Media publications are talking about it, bloggers are writing about it, and indeed, entire agencies have set up shop claiming to specialize in it. The term “customer engagement” is seemingly ubiquitous today’s marketing world. But for many industry professionals, the exact definition of the term remains fuzzy. So what is it exactly: a new buzzword, a periodic trend, or an industry breakthrough? The correct answer would be both all or none of the above. Come again? Perplexingly broad, this offers little. To really understand this definition though, we need a few clarifications.