Do · Feel · Connect  ·  Fig. 4 · The loyalty value tree

Where states become money.

The route from guest relationships to revenue. Heavy lines are proven. Thin lines are early, and honest about it.
Tier 1 · The states
Tier 2 · What changes
Tier 3 · What it's worth
Tier 4 · The result
B B B A B C C
Risk
L3L4L7
Guests likely to leave, and the revenue that goes with them.
Growth
L2L5L6
Guests with room to come back, convert or step up.
Protect
L1
The target state. Protect and amplify.
L8 · Outside the tree
Don't overspend here. That is the discipline.
Guests stay
RETENTION · L3 · L4 · L7
Trust is repaired
RECOVERY · L4 · HIGH-VALUE L7
Interest becomes bookings
CONVERSION · L5
Lapsed guests return
REACTIVATION · L6 · L7
Spend gets healthier
SPEND MIX & MARGIN · L2 · L3 · L5
Guests recommend us
ADVOCACY · L1 · RECOVERED L4 · L7
Value at risk
Money that walks out of the door if nothing changes.
Value protected
Money kept because we stepped in, and it worked.
Value created
New money from guests converting, returning and stepping up.
Only counted if we can prove it
Revenue & margin
A believable number beats the biggest number.
Measured over 6 to 12 months
A Proven
B Good evidence
C Early signs: never the headline
Heavier line = stronger proof
Example grades from a pilot · No proof, no claim
Octagon Square Octagon Square · Do Feel Connect · The Loyalty Playbook Guess less. Care more.