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Customer experience management

The goal of customer experience management (CEM) is to optimize customer satisfaction at each touchpoint of the customer journey. Definitions in this glossary include terms about marketing and creating a customer-centric view of business, the use of AI and RPA in martech, capturing and analyzing customer feedback and contact center automation.

CUS - REA

  • customer base - Customer base is the group of clients to whom a business markets and sells their goods or services.
  • customer communications management (CCM) - Customer communications management (CCM) is the administration of outbound communications to customers that includes the creation, delivery and storage of all types of communications.
  • customer data management (CDM) - Customer data management (CDM) is the centralization of customer information, such as customer experiences, demographics and feedback, into a single database.
  • customer data platform (CDP) - A customer data platform (CDP) is a type of software application that provides a unified platform of customer information that can be collected, viewed or accessed by other systems.
  • customer demographics - Customer demographics are categories of consumer populations that are relevant to a business' purposes, such as marketing and product design.
  • customer effort score (CES) - Customer effort score (CES) is a system for evaluating how much effort is required on the part of a customer to achieve satisfaction in their experience with a company.
  • customer engagement - Customer engagement is the means by which a company creates a relationship with its customer base to foster brand loyalty and awareness.
  • customer experience (CX) automation - Customer experience (CX) automation is any technology that assists customers with common tasks, sometimes replacing the involvement of humans, to improve customer interactions.
  • customer insight (consumer insight) - Customer insight, also known as consumer insight, is the understanding and interpretation of customer data, behaviors and feedback into conclusions that can be used to improve product development and customer support.
  • customer loyalty - Customer loyalty is an adherence between a customer and a brand that causes the customer to make repeat purchases.
  • customer profiling - Customer profiling is the practice of organizing customers into specific groups possessing similar goals or characteristics.
  • customer retention - Customer retention is a metric that measures customer loyalty, or the ability for an organization to keep its customers over time.
  • customer satisfaction (CSAT) - In customer relationship management, customer satisfaction (CSAT) is a measure of the degree to which a product or service meets the customer's expectations.
  • customer scoring models - A customer scoring model is a component of customer relationship management (CRM) programs that refers to various metrics used to help companies predict the long term financial value of customers.
  • customer self-service (CSS) - Customer self-service is a type of electronic support (e-support) that allows end users to access information and perform routine tasks without requiring the assistance of a human.
  • customer service and support - Customer service and support (CSS) is the part of a company's customer relationship management (CRM) department that interacts with a customer for their immediate benefit, including components such as the contact center, the help desk, and the call management system.
  • customer service charter - A customer service charter is a document that outlines how an organization promises to work with its customers along with providing insights into how an organization operates.
  • customer service chat (CSC) - In customer relationship management (CRM), customer service chat (CSC) is an Internet service that allows the user to communicate in real time with a customer service agent by using an instant messaging (IM) application that's built into the company's Web site.
  • customer success - Customer success is a strategy to assure that a company’s products are meeting the needs of the customer.
  • customer touch point - A customer touch point is any direct or indirect contact a customer has with a brand.
  • dark post - A dark post is an inexpensive sponsored message on a social media website that is not published to the sponsor page timeline and will not display in follower feeds organically.
  • data co-op - A data co-op is a group organized for sharing pooled data from online consumers between two or more companies.
  • data-driven marketing - Data-driven marketing is a strategy in which marketers use statistics and metrics to assess the effectiveness of marketing campaigns and help make better decisions about future campaigns.
  • demand generation (demand gen) - Demand generation (demand gen) is an umbrella term for customer acquisition initiatives that are designed to drive awareness and interest about a company’s product or service in order to attract qualified leads.
  • demand-side platform (DSP) - A demand-side platform (DSP) is software that allows an advertiser to buy inventory from ad exchanges and manage advertising campaigns.
  • deplatform - To deplatform someone is to remove their access to a channel for delivering messages to an audience.
  • digital body language (DBL) - Digital body language (DBL) is the aggregate of an individual’s online activity – including his or her email use, web visits, searches, referrals from social media sites and webinar attendance.
  • digital experience (DX) - Digital experience (DX) is the combination of interactions and overall sentiment that consumers have with an organization's digital touchpoints.
  • digital signage ROI - Digital signage ROI is the return on investments made on digital signage used to advertise and attract customer attention or communicate information.
  • direct digital marketing (DDM) - Direct digital marketing (DDM) is the electronic delivery of relevant communications to specific recipients.
  • Director of First Impressions - Director of First Impressions is a job title that is increasingly replacing that of receptionist.
  • do not call list - The "do not call" list is a registry of phone numbers in the United States that telemarketers are prohibited from calling in most circumstances.
  • drip marketing - Drip marketing is a method involving periodic small releases of promotional materials over time.
  • e-support - Part of the growing trend toward online customer relationship management (CRM), e-support is the electronic (usually Web-based) version of customer service that would otherwise have required either a visit to a company or a telephone call.
  • earned media management (EMM) - Earned media management (EMM) is a strategy for measuring and influencing the business impact that social media initiatives have on consumer behavior.
  • Eloqua - Eloqua is a platform for automation of enterprise-level electronic marketing, offered by Oracle.
  • Erlang B - Erlang B is a modeling formula that is widely used in call center scheduling.
  • Erlang C - Erlang C is a traffic modeling formula used in call center scheduling to calculate delays or predict waiting times for callers.
  • escalation plan - An escalation plan is a set of procedures set in place to deal with potential problems in a variety of contexts.
  • fast clear down - A fast clear down is a call center term for a caller who hangs up upon hearing a delay notice.
  • first call resolution (FCR) - In customer relationship management (CRM), first call resolution is properly addressing the customer's need the first time they call, thereby eliminating the need for the customer to follow up with a second call.
  • focus group - A focus group is a small and typically diverse panel of people selected to survey for their opinions on a given subject.
  • frictionless commerce - Frictionless commerce is a method of using data from devices, apps and websites to integrate buying opportunities as simply and seamlessly as possible into consumers’ everyday activities and natural environments.
  • Fulfillment by Amazon (FBA) - Fulfillment by Amazon (FBA) is an advanced service in which third-party vendors store their products in Amazon’s fulfillment centers and the e-commerce giant picks, sorts, packs, ships, keeps records, and handles returns and refunds for these products.
  • fulfillment center - A fulfillment center is a warehouse where incoming orders are received, processed and filled.
  • gated content / ungated content - Gated content is online materials, such as white papers, articles or videos, that require the user to fill out a form before they can access them.
  • Google E-A-T - Google EAT (Expertise Authority Trustworthiness) is a ranking system for online content.
  • growth hacking - Growth hacking is an approach to driving product adoption, usage and sales by experimental, innovative and low-cost means.
  • headless commerce (headless e-commerce) - Headless commerce, also called headless e-commerce, is a platform architecture that decouples the front end of an e-commerce website with the back end.
  • help desk - In a business enterprise, a help desk is a place that a user of information technology can call to get help with a problem.
  • high-touch customer service - High-touch customer service refers to the idea that some customer service issues are complex or high value and thus require human interaction to resolve, not just digital technologies -- such FAQ sections or online customer communities -- to solve.
  • hockey stick growth - Hockey stick growth refers to the shape of a chart showing sudden and very rapid growth.
  • hot desking - Hot desking is a work space sharing model in which employees outnumber desks.
  • HubSpot - HubSpot is a company that sells software designed for inbound marketing, including content management, search engine optimization and other tools.
  • human downgrading - Human downgrading is the combined negative effects of digital technology on people and society.
  • impression - In Web advertising, the term impression is sometimes used as a synonym for view, as in ad view.
  • inbound call - An inbound call is one that a customer initiates to a call center or contact center.
  • inbound call center - An inbound call center is one that exclusively or predominately handles inbound calls (calls initiated by the customer) rather than outbound calls.
  • Incremental Revenue (Value) Analysis - Incremental Revenue (Value) Analysis is a process used to calculate the value of each agent in a call center.
  • influencer (social influencer) - An influencer's actions and opinions have more impact on their colleagues, social network and the general public than most other individuals have.
  • influencer marketing - Influence marketing can be broken down into a few stages.
  • Interactive Voice Response (IVR) - Interactive Voice Response (IVR) is an automated telephony system that interacts with callers, gathers information and routes calls to the appropriate recipients.
  • internal marketing - Internal marketing is the promotion of a company’s objectives, as well as its products and services, to people within the organization.
  • internet shaming (online shaming) - Internet shaming is the use of social media, blogs and other online communication channels to attack a target individual or organization.
  • issue tracking system (ITS) - An issue tracking system (ITS) is a software application that allows an enterprise to record and follow the progress of every problem or "issue" that a computer system user identifies until the problem is resolved.
  • knowledge base - In general, a knowledge base is a centralized repository for information: a public library, a database of related information about a particular subject, and whatis.
  • lead nurturing - Lead nurturing is a set of integrated marketing strategies designed to turn a potential customer into a buyer.
  • lead trajectory - A lead trajectory is a projected path of a lead or potential customer as it applies to a goal, such as signing the customer up for a service or making a sale.
  • level of support (support level) - Level of support indicates a specific extent of technical assistance in the total range of assistance that is provided by an information technology product (such as a software product) to its customers.
  • LinkedIn Sales Navigator - LinkedIn Sales Navigator provides features for sales professionals to identify prospects, receive alerts on prospects' activities on LinkedIn and request introductions to prospects through shared connections.
  • live chat (live support) - Live chat (live support) provides the means to engage with users, as they’re actively visiting an organization’s owned media properties.
  • LivePerson - LivePerson is a software as a service (SaaS) provider that develops customer engagement and conversational commerce applications and platforms.
  • longest delay in queue (LDQ) - Longest delay in queue (LDQ) is the longest time period that a customer in a queue waits before either connecting with an agent or hanging up.
  • macromarketing - Macromarketing is the influence that marketing policies and strategies have on the economy and society as a whole.
  • market basket analysis - Market basket analysis is a data mining technique used by retailers to increase sales by better understanding customer purchasing patterns.
  • market intelligence (MI) - Market intelligence is the monitoring of specific data streams in order to provide stakeholders with a holistic view of an industry segment or customer base.
  • market segmentation - Market segmentation is a marketing strategy that uses well-defined criteria to divide a brand's total addressable market share into smaller groups.
  • marketing analytics - Marketing Analytics is the act of tracking, collecting and analyzing data to evaluate marketing effectiveness and guiding future marketing decisions.
  • marketing attribution models - A marketing attribution model is a method for determining which touchpoints are responsible for a sale, as well as how much credit each touchpoint receives.
  • marketing campaign management - Marketing campaign management is the planning, executing, tracking and analysis of direct marketing campaigns.
  • marketing information system (MkIS) - A marketing information system (MkIS) is a set of procedures and tools for the continuous gathering of information that might affect the promotion and selling of a product or service.
  • marketing-qualified lead (MQL) - A marketing-qualified lead (MQL) is a website visitor whose engagement levels indicate that he is likely to become a customer.
  • Marketo - Marketo is a platform for the automation of marketing activities; the platform is designed for medium-sized businesses.
  • Marketo Certified Associate - A Marketo Certified Associate (MCA) is a person certified by Marketo to have the necessary skills to set up basic email marketing initiatives and report on program success.
  • martech (marketing technology) - Martech is the area of customer relationship management (CRM) concerned with creating, managing and using digital tools that make it possible for marketers to automate tasks and make data-driven decisions.
  • mass customization - Mass customization is the use of computer aided manufacturing to enable custom individualized output for the production of goods and services.
  • Microsoft Dynamics 365 - Microsoft Dynamics 365 is a cloud-based business applications platform that combines components of customer relationship management (CRM) and enterprise resource planning (ERP), along with productivity applications and artificial intelligence tools.
  • microtrend - A microtrend is a tendency in the direction of some phenomenon that is fairly pervasive within a given sphere of influence and lasts for a few years.
  • mindshare (share of mind) - Mindshare, also known as share of mind, is an approach to marketing that involves attempting to make a company, brand or product the first one that comes to mind when a customer thinks of a particular market.
  • mission-driven brand - A mission-driven brand is an organization with a clearly-stated purpose and a dedication to acting in accordance with its stated principles.
  • mobile CRM (mobile customer relationship management) - Mobile CRM (mobile customer relationship management) enables remote employees to access customer data and customer accounts wherever they are.
  • mobile marketing - Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.
  • moment of truth (marketing MOT) - A moment of truth is marketing lingo for any opportunity a customer (or potential customer) has to form an impression about a company, brand, product or service.
  • multichannel contact center - A multichannel contact center is a call center that allows agents to interact with customers over several communication channels, but each channel operates in isolation.
  • multichannel retail - Multichannel retail is an approach in which retailers offer consumers multiple options for how and where they make purchases.
  • mystery shopping software - Mystery shopping software is a type of ERP tool that helps organizations manage and observe all components of a mystery shopping program.
  • named account - A named account is a company that is identified as a valuable prospect or customer and assigned to an individual marketing or sales representative for targeted efforts.
  • needs assessment - A needs assessment is an exercise that identifies the difference between a current condition/state and the desired condition/state.
  • next issue avoidance (NIA) - Next issue avoidance (NIA) is a metric used by a company's support or customer service department to stay proactive when helping their customers by predicting related issues that might arise.
  • niche marketing - Niche marketing is a targeted marketing strategy aimed at small, specific and well-defined portions of the population.

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