CRM stands for 'Customer Relationship Management' and it's all about building relationships with customers and keeping them engaged. It's one of the key strategies in marketing that enables businesses to understand their customers better and foster better communication with them.
The premise of CRM is to build relationships with customers and keep them coming back. It starts with understanding who the customer is, what they want, and what their experience with the business should be like. This understanding then helps businesses develop a personalised approach to engaging customers.
CRM also allows businesses to stay up to date with their customers and target them more effectively. By gathering powerful customer insights, marketers are able to create better campaigns that target customers in a more meaningful way. Analysing customer data helps businesses target customers with messages they'll respond to better.
After market, also known as ‘aftermarket’, is a term used to refer to the buying and selling of goods or services which are related to, or complementary to, a specific product, after the product has been sold and delivered.
It is a subset of customer service, and is often associated with the automotive industry, but it can apply to any customer relationship.
In marketing, ‘Bad leads’ are essentially prospective customers that have been targeted by a company’s sales and marketing efforts, but that don’t represent actual good sales opportunities. Bad leads tend to be customers who are unlikely to convert into paying customers, or who are a poor fit for the product or service being offered.
Customer orientation, also known as customer focus, is an approach to business that puts the needs of customers at the heart and center of all decision making. It is a way to focus on customer experience, customer needs, and customer satisfaction in order to meet and exceed customer expectations.
Customer relationship management (CRM) can be described as a strategy designed to optimise customer relations. In essence, it's about communication and the customer experience, with businesses setting out to build mutually-beneficial, long-term relationships with clients.
Customer reviews are an invaluable asset for businesses both online and offline, providing a wealth of information about products, services, experiences and customer satisfaction. As businesses strive to offer the best customer experience, customer reviews can help them to identify the areas that they excel at, while also highlighting areas that would benefit from improvement.
Customer satisfaction is the process of ensuring that customers are satisfied with a company’s products and services at all stages of the customer journey. It is achieved through actively managing the experience customers are provided with and continuously improving the customer’s engagement.
A Discovery call is a marketing strategy that uses phone conversations to assess the customer's needs, identify potential solutions and determine if the customer and the business are mutually beneficial for a successful, ongoing business relationship. A discovery call is typically performed at the onset of a business relationship, after the customer has already expressed some interest in the services offered by the company.
Double opt-in is an important part of email marketing, as it improves the accuracy of your contact list and helps ensure that those added to it have actually given their consent. Also known as confirmed opt-in or double opt-in authentication, double opt-in requires people to confirm their interest in receiving emails or newsletters in two different ways, usually by clicking a link or replying to a confirmation email.
A Gatekeeper is a sales term for a person or contact that a sales representative needs to gain access to in order to reach their actual decision-maker or target within an organisation. The gatekeeper is almost always a lower-level staff member who is responsible for filtering appropriate requests, managing the flow of information, and generally serving as the first line of defence for the customer.
A House list is a collection of contact details and other elements related to an individual or organisation. House Lists can include customer information such as customer name, address, contact information, company details, hobbies and interests, and any other vital information about the customer.
Lead nurturing is a marketing strategy aimed at keeping prospective customers engaged with your business so that they eventually become paying customers. It involves creating and providing content that is tailored to your target audience, in order to build up a relationship and encourage them to take a desired action.
A Loyalty programme is designed to incentivise customers to purchase and interact more often with your brand, creating a lasting relationship and repeat purchases. It is customised to meet the needs of your business and rewards existing customers who have a connection to your brand.
Opt-in is a marketing strategy that allows businesses to save time, effort and increase revenue by creating more efficient, targeted campaigns that customers can opt-in to receive. This is achieved by asking if customers would like to consent to receive tailored emails, SMSs, targeted marketing offers and other related content.
Opt-Out is a term used in the world of marketing to describe the process by which an individual can indicate that they do not want to receive further communications from a specific organisation. The aim of opt-out marketing is to ensure that people do not receive unwanted communications from companies and to ensure that their contact details are only used for legitimate purposes.
Outreach is an important concept in the world of marketing. It is the process of an organization actively seeking out potential customers or partners in order to inform them about their products and services, acquire new customers or partners, generate sales, and ultimately increase overall success.
Permission marketing is a type of marketing approach in which customers give their express consent for a company to market their products or services to them. This consent is typically given in a variety of ways such as through a customer signing up for email newsletters or providing personal information in a store in exchange for discounts.
A Prospect data list is a list of customer information that's used by businesses and organisations as part of their marketing, sales and lead generation efforts. It’s a compilation of key data points, such as customer demographics and contact details, that's used to identify potential customers and expand product and services into new markets.
Prospecting is the process of targetting potential customers and identifying the most promising among them to pursue as leads or potential sales opportunities. Prospecting is a critical part of any sales process, as it sets the foundation for effective selling and helps businesses identify the most viable targets for their products or services.
A Qualified lead is a person or organisation who has met a certain criteria or shown certain behaviours that make them a potential customer. In marketing, qualified leads are generally considered to be the most valuable prospects that companies have, as they are closer to being customers than those at the top of the marketing and sales funnel.
Remarketing (also known as retargeting) is a popular digital marketing technique that involves targeting customers who have already expressed engagement with a brand’s product or service. Remarketing allows companies to create highly targeted campaigns, driving consumers back to their website to complete a purchase or take other desired actions.
Thought-leader is a term used to describe an individual, organisation, or company who is regarded as a leader or expert in their respective field. It is used to describe an entity who is particularly knowledgeable and have the ability to influence others on key industry topics, ultimately piquing the interest of their target audience.
An Ultimate user (sometimes also referred to as an ‘ultimate user experience’) is a type of user-experience approach which seeks to provide the best overall experience for a user on a given platform, often a website. It is generally met when all of the design, usability and marketing aspects of the platform have been perfected to create a flawless experience that is unrivalled by any rival platform.
A User advocate is a professional focused on making a product or service more user-friendly by working to ensure that the needs of users are taken into account during the design and development process. They collaborate with product teams to make sure the user experience is tailored to the wants and needs of the end user, while taking into account the company’s goals.