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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.

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  • relationship marketing - Relationship marketing is a customer relationship management strategy designed to encourage strong, lasting customer connections to a brand.
  • reputation risk - Reputation risk is the threat to the profitability or sustainability of a business or other entity that is caused by unfavorable public perception of the organization or its products or services.
  • retargeting (remarketing) - Retargeting, also known as remarketing, is advertising that features specific products or services and targets an individual who has viewed them online.
  • revenue operations (RevOps) - Revenue operations (RevOps) is the strategic integration of sales, marketing and service departments to provide a better end-to-end view to administration and management, while leaving day-to-day processes within the departments.
  • RFx - RFx (request for x) encompasses the entire formal request process and can include any of the following: request for bid (RFB), request for information (RFI), request for proposal (RFP), request for quotation (RFQ) and request for tender (RFT).
  • robocall - A robocall is an automated telephone call initiated by an autodialer for delivery of a prerecorded message.
  • sales automation tools - Sales automation tools relieve sales agents of tasks that take them away from interacting with current and potential customers.
  • sales pipeline - A sales pipeline is a visual representation of sales prospects and where they are in the purchasing process.
  • sales-qualified lead (SQL) - A sales-qualified lead (SQL) is a prospective customer that has been handed off to sales teams for further nurturing after showing enough interest in a company's products.
  • Salesforce Customer Success Platform - The Salesforce Customer Success Platform is the official name of the Salesforce portfolio of products.
  • Salesforce Journey Builder - Salesforce Journey Builder is a feature of the company's Marketing Cloud that manages the customer life cycle: the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service.
  • Salesforce Service Console - The Salesforce Service Console is the centralized interface in the Salesforce Service Cloud with which agents can view all relevant customer information related to a case, as well as their call queue and more.
  • sample - A sample, in the context of scientific research and statistics, is a representative subset of a population.
  • sampling error - A sampling error is a problem in the way that members of a population are selected for research or data collection, which impacts the validity of results.
  • screen pop - A screen pop is a feature of a computer telephony integration (CTI) application that automatically displays all of the relevant caller and account information on a call center agent's screen during a call.
  • self-service rate (self-service bounce rate) - Self-service rate, also known as self-service completion rate, is a key performance indicator (KPI) used to analyze the effectiveness of a help desk or support team by measuring the percentage of issues that users are able to troubleshoot on their own.
  • sentiment analysis (opinion mining) - Sentiment analysis, also referred to as opinion mining, is an approach to natural language processing (NLP) that identifies the emotional tone behind a body of text.
  • service level - Service level describes, usually in measurable terms, the services a network service provider furnishes a customer within a given time period.
  • show-me marketing - Show-me marketing is the practice of telling a brand's story and engaging consumers through pictures, videos and other visual media.
  • showrooming (reverse showrooming) - Showrooming is the practice of examining a product in a brick-and-mortar store, then purchasing it online for a lower price.
  • silent monitoring - Silent monitoring refers to the practice of call center managers or senior agents listening to the interaction between an incoming caller and an agent.
  • skill-based routing (SBR) - Skill-based routing (SBR) is a component of automatic call distributor (ACD) systems that filters and directs incoming inquiries to call center agents with the most applicable skill sets.
  • smarketing (sales and marketing alignment) - Smarketing is an alignment of a company's sales and marketing departments for better communication, more collaborative efforts, greater efficiency and, as a result, enhanced profitability.
  • social CRM - Social CRM, or social relationship management, is customer relationship management and engagement fostered by communication with customers through social networking sites, such as Twitter and Facebook.
  • social currency - Social currency is the personal assets and attributes of an individual that help them succeed in interactive social channels.
  • social media analytics - Social media analytics is the practice of gathering data from social media websites and analyzing that data using social media analytics tools to make business decisions.
  • social proof - Social proof is a psychological phenomenon in which the actions and attitudes of the people around us (either in real life or online) are considered support to guide our own behavior.
  • social selling - Social selling is a B2B and B2C social media marketing (SMM) strategy that utilizes social networking sites and applications to generate leads, sales or one-on-one relationships with consumers.
  • social simulation - Social simulation is the application of computer-based methods and technologies to replicate human social dynamics in various environments and scenarios.
  • speech analytics - Speech analytics is the process of analyzing voice recordings or live customer calls to contact centers with speech recognition software to find useful information and provide quality assurance.
  • speech recognition - Speech recognition, the ability for a machine to convert spoken language to text, is often used for voice dialing, call routing and voice search.
  • subscription management - Subscription management is the process of overseeing and controlling all aspects of products and services sold repeatedly through a weekly, monthly, quarterly or yearly subscription-based pricing model.
  • supply-side platform (SSP) - A supply-side platform (SSP) is a software system that allows publishers to offer their available inventory to ad exchanges and demand-side platforms (DSP)s.
  • support-driven development - Support-driven development is a strategy used by developers to create products that fit the needs of customers by designing them based on direct customer feedback.
  • surprise and delight - Surprise and delight is a marketing approach that seeks to attract and nurture customers by enhancing interactions with them and offering them unexpected rewards.
  • survey research - Survey research is the collection of data attained by asking individuals questions either in person, on paper, by phone or online.
  • tag management system - A tag management system (TMS) is a software solution used to manage the tags used in digital marketing.
  • talking translator - A talking translator is a program that translates words and phrases from one language to another language and delivers the translation to the user as audio information.
  • TAM SAM SOM - TAM SAM SOM is a set of acronyms used to quantify the business opportunity for a brand in a given market.
  • targeted ad (targeted advertising) - A targeted ad, in online marketing, is an advertisement that is served to a specific audience, which could be a particular demographic, a group or an individual.
  • technology buying team - Driven by demand for ease of use and shorter buying cycles, the technology buying team is a committee created for whose members are responsible for making software and hardware buying decisions.
  • terms of service (ToS) - Terms of service (ToS) is a type of document stating details about what a service provider is responsible for as well as user obligations that must be adhered to for continuation of the service.
  • test marketing - Test marketing is a marketing method that aims to explore consumer response to a product or marketing campaign by making it available on a limited basis before a wider release.
  • ToFu, MoFu and BoFu - ToFu, MoFu and BoFu is a method used by sales and marketing professionals to pace and cater their approach to sales leads within a sales funnel, depending on the customer’s current phase of the purchase decision.
  • Top searches of 2008 - What were people searching the WhatIs.
  • ToS;DR - ToS;DR is a user rights initiative that breaks down good and bad points about the terms of service (ToS) and privacy policies for prominent websites and gives them an overall rating from Class A (very good) to Class E (very bad).
  • trouble ticket (trouble report) - A trouble ticket (sometimes called a trouble report) is a mechanism used in an organization to track the detection, reporting and resolution of some type of problem.
  • vanity metrics - A vanity metric is a unit of measurement that looks positive but fails to provide the viewer with any information that can be used to drive future actions.
  • vertical search engine - A vertical search engine is a search engine that is dedicated to a particular area of focus.
  • viral content - Viral content is material, such as an article, an image or a video that spreads rapidly online through website links and social sharing.
  • virtual agent (intelligent virtual agent or virtual rep) - A virtual agent (sometimes called an intelligent virtual agent, virtual rep or chatbot) is used to describe a program based in artificial intelligence (AI) that provides automated customer service.
  • virtue signaling - Virtue signaling is making a public statement that specifies or implies laudable behavior or attitudes which may not correspond to the actions of the person making the statement.
  • voice of the customer (VOC) - Voice of the customer (VOC) is the component of customer experience (CX) and customer satisfaction (CSAT) that focuses on the perception of a customer's needs, wants, expectations and preferences.
  • voice recognition (speaker recognition) - Voice or speaker recognition is the ability of a machine or program to receive and interpret dictation or to understand and carry out spoken commands.
  • weak tie theory - Weak tie theory is the proposition that acquaintances are likely to be more influential than close friends, particularly in social networks.
  • Web self-service - Web self-service is a type of electronic support (e-support) that allows customers and employees to access information and perform routine tasks over the Internet, without requiring any interaction with a representative of an enterprise.
  • Workforce management (WFM) software - Workforce management (WFM) software is an umbrella term for desktop and mobile programs that help a business manage staff scheduling.
  • workforce optimization (WFO) software - Workforce optimization (WFO) software is a program suite that combines recording, quality management (QM) and other call center technologies into one console with the purpose of optimizing call center performance.

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