A glossary of Customer Experience terms

In the word of Customer Experience a great deal of acronyms, expressions and terms are used, which to the uninitiated can be rather bewildering. In most cases the people who send us the job briefs at CX Talent Ltd are from an HR and resourcing background and we felt it would be helpful to provide an explanation of terms to make interpreting a brief and finding the ideal candidate just a little bit easier.

If you’d like to download a copy of the Glossary, please click here for a downloadable pdf version.

If we’ve missed any out, please do get in touch and we will keep updating the list. You can also download your own copy of our Glossary from this page.


As Is Describes current position of brand
BE Brand Equity
CBT Customer Benefit Tracker
CEF Customer Experience Framework
CI Continuous Improvement
CIS Customer Information System
CMS Content Management System
CRM Customer Relationship Management
Csat Customer Satisfaction
CX Customer Experience
FLS Front Line Staff
IVR Interactive Voice Response
LTV Life Time Value
MI Market Intelligence
MoT Moment of Truth
NPS Net Promoter Score
PoD Point of Desire
PoP Point of Pain
RCA Root Cause Analysis
RoC Return on Customer
To Be Where the vision takes the brand
TOM Target Operating Model
UX User Experience (online)
VoC Voice of the Customer


Advocate Customer who promotes a brand
Attributes Describe what matters and how customers
Charter CX commitments to customers
Churn When customers leave
Detractor Customer who openly criticises
Effort Measure similar to Csat or NPS
Engagement Customer connection to brand
Emo-driver Customer’s emotional driver
Council Senior forum to assess progress
Journey Maps Show how customers engage
Dashboard Top line view of CX performance
Ob-boarding Initiating stakeholders in CX
Passives Customers who are ambivalent
Principles Workable version of attributes
Promoters Customers who openly support
Root Cause The reason creating an issue
Sentiment Reasons in customer feedback
Stakeholders Those impacted by CX
Text Analytics Auto audio & text learning tool
Touch Point Where customer engages with brand, e.g. web
Transactional Purchase triggered interaction
Verbatim Freehand customer feedback

Positive Customer Experience is proven to increase both profitability and customer loyalty. Wherever you are on your Customer Experience journey, CX Talent Ltd can help.

Get in touch!