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Glossary
Glossary

CRM

CRM refers to the practices and tools that organize customer relationship management and tracking. It can centralize contacts, interactions, and opportunities. Its connection to customer loyalty depends on the necessary data and expected actions. Synchronization must have a designated person responsible and explicit controls.

Coup de Poing editorial team2 min
Data & integrations

A concrete example

CRM stores the customer account, their contacts, and relevant history. The programme can transmit a validated status or event without duplicating all the data.

A point to consider

Define which system is the reference for each field. Two tools that modify the same data without rules create inconsistencies.

Describe the exchanges field by field.

Establish a dictionary specifying the reference system, the direction of flow, the frequency, and the conflict resolution rule. Distinguish between a profile update and a participation event. Test a contact merge, a deletion, and a company change. Monitoring rejections and their processing by a designated team are part of the integration process, just like a successful transfer.

Questions to ask your team

  • Which data takes precedence when two systems diverge?
  • Who sees and corrects rejected exchanges?

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Glossary 2 min

API

An API defines a structured way to exchange data or request an operation between systems. In a programme, it can link purchases, eligibility, points, or orders. The contract, authentication, errors, limits, and rework must be documented to make the integration usable.

Understand and apply
Glossary 2 min

First-party data

First-party data is collected in the direct relationship between an organisation and its audiences. It can come from a purchase, an account, a contact, or participation. Collecting it directly does not exempt you from defining a purpose, a legal basis, a retention period, and appropriate access.

Understand and apply
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