CIDCM Final Exam Review

These flashcards cover key concepts related to CIDCM, the customer journey, data types, marketing tactics, and retention strategies.

CIDCM

Customer Information and Distribution Channel Management, focusing on customer data and pathways for service sales.

Customer Journey

The series of interactions between a customer and a company as the customer pursues a goal.

Customer Journey Map (CJM)

A visual presentation of the customer journey identifying touchpoints and required information.

Google’s 5 Stages of Travel

Dreaming, Planning, Booking, Experiencing, and Sharing.

Touchpoints

Locations where a brand meets a customer, both online and offline.

Multi-Sided Platform (MSP)

A business enabling direct interactions between distinct customer groups without owning exchanged resources.

Value Unit

The specific item or information exchanged on a platform, such as an Airbnb room or Uber ride.

Core Interaction

The main activity attracting users on a platform, involving participants, value units, and filters.

Network Effects

Changes in the platform's value based on user participation; includes same-side and cross-side effects.

Monetisation

Strategies for generating revenue, such as transaction fees, subscriptions, or advertising.

Quantitative Data

Numerical information used for statistical analysis.

Qualitative Data

Descriptive information used to understand preferences and sentiment.

Structured Data

Organized data in databases that is easily searchable.

Unstructured Data

Data without a specific format, like images and emails.

Database Management System (DBMS)

A program for entering, organizing, and retrieving data from files.

CRM Data Problems

Issues like missing information, outdated data, and privacy concerns in customer relationship management.

Segmentation

Dividing the customer base using demographic, geographic, and psychographic data.

Marketing Tactics

Specific actions deployed at touchpoints, such as SEO.

Purchase Decision-Making Process

Involves Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behaviour.

Psychological Ownership

A state where customers feel a sense of ownership over their decision, influencing their likelihood to book.

Owned Channels

Digital touchpoints fully controlled by the brand, like websites and mobile apps.

Information Architecture (IA)

The structural design of shared information environments, focusing on usability.

Card Sorting

A design technique where users group topics intuitively to aid navigation.

Persuasive Design (PET)

A model incorporating Persuasion, Emotion, and Trust to improve conversion.

SEO vs. SEM

SEO is optimization for organic results, while SEM includes both SEO and paid advertising.

Customer Lifetime Value (CLV)

The total revenue generated by a customer over their relationship with a brand.

Net Promoter Score (NPS)

A measure of customer satisfaction based on their likelihood to recommend a brand.

Personalisation vs. Customasation

Personalisation is data-driven experiences tailored by the brand; customasation allows guests to choose their preferences.