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Customer acquisition 

Techniques used to gain new 

prospects and customers.

 Customer-  centric  marketing 

An approach to 

marketing based on detailed knowledge of customer 

behaviour within the target audience which seeks to fulfil 

the individual needs and wants of customers.

Customer engagement 

Repeated interactions that 

strengthen the emotional, psychological or physical 

investment a customer has in a brand.

Customer experience management (CXM) 

User 

experience improvements are broadened to consider the 

context of use to different physical locations or customer 

touchpoints across different digital platforms including 

desktop, mobile sites, apps, social networks and email 

marketing. Context of use includes device type,  

location and interactions with customer service.