Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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Go/no-go decision
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A decision that determines whether or not to continue with the next step or phase.
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Importance performance matrix
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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).
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Individual customisation
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Extent to which consumers are able to produce, use, create or access entirely tailor-made products or services.
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Integration
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Collating services or products from different providers on a single website, the ultimate goal being one single end product.
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Lead user concept
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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.
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Lean
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A thinking and working method aimed at quickly and continuously improving business processes without wasting time or money.
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Mass collaboration
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A form of collaboration where large numbers of people work independently on a single project.
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Online access
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Access to the secure part of a website.
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Online environment
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Component of a website or app with a specific purpose.
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PDCA cycle
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Model for quality improvement, consisting of the steps: plan, do, control and act.
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Poka yokes
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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.
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Proactive chat
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Opportunity to chat with a specialist using a chat window that is proactively offered to visitors who exhibit certain behaviour.
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Process analysis
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Analysis of a process, displayed in a process model.
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Product development
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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.
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Product realisation process
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Process encompassing the development of new products/services, production of the products/services, making them available to customers andsubsequently improving the products/services.
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Reactive chat
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Opportunity to chat with a specialist after clicking on a chat button.
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Real-time product feed
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List of articles, their associated prices and availability of stock that is continuously updated and thus accurately reflects reality.
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Token
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A device that uses a complicated line of code to authorise a consumer to access a secure online environment, such as online banking.
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Touchpoints
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The points at which customers come into direct contact with organisations.
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Tracking systems
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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.
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User reviews
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Authentic reviews or testimonials from customers about a product or service.
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Value to customer
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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.
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Value to firm
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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.
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Wizards
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An interactive computer program that helps the user to perform a specific task.
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