in customer experience, it is the process of persuading a prospective consumer to buy a company’s goods or services – of converting existing prospects into new customers – and concerns itself specifically with acquiring new customers at minimum cost

The cost of acquiring new customers is usually a good indicator of the value a customer is believed to bring to a business.

action plan workshop
in customer experience, it is usually a collaborative, facilitated meeting in which a group of people engage in intensive discussion over improvements to an organisation’s existing customer experience
(see also workshop)

The purpose of an action plan workshop is to map out current challenges, develop ideas and find solutions on how to improve consistency over all touchpoints of the customer’s experience.

(see also B2C)
(see also B2B)
business process management
business process outsourcing
a product or service offered by a company under its name

The word, brand, is liberally used in popular culture, but, in essence, refers to the sum of all experiences related to the product and services.

the act of promoting a product or service using advertising, design and all forms of PR and marketing
brand alignment
the act of coordinating a brand’s marketing, communications, look and feel in such a way as to reflect the brand’s personality in line with its brand promise
brand ambassador
in advertising and marketing, it is a person, often a celebrity or high-ranking spokesperson, employed by a company or organization to promote its products and services

In customer experience, internal staff should ideally be trained to function as brand ambassadors, as they are ultimately responsible for delivering on the desired customer experience.

brand perception
the combination of a customer’s functional and emotional experiences of a brand, informing what the customer associates with that brand
brand promise
typically presented in the form of marketing campaigns, it is a company’s attempt to form an association in its customers’ minds – linking benefits and enticing customer experiences with its products and services

Brand promises create consumer expectations, making it imperative that a brand delivers on its promise in every customer interaction throughout the customer journey

brand proposition
often referred to as a brand statement, it clearly identifies the benefits a brand offers its consumers, hopefully also including benefits no other brand can offer
brand value
also known as brand equity, it is the net present value of the estimated future cash flows of a brand
business process management
improving a company’s workflow to make it more efficient and adaptive
business process outsourcing
the process of contracting the operations and responsibilities of a particular business process to a third-party service provider
relates to trade between businesses
(see also business-to-consumer)

Typically, B2B businesses offer more complex, longer-term products than B2C businesses. B2B often involves educating prospective clients and acting as a resource for them – cultivating long-term relationships as opposed to one-off transactions.

relates to trade between businesses and consumers
(see also business-to-business)
Customer Communications Management
Customer Experience Management
strictly defined, a person who receives professional services from a business
(see also customer)
Content Management System
content management system
a software system that allows a user to publish, edit and modify, organise, delete and maintain information from a central interface
Customer Satisfaction Index
a person who buys goods or services from a store or business
(see also client)
customer / client communication
all exchanges of information between a business and its customers or clients, whether in electronic or print form

Customer / client communications can occur across various media, such as documents, emails, text messages, social media and web-based channels.

customer communications management
refers to a combination of hardware and software solutions used to improve the creation, storage, retrieval and delivery of all customer communications – from marketing material and product launches, to claims correspondence and bill and payment notifications
customer experience
a customer’s entire physical and emotional interaction with a brand’s products or services
Customer Experience Management
a series of methods and processes used to measure and arrange a customer’s interactions with a brand throughout the customer lifecycle
customer journey
usually documented by means of a customer journey map, it defines the customer experience from the customer’s point of view – in other words, the journey a customer takes from first contact with a brand to point of exit
Customer Journey Mapping
a diagram, or narrative, that maps out a customer’s entire engagement with a brand / business – from initial contact, through purchasing, after sales support, leaving and preferably, renewal – to analyse customer experience from the customer’s point of view
customer lifecycle
a customer’s entire engagement with a company – from becoming aware of the brand to discovery, evaluation, loyalty, support and more
customer satisfaction
the measurement of how a company’s products or services meet, exceed, or disappoint customer expectations, usually determined through expert customer satisfaction research and represented by a customer satisfaction index (CSI) score
Customer Satisfaction Index
in customer experience research, it is the measurement of how satisfied a company’s customers are with its performance – conducted for the purpose of customer retention

During the research process, individual customer survey scores from different business attributes (e.g. cleanliness, product / service quality, responsiveness, value for money, etc.) are combined to generate a single CSI that indicates overall customer satisfaction.

customer service
an integral part of the customer experience, it is the way in which a company takes care of its customers through assistance and advise – before, during and after a customer has bought or used its products or services
customer touchpoints
all points of customer contact with a brand, from first contact to exit

Typically, a customer may discover a brand online, in an ad, or by word of mouth. He/she may then read reviews of that brand online, visit the brand’s website, shop at its store (if one exists), or get in touch with its customer service department – each step of which becomes a customer touchpoint.

customer value proposition
used in business as a persuasive marketing statement, it describes the reasons why a consumer would benefit from buying a specific product, or using a service
(see also employee value proposition)

A customer value proposition is used as part of a company’s marketing strategy, specifically targeted at its potential consumers as opposed to its internal staff, partners, suppliers and distributors.

Customer Value Proposition
Customer Experience
Customer Experience Management
a user interface (somewhat resembling the dashboard of a car) that presents the user with software performance information in a way that is easy to read
digital first
a content creation strategy centred on digital communications – optimising communications design predominantly for web and mobile platforms
digital marketing
a measurable and interactive form of marketing that makes use of digital technologies (i.e. web, mobile) to reach customers
design principles
in customer experience, design principles reinforce a company’s statement of intent by testing whether a company realises its customer experience objectives

In design, it is a series of concepts used in organising the structural elements of design namely, balance, proportion, rhythm, emphasis and unity.

employee value proposition
a unique set of rewards and benefits an employee receives in return for his/her skills, capabilities, experience and workplace performance, used to influence target candidates and employees positively
(see also customer value proposition)

An employee value proposition defines a company’s essence – what makes it unique and what it stands for – describing why anyone would be proud to work there by presenting present and prospective employees with an inspiring vision and distinctive culture.

Employee Value Proposition
experience design
the design of all elements involved in crafting the quality of the user experience – such as products, services, events, omnichannel journeys and environments
experience redesign
the evaluation, reinterpretation and subsequent redesign of an existing experience design
financial sector
a set of institutions within a regulatory framework that enable transactions by incurring and settling debts
hospitality sector
an array of fields within the service industry, typically including accommodation, event planning, leisure parks, transportation, cruise liners and various domains in the tourism sector
information technology
the study or utilisation of computer and telecommunications systems, specifically for the purposes of storage, recovery and transmittance of information
inside-out approach
a business philosophy centred on the belief that a company’s strength is built on its inner capabilities
(see also outside-in approach)
an approach to software design that prioritises the software’s response to the user’s actions
Information Technology
IT sector
A broad range of industries within the computer and computer network domain including computer hardware, software, electronics, semiconductors, the internet, telecom equipment, engineering, healthcare and e-commerce
The manner in which content, such as text and pictures are arranged on a page, whether in print or digital format
manufacturing sector
a range of industries involved in the transformation of chemical, mechanical, or physical materials, substances, or components into consumer or industrial goods
market share
the portion of the market that is controlled by a particular company or product
in customer experience, it refers to the research procedures aimed at understanding what makes a company’s customer experience good or bad, measuring effectiveness, ease of business and emotional response

mission statement
defines an organisation’s present state or purpose, outlining what it does, whom it serves and how it works
(see also vision statement)

Ideally, any employee within the company should be able to articulate its mission statement.

in customer experience, it refers to client communication – or interactions – over more than one platform, such as print, web, telephonic, or word of mouth
Net Promoter Score
also referred to as the recommend question, it is a management tool designed to measure a customer’s likelihood to endorse a company’s product or service – calculated using the answer to a single question, usually rated on a scale of 0 – 10

Net Promoter Score questions usually take the form of, “How likely are you to recommend [company] to a friend or colleague?” It is used as an alternative to more traditional customer satisfaction research.

Net Promoter Score
outside-in approach
a business philosophy advocating the belief that business success depends on customer value creation, customer orientation and customer experiences
in customer experience, it refers to client communication and interaction over any and all channels the customer may choose at any point during the customer journey – opening an email, clicking on a link, visiting a website, downloading a file, printing a document, etc.
in customer experience, it refers to making a mass communication relevant to an individual client / customer through data mapping, business logic and contextualisation
relating to measuring quality over quantity – in customer experience, qualitative research is designed to reveal a customer’s range of behaviour and brand perceptions that drive his/her interactions with a business / brand
(see also quantitative)
relating to measuring quantity over quality – in customer experience, quantitative research is designed to reveal hard facts and statistics about customer behaviour when engaging with a business / brand
(see also qualitative)

For quantitative research to be effective, it is important to survey a relatively large number of respondents that accurately represent a company’s target market.

in customer experience, it is a set of questions (printed, written, or orally conveyed) devised for a customer survey – aimed at gathering statistical data typically used in customer journey mapping
in customer experience, it refers to putting together a communication into its final format
a digital communications design philosophy aimed at providing users with the best possible user experience across various devices
retail sector
the part of the economy that comprises businesses that sell goods through any and all channels (i.e. stores, the internet) to the public
in customer experience, it refers to the percentage of customer relationships a company can maintain over a long period
service delivery
the part of a business wherein interaction between service providers and their clients occurs – in the form of information or a task – preferably providing value to the client
statement of intent
defines a company’s core goals and purpose in crafting its future state customer experience
(see also design principles)
services sector
the part of the economy that focuses on knowledge – companies in the services sector are made or broken by their understanding of what their customers want and include businesses in retail, banking, accommodation, education, health, social work, computer services, recreation, media, communications, electricity, gas and water supply
a template file designed to store and apply a company’s font and layout settings (i.e. font family, colour) to standardise document appearance across departments
in customer experience, it is training that aims to go beyond generic customer service training – instead focusing on employee insight into customer expectations and enabling them to align their service with the company’s customer experience as a whole
User Experience
(see also UX)

User Interface
user experience
a user’s overall experience of an application or other digital products or software (i.e. websites, mobile apps) – particularly when the user’s interaction with the technology evokes an emotional response
User Experience
(see also UE)
vision and mission statement
often used interchangeably, or as a singular concept, a vision and mission statement reflects two separate planning initiatives designed to inspire prospective clients / talent to work with / for an organization
(see also vision statement and mission statement)
vision statement
an inspirational outline of an organisation’s ideal vision of its future state – a mental picture of what it wants to achieve over time
(see also mission statement)
in customer experience, denotes the action of bringing ideas together in a single setting, or through shared communication
nlighten’s Customer Experience Dictionary strives to capture CX terminology in a way that accurately reflects the language used in the Customer Experience domain.

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