In this series of courses, you will learn how to navigate the Braze dashboard along with fundamental customer engagement techniques. You’ll identify the value of an effective customer engagement strategy, and learn how to use customer data to launch personalized single campaigns and multi-step Canvas journeys in Braze. Additionally, you'll acquire practical skills in Braze dashboard setup and user access management. Completion of this path prepares you for the Braze Practitioner Certification Exam and Customer Engagement Skills Badge, earning you the in-demand technical proficiency and recognized credentials that top brands look for. The Craft of Customer Engagement Course 1 • 30 minutes What you’ll learn Define the craft of customer engagement as an empathy-oriented practice that helps brands build and sustain relationships with their customers Identify the reasons why investing in customer engagement makes an impact on brands Describe how ideas about customer engagement have evolved over time in response to changes in technology and digital marketing approaches Evaluate the quality of brand communications you receive as a “connected customer” Describe how cross-channel messaging can improve your customer engagement efforts Identify key features of humanity-first brand communication Identify customer-centric engagement strategies and tactics Skills you’ll gain Customer Engagement , Brand Communication, Cross-Channel Messaging, Digital Marketing Strategy, Customer Retention, Brand Positioning, Customer-Centric Design Understanding Your Audience Course 2 • 30 minutes What you’ll learn Describe how lifecycle marketing benefits brands' customer engagement strategy Compare and contrast user lifecycle stages with the foundational concept of the marketing funnel Identify what brands need in order to execute a lifecycle marketing approach Select an appropriate marketing strategy for each stage of the user lifecycle (inactive, lapsing, active, loyal) Create a journey map that plots key actions for a particular type of user Create user personas based on your users' common traits, characteristics, and behaviors Skills you’ll gain Lifecycle Marketing, User Personas, Customer Journey Mapping, Audience ANalysis, Marketing Funnel, Behavioral Targeting, User Lifecycle Management Data and Technology in Customer Engagement Course 3 • 20 minutes What you’ll learn Explain how modern data and technology can enhance customer engagement strategies Describe the benefits and applications of zero- and first-party data in messaging Explain how to balance data privacy with personalized customer experiences Understand the importance of data agility in designing an effective marketing tech stack Recognize how data flows through a well-architected stack to power customer engagement Skills you’ll gain First-Party Data, Data Privacy, Marketing Technology, Customer Data Platforms, Zero-Party Data, Tech Stack Design, Data Integration Customer Activation Playbook Course 4 • 20 minutes What you’ll learn Articulate the importance of activation campaigns within a customer engagement strategy Create a campaign that encourages anonymous users to create an account Create a welcome journey using Canvas that guides and reminds users to complete a high value action Create a Canvas that guides users toward making their first purchase Create a Canvas that converts free membership users to premium membership users Create a double opt-in flow campaign that leverages triggered messaging to confirm user subscriptions Create a preference survey that gathers zero-party data from users and sends personalized messaging Skills you’ll gain User Onboarding, Welcome Journeys, Conversion Optimization, Opt-In Strategy, Triggered Messaging, Subscription Management, Personalization Monetization and Conversion Playbook Course 5 • 60 minutes What you’ll learn Articulate how monetization and conversion help brands derive value from customer relationships Create a Canvas that uses geofencing to power location-based messages Create item recommendations and creative copy using BrazeAI™ features Create a Canvas to configure and send price drop notifications Create a Canvas to configure and send back-in-stock notifications Create an email campaign announcing a seasonal promotion using personalized catalog products Skills you’ll gain Revenue Optimization, Geofencing, AI Recommendations, Catalog Personalization, Promotional Campaigns, Conversion Optimization, Location-Based Marketing Retention and Loyalty Playbook Course 6 • 45 minutes What you’ll learn Articulate the importance of retention strategies for reducing churn and driving customer satisfaction Create a lapsing user journey to bring users back into your app with personalized messaging based on their past engagement Create a multi-variant early win-back campaign using in-app messages Create a campaign that encourages seasonal users to become active with your brand year-round Create and share personalized roundups of an individual’s performance to encourage retention Create a loyalty enrollment onboarding flow with Canvas Skills you’ll gain Customer Retention, Loyalty Programs, Win-Back Campaigns, Churn Reduction, Re-Engagement Strategy, Customer Lifetime Value, Seasonal Campaigns Customer Engagement with Braze Course 7 • 15 minutes What you’ll learn Describe what Braze is and how it can bring a customer engagement strategy to life Understand how to leverage data to create more personalized experiences for your users Explain how Braze organizes and stores engagement data in user profiles Recognize how to use audience segments for more targeted messaging Understand how to use user data to trigger messages in real-time Explain how to create personalized message content that changes automatically based on user data Understand how Braze allows you to reach your users across different messaging channels and the benefits of a cross-channel messaging approach Describe how to orchestrate customer journeys in Braze using Canvas Skills you’ll gain Braze Platform, User Profiles, Audience Segmentation, Real-Time Messaging, Dynamic Personalization, Cross-Channel Orchestration, Marketing Automation Braze Data Basics Course 8 • 15 minutes What you’ll learn Explain how Braze allows you to collect and use your data from a technical perspective Explain how data flows into and out Braze and the different data collection methods Braze supports Explain how Braze data is stored in user profiles Explain the different types of data you can leverage with Braze Explain what custom data is, how you can leverage it in your messaging, and the different types of custom data you can use with Braze (attributes, events, and purchase events) Skills you’ll gain Data Collection, User Profiles, Data Integration, Custom Attributes, Custom Events, Data Architecture, Purchase Events Segmentation Basics Course 9 • 20 minutes What you’ll learn Explain what audience segmentation is and its value Explain how you can use segmentation filters, filter groups, and logic operators to create an audience segment in the Braze dashboard Understand how Braze calculates segment membership Assess the appropriate segmentation filters (user data filters) and logic (AND/OR Filter combinations) needed to target a specific audience Create an exclusion group to exclude specific users from a segment Create an audience segment using a combination of filters using the segmentation tool Skills you’ll gain Audience Segmentation, Targeting, Filter Logic, Exclusion Groups, Customer Data Filters, Segment Membership, Audience Building Campaign Setup Course 10 • 15 minutes What you’ll learn Choose between campaigns and Canvases based on use case Plan the "who, what, when and why" of a marketing campaign Choose appropriate configuration options when creating a campaign Find a campaign within the campaign list view Add tags to a campaign Configure tags at the workspace level Interpret the success of a campaign using Braze campaign analytics Skills you’ll gain Campaign Planning., A/B Testing, Campaign Configuration, Tag management, Campaign Analytics, Message Targeting, Performance Measurement Introduction to Canvas Course 11 • 10 minutes What you’ll learn Explain how Canvas enables you to orchestrate customer-centric messaging across channels from a high-level Recognize three common customer journey use cases with Canvas (Path to purchase, onboarding, retention) across different industries (eCommerce, Streaming, Learning) Build a Canvas in the Braze dashboard Describe analytics functionality with Canvas, including: multivariate testing, Canvas Details page panels and key stats, and component level data Skills you’ll gain Journey Orchestration, Canvas Flow, Multivariate Testing, Customer Journey Design, Workflow Automation, Branching Logic, Journey Analytics Cross-Channel Messaging Course 12 • 20 minutes What you’ll learn Understand the value of a cross-channel messaging approach Assess the most appropriate channel for different message types Differentiate between in-product and out-of-product channels Identify common cross-channel combinations and best practices Skills you’ll gain Cross-Channel Strategy, Channel Selection, Push Notifications, In-App Messaging, Email Marketing, SMS Marketing, Omnichannel Experience Introduction to Braze Reporting and Analytics Course 13 • 20 minutes What you’ll learn Explain how leveraging data for experimentation enhances your customer engagement strategy and how the Braze data feedback loop supports this process Locate and identify your brand’s top-line performance data Locate and identify performance metrics for individual campaigns and Canvases Assess user engagement effectiveness using Braze Data Platform tools Assess revenue performance using Braze Data Platform tools Skills you’ll gain Marketing Analytics, Data Experimentation, Campaign Reporting, ROI Measurement, Engagement Analysis, KPI Tracking, Revenue Attribution Dashboard Setup Course 14 • 30 minutes What you’ll learn Plan and configure workplaces to align with your business needs Locate frequently used technical information within the Braze Dashboard (API keys, custom even collection, and credential error messaging) Adjust your company time zone within the Company Settings section of Braze Configure security settings for Braze dashboard users at your company Assign and change permissions for users in the Braze dashboard Discover third-party tools that you can integrate using the Technology Partners tool the Braze dashboard Locate key panels within the Overview Page of the Braze Dashboard and explain their functionality Import existing marketing assets into the Braze Dashboard Explain how Braze User Profiles function on a high-level and differentiate between the two types of data it can store (Attributes and Events) Setup key email settings, including: your default display name, reply-to addresses, sending info, and subscription pages and footers Assess user profiles using the User Search or the Segment User Data tool Skills you'll gain Platform Administration, Workspace Configuration, User Permissions, API Management, Email Setup, Partner Integrations