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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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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 ...

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