2nd Feb 2026
Report - Customer Engagement Skills Census 2025
Balancing the needs of customers with the demands of the business is at the heart of customer engagement. Customers expect relevant, rewarding and personalised experiences, while businesses demand sustainable growth and healthy margins. Balancing the two has never been more critical.
The Customer Engagement Skills Census 2025 explores the skills marketers need to drive long-term engagement and loyalty in this challenging environment. Moving beyond short-term incentives and discount-led tactics, the Census focuses on the capabilities that underpin effective, personalised and commercially resilient customer engagement.
Based on a survey of 260 DMA Award Judges, this research captures expert insight from across the industry on the skills that matter most today, and how they are evolving in a world shaped by generative and agentic AI. The findings were unveiled at our annual Customer Engagement Conference, and the report includes perspectives from senior practitioners who were on the discussion panel on what this means for teams, leaders and organisations.
Whether you’re building customer loyalty strategies, investing in capability development, or making the case for long-term engagement internally, this Census provides evidence-led insight to help you prioritise the skills that deliver lasting impact.
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