Find the term. Understand the work.
Find clear definitions for the commercial growth, customer intelligence, acquisition and customer lifecycle terms used across GWO SEVO’s website.
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- Commercial growth The combined work of acquiring customers, converting demand, improving customer experience, growing customer relationships and making better commercial decisions from data. View Definition
- Customer intelligence The process of organising and interpreting customer, audience and market data so teams can make informed decisions about targeting, engagement, service and customer value. View Definition
- Integrated Service Solution One of GWO SEVO’s seven primary offers. Each package begins with a commercial problem and intended outcome, then brings together the capabilities needed to address it. View Definition
- Customer lifecycle management The coordinated work across onboarding, ongoing engagement, retention, upsell, cross-sell and reactivation, supported by customer operations and intelligence. View Definition
- Audience monetisation Using segmentation, insight, campaign intelligence and commercial planning to identify ways customer or audience assets may support measurable value. View Definition
- Customer acquisition The work of finding prospective customers, creating demand and converting the right people or organisations into customers. View Definition
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C
- Channel mix
- The selected combination of paid, owned, earned, partner and direct channels used for a campaign or programme.
- Channel performance
- The results produced by a channel against agreed measures such as reach, qualified response, conversion or customer value.
- Channel switching
- A customer’s movement from one contact channel to another while trying to complete the same task or resolve the same issue.
- Churn
- The loss of customers, subscribers or accounts during a defined period under an agreed activity rule.
- Churn prediction
- An estimate of which customers may leave, based on stated data, modelling assumptions and validation.
- Churn rate
- The percentage of eligible customers or accounts lost during a stated period, using a defined starting population.
- Click-through rate CTR
- The percentage of recorded impressions that result in a click, using the same scope and period for both figures.
- Clickstream data
- A time-ordered record of eligible page, screen or link interactions captured within a digital journey.
- Closed lost
- A sales opportunity that ended without the organisation winning the business, recorded with an appropriate reason where known.
- Closed won
- A sales opportunity recorded as successfully agreed under the organisation’s approved completion rules.
- Close rate
- The percentage of eligible sales opportunities that become won deals within a stated period and stage definition.
- Cohort retention
- The proportion of a defined customer group that remains active at selected intervals after a shared starting event.
- Cold lead
- A prospective contact with little or no recorded engagement, assessed under the organisation’s outreach rules.
- Commercial audit
- A structured review of the activities, systems and decisions that influence acquisition, conversion, customer value and revenue performance.
- Commercial capability
- An organisational ability that contributes to acquiring customers, converting demand, serving customers or growing customer value.
- Commercial constraint
- A condition that limits an organisation’s ability to generate demand, convert opportunities, retain customers or grow their value.
- Commercial growth
- The combined work of acquiring customers, converting demand, improving customer experience, growing customer relationships and making better commercial decisions from data.
- Commercial objective
- A specific business result an organisation intends to achieve, stated clearly enough to guide priorities and measurement.
- Commercial operating model
- The way people, processes, technology and governance are organised to acquire, serve and grow customers.
- Commercial performance
- The measurable results produced by acquisition, sales, service and customer-growth activity over a stated period.
- Commercial recommendation
- A proposed action supported by relevant evidence, stated assumptions, expected implications and known dependencies.
- Commercial roadmap
- A sequenced plan that sets out growth priorities, dependencies, owners and the work needed to address them.
- Commercial system
- The connected set of teams, processes, channels, data and technology used to create and grow customer relationships.
- Communications strategy
- A set of choices about audiences, messages, channels, timing and evidence used to support defined communication objectives.
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