Customer Relationship Management: Getting It Right!

Appendix A. Glossary of Terms

The glossary in Table A-1 summarizes the key CRM terms that were identified and defined throughout the text.

Table A-1. Glossary

Term	Definition	Chapter
assets	Everything a company owns that has significant value and can be sold to pay off debts.	20
brand	A pact between the company and its customers that makes promises, sets expectations, and defines agreements for their mutual benefit, which is symbolized by the “seal”.	2
customer	A person (or group of persons) who influences or decides on the acquisition of one of your products or services or who uses one of these products or services.	1
customer company	An organization (public, private, non-profit, or governmental) that has characteristics which influence the group ...