Do · Feel · Connect  ·  Fig. 2 · The eight-step model flow

A loop, not a pipeline.

The same eight steps every month: listen to guests, work out where each relationship stands, take the right action, and learn. Not sure about someone? Improve the data before spending a penny.
SURE · ACT NOT SURE YET · IMPROVE THE DATA, DON'T SPEND
01
Gather the signals
What each guest does, says and shares with us.
02
Make them comparable
Each guest is measured against similar guests, not the whole base.
03
Three scores per guest
One each for Do, Feel and Connect.
04
Confidence
Is the evidence strong
enough to act on?
05
Low, medium or high
Each score becomes a simple band. Never one blended number.
06
State assigned
One of eight relationship states, L1 to L8. Never a funnel.
07
Action triggered
The right next move: who does what, and what not to send.
08
Monthly review
What moved, what worked, and what we change next time round.
Firm: sure enough to act
Provisional: improve the data first
Confidence gate
The four action families · see Fig. 1
Octagon Square Octagon Square · Do Feel Connect · The Loyalty Playbook Guess less. Care more.