Formus Pro Geek Speak

CRM & Software Glossary of Terms

When it comes to CRM software and development, we know it can be a technical nightmare for the non-technical among us. We have created this ever-expanding glossary to give a bit of explanation and contact to some of the terms and phrases we use in the industry and here in the office. We hope it helps.

Missing one? Let us know so we can add and explain it!

A | B | C D E | F G | H I J | K L M NO P Q R S T | U | V | W X YZ


Azure DevOps

Microsoft's development and operations management software.

More about Azure DevOps


Back End

The area of a system used for storing and manipulating data, not directly accessed by the user. All development is back end but not all customisation is. See customisation.

Back End Customisation

Another name for back end development.

Back End Development

Another name for back end customisation. Designing sophisticated code that allows for extensive changes or improvements to functionality. A highly technical method of achieving customisation.


Configuration (Config)

The adaptation and reshaping of existing code functionality to create a CRM tailored to your needs. Quicker and less complex method of achieving customisation. Find out more.

Continuous Improvement

Ongoing evolution of your system’s functionality, to bring about gradual improvement to the system in manageable chunks.


A very loose a term in the software world. To mean the modifying of a system, usually with little indication of the technical scope behind it. Its always good to find out more detail when talking about customisation.

Campaign Automation 

The automation of dynamic and targeted marketing campaigns using a drag-and-drop interface with ClickDimensions.



The process involved in planning, designing, creating, programming, testing, bug fixing, improving and troubleshooting software or application code.

Data Migration

The process of transferring data from one computer system to another, usually from an old to a new computer system.

Data Cleansing

The process of removing or archiving old, duplicate, or irrelevant data from a computer system, to give it a cleaner feel or to comply with data protection regulations.


End User

A person using a system, typically on a regular basis for everyday tasks within their job function.


Front End

The area of a system that users interact with. It sits in front of the back end as transitional layer, providing the graphical and structural interface for the user.

Front End Configuration

Sometimes just known as just Configuration or Config. The adaptation and reshaping of existing code functionality to create a CRM tailored to your needs.


Hybrid Consultant

A Dynamics 365 consultant who is skilled in both front end configuration and back end development.


Knowledge Base (KB)

Centralised Library of Formus Pro trouble shooting documents. Giving easy access to information that would otherwise require a support ticket.



A method for managing and grading requirements using a rating of "Must", "Should", "Could" or "Would".



The process of familiarising users with new software and processes, with a focus on promoting the change as a valuable solution.



A bespoke package of code written for a specific purpose; part of back end development.


A demo of in-development software to the customer for review and feedback.


A web site specifically for your customers and employees, giving them self-service access to their data and allowing them to raise requests online.

Progress Meetings

Regular meetings allowing us to review support performance with you, and to highlight any complex cases that may require further attention.


Solutions Architect

Specialises in overseeing, directing, problem solving and implementing best practice to assist the successful execution of complex or business critical systems.

Super User

System user or guardian within your organisation who has a good understanding of the software. These people are ideal for Administration training sessions.

Software Consultant

Highly knowledgeable in their key areas. Specialises in training, assessing, improving and trouble shooting. Usually advise rather than overseeing but are capable of both.

System change requests

A request to make a change in how a system works, whether something small like adding a new field, or something large like building an integration with another system.

System Health Check

Where we evaluate your system configuration, usability, user issues, quality and efficiency of data and produce a report of our findings.

System Guardian

Individuals chosen to see that the system is "looked after" and used correctly. Ideally also a Super User.


Third Party App

An application from a 3rd party publisher, that you may wish to integrate with systems provided by Formus Pro (e.g. MailChimp, Xero etc.)

Tenant Admin

In-house Microsoft administrator - they have responsibility for their company’s logins, create email accounts and reset passwords. Usully a member of IT.

Third Party App Integration

Connecting a 3rd party application to your system, to allow for the exchange of data (e.g. linking Dynamics 365 with Xero for transfer of data for accounting purposes.)

Third Party App Training

Training provided for applications published by 3rd parties (e.g. MailChimp, Xero etc.) See training options



Operators who use a computer system for its intended purpose (rather than Developers who build a system, or Administrators who maintain a system). Users can be further categorised into End Users or Super Users.

User Queries

Simpler queries raised by users of the system – such as “how to” or basic process questions.

User Adoption

Also known as onboarding. Getting staff buy-in, giving them the training, confidence and knowledge they need to feel willing and able to use new software.


Web Tracking

In marketing terms, the use of tracking technology on your website, to allow analysis of visitor activity. In Dynamics 365, this is achievable using the ClickDimensions software.