Digital Marketing Fundamentals - 1st edition 2018
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Go/no-go decision
A decision that determines whether or not to continue with the next step or phase.
Importance performance matrix
A graphical representation of customer satisfaction. One axis represents the importance of a quality aspect (importance) and the other shows how satisfied customers are with that quality aspect (performance).
Individual customisation
Extent to which consumers are able to produce, use, create or access entirely tailor-made products or services.
Integration
Collating services or products from different providers on a single website, the ultimate goal being one single end product.
Lead user concept
Using lead users in product development. A lead user is someone who is ahead of his or her time. He or she has needs that others will only experience later.
Lean
A thinking and working method aimed at quickly and continuously improving business processes without wasting time or money.
Mass collaboration
A form of collaboration where large numbers of people work independently on a single project.
Online access
Access to the secure part of a website.
Online environment
Component of a website or app with a specific purpose.
PDCA cycle
Model for quality improvement, consisting of the steps: plan, do, control and act.
Poka yokes
A Japanese expression referring to a technique that is used for the organisation of (digital) production process in such a way that it becomes almost impossible to make mistakes.
Proactive chat
Opportunity to chat with a specialist using a chat window that is proactively offered to visitors who exhibit certain behaviour.
Process analysis
Analysis of a process, displayed in a process model.
Product development
Creation of a product from start to finish, from coming up with ideas, to concept development, product design, product testing and ultimately the launch of the product.
Product realisation process
Process encompassing the development of new products/services, production of the products/services, making them available to customers andsubsequently improving the products/services.
Reactive chat
Opportunity to chat with a specialist after clicking on a chat button.
Real-time product feed
List of articles, their associated prices and availability of stock that is continuously updated and thus accurately reflects reality.
Token
A device that uses a complicated line of code to authorise a consumer to access a secure online environment, such as online banking.
Touchpoints
The points at which customers come into direct contact with organisations.
Tracking systems
Systems that provide insight into the current status of a product within the production or delivery process as well as how long these processes are expected to take.
User reviews
Authentic reviews or testimonials from customers about a product or service.
Value to customer
The difference between the benefits that a customer will receive by choosing a particular offer minus the sacrifices (money, time, energy) that he or she must make in exchange. Also referred to as: value for the customer.
Value to firm
The total contribution that a customer brings to an organisation throughout the entire duration of that customer's relationship with the organisation. Also referred to as: value of the customer.
Wizards
An interactive computer program that helps the user to perform a specific task.
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