Customer

 A customer is someone who encompasses past, present, current and potential purchasers of a company's products and services

Customer Differentiation

 The second step in the one-to-one strategy labeled "IDIC" is to differentiate customers. Customers are different in two ways: they have different value to the enterprise, and they need different things from the enterprise. Customer differentiation is vital to pursuing Learning Relationships.

Customer Experience Development

 The process of overseeing and influencing the totality of a customer’s experiences with a brand, product or service, spanning all interactions and transactions.

Customer Loyalty

 The degree to which customers are predisposed to stay with your company and resist competitive offers.

Customer Portfolio Management

 An organizational structure placing line responsibility for improving Return on Customer in the hands of portfolio managers.

Customer Relationship Management (CRM)

 CRM is the same as one-to-one marketing. This customer-focused business model also goes by the names relationship marketing, real-time marketing, customer intimacy, and a variety of other terms. But the idea is the same: establish relationships with customers on an individual basis, and then use the information you gather to treat different customers differently. The exchange between a customer and a company becomes mutually beneficial, as customers give information in return for personalized service that meets their individual needs.

Customer Valuation

 The value of a customer to an enterprise, composed of two elements. Actual valuation is the customer's current Lifetime Value, and strategic valuation is the customer's potential value, if the customer could be grown to his or her maximum potential. (See also Share of Customer).

Learning Relationship

 A relationship between an enterprise and an individual customer that, through regular or repeat feedback from the customer, enables the enterprise to become smarter and smarter with respect to the customer's individual needs. When a customer and an enterprise are involved in a Learning Relationship, with every cycle of interaction and customization, the customer finds it more convenient to deal with the enterprise. The result is Customer Loyalty, because to start the relationship again with another company, the customer would first have to re-teach the competitor what has already been learned by the one-to-one enterprise.