A recent study by PwC found that 54% of companies say that their customer engagement strategy drives innovation from early ideation. For these companies, customer engagement is not just about generating leads or sales but also about developing new products and services. In today's competitive marketplace, companies need to strive for innovation to remain relevant continually and top of mind for customers. The study found that the companies that are most successful in driving innovation from customer engagement have a dedicated team or department responsible for this area. In addition, these companies use customer feedback loops to ensure that they are constantly gathering input and ideas from their customers. As a result, companies can position themselves for continued success by making customer engagement a priority.