Abandoned Cart
A shopping cart in an online store that a customer filled with products and then left without completing the order. Recovered through automated follow-ups via WhatsApp or email with a reminder and a special offer.
//In plain language
Glossary of CRM terms
What CRM, API, business processes, IVR and other sales-automation terms mean — explained for businesses in Kazakhstan. Without academic jargon.
A
Accounts Receivable
The money that customers owe the company. A CRM helps monitor payment deadlines and automatically send reminders about overdue amounts.
Acquiring
A banking service for accepting card payments. A CRM requires integration with an acquiring provider (Kaspi Pay, Halyk, Forte) to accept payments directly from the deal card.
amoCRM
A cloud CRM focused on the sales department. Simple interface with a single pipeline on the main screen. Popular in Russia and the CIS for sales teams of up to 30 people.
API
Application Programming Interface — a software interface that lets two systems communicate. Through an API, a CRM can, for example, pull orders from an online store or send data to 1C.
Asterisk
An open-source platform for building IP PBX systems. It allows you to receive and place calls over the internet (SIP), record conversations, and build voice menus (IVR).
Automation Rule
An automatic action triggered at a deal stage: create a task, send a message, assign an owner. Bitrix24 offers a visual builder for these automation rules.
B
Bitrix24
A corporate portal with CRM, tasks, chats, file storage, and business processes. The CRM market leader in Russia and Kazakhstan. Available in both cloud and on-premise (boxed) versions.
Business Process (BP)
A sequence of steps with roles and conditions. For example, "Quote Approval": the manager prepares it, the sales head reviews it, the director approves it, and the manager sends it to the client.
C
Cloud CRM
A CRM hosted on the vendor's servers. Subscription-based, with automatic updates and no need for your own server. The drawback: the data resides with the vendor and the code cannot be modified.
Conversion
The ratio of an outcome to an impression or contact, expressed as a percentage. "Lead-to-customer conversion of 18%" means 18 of every 100 inquiries result in a purchase.
CTR
Click-Through Rate — the ratio of clicks to impressions, expressed as a percentage. A key metric for mailings, advertising, and email campaigns.
Customer Journey Map (CJM)
A map of the customer journey — every touchpoint with the company from the first interaction to a repeat purchase. It helps identify the gaps where customers are lost.
D
Dashboard
A screen summarizing key metrics: pipeline, conversion, revenue, and number of deals. Versions exist for executives, marketers, and managers — each with its own set of indicators.
Demo Access
A trial CRM account for 14–30 days with a sample configuration tailored to the client's industry. It lets you get hands-on with the system before purchasing.
E
ERP
Enterprise Resource Planning — a system for managing a company's resources (inventory, finance, personnel). 1C is an example of an ERP. It is often connected to a CRM to synchronize orders.
F
File Storage
Cloud space for company documents (quotes, contracts, specifications). In Bitrix24 it is the "Drive" module. amoCRM has none, so a third-party service is needed.
Filter
A configurable set of conditions for selecting deals: "my active deals with an amount > 500,000 ₸". It is saved as a "view" — a single click returns you to the desired list.
H
Head of Sales
The sales department manager. In the CRM they have elevated permissions: they can see the entire team's deals and KPI dashboards, and can reassign leads.
HIS
Health Information System. It stores patients' electronic medical records, appointment bookings, and prescriptions. A CRM operates "on top of" the HIS for marketing and scheduling.
I
Integration
The connection of two systems for automatic data exchange. For example, website ↔ CRM (an inquiry lands in the pipeline), CRM ↔ 1C (orders and stock levels), CRM ↔ telephony.
IP Telephony
Transmitting voice over the internet instead of a traditional phone line. Cheaper, more flexible, and easily integrated with a CRM.
IVR
Interactive Voice Response — a voice menu played during a call: "press 1 for sales, 2 for support". Built in Asterisk or a cloud PBX.
K
KPI
Key Performance Indicator — a measurable performance metric. For a sales manager: number of calls, conversion to sale. A CRM calculates KPIs automatically.
L
Lead
A potential customer who has shared contact details. A lead is not yet a deal — they have not confirmed they are ready to buy. A lead becomes a deal after qualification.
Lead Magnet
A free, useful resource offered in exchange for a customer's contact details: a PDF checklist, a guide, a free audit. Used to build an email list and generate warm leads.
Long Sales Cycle
A pipeline with an extended deal cycle — two weeks or longer. Typical of B2B, real estate, and high-value services. It requires regular touchpoints and automated reminders.
Long-Tail Queries
Low-frequency SEO queries of four or more words: "how to set up SIP telephony for Bitrix24 in Almaty". Less competitive and they bring in hot leads.
M
Marketplace
A catalog of applications and integrations for a CRM. Bitrix24 has 5,000+ apps; amoCRM has around 800. The marketplace adds new features without custom development.
N
NPS
Net Promoter Score — a customer loyalty index. A survey asking "rate from 1 to 10 the likelihood you would recommend us". Promoters (9–10) minus detractors (1–6) = NPS.
O
On-Premise
Installation on the client's own servers (as opposed to the cloud). More expensive upfront, but with full control over data and configuration. Required for healthcare and the public sector.
Open Channels
A Bitrix24 module that consolidates all messengers and chats in a single window. WhatsApp, Telegram, Instagram, and the website chat — the manager sees every conversation in one place.
Open Source
Software with publicly available source code. Asterisk and many connectors are open source: free and modifiable, but they require technical expertise.
P
Partner (of the vendor)
A certified integrator who has completed training and been officially accredited by the CRM vendor. They receive partner pricing, direct support, and access to restricted documentation.
PBX
Private Branch Exchange — a corporate telephone exchange. Once a physical appliance, it is now usually virtual (running on Asterisk or in the cloud).
Pipeline
The same as a sales funnel — the sequence of deal stages from first contact to closing (won or lost).
Pipeline
The sequence of deal stages: lead, qualification, meeting, quote, contract, payment. The core entity of a CRM, through which all sales are managed.
R
Reminder
A scheduled prompt for a manager or a customer. The CRM will remind you to call back in three days or send the customer a message 24 hours before a meeting.
S
Salesforce
The global CRM market leader. Used mainly by large corporations and enterprises. In Kazakhstan it is a niche product (international offices).
Schema.org
A markup standard for search engines. It lets you describe what is on your page (an organization, a service, an FAQ, an article) to Google and Yandex. Essential for SEO.
SEO
Search Engine Optimization — optimizing for search engines. The goal: to rank at the top of Google and Yandex results for key queries.
SIP
Session Initiation Protocol — a protocol for transmitting voice over the internet. All modern IP PBX systems run on SIP.
SLA
Service Level Agreement — a contractually defined agreement on the level of service. It fixes response and resolution times and penalties for breaches.
SSG
Static Site Generation — pages are generated into ready HTML at build time. Very fast and good for SEO. This site is built on SSG.
SSR
Server-Side Rendering — rendering on the server. Unlike SSG, generation happens on every request: slower, but the data is always up to date.
T
Touchpoint
Any contact with a customer: a call, an email, a meeting, a messenger message. In B2B it typically takes 5–9 touchpoints to close a deal.
Trigger
An event that launches an automatic action. For example: the trigger "new lead from the website" leads to the action "send a welcome email".
U
Upsell
Selling a more expensive plan or configuration to an existing customer. A CRM helps segment customers and offer the upsell at the right moment.
UTM Tags
Parameters in a URL for tracking the source of traffic (utm_source=facebook). The CRM stores UTM tags in the lead card, revealing which ads bring in customers.
W
WABA
WhatsApp Business API — the official API from Meta for business communications on WhatsApp. Connected through providers (Wazzup, Twilio). Paid, but with no risk of being blocked.
Warm Customer
A customer who has shown interest (sent a message, submitted an inquiry, downloaded a resource) but has not yet bought. Requires active follow-up by the manager.
Wazzup
A service that integrates messengers (WhatsApp, Instagram, Telegram) with a CRM. One of the most popular in Russia and Kazakhstan. Supports both the Personal API and the Business API.
Webhook
An HTTP request sent from one system to another when an event occurs. For example: "when a new deal is created in the CRM, send the data to our server". Faster than periodic synchronization.
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