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7 Important Customer-Related Definitions You Should Know

Profile photo of Elaine Fogel Submitted by Elaine Fogel July 26, 2016


If your organization has customers, then it’s important for you and your team to know and understand the most commonly used and important customer-related definitions used today. If you’re a marketing professional, chances are you’re familiar with these terms. But, if you’re not, and you manage marketing without a great deal of background in it, or you simply have an interest, this is for you!

These definitions are the ones I included in my book because I thought they best described the terms without any mumbo-jumbo, marketing-speak. Wink

Here are 7 Important Customer-Related Definitions You Should Know:


1. Customer Engagement:

Represents “the ongoing interactions between company and customer, offered by the company, chosen by the customer.” (Paul Greenberg, HubSpot Blogs, 2014)

2. Customer Experience:

Represents “the sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer.” (Adam Richardson, “Understanding Customer Experience,” Harvard Business Review, Oct. 28, 2010)

3. Customer Journey:

“The complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.” (Audra Sorman, SurveyMonkey Blog, 2014)

4. Customer Loyalty:

“The level of faithfulness shown by a customer in continuing to purchase a particular product or brand.” (Monash University, Business and Economics)

5. Customer Orientation:

“The belief that customers and their perspectives are of the highest value and consequence in an organization.” (Customer Service Psychology)

6. Customer Relationship Management (CRM):

“A system for tracking customer behavior for the purpose of developing marketing and relationship-building processes that bond the consumer to the brand.” (BrandChannel)

7. Customer Touchpoints:

“Represent every place, experience, and person with which/whom customers interact with your business.” (Elaine Fogel) That’s me.

Do you have other definitions you prefer?

This post was originally published in by Elaine Fogel

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Profile photo of Elaine Fogel
Elaine is a professional speaker, marketing thought leader, and author of Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success. She is a regular contributor to Business2Community, and SmallBizClub (founded by NFL Hall of Famer and author, Fran Tarkenton) and her articles have appeared in many publications. People in 100+ countries read her blog, Totally Uncorked on Marketing. She has also been a contributing writer for The Business Journal and MarketingProfs and her career has included stints as a cookbook author, teacher, singer, and television show host. Elaine Fogel Speaker: Elaine's Book: Totally Uncorked on Marketing blog:

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