A family of Microsoft word processing software products for creating web, email, and print documents.
In that case, you need to insert a Hyperlink, not a cross reference. If you have the word selected, when you access the Insert Hyperlink dialog, that word will appear in the Text to display control and what you need to do is click on the Place in this Document in the Link to list and then you will see
Top of the Document
Headings
Bookmarks
BookmarkNames
and select your bookmark from the list of BookmarkNames, then click on OK. The word that you had selected will then be displayed in an underlined, blue font..