Glossary

The Commercial Director, or Chief Commercial Officer (CCO), is a corporate executive responsible for the supervision and management of all sales activities and the overall commercial strategy of the company. Their primary objective is to increase sales, maximise turnover, and ensure business growth within the relevant markets.

Cyberwar (or "cyber warfare") is the use of cyberattack techniques by a State or a State-backed organisation against the critical infrastructure, communication systems, networks, and databases of another State or organisation. It does not involve isolated cybercrimes, but large-scale hostile actions, often conducted in peacetime or in preparation for military conflicts. The goal is to damage, spy on, disrupt, or manipulate the enemy's computer systems.

Cyberstalking (or online harassment) is the practice of obsessive, harassing, and persecutory behaviour conducted primarily or exclusively through the use of telecommunications networks and electronic means. The act is characterised by the reiteration and persistence of the harassing or threatening behaviours, such as to cause the victim a lasting state of anxiety, fear, or a forced change in their habits.

Cybersquatting (or abusive domain occupation) is the illegal and bad-faith practice of registering, using, or offering for sale a domain name identical or confusingly similar to a registered trademark or a well-known trade name (such as a brand or a celebrity's name). The main goal is to profit from another party's reputation, by selling the domain to the legitimate owner at an inflated price or by exploiting traffic generated by typing errors (typosquatting).

Cyberflashing is a type of digital harassment that consists of the unrequested and non-consensual sending of sexually explicit images or videos (often depicting the sender's genitals) to a recipient who has not consented to receive them. This conduct is often described as the digital equivalent of exhibitionism, because the images appear suddenly on the victim's device, like a "flash".

Cyberbullying (or online bullying) is a phenomenon in which insults, harassment, blackmail, denigration, or other forms of pressure are repeatedly or systematically carried out using digital technologies. Unlike traditional bullying, these actions manifest via the Internet, social networks, messaging apps, and other digital tools, allowing the aggressor to reach the victim at any time and in any place.

Cyber Monday is the Monday immediately following Thanksgiving Day (and consequently, Black Friday) in the United States. It is a commercial event created specifically to promote and incentivise online sales, during which companies, particularly e-commerce retailers, offer special discounts and deals for purchases made on the web.

Customer Satisfaction (CSAT) is the measure of how much a company's products, services, and overall experience meet or exceed customer expectations. It is a metric that captures the customer's emotional and rational perception regarding the quality of the interaction and the performance of what they purchased.

Customer Retention is the set of strategies and actions that a company implements to ensure that already acquired customers continue to purchase products or services and do not switch to competitors. Unlike Acquisition, which focuses on new customers, Retention focuses on building long-term relationships and maximising the value generated by the existing customer base.

The Customer Lifetime Value (CLV) is a predictive metric that estimates the total net profit a company can reasonably expect to generate from a single customer over the entire duration of their commercial relationship. It is a long-term view that goes beyond the profit from a single transaction.

The Customer Journey (or "customer path") is the schematic and visual representation of the entire journey a customer or potential customer takes, starting from the first awareness of a need through to purchase, usage, and, ideally, lasting loyalty. It is a map that documents the actions, thoughts, emotions, and points of contact (touchpoints) of the user at every stage of their interaction with the brand.

Customer Insight is not a simple data point, but the deep interpretation and understanding of why customers act and think in a certain way. It represents the unspoken truth or the unexpressed need that motivates purchasing behaviour, loyalty, or abandonment of a brand. It is the bridge between raw data (Customer Data) and strategic business decisions.

Customer Experience (CX) is the set of perceptions, sensations, and emotions that a customer develops towards a brand, product, or service. It is not a single event, but the sum of all interactions, both positive and negative, that occur across every point of contact (touchpoint) in the customer journey. CX is the emotional footprint the company leaves on the customer.

Customer Engagement is the set of strategic and relational interactions that occur between a brand and its current or potential customers. The goal is to create a deep, emotional and continuous connection that goes beyond the single transaction, guiding future purchasing decisions and transforming the customer into an active supporter (Brand Advocate).

Customer Data is the set of all information, of various kinds, that a company collects and stores on its current and potential customers. This data is collected through every point of contact (touchpoint), such as websites, apps, physical shops, social media, or interactions with customer service.