Disclosed are examples of systems, apparatus, methods and computer program products for customer engagement and communication across multiple channels using a database system. A first communication between an agent and a customer can be identified on a first communication channel. A customer identifier and agent identifier associated with the first communication can be processed. A unique multi-channel identifier can be retrieved. The unique multi-channel identifier can link the customer identifier and the agent identifier, to uniquely link the agent with the customer. The unique multi-channel identifier can then be provided to initiate a second communication between the agent and customer on a second communication channel.