GLOSSARY
Customer Relationship Management (CRM)
Tools and processes to store customer data, track interactions, and run engagement.
CRM systems centralize customer profiles, communication history, segmentation, and campaigns. They help teams drive retention and upsells.
CRMs such as our CRM platform often integrate with POS for in-store data, CMS for personalized content, and RMS or PMS for booking and revenue data. Core features include lifecycle automations, consent tracking, survey/feedback collection, and loyalty program management.
Mature CRM setups standardize identities across channels, deduplicate contacts, and score leads or guests. They also feed audiences to ads and email/SMS tools, and push profile traits to apps for real-time personalization. Reporting spans cohort retention, CLV, and campaign ROI.
Related
Related terms.
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Acquirer
Bank or payment institution that signs merchants and routes their card transactions into the card networks.
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API (Application Programming Interface)
A set of rules and protocols that allows different software applications to communicate with each other.
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Apple Pay
Mobile wallet by Apple that tokenizes cards for contactless and in-app payments.
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BaaS (Banking as a Service)
A model where licensed banks expose banking capabilities to other companies via APIs, letting them embed accounts, cards, or payments.