Experience Improvement Terms

Customer Acquisition

Customer acquisition is the process of discovering, attracting, and onboarding new and prospective customers that will benefit from and enjoy your business offering. This process is strategic, measurable, and repeatable—or in other words, it doesn’t leave bringing in new customers to chance. Some businesses sell B2B or B2C, but whomever your primary consumer is, they must be persuasively, systematically, and intentionally encouraged to interact with your business.

Customer Churn

Customer churn occurs when someone chooses to discontinue using your products or services—or in other words, they are no longer a customer. Also known as customer attrition, customer churn gives a business owner insight into how well their business is doing over time, which is an essential part of management and growth.

Customer Effort Score (CES)

Customer Effort Score (CES) is an index used to measure how much effort customers have put into their experiences and interactions with your company. Customers respond to a CES survey designed on a 5- or 7-point scale (with a few other variations). The higher the CES, the better. Companies that provide effortless service get higher scores, while companies that make it difficult for customers to deal with their products and services get lower scores.

Customer Engagement

Customer engagement is a process by which businesses interact with their customers to build relationships and foster loyalty. It is a popular term that is often used interchangeably with customer experience and customer service, but it is actually a distinct concept. Customer service is about how your company interacts with customers, and customer experience is about what it’s like working through the purchasing funnel with your company. But that’s not customer engagement.

Customer Experience (CX)

How customers feel about their collective experiences and interactions with a company—including their overall relationship with a specific brand.

Customer Experience Management

According to the research firm Gartner, customer experience management is defined as “understanding customers and deploying strategic plans that enable cross-functional efforts and customer-centric culture to improve satisfaction, loyalty, and accuracy.” In other words, managing experiences to customers’ contentment.

Customer Experience Research

Customer experience research is a type of market research that focuses on understanding the customer's experience with a company's product or service. It helps businesses identify customer needs, wants, and preferences and use this data to improve their products and services.

Customer Feedback

Customer feedback is any information from customers about their experience with a product or service from a specific company.

Customer Journey Map

The process of creating a visual representation of the journey a customer has with a company’s brand, products, services and people. The process of creating one is called a customer journey map.

Customer Lifecycle

The customer lifecycle is a term to describe the process of someone becoming aware of your business to making a purchase to becoming a loyal and lifelong customer.

Customer Loyalty

Customer loyalty is believing that an organization’s product is the best option. It’s more than a casual friendship. Loyalty means sticking around when it isn’t easy, rejecting competition and believing that the customer-company relationship transcends products and services.

Customer Satisfaction Score (CSAT)

An attempt at capturing how satisfied customers are with a company’s goods and services. A survey asks a customer to rate their satisfaction, typically on a scale from 1 to 5.

Customer Value

Customer value is a customer’s perception of the value of your product or service. It’s especially important to remember that this value is determined by comparison to other similar products or services in the industry. Essentially, if a customer decides the benefits of the product outweighs the costs of the product or service, they will perceive a higher value of the company. If they decide the costs outweigh the benefits, the customers may regret purchasing the product—especially if a similar company offers one at a better perceived value. 

Detractors

Detractors are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.

Employee Commitment

Employee commitment is an initiative that seeks to drive culture through trust, dependability, two-way exchanges, and communication.

Employee Experience

Employee experience (EX) describes an individual worker’s collected perceptions throughout their time with a specific company. From first encounter as a potential hire through final interactions as their employment ends, employee experience takes into account every touchpoint across the entire employee journey.

Enterprise Feedback Management (EFM)

The process of collecting, analysing, and taking action on customer feedback for an enterprise-class large company. It is principally involved with the distribution and analysis of surveys.

eNPS

eNPS or Employee Net Promoter Score is one way to measure employee engagement and satisfaction, adapted from the very similar customer satisfaction measurement, NPS.

Improve NPS

Integrated CX

Integrated CX is all about collecting, integrating, understanding and acting on every customer signal so companies can unlock valuable insights to take action and drive measurable outcomes for their customers.

Market Research

Explores hidden relationships within industry data, collected by a market research firm, in order to predict and forecast future events and behavior within the market.

Market Segmentation

Market segmentation is a research strategy that separates different consumers in order to study their preferences, needs, and perspectives in order to optimize business practices, products, and experiences.

NPS Calculation

Predictive Analytics Software

Predictive analytics software is a branch of advanced analytics that utilizes historical data, statistical algorithms, and machine learning techniques to make predictions about future events or behaviors. It involves extracting insights from data to identify patterns, trends, and relationships, enabling organizations to anticipate outcomes and make informed decisions.

Response Rate

Response rate is how many people actually answered your survey. You can send your survey out to hundreds of people, but not everyone will take the survey, and that can affect how much information you actually gather from your target audience.

Survey

Surveys are highly customizable questionnaires that empower brands to quickly and easily reach a given audience. Such audiences may include (but are not restricted to) your customers, your employees, or folks beyond those two groups whose feedback you still need.

Text Analytics

The methods and processes used for obtaining insights from unstructured data, turning survey text responses into quantitative data.

Voice of the Employee (VoE)

The process of gathering and analyzing employee feedback to improve the customer experience.

What Is a Good Net Promoter Score?

What is NPS