Glossary.

The single reference for every term the playbook relies on. Where a local usage conflicts with this list, this list wins.

• Do (Behaviour): what customers actually do: visit frequency, spend patterns, channel choice, engagement.
• Feel (Sentiment): how customers feel about doing it: feedback, reviews, complaints, resolution satisfaction.
• Connect (Relationship Strength): how bonded they are: trust, shared preferences, advocacy, resilience after failure.
• Trust Equity: the accumulated trust a customer holds in the brand, built through consistent delivery, recognition, and well-handled failures. Spendable and rebuildable; Connect is where it shows up in the data.
• State: where a relationship currently is: one of eight named positions (L1 to L8) produced by the Do, Feel, and Connect pattern. Positions, not stages; there is no funnel.
• State movement: transitions between states over time. The primary management metric of the whole system.
• Transition flags: the three in-between conditions (Emerging Loyalty, Ambiguous Health, At-Risk Transition) used when Medium bands or trend movement make a clean state call dishonest.
• Band: the Low, Medium, or High label a dimension score receives, set by percentile within the peer cohort.
• Cohort: the peer group a customer is scored against, chosen in a fixed hierarchy: brand, then market, then lifecycle stage, then customer type.
• Signal: a measurable input to a dimension score. A signal only enters the system with a definition, a source, a cadence, a directionality, a caveat, and the action it drives.
• Confidence: how much a classification can be trusted, scored per dimension from coverage, freshness, consistency, and bias risk.
• Firm / Provisional: a state is Firm when confidence passes on all three dimensions; otherwise it is Provisional, and Provisional states get data enrichment, not expensive action.
• State card: the one-page playbook attached to each state: entry rules, confidence checks, actions, owners, channel rules, measures, escalations, and a learning loop.
• Suppression: what must not be sent to a customer while they sit in a given state.
• Value at risk / value protected / value created: the three value lenses: revenue current behaviour says will leave, revenue retained because a repair or recovery worked, and new revenue from conversion, reactivation, or deepening.
• Baseline method: the comparison behind a value claim: period comparison, matched cohort, holdout, or trend adjustment. No baseline, no claim.
• Evidence grade: the confidence label on a value claim: A high, B medium, C directional only. Grade C never leads an executive ROI story.
• RAG: red, amber, green status indicators used to speed decisions in the monthly review.
• SLA: service level agreement; the response-time commitments that govern recovery states, especially L4.