Customer experience managementThe goal of customer experience management (CEM) is to optimize customer satisfaction at each touchpoint of the customer journey. Definitions in this glossary include terms about marketing and creating a customer-centric view of business, the use of AI and RPA in martech, capturing and analyzing customer feedback and contact center automation.
- mobile CRM (mobile customer relationship management) - Mobile CRM, or mobile customer relationship management, enables those working in the field or remote employees to use mobile devices, such as smartphones and tablets, to access customer data and customer accounts wherever they are.
- moment of truth (marketing MOT) - A moment of truth (MOT) is marketing lingo for any opportunity a customer (or potential customer) has to form an impression about a company, brand, product or service.
- named account - A named account is a company that is identified as a valuable prospect or customer and assigned to an individual marketing or sales representative for targeted efforts.