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The Mize Customer Experience Management Glossary contains vocabulary frequently used to talk about features on our site, and aspects of our service.

GlossaryThis glossary is a concise guide to terminology for new users and describes the key concepts and vocabulary used throughout Mize’s materials.

Following each definition are links to related articles which originally defined the word or acronym for further exploration of each term.

If you would like to submit or suggest a term for inclusion please contact us today.


  • Awareness: When customers first become aware of your brand as a result of marketing or advertising efforts or through word-of-mouth referrals. (Wikipedia – Brand Awareness)
  • Cloud Computing: The practice of using a network of remote servers hosted on the Internet to store, manage, and process data, rather than a local server or a personal computer. (Wikipedia – Cloud Computing)
  • Customer Centric: Placing the customer at the center of a company’s marketing effort, focusing on customers rather than sales. (
  • Customer Experience: The sum of all the experiences a consumer has with brand over the duration of their relationship.
  • Customer Experience Management (CEM): The collection of processes a company uses to track, oversee, and organize every interaction with a customer throughout the customer lifecycle. (Rouse M. , 2010)
  • Customer Insights: Consumer insight is the collection, deployment and interpretation of information that allows a business to acquire, develop and retain their customers.
  • Customer Relationship Management (CRM): A method for managing a company’s interactions with current and future customers using technology for sales, marketing, customer service, and technical support. (Wikipedia – Customer Relationship Managment)
  • Customer Journey Map: Visually illustrates customer’s processes, needs, and perceptions throughout their interaction and relationship with an organization.
  • Customer Lifecycle Stages: The progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. (Wikipedia – Customer lifecycle management)
  • Customer Touchpoint: Touchpoints are separate moments of engagement with the customer, where each one represents an individual interaction or touch.
  • Engagement Marketing: An engagement strategy that invites and encourages consumers to participate in the evolution, production, and development of a brand. (Wikipedia – Engagement Marketing)
  • Internet of Things (IoT): A scenario in which objects or products are provided with unique identifiers and the ability to automatically transfer data over a network without requiring human-to-human or human-to-computer interaction. (Rouse & Wigmore, Internet of Things (IoT), 2013)
  • mCommerce (Mobile Commerce): mCommerce is  the delivery of electronic commerce capabilities through mobile technology. (m-commerce)
  • Mobile Marketing: A set of practices that enables organizations to communicate and engage in an interactive manner through any mobile device or network. (MMA, MMA Updates Definition of Mobile Marketing, 2014)
  • Mobilize: Making it easy to reach and interact via mobile devices by taking immobile functions and altering them to work on wireless mobile technologies.
  • Moment of Truth:  A crucial moment or a critical or decisive time on which much depends.
  • Net Promoter Score (NPS): Measures the loyalty that exists between a Provider and a consumer by asking the direct question: “How likely are you to recommend our company/product/service to your friends and colleagues?” (Wikipedia – Net Promoter)
  • Software as a Service (SaaS): “On-demand software” where providers manage the infrastructure and platforms through the cloud the applications. (Wikipedia – Software as a service)
  • Socialize: The act of using social media to express and influence customer experience and perception.
  • Social Commerce: Social shopping is a type of e-commerce that seeks to involve people with similar tastes in an online shopping experience. (Rouse M. , Social Shopping, 2013)
  • Smart Blox: A portfolio of pre-integrated modules enabling brands to optimize consumer’s experience at all touchpoints, while increasing impact of engagement throughout the entire customer lifecycle.
  • Smarter Customer Engagement: Connect brands with mobile and social consumers to engage at all stages of the customer lifecycle to accelerate revenue and foster loyalty by enabling better customer experiences through easier access to products, knowledge, and services.
  • Systems of Engagement: The customer experience management systems which encourage peer interactions to directly connect and provide information brought about by ubiquitous Internet access, the proliferation of powerful mobile computing devices, and the consumerization of IT.  (Bersin, 2012) (Aiim)
  • System of Record: An ERP-type system that passively provides information and requires integration so all data is consistent. (Bersin, 2012)
  • Touchpoint:  Moments of engagement with the customer either through internet, mobile app, email, text, phone call, in person, print, event, or social media.
  • Touchpoint Classification: Moments of engagement with the customer at a specific time, such as the pain point, moment of truth, voice of customer (feedback), differentiation, or best practice.
  • Voice of the Customer (VoC): A process used to capture feedback from the customer (internal or external) to provide the customers with the best in class service and product quality. (Voice Of the Customer (VOC) )
  • Word of Mouth (WoM): The passing of information from person to person by oral communication. In the modern sense, Word of Mouth includes mobile and social technologies. (Wikipedia – Word of Mouth)

Works Cited

Aiim. (n.d.). Retrieved November 26, 2014, from

Bersin, J. (2012, August 16). The Move from Systems of Record to Systems of Engagement. Retrieved November 14, 2014, from Forbes: (n.d.). Retrieved November 25, 2014, from

m-commerce. (n.d.). Retrieved November 14, 2014, from

Mobile Marketing Association. MMA Updates Definition of Mobile Marketing. Retrieved March 5, 2014, from

Rouse, M. (2010, April 23). Customer Experience Management (CEM). Retrieved November 14, 2013, from SearchCRM:

Rouse, M. (2013, September). Social Shopping. Retrieved November 14, 2014, from SearchCIO:

Rouse, M., & Wigmore, I. (2013, July). Internet of Things (IoT). Retrieved November 14, 2014, from

Voice Of the Customer (VOC) . (n.d.). Retrieved November 14, 2014, from isixsigma:

Wikipedia – Brand Awareness. (n.d.). Retrieved November 14, 2013, from Wikipedia:

Wikipedia – Cloud Computing. (n.d.). Retrieved November 14, 2014, from Wikipedia:

Wikipedia – Customer lifecycle management. (n.d.). Retrieved November 14, 2014, from Wikipedia:

Wikipedia – Customer Relationship Management. (n.d.). Retrieved November 14, 2014, from Wikipedia:

Wikipedia – Engagement Marketing. (n.d.). Retrieved January 16, 2014, from Wikipedia:

Wikipedia – Net Promoter. (n.d.). Retrieved November 14, 2014, from Wikipedia:

Wikipedia – Software as a service. (n.d.). Retrieved November 14, 2014, from Wikipedia:

Wikipedia – Word of Mouth. (n.d.). Retrieved November 14, 2014, from Wikipedia:


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