- Deliver value to our clients
- Attract, motivate, develop & retain the best digital marketing talent in the UK
- Achieve our annual revenue target of £3.97m
- Enhance existing services and develop new ones which exceed the expectations of our client
- Develop robust relationships with strategic partners that enhance our position in the market and drive sales
Company Goals
Word of the day
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#1 - Acquisition
A business centric term to describe the method of the initial interactions with customers.
Customers are thought of as acquired when they pass a threshold in a variety of ways: signing up for newsletter, making a purchase, visiting a website or following a business profile in a social channel.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#2 - Advocacy
The persona wants to tell everyone how great BOBITs services or products are.
They may or may not have actually used them. E.g. telling people about Tesla cars, without ever using, experiencing or buying one.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#3 - Audience
The name of given to a group of people with similar needs, an audience can be made up of customers, prospects and users e.g. buyers, sellers.
It is a way to segment people by needs and motivations.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#4 - Aware
The persona is aware of BOBIT, but has never had any reason to interact with it or think much about it.
Awareness is often measured using brand recognition and is related to introspection too.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#5 - BOBIT
Brand, Organisation, Business, Issues, Things
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#6 - Brand
Business identity, what it stands for.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#7 - Client
A person or organisation using the services of Fresh Egg
[originally: in ancient Rome a client was a plebeian under the protection of a patrician]
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#8 - Consideration
The persona has begun to compare BOBIT with other BOBITs to identify differences in service or product offerings, expanding their research and making more and more comparisons.
At this stage, the range of possible options is still growing and the persona is learning about the options available.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#9 - Conversion
The point in which a customer has completed a transaction with a business.
The transaction does not have to be of a monetary value, i.e. can be an email sign-up, download etc.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#10 - Customer centricity
A way/method of doing business with a customer in a manner that puts customer experience (CX) first in order to drive loyalty, repeat business and ultimately, profits.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#11 - Customer experience (CX)
This is the impact that all touchpoints have on the customer’s view of an organisation, business or brand during a customer journey.
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#12 - Customer experience
journey map (CXJM)
This is visual representation of one or more customer journeys and touchpoints, together with the customers’ views of an organisation, business or brand at each stage.
It is used to help understand the eco-system and identify the ‘moments of truth’.
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#13 - Customer experience
design canvas (CXDC)
Captures the Moment of Truth and all supporting context.
A CX Design canvas is made up of a collection of important aspects about the moment of truth: a design persona (see later), the progression/transformation required, insights and data, needs and attitudes/emotions. It is used as the basis for idea generation.
Source: http://searchengineland.com/google-tries-dropping-estimate-number-results-search-results-253405
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#14 - Customer journey
The variable stages that an individual passes through when performing a task that interacts with the organisation, business or brand.
A journey often has several touchpoints (minimum of one) and the journey takes place over a variable length of time.
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#15 - Customers
The people who are known to interact with the organisation, brand or business and are usually the buyers of a service or product.
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#16 - Design personas #1
Focus on user goals, current behaviour, and pain points as opposed to their buying or media preferences and behaviours. They are based on field research and real people.
They tell a story and describe why people do what they do in attempt to help everyone involved in designing and building a product or service understand, relate to, and remember the end user throughout the entire product development process.
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#16a - Design personas #2
Design personas are good for communicating research insights and user goals, understanding and focusing on certain types of users, defining a product or service, and avoiding the elastic user and self—referential design.
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#17 - Emotional map
A visual representation of the feelings, needs and motivations of a customer at a touchpoint at any stage in a journey.
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#18 - Empathy map
Usually a single page, completed by a stakeholder to help define a customer (hear & feel, see, say & do, pain and gain).
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#19 - Engagement
A business centric term to describe a degree, level or extent of interaction with customers.
Customers are thought of as engaged when they exhibit certain behaviour to a defined degree: responding to calls to action in emails, time spent on a page or website, sharing posts on Facebook.
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#20 - Events
This means something happening: one or more events can happen at each stage, an event may include an interaction between the business and the person and may cause the person to move to a different stage.
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#21 - Experiential impacts
How the customer feels at a stage in the journey.
This can be affected by their attitude and motivations as well as by the context of the experience. This is often captured by capturing the emotions arising from interactions.
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#22 - Fingerprints
The element of each individual person within the CX journey displaying their own unique identification or interaction or defined within a personalisation segment.
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#23 - Leadtime
The time between an exchange being made and taking receipt of the answer or goods.
Leadtimes can be very short e.g. online chat, or long e.g. shipping from another country.
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#24 - Loyalty
The persona has lifetime value to the BOBIT. E.g. through repeat purchases.
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#25 - Marketing (buyer) personas
The ‘traditional’ persona. It represents a target customer for marketing and sales. Marketing personas focus on demographic information, buying motivations and concerns, shopping or buying preferences, marketing message, media habits and such.
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#25 - Marketing (buyer) personas
They are good for determining what types of customers will be receptive to certain products or messages, or for evaluating potential ROI of a product. What they are not good for is for defining a product or service – what it is, how it will work, and how it will be used; or for prioritizing features in a product or service. They are less concerned with the ‘why’ behind customer behaviour.
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#26 - Moment/s of truth
The point(s) in the journey where things go very well or go very wrong.
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#27 - Personas
A persona is a representation of a single user, typically based off user research and incorporating user goals, needs, and interests. The most accurate and convincing personas are based on actual field research and only require a few representative people.
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#28 - Process map
A visual representation of one or more pre-defined sequences, from a start to an end point, through which a task can be completed across touchpoints and devices as defined by the process.
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#29 - Process mapping
A process has a defined start point and end goal and may include more than one touchpoint e.g. email to website.
The route or path taken between the start and end can be described as a sequence of steps.
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#30 - Prospective user
journey map
How you expect users to behave with a new route, design or product idea.
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#31 - Prospects
The people with whom the business wants to interact with in some way in future, and who may be unaware of the brand, business or organisation.
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#32 - Proto personas
Are used when there is no money or time to create true research based personas. They are based on secondary research and the team’s educated guess of who they should be designing for.
According to Alan Cooper, using a proto persona to drive design decisions is still better than having no persona at all, though of course they should be validated with research!
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#33 - Research
The persona is curious about BOBIT and is finding out more about them, their products or their services
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#34 - Retrospective user
journey map
How users currently do stuff (typically based on research findings)
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#35 - Selection
The persona is restricting or has narrowed down the possible options to make a selection.
The selection criteria could be based on delivery times, convenience etc. or other personal measure of suitability.
A preference has been formed.
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#36 - Stage
Stages are: Unaware, aware, research, consideration, selection, transaction, leadtime, use, advocacy, loyalty.
A stage is the name of a segment in a standardised segmentation (from a marketing perspective) which can be applied to people to indicate their current relationship to the brand.
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#37 - Stakeholders
People within the business that have opinions about the customer base.
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#38 - Storyboard map
A cartoon-like representation of how people approach tasks and find information.
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#39 - Touchpoint
A point of interaction or influence with the person in a journey, online or offline e.g. friends and family, newspaper, website, app, TV, display advert, shop or advocate etc.
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#40 - Transaction
The persona is engaged in some sort of exchange with or related to the selected BOBIT.
This might be an online purchase, or a request for information or signing up for something.
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#40 - Unaware
The persona is not aware of the brand, organisation, business, issue or thing (BOBIT).
They are just living their lives with no need to know about them at this stage.
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#41 - Use
The persona has experience of using goods or services from BOBIT. They are knowledgeable about the product or service at this point from a user perspective.
They might not be the owner or buyer, this stage includes personas that have used or experienced the BOBIT first hand.
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#42 - User experience (UX)
This is the impact that a website or app or other IoT (usually a single touchpoint) has on the customer’s view of a business or brand.
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#42 - User journey
A sequence of steps a user takes on a website, app or other IoT, between a start point and an end point.
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#43 - User journey mapping
A user journey usually pertains to a single touchpoint ie. the touchpoint being used by the user.
It has a start and end point and the route or path taken when using the touchpoint e.g. website can be described as a sequence of steps.
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#44 - User personas
People that use the product or service – not necessarily the buyer.
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#47 - Users
The people who currently interact with a service or a product provided by the business e.g. website, app or other IoT.
Users may include people who are neither prospects nor customers e.g. friends of customers or advocates. A user just uses things.
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#45 - UX map
A visual representation of one or more pre-defined sequences, from a start to an end point, through which a task can be completed on a website, app or other IoT together with commentary on the functionality used and expected e.g. buying a product.
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#46 - Website personas
The visitors to the website, all visitors types, not just buyers.
CX - Know your CX Terminology
By Fresh Egg
CX - Know your CX Terminology
Glossary of CX related terms
