Customer Relationship Management Systems Handbook

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Appendix A

Glossary of CRM and Data

Warehouse Terminology

Active Loyalty

— Customers who repeatedly purchase products and services

from the same company are described as being actively loyal. For example

a customer could have a bank account for years but not actively use it. Time

is not an indication of loyalty. The same customer, when needing to apply

for a loan, may do so with a different bank. Customers who continually

interact and transact with their bank are described as “actively loyal.” (See

Passive Loyalty

).

Analytical CRM

— Refers to the analysis of data created on the operational side

of the CRM equation for the purpose of business ...