Customer Engagement (CE) is a concept that has emerged recently to capture the total set of customers’ behavioural activities towards a certain firm or brand. In this context, the purpose of this paper is to empirically study the effects of different CE behaviours on the perceived benefits resulting from these activities. We combine the published results of CE behaviour and benefits research with an empirical research approach in order to gain deeper insights into various CE behaviours and benefits. The results of our empirical studies (36 in-depth interviews and a quantitative study with n = 255) revealed that CE can be divided into “value creation-focused CE”, “online-focused CE” and “customer-to-customer interaction-focused CE”. Additionally, six CE benefits were identified: social, relationship, autonomous, economic, altruistic and self-fulfilment benefits. It is shown that the CE behaviours lead to the perception of various benefits. The findings provide ideas about how firms can foster different CE behaviours by addressing the right benefit types.