Glossary - C

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In the context of the Digital Maturity Model, Channel refers to intermediaries through which products or services pass until they reach an end customer and / or partner. Sub-categories of channels include, say, distribution channels, marketing channels, retail channels etc. Examples of channels include retail shops, kiosks, website, SMS, IVR, Mobile Apps, etc.  (Source 1)

Chat Bot 

Specially programmed robot that interacts with customers and simulates human conversation through artificial intelligence (AI).  (Source 3)


A type of parallel and distributed systems consisting of interconnected and virtualized computing resources that are shared and dynamically provisioned, based on service level agreements established through negotiation between the service providers and consumers. (Source 1)


Cloudification is the conversion of applications, data storage, and compute cycles to take advantage of cloud computing.  (Source 24)

CMS System (Content Management System)

System for creating websites and blogs. Well-known representatives are, for example, Wordpress or Typo 3.


CRM stands for Customer Relationship Management. A CRM system is a tool for managing all relationships, interactions and points of contact with existing and potential customers, donors or other stakeholders.

Content Design 

An approach focusing on content that best serves users’ needs. It may include: 

  • text 
  • images 
  • videos 
  • charts 
  • calculators 
  • infographics (Source 2)​​​​​​​
Content Strategy 

A practice focused on creation, delivery and management of content. It sets the foundation for creating useful, usable content.  (Source 2)

Competency Baseline

The competency baseline are the minimum competencies needed by a company to develop and deliver its products and services. (Source 1)

Continuous Delivery 

Continuous delivery is an extension of continuous integration to make sure that you can release new changes to your customers quickly in a sustainable way. This means that on top of having automated your testing, you also have automated your release process and you can deploy your application at any point of time by clicking on a button.  (Source 4)

Continuous Deployment

Continuous deployment goes one step further than continuous delivery. With this practice, every change that passes all stages of your production pipeline is released to your customers. There's no human intervention, and only a failed test will prevent a new change to be deployed to production. 

Continuous Improvement (Investment) 

Return on investment improves incrementally  (Source 1)

Continuous Integration

Continuous Integration means multiple developers pushing small, frequent changes to a shared repository or ‘master’. They are integrating changes continuously, rather than periodically, and thus Continuous Integration. 
In software engineering, continuous integration (CI) is the practice of merging all developers' working copies to a shared mainline several times a day.  (Source 21)


A customer is a person or organization that buys products and services from the organization or receives free offers or services. Customer can also be other service providers who resell the organizations products, other service providers that lease the organization's resources for utilization by the other service provider's products and services, and so forth. 

Customer Delight 

Customer delight is the positive emotional reaction of a user when their expectations are exceeded by a product or service.  (Source 1)

Customer Data Platform (CDP) 

Software or cloud computing applications designed to give large organizations rapid, efficient access to customer data so they can keep track of customer information and survey the customer base from different distributed data sources. 

Customer Evaluation 

Analyzing customer needs to drive digital strategy (Source 1)

Customer Experience  

Customer experience is the customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels, or products. 

Customer Experience Management 

Customer Experience Management (CEM) is the practice of designing and reacting to customer interactions to meet or exceed their expectations, leading to greater customer satisfaction, loyalty, trust, and advocacy. 

Customer Experience Measurement 

The objective measurement of delivered Customer Experience. (Source 1)​​​​​​​

Customer Journey 

A customer journey is the path of sequential interactions that a user has with an organization to achieve a desired outcome. These interactions may be offline or online. (Source 1)

Customer Relationship Management (CRM) 

Online system for managing relationships with current/prospective customers and storing a directory of their information online.  (Source 3)

Customer Trust 

A measure of a customer's confidence in an organization, its products and / or services. (Source 1)


Cybersecurity is the protection of internet-connected systems such as hardware, software, and data from cyber-threats. The practice is used by individuals and enterprises to protect against unauthorized access to data centers and other computerized systems. (Source 5)

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