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The CX Glossary

 The Ultimate A-Z Glossary of CX Terminology.


Average handle time (AHT)

AHT measures the average time it takes agents to interact with a customer from the start to the conclusion of the interaction.

Account Health

An assessment of the stability and potential growth of a business-customer relationship.

Abandonment Rate

The percentage of total inbound customer inquiries that end with customers hanging up or leaving the chat before communicating with an agent. Working with an experienced outsourcer helps keep abandonment rates low.


At the very beginning of the customer journey, acquisition is the process of converting new leads into customers. This can be done through a variety of channels, including digital, traditional, paid, and organic.


Brand Advocate

A brand advocate is your brand’s best friend – a loyal customer who champions the companies they love by spreading the word through their networks of friends, family, coworkers, and beyond.

Business Intelligence

Software or services for analyzing data and delivering actionable information to business leaders.

Business Process Outsourcing (BPO)

A type of outsourcing in which companies contract a specific business process to a third-party partner. By strategically outsourcing key business processes, organizations access experienced support so they can focus their resources on scaling the business.


Customer Experience (CX)

Customer Experience is everything perceived, felt, and remembered by a customer, empathetically related to both their social reality and personal (or professional) needs before, during, and after a purchase. CX is comprised of perceptions of quality, social status, relationship, brand identification, and relative price.

Customer Experience Management (CXM)

Everything a company can manage to motivate customers to make a positive choice to buy, re-buy, subscribe, or renew. The CXM is comprised of products, people, processes, location, communication, and competition.

Customer Journey

The path the customer takes, from the moment the need arises to beyond the moment it’s fulfilled. Your customer journey is designed so the company can manage the customer experience at all available opportunities of interaction.

Customer Journey Map

A visual aid charting the path the customer persona takes, from the moment the need arises to beyond the moment it’s fulfilled. A map identifies stages, actions, and feelings experienced throughout the journey. It provides an overall understanding of customer pain points, efforts, inquiries, concerns, and other valuable insights on the customer experience.

Customer Key Performance Indicator (Customer KPI)

Any numeric value that demonstrates the effectiveness of a company in achieving a key business goal regarding customer experiences. Customer survey metrics are often used as customer KPIs.

Customer Retention

The practice of keeping existing customers engaged and satisfied to prevent them from churning or switching to a competitor.

Churn Rate

The percentage of customers who stop using a product or service during a specific time period, indicating attrition or dissatisfaction.

Customer Satisfaction (CSAT)

A survey metric used to gauge customer satisfaction by asking them to rate their experience on a scale.

Customer Persona

A detailed profile of a specific customer segment, including demographics, preferences, and behaviors, used to tailor marketing and CX efforts.

Customer Segmentation

The process of dividing customers into distinct groups based on shared characteristics or behavior to better target marketing and support efforts.

Customer Effort Score (CES)

Customer Effort Score (CES) is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned or a question answered.

Customer Survey

A questionnaire that companies use to poll customers and get organized feedback. When these surveys are developed internally, they risk being invalidated by preconceived, unconscious biases that originate from the company’s particular point of view. To avoid skewing survey data, it is almost always better to outsource the development and administration of surveys to a third party.

Customer Feedback Loop

The customer feedback loop is the process of continually gathering insight from customers and improving business processes and offerings based on this insight.

Chief Experience Officer (CXO)

An executive role that is responsible for designing and monitoring customer experiences and interactions with their company throughout the entire customer journey. Typically reports to the CEO, but this may differ between organizations.

Customer Success (CS)

Ensuring customers achieve their desired outcomes while using a product or service.

Customer Success Manager (CSM)

A professional responsible for maintaining and building close relationships with clients and ensuring they achieve value from a product or service.

Customer Health Score

A metric that represents the risk or opportunity of a particular customer’s future engagement.


A business approach that prioritizes the needs and desires of customers above all else.


Digital Customer Experience (DCX)

The way customers perceive and interact with your brand across digital platforms, including webpages, mobile apps, chatbots, social media, and any other digital channel.

Direct Feedback

Comments from customers or prospects that are contributed through dedicated channels for collecting customer insights, such as web surveys, invitations, and polls.


Employee Experience

The cumulative interactions employees have with a company from recruitment to exit interview. There is a strong correlation between employee experience and customer satisfaction, meaning companies that invest in employee engagement typically strengthen their bottom line.


First Contact Resolution (FCR)

The ability to resolve customer issues or inquiries during their initial interaction with support or service.



A method that incentivizes participation – whether by customers or employees – using techniques typically applied to games. Users are often rewarded for completing specific tasks, driving higher engagement and results.



According to the World Economic Forum, hypergrowth is a phase of rapid startup expansion in which a company maintains an average annual growth rate of at least 40% for more than one year.


Indirect Feedback

Unsolicited comments, opinions, and feelings customers express about a brand in channels that are not necessarily intended for gathering feedback. The practice of social listening is one technique that enables companies to monitor and act on indirect feedback.

In-App Support

Customer service that meets customers where they are by delivering support through the app they are using, rather than requiring them to connect with an agent on a different channel. This eases the customer journey and increases customer satisfaction by making it as simple as possible for customers to get assistance.


Key Performance Indicator (KPI)

Defined by organizations to measure and track their success in a specific area. When it comes to customer experience, companies track KPIs such as customer retention, NPS, CSAT, and more.


Live Chat

Synchronous customer support delivered by a human agent through a company’s app or website through instant messaging.


Moments of Truth

Any interaction that the customer feels is significant and has a high influence on their experience and satisfaction. This can include their first time using a brand’s website, receiving a delivery, or unboxing a product.

Multichannel Support

Customer support that a brand delivers through two or more communication channels, including chat, voice, in-app, in-store, email, social media, text message, and more. Companies aim to provide seamless, consistent experiences across all channels.


Net Promoter Score

A straightforward customer experience metric that uses an 11-point scale to evaluate a customer’s likelihood to recommend a product or service to someone else. Overall NPS is calculated by subtracting the percentage of detractors (respondents with a score of 0-6) from the percentage of promoters (respondents with a score of 9-10). NPS can be used to compare the performance of two or more brands, and is often used to measure overall customer satisfaction.


Omnichannel Support

Customer support that a brand delivers through two or more communication channels, including chat, voice, in-app, in-store, email, social media, text message, and more. Companies aim to provide seamless, consistent experiences across all channels.


Pain Points

Specific problems that customers experience.


In customer service, personalization uses customer preferences to deliver unique and tailored experiences to each person (e.g., product recommendations, tailored communications, special discounts).


Quality Assurance (QA)

The process of monitoring and evaluating customer interactions to ensure service quality and consistency.



A new customer that a brand acquires based on a recommendation, whether through organic or paid advertising.

Response Rate

The percentage of recipients who respond to a customer feedback request.


Support Ticket

A customer service request – whether through a contact form, email, phone call, or other channel – that is tracked through a ticketing system.

Social Listening

Encompassing social media, blogs, forums, review sites, and more, social listening is a process companies use to monitor indirect customer feedback about the brand, products, or services to track perceptions and customer experience.


Text Analytics

The practice of analyzing large amounts of unstructured data, such as emails, product reviews, or phone transcripts, to extract customer insights.


Any moment when a customer interacts directly with a company on any available channel, from the brand’s website to their contact center.


User Experience (UX)

The quality of a person’s experiences or interactions using a digital interface, such as a website or app. It factors in the user’s perceptions of how easy, useful, or enjoyable the experience is.


Voice of the Customer (VoC)

Customer beliefs, feelings, and opinions an organization collects through various direct and indirect mechanisms, including customer support conversations, social listening, surveys, and more. This data is gathered and then shared internally to learn more about customers and improve their experience.

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