Glossary

A repository of acronyms, jargon, and useful words for product and customer teams

Customer churn

A measure of how many customers do not renew at the end of their subscription.
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Customer experience (CX)

How customers experience a product, what kind of impression it leaves on them, and as a result, the lasting feeling they have about the brand.
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Customer feedback

Information provided by customers about their experience with a product or service.
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Customer health score

A metric used largely by customer success teams to determine whether customers are healthy or at-risk.
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Customer retention

A measure of how many customers renew their contract at the end of their subscription term.
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Daily active users (DAU)

The measure of active usage inside the product.
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Digital adoption

The state in which users are able to leverage digital tools (software products, apps, websites, etc.) to the fullest extent.
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Digital adoption platform

A software that is layered on top of another software product to help facilitate proficiency by guiding users through key tasks.
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Employee experience

The full array of a person’s activities, interactions (both physical and digital), and general impressions at work.
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In-app messaging

A technical capability that allows a company to communicate with users directly through their product.
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Mobile analytics

A type of business intelligence software that captures and exposes user behaviors and patterns within mobile applications through page and feature tagging.
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Net Promoter Score (NPS)

A metric measuring customers’ propensity to advocate for a brand, which, in turn, serves as a proxy for customer happiness and, eventually, business growth.
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Product analytics

A category of business intelligence software that captures and exposes usage patterns from digital products via event tracking, event properties, and event and property grouping.
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Product and feature adoption

A measure of user activation for a web or mobile application.
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Product Engagement Score (PES)

A metric that provides a singular view into how users are interacting with a product.
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Product experience (PX)

In the software industry, the portion of the customer journey that takes place within the application.
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Product Operations

An operational function that supports the R&D team and their go-to-market counterparts to improve alignment, communications, and processes around the product.
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Product performance benchmarks

Reference points used for comparing how your product is performing for specific KPIs, relative to products of similar size and vertical.
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Product roadmap

A visual summary of a product’s direction to facilitate communication with customers, prospects, partners, and internal stakeholders.
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Product-led growth

A business strategy that places a company’s software at the center of the buying journey, and often at the center of the broader customer experience.
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Revenue churn

The percentage of subscription dollars up for renewal that a company loses over a given period, or the ability to keep the contract value of existing customers.
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The Value Gap

When the perceived value and experienced value for a software product don’t overlap, creating a “gap” between the user’s expectations and reality.
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Tooltips

A form of in-app messaging that typically appear when users navigate to a specific area or perform a certain action in the product.
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User analytics

A category of business intelligence software that combines customer behavior data with profile and persona attributes to create a holistic view of the user and the user experience.
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User experience (UX)

The practice of creating products that address the needs of users, and which users can navigate easily and intuitively so that they can get value quickly.
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User feedback

Qualitative and quantitative data from customers on their likes, dislikes, impressions, and requests about a product.
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User interface (UI)

The “surface” of any application or website; the entire visual makeup of the software and how all the assorted and collective parts of the software are conveyed to a user.
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User interface, User experience, Product experience

Delineating the difference between UI, UX, and product experience.
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User onboarding

How new users become proficient in an application, encompassing the initial experience in the application, online or offline training, goal-setting, and the organization’s customer success process.
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User retention

A key metric to measure growth of SaaS and digital products (also known as “cohort retention.”)
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User segmentation

The process of separating users into distinct groups, or segments, based on shared characteristics.
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Voice of the Customer

A process for collecting customer feedback and then organizing and sharing it internally across the organization.
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