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CX Glossary
Comparing two versions of a webpage, email, or other customer touchpoint to determine which performs better.
The practice of ensuring products, services, and experiences are usable by people of all abilities, removing barriers to interaction and enhancing inclusivity.
A strategy that personalizes the customer journey for key accounts, often used in B2B contexts.
When customers become promoters of your brand, actively recommending your products or services to others based on their positive experiences.
AI-powered tools that provide real-time guidance to customer service agents during interactions.
The overall experience of customer service agents, impacting their performance and the customer experience.
The process of collecting, measuring, and analyzing data to gain insights into customer behavior and improve experiences.
A set of protocols and tools for building software and applications, enabling integrations between systems to enhance CX.
Technology that mimics human intelligence to automate and optimize customer interactions and processes.
The average duration of a customer service interaction, including talk and after-call work time.
The percentage of users or customers who start using a new product, feature, or service.
A tool used to organize ideas and data into groups based on natural relationships, often used in UX research.
A metric that measures how much time customer service agents spend actively helping customers versus being idle.
The application of agile methodologies to customer experience initiatives, emphasizing iterative improvements and flexibility.
The application of agile methodologies to customer experience initiatives, emphasizing iterative improvements and flexibility.
A prioritized list of features, enhancements, or issues to be addressed in future CX or UX work.
The analysis of user actions (clicks, scrolls, navigation) to understand and improve digital experiences.
Releasing a pre-launch version of a product or service to a select group of users for feedback.
When customers actively promote a brand based on positive experiences.
Ensuring all customer touchpoints align with the brand’s identity, values, and messaging.
The tendency of customers to repeatedly purchase from a brand due to positive experiences and satisfaction.
Contracting third-party vendors to handle specific CX or customer service functions.
The gathering of important or relevant information for the purpose of strategic decision-making. Includes information about clients’ experiences, perceptions, transactions, or competitors. Abbreviated as intel.
Customer experience management focused on business-to-business relationships.
Customer experience management focused on business-to-consumer relationships.
Comparing CX metrics against industry standards or competitors to identify areas for improvement.
A centralized department for handling large volumes of customer inquiries via phone or other channels.
Strategies or tools that encourage customers to use self-service or digital channels instead of calling support.
The practice of recording customer calls for quality assurance, training, and compliance.
Disconnected customer experiences across different channels, leading to inconsistency and friction.
An executive responsible for overseeing and championing customer experience strategy at the highest level.
The percentage of customers who stop using a company’s products or services within a given period.
An AI-powered conversational agent that interacts with customers via text or voice.
Data that tracks user navigation paths on websites to analyze behavior and optimize UX.
A feature that allows users to initiate a phone call to customer support directly from a website or app.
The sum of all interactions and perceptions a client has with a professional services firm.
A process for responding to customer feedback, ensuring issues are addressed and customers are informed of actions taken.
Segmenting customers into groups based on shared characteristics or behaviors to analyze trends over time.
Processes and systems for capturing, tracking, and resolving customer complaints.
A hub for managing customer interactions across multiple channels, including phone, email, chat, and social media.
Tailoring website or app content to individual users based on their preferences or behaviors.
An ongoing effort to enhance products, services, or processes based on feedback and data.
Artificial intelligence that enables natural, human-like conversations between customers and digital agents.
The percentage of users who complete a desired action (e.g., purchase, sign-up) out of the total visitors.
Customer journeys that span multiple channels, requiring seamless transitions and consistent experiences.
Recommending additional or complementary products/services to customers during or after a transaction.
A group of key customers who provide feedback and strategic input to a company.
Actions taken by customers to recommend or defend a brand, often driven by positive experiences.
The use of data to understand customer behaviors, preferences, and needs to inform business decisions.
A business philosophy that puts the customer at the center of all decisions and processes.
Online or offline groups where customers share experiences, ask questions, and provide feedback about a brand.
A system that unifies customer data from multiple sources to create a single customer view.
A repository of customer information, including contact details, purchase history, and preferences.
A metric that measures how easy it is for customers to complete a task or resolve an issue with a company.
The level of interaction, participation, and emotional connection between a customer and a brand.
The sum of all interactions and perceptions a customer has with a brand throughout their journey.
The sum of all interactions and perceptions a customer has with a brand throughout their journey.
Technology that aggregates and analyzes customer data to deliver actionable insights and personalized experiences.
A structured initiative to systematically improve customer interactions and perceptions.
A documented plan outlining how an organization will deliver desired customer experiences to achieve business goals.
A composite metric that predicts the likelihood of customer retention or churn based on various indicators.
The underlying motivation or goal behind a customer’s action or inquiry.
The complete series of interactions a customer has with a brand, from initial awareness to post-purchase support.
The use of data to analyze and optimize the entire customer journey.
Visualizing and analyzing the steps customers take when interacting with a brand to identify pain points and opportunities for improvement.
Coordinating customer interactions across channels and touchpoints to deliver seamless, personalized experiences.
Proactively seeking and analyzing customer feedback from multiple channels.
The total revenue a business expects from a customer over the duration of their relationship.
The likelihood of customers to continue buying from a brand and recommend it to others.
The process of welcoming and educating new customers to ensure successful adoption.
A semi-fictional representation of an ideal customer, based on data and research, used to guide CX and UX design.
Strategies and technologies for managing and analyzing customer interactions and data throughout the customer lifecycle.
Efforts to keep existing customers engaged and prevent churn.
A metric that measures how satisfied customers are with a company’s products, services, or experiences.
Support provided to customers before, during, and after a purchase to resolve issues and answer questions.
Data points that indicate customer behaviors, needs, or sentiments, often used to inform CX improvements.
Tools for collecting feedback from customers to assess satisfaction, needs, or perceptions.
Improving each interaction point to maximize satisfaction and value.
The unique benefits and value a company promises to deliver to its customers.
A visual interface displaying key metrics, data, and actions for CX management.
Using quantitative and qualitative data to inform and optimize customer experience strategies.
Enhancing customer data by adding external or third-party information.
Protecting customer data in compliance with regulations and ethical standards.
Exceeding customer expectations in ways that create positive emotional responses.
A time-constrained, collaborative process for rapidly solving problems and testing ideas.
A human-centered approach to innovation that emphasizes empathy, ideation, and experimentation to solve customer problems.
The quality of customer interactions across digital channels, such as websites, apps, and social media.
Organizational changes that leverage digital technologies to improve customer experiences and business processes.
Organizational changes that leverage digital technologies to improve customer experiences and business processes.
New technologies or approaches that fundamentally change customer expectations or industry standards.
Identifying which factors most strongly influence customer satisfaction or loyalty.
Visualizing the emotions customers experience at each touchpoint.
The ability to understand and share the feelings of customers, essential for delivering human-centric experiences.
A collaborative tool to visualize what customers think, feel, say, and do.
The sum of all interactions and perceptions employees have within an organization, which impacts CX.
The complete experience a customer has with a brand, from first contact to post-purchase.
Software that manages and automates customer engagement across channels.
A measure of how actively customers interact with a brand’s content or channels.
In-depth study of customers in their natural environment to understand behaviors and needs.
Triggering personalized experiences based on specific customer actions or events.
The process of designing products, services, or environments with a focus on optimizing the overall experience for users or customers.
An economy in which businesses compete on the quality of customer experiences rather than just products or services.
The difference between the experience a company thinks it delivers and what customers actually perceive.
The discipline of measuring and improving experiences across customers, employees, and other stakeholders.
The process of collecting, analyzing, and acting on customer feedback to drive continuous improvement.
The percentage of customer issues resolved on the first interaction, a key metric for contact centers.
The average time it takes for a company to respond to a customer inquiry.
A moderated discussion with a small group of customers to gather qualitative insights.
When users begin but do not complete a form, often analyzed to identify friction points.
Any obstacle or pain point that makes the customer journey more difficult or less enjoyable.
Examining the steps customers take toward a goal to identify drop-off points.
Applying game-like elements to non-game contexts to increase customer engagement and motivation.
The percentage of users who successfully complete a defined goal (e.g., checkout, registration).
Structured customer journeys that provide step-by-step support or information.
Tools or processes that help customers choose the right products or services based on their needs.
A visual representation of where users click, scroll, or focus attention on a webpage.
A resource for customers to find answers, submit support requests, or access self-service tools.
Using AI, data, and analytics to deliver highly contextual and relevant experiences tailored to individual customers.
Designing products, services, and processes with a primary focus on human needs and experiences.
Combining human judgment with AI or automation for more accurate or empathetic service.
Using AI, data, and analytics to deliver highly contextual and relevant experiences tailored to individual customers.
The process of identifying, tracking, and resolving customer-impacting issues.
Contextual messages delivered within a digital product to guide or inform users.
Leveraging influential individuals to promote positive customer experiences.
The organization and labeling of content to support usability and findability in digital products.
Actionable understanding derived from analyzing customer data and feedback.
The analysis of customer interactions (voice, chat, email) to extract insights.
The design of interactive elements in a digital product to optimize user experience.
Employees or departments that rely on services from other parts of the organization.
Using AI to direct customer inquiries to the best-suited agent or resource.
Connected devices that collect and exchange data, enabling personalized and proactive customer experiences.
A framework for understanding the tasks customers are trying to accomplish with a product or service.
The analysis of customer journeys to identify trends, pain points, and opportunities for improvement.
A visual representation of the customer journey that identifies key interactions, customer emotions, and opportunities for improvement.
Coordinating customer interactions across channels and touchpoints to deliver seamless, personalized experiences.
A framework for prioritizing features based on their impact on customer satisfaction.
Metrics used to measure the effectiveness of CX initiatives and progress toward goals.
A repository of information, FAQs, and resources to help customers and agents find answers quickly.
A methodology for creating and maintaining knowledge as part of customer service workflows.
The process of capturing, distributing, and effectively using knowledge within an organization.
Structured marketing efforts that reward and encourage customers for their continued patronage and engagement.
Structured marketing efforts that reward and encourage customers for their continued patronage and engagement.
Structured marketing efforts that reward and encourage customers for their continued patronage and engagement.
Adapting content or experiences for different languages, cultures, or regions.
Initiatives designed to reward and retain customers for repeat business.
A subset of AI that enables systems to learn and improve from data without explicit programming.
The process of visually outlining customer journeys, processes, or systems.
Software used to create customer journey maps or process diagrams.
The average time taken to resolve customer issues.
Small, single-purpose interactions in a digital product that enhance the user experience.
The quality of customer interactions on mobile devices.
The qualIdentifying and analyzing key moments that shape the customer experience.ity of customer interactions on mobile devices.
Critical points in the customer journey where impressions are formed and loyalty can be won or lost.
Offering customer interactions across multiple, but not necessarily integrated, channels.
Using trained evaluators to assess the quality of customer service anonymously.
Assessing customer requirements to inform CX or UX strategies.
A widely used CX metric that measures customers’ likelihood to recommend a brand to others.
AI-driven recommendations for the optimal action to take for each customer.
A customer who rates their likelihood to recommend a brand as low (0-6) on the NPS scale.
A customer who rates their likelihood to recommend as neutral (7-8).
A customer who rates their likelihood to recommend as high (9-10).
Subtle prompts or design elements that influence customer behavior or decisions.
Providing a seamless experience across all digital channels.
Delivering a consistent, integrated customer experience across all channels and touchpoints.
The sequence of steps designed to introduce new users to a product or service.
Assessing compliance and performance against established standards and objectives.
Customer choices to receive or decline communications or services.
A specific problem or frustration experienced by customers during their journey.
Systematic identification and prioritization of customer pain points.
Examining the paths users take through a website or app to identify optimization opportunities.
Tailoring experiences, communications, or offers to individual customer preferences and behaviors.
Technology that delivers individualized content or experiences based on customer data.
A semi-fictional representation of an ideal customer, based on data and research, used to guide CX and UX design.
A small-scale test of a new CX initiative before full rollout.
Initiating chat support based on user behavior or triggers.
Anticipating customer needs and addressing them before issues arise.
Diagramming processes to identify inefficiencies and opportunities for improvement.
The user’s holistic experience with a specific product.
A UX technique that reveals information or options as needed to reduce cognitive load.
Creating early models of a product or service for testing and feedback.
Short, frequent surveys to gauge customer or employee sentiment in real time.
Non-numeric insights from interviews, open-ended survey responses, or observations.
Processes to ensure consistent, high-quality customer interactions and service delivery.
Observing and measuring agent or process performance to maintain standards.
Numeric data that can be measured and analyzed statistically.
Immediate analysis of customer data to enable timely actions and responses.
Customizing experiences instantly based on current customer data or behavior.
Customizing experiences instantly based on current customer data or behavior.
Strategies and activities aimed at keeping existing customers engaged and continuing to purchase your products or services.
Strategies focused on keeping existing customers engaged and loyal.
The percentage of customers who continue to do business with a company over a given period.
The financial benefit gained from CX initiatives relative to their cost.
Identifying the underlying causes of customer issues or complaints.
Developing and analyzing possible future situations to inform CX strategy.
Ensuring agents follow approved communication scripts during customer interactions.
Dividing customers into groups based on shared characteristics for targeted CX strategies.
Tools and resources that enable customers to resolve issues or find information without direct assistance.
Using AI or analytics to determine customer emotions from feedback, reviews, or interactions.
A visual map of the service process, frontstage and backstage, to identify improvement areas.
The activity of planning and organizing people, infrastructure, and materials to improve service quality.
A formal commitment to deliver a specific level of service.
Recording and playing back user sessions on a website or app for analysis.
Supervisors listening to live calls without the agent or customer knowing, for quality assurance.
A unified, comprehensive profile of each customer across all channels and systems.
Monitoring social media channels for customer feedback and sentiment.
Technology that analyzes recorded calls to extract insights and improve communication.
Technology that converts spoken language into written text for analysis or accessibility.
Identifying and analyzing individuals or groups who influence or are affected by CX initiatives.
A person responsible for overseeing customer service teams and ensuring quality interactions.
See Customer Survey.
When customers become less responsive due to too many survey requests.
A standardized questionnaire to measure the usability of a system or product.
The percentage of users who successfully complete a given task.
Using software to analyze and extract insights from text-based customer feedback.
Identifying patterns or themes in qualitative data.
Customer feedback collected on external platforms (e.g., Google, Yelp).
Moving a customer issue to a higher level of support for resolution.
Software used to track and manage customer service requests or issues.
Any interaction or point of contact between a customer and a brand.
Evaluating the effectiveness of each customer interaction point.
The time taken to resolve a customer issue or fulfill a request.
See Cross-Sell/Up-Sell.
The ease with which users can interact with a product or service to achieve their goals.
Observing real users as they interact with a product to uncover issues and opportunities.
The process of verifying that a solution works for its intended users.
A design philosophy that prioritizes the needs, wants, and limitations of end users.
A person's emotions and attitudes about using a particular product, system, or service, focusing on utility, ease of use, and efficiency.
The path users take to complete tasks within a product or service.
The visual and interactive elements of a product that users interact with, such as buttons and menus.
The practice of studying users to inform design and development decisions.
The process by which customers achieve the promised benefits of a product or service.
Providing customer service via video calls or tutorials.
The aesthetics of a product interface, including layout, color, and typography.
Analyzing voice data to extract insights on sentiment, intent, and quality.
Programs and processes for capturing and analyzing customer feedback to inform improvements.
Capturing and analyzing employee feedback to improve both EX and CX.
Interfaces that allow users to interact with systems via voice commands.
Strategies to reduce or optimize the time customers spend waiting for service, including queue management and appointment scheduling.
Designing digital products so they can be used by people with disabilities.
Real-time text-based customer support on websites.
roviding exceptionally attentive, personalized customer service.
Using technology to automate repetitive processes, improving efficiency and consistency in CX.
Visualizing the steps in a process to identify redundancies or bottlenecks.
The unique, distinctive element that sets a brand's customer experience apart from competitors and creates a memorable impression that customers want to share with others.
Strategies to maximize revenue or utilization by adjusting offerings based on demand and customer behavior.
The percentage of successful outcomes in a process, such as completed purchases or resolved tickets.
Designing experiences with minimal obstacles or effort required from the customer.
The point in the buying cycle when a customer researches a product before the seller knows they exist.
Interfaces that rely on voice, gesture, or other non-visual interactions, reducing reliance on traditional screens.
