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Customer extension 

Techniques to encourage 

customers to increase their involvement with an 

organisation.

Customer insight 

Knowledge about customers’ 

needs, characteristics, preferences and behaviours based 

on analysis of qualitative and quantitative data. Specific 

insights can be used to inform marketing tactics directed 

at groups of customers with shared characteristics.

Customer journey 

A description of modern 

multichannel behaviour as consumers use different media 

to select suppliers, make purchases and gain customer 

support.

Customer life cycle 

The stages each customer will pass 

through in a  long-  term relationship through acquisition, 

retention and extension. There are more detailed stages 

within this.

Customer orientation 

Developing site content and 

services to appeal to different customer segments or other 

members of the audience.