Do · Feel · Connect  ·  Fig. 1 · The state matrix grid

The eight loyalty states.

Three dimensions, read together, produce eight relationship states. States are positions, not stages: there is no funnel, no bottom, and no finish line.
High do — active now
L1
Durable Advocate
DO
FEEL
CON
Protect and amplify. The target state, and it deserves budget.
Protect / Deepen
L2
Satisfied but Replaceable
DO
FEEL
CON
Build preference and trust depth before a competitor does.
Deepen
L3
Convenience Repeater
DO
FEEL
CON
Fix friction before defection. The biggest false positive in loyalty.
Repair
L4
Strained Loyalist
DO
FEEL
CON
Recover trust fast. The highest-upside state in the matrix.
Repair / Recover
Low do — quiet now
L5
Untapped Intent
DO
FEEL
CON
Remove barriers and convert. A barrier, not a relationship problem.
Convert
L6
Warm Connected Inactive
DO
FEEL
CON
Reactivate at the right moment. A lapsed friend, not a lost customer.
Reactivate / Deepen
L7
Historic Loyalist in Decline
DO
FEEL
CON
Diagnose decline and restore confidence. Invisible in averages.
Recover / Repair
L8
Low-Fit / Low-Value
DO
FEEL
CON
Low-cost nurture or deprioritise. Budget discipline lives here.
Deprioritise
Filled = high
Open = low
Do Feel Connect
Protect & deepen
Repair & recover
Convert & reactivate
Deprioritise
Octagon Square Octagon Square · Do Feel Connect · The Loyalty Playbook Guess less. Care more.