CX Common Terms Glossary2018-08-17T11:28:01+00:00

Jargon Buster

Use our glossary tool to search for and demystify some of the terminology surrounding customer experience.  Each consultancy may use different terms to describe what they mean so don't take these definitions as sacred, however here we've defined some of the terms we hear to explain what WE mean.
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There are 4 names in this directory beginning with the letter S.
SHARE OF MIND
The number of target customers who have unprompted awareness of your brand. A marketing phrase used to describe the awareness and recognition of a brand. Usually measured by consumer recall.

SHARE OF WALLET
A marketing phrase meaning how much of the discretionary spend a particular brand enjoys of its customers.

SM
Either Sado-Masochism in a sexual context or more usually Social Media in the marketing context. (Although thinking about some of the marketers we know the two are often related!) SM refers to the new channels like Twitter and Facebook that are now an essential part of the marketing mix.

STRAWMAN
A draft idea that is work in progress. Often used to gauge reactions from executives or customers.

“Smith+Co have a deep understanding of the complexities of customer experience and were extremely effective in helping us to build our brand around customer experience. I recommend that companies focusing on customer experience take advantage of their expertise.”

Lorena Baker Harris, Director Corporate Marketing
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