Digital Marketing Fundamentals - 1st edition 2018
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Back office
The part of the organisation that is equipped to process customer related activities outside the customer’s field of vision.
Business case
A quantitative and qualitative costs/benefits analysis of an idea or project, in which the technical, marketing and organisational feasibility is analysed.
Calculation aids
A computer program that helps the user to calculate the price.
Call-me-now feature
Tool that the consumer can use to fill in their telephone number in order to be called back by the provider immediately.
Co-creation
Working method used for the development of business processes in collaboration with customers or other stakeholders.
Co-innovation
The development of new products or services in collaboration with (potential) customers.
Co-production
Method that enables the customer to take over parts of the production process.
Crowdfunding
A form of financing in which an entrepreneur uses ‘the crowd’, people from outside the company, in order to finance the set-up of a company or the launch of a new product.
Crowdsourcing
A method used by organisations to facilitate activities within the design, development or production process, which in the past would have been carried out by its own employees, to now be performed by people from outside the company.
Customer driven innovation
An innovation process for the development of a product that, from the outset, is driven by the ideas, opinions and feelings of the customer.
Customer experience
How a customer or user feels about a brand and/or organisation as a result of, or during, their interactions with that brand/organisation..
Customer journey
The 'route' that a customer follows within the customer cycle (from problem recognition to loyalty) and the effect of the contact points between the client and the organisation (touch points) along this route.
Customer journey mapping
A technique for mapping the customer journey in order to optimise customer processes and develop innovative service concepts.
Customer ratings
The assessment, by customers, regarding the service provision, the product or the service.
Customer value
A concept with two possible interpretations: value for the customer, often also referred to as 'customer experience' (Value to Customer), and value for the organisation (Value to Firm).
Customisation
The extent to which a provider tailors its products, services and the environment that the transactions take place in to the individual customer.
DNA model
Model that identifies who is present at different stages of a service process (service provider and/or customer) and where this process takes place (front office/back office, online or offline).
E-data warehouse
Digital environment where data is stored.
Filtering
Identifying what is being presented with the help of criteria.
Follow-up process
Process that is meant to ensure that a customer will actually perform an action that is necessary for entering into the next phase of product realisation.
Front office
That part of the organisation that the customer is in direct contact with.
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