CRM buzzwords (and their meanings)

Don’t feel like a dunce when a ‘certain type’ spouts rubbish all day long because they swallowed a dictionary

Buzzwords for you, some CRM related I'm afraid

- Automation: See Marketing Automation

– B2B: ‘Business to Business’ marketing activity of your firm

– B2C: ‘Business to Consumer’ marketing activity of your firm

– Blacklist: Your email is on a list of ‘blocked emails’ – so your email won’t get through.  You need to be on a ‘whitelist’ (see ‘whitelist’).

– Blog: ‘Web Log’ – now generally a discussion forum on the internet

– Bottleneck: A ‘pinchpoint’ in your database / data administration…. where no matter what else you do – your project / database is only going to go as fast as this bit

– Branding: The full image of your service / company. For instance, the BMW car brand is ‘the ultimate driving machine’

 – Campaign: The full project to send an email / mailing (from planning, sending, to follow-up)

– Cookie: the thing that a website puts on your PC to remember who you are. ‘Bad big Brother’ type thing, or a really useful that means you don’t have to keep re-typing passwords

– Cold Call: When you are called out of the blue by a salesperson

– Client Relationship Management: managing the relationships, and knowing what is happening to your client / contact / customer

– CRM: Client Relationship Management (or Customer Relationship Management)

– Cross-Selling: Selling other services / products to existing customers / clients

– De-duplication: Combining two or more records into one (also known as Merge Purge)

– Differentiation: What makes your service / product stand out from the crowded marketplace with all your competitors products

– Direct Marketing: the flash name for ‘mailing and emailing’ activity

– Domain: the suffix for your email address

– DPA: The Data Protection act, or often just ‘DP’

 – eBusiness: Doing business / website type things on the internet

– eCommerce: Trading on the internet

– eMail Preference Service (ePS): A list of people who have registered their desire not to be sent emails – check it before you send your eMarketing

– eMarketing: sending marketing emails

– EPS: see eMail Preference Service

– Fax Preference Service (FPS): A list of people who have registered their desire not to be sent faxes – check it before you send faxes to these eMarketing

– FPS: see Fax Preference Service

– Junk mail: Anything your contacts don’t find useful – that arrived through the post. SPAM is the online version of junk mail

– Mail sort: If you use very large amounts of postal marketing, the royal mail will give you a discount if you batch your envelope packs by regions

– Mailing Fulfilment: the stuffing of the letters and flyers into envelopes and sending

– Mailing Preference Service (MPS): A list of people who have registered their desire not to be sent mailings – check it before you send material

- Marketing Automation: Simply making your CRM system (or PC) do stuff instead of a human doing it (e.g. new person added into your CRM database - it emails them a welcome message)

– Merge Purge: Combining two or more records into one (also known as de-duplication)

– MPS: see Mailing Preference Service

– Outbound email: the emails you send FROM your company

– PAF: see Postal Address File

– Postal Address File: (PAF) A list of correct addresses (from the Royal Mail) which you can check you address details against

– Profiling: the information you hold about a contact – for instance – their job title and business interests allows you to build quick and accurate mailing lists

– SPAM: Anything your contacts don’t find useful – that arrived by email (also see JUNK MAIL)

– Telephone Preference Service (TPS): A list of people who have registered their desire not to be contacted by phone – check it before you call them

– Tele-Marketing: Doing you marketing activity by phone. Can also be referred to as ‘tele-research / tele-sales’

 – TPS: see Telephone Preference Service

– Up-Selling: selling higher value (cost) services / products to existing customers / clients

– USP: Unique selling point – does your service / product have something unique about it that makes it better than your competition

– Warm Call: telesales when you are OK to call your targets – they may have asked you to call them, or you have pre-warned that you will call them in earlier communications

– Whitelist: This is where your sending email address is on the list of approved email addresses that your clients and prospects accept – the reverse of ‘blacklisting