# A4: Full Annotation Manual ## Universal Review Taxonomy (URT) v5.1 **Purpose**: Comprehensive reference for human annotators with complete domain, subcode, and metadata documentation **Version**: 5.1 | **Status**: Production Ready | **Date**: 2026-01-24 --- ## Table of Contents 1. [Introduction](#1-introduction) 2. [URT Framework Overview](#2-urt-framework-overview) 3. [Complete Domain Reference](#3-complete-domain-reference) - [3.1 Domain O: Offering](#31-domain-o-offering) - [3.2 Domain P: People](#32-domain-p-people) - [3.3 Domain J: Journey](#33-domain-j-journey) - [3.4 Domain E: Environment](#34-domain-e-environment) - [3.5 Domain A: Access](#35-domain-a-access) - [3.6 Domain V: Value](#36-domain-v-value) - [3.7 Domain R: Relationship](#37-domain-r-relationship) 4. [Metadata Dimensions](#4-metadata-dimensions) 5. [Causal Codes](#5-causal-codes) 6. [Span Boundary Rules](#6-span-boundary-rules) 7. [Disambiguation Guide](#7-disambiguation-guide) 8. [USN Notation](#8-usn-notation) 9. [Appendices](#9-appendices) --- ## 1. Introduction ### 1.1 Purpose of This Manual The A4 Full Annotation Manual provides comprehensive documentation for all URT v5.1 classification codes, metadata dimensions, and annotation rules. This manual serves as: - **Definitive reference** for all 140 subcodes across 7 domains - **Training resource** for annotators advancing beyond the A1 Quickstart Guide - **Disambiguation authority** when codes appear similar or overlapping - **Quality standard** aligned with A2 QA Protocol requirements - **Calibration source** supporting A3 Calibration Test Set exercises ### 1.2 How to Use This Manual | User Need | Recommended Approach | |-----------|---------------------| | **Quick code lookup** | Use Section 3 domain tables with Ctrl+F | | **Understand a subcode** | Read the inclusion/exclusion criteria and examples | | **Resolve confusion between codes** | Check Section 7 Disambiguation Guide | | **Learn metadata assignment** | Study Section 4 with worked examples | | **Understand causal analysis** | Review Section 5 Causal Codes | | **Verify span boundaries** | Consult Section 6 Span Boundary Rules | ### 1.3 Relationship to Other Training Documents | Document | Relationship to A4 | |----------|-------------------| | **A1-Annotator-Quickstart.md** | A4 expands on A1's summary tables with full definitions | | **A2-QA-Protocol.md** | A4 provides the standards A2 measures against | | **A3-Calibration-Test-Set.md** | A4 explains the rationale behind A3's gold answers | | **URT-Specification-v5.1.md** | A4 reformats the spec for annotator workflows | ### 1.4 Document Conventions Throughout this manual: - **(+)** indicates a positive example - **(-)** indicates a negative example - **Include** criteria define what belongs in a code - **Exclude** criteria clarify what does NOT belong - **Common Errors** highlight frequent mistakes --- ## 2. URT Framework Overview ### 2.1 Taxonomy Structure URT organizes customer feedback into a three-tier hierarchy: ``` TIER 1: DOMAINS (7) └── TIER 2: CATEGORIES (28 = 4 per domain) └── TIER 3: SUBCODES (140 = 5 per category) ``` **Canonical Counts**: - 7 experience domains - 28 categories (4 per domain) - 140 diagnostic subcodes (5 per category) - 16 causal codes (optional root-cause layer) - 7 metadata dimensions with 24 total values ### 2.2 The Seven Domains | Code | Domain | Core Question | Default Owner | |------|--------|---------------|---------------| | **O** | Offering | Does the core product/service deliver? | Product / Operations | | **P** | People | How do personnel behave and perform? | HR / Training | | **J** | Journey | Is the process smooth and timely? | Operations / Process | | **E** | Environment | Is the space functional and pleasant? | Facilities / IT | | **A** | Access | Can everyone participate fully? | Compliance / Design | | **V** | Value | Is the exchange fair and transparent? | Finance / Pricing | | **R** | Relationship | Is trust built and maintained? | Leadership / CX | **Memory Aid**: O-P-J-E-A-V-R = "**O**ffer **P**eople a **J**ourney in an **E**nvironment with **A**ccess to **V**alue and **R**elationship" ### 2.3 Quick Decision Tree Use this flowchart for domain selection. Go top-to-bottom; first "YES" wins. ``` START: Read the span | v +-----------------------------------------------+ | Is it about the THING they bought/received? | | (product, service, treatment, outcome) | +-----------------------------------------------+ | YES --> O (Offering) | NO | v +-----------------------------------------------+ | Is it about HOW PEOPLE behaved? | | (staff attitude, skill, communication) | +-----------------------------------------------+ | YES --> P (People) | NO | v +-----------------------------------------------+ | Is it about TIME, STEPS, or FRICTION? | | (waiting, process, ease, resolution steps) | +-----------------------------------------------+ | YES --> J (Journey) | NO | v +-----------------------------------------------+ | Is it about the SPACE or INTERFACE? | | (physical place, app/website, ambiance) | +-----------------------------------------------+ | YES --> E (Environment) | NO | v +-----------------------------------------------+ | Is it about ABILITY TO ACCESS or INCLUSION? | | (availability, disability, language, bias) | +-----------------------------------------------+ | YES --> A (Access) | NO | v +-----------------------------------------------+ | Is it about PRICE, COST, or WORTH? | | (money, effort, value, transparency) | +-----------------------------------------------+ | YES --> V (Value) | NO | v +-----------------------------------------------+ | Is it about TRUST, PATTERNS, or LOYALTY? | | (honesty over time, brand, recovery, bond) | +-----------------------------------------------+ | YES --> R (Relationship) | NO | v RE-READ SPAN -- may need splitting ``` ### 2.4 Implementation Profiles URT supports four implementation profiles with increasing complexity: | Profile | Primary Code Level | Metadata Required | Use Case | |---------|-------------------|-------------------|----------| | **URT-Lite** | Domain (O, P, J...) | Valence only | Micro-business, quick triage | | **URT-Core** | Category (O1, P2...) | Valence + Intensity | Small business, dashboards | | **URT-Standard** | Subcode (O1.01, P2.03...) | All 7 dimensions | Operations, routing, analytics | | **URT-Full** | Subcode + Causal | All dimensions + Causal | Enterprise, root cause, audit | ### 2.5 Profile Requirements Matrix | Field | Lite | Core | Standard | Full | |-------|:----:|:----:|:--------:|:----:| | primary_code | Domain | Category | Subcode | Subcode | | secondary_codes | Forbidden | Max 2 (Cat) | Max 2 (Sub) | Max 2 (Sub) | | valence | Required | Required | Required | Required | | intensity | Optional | Required | Required | Required | | specificity | -- | -- | Required | Required | | actionability | -- | -- | Required | Required | | temporal | -- | Optional | Required | Required | | evidence | -- | -- | Required | Required | | comparative | -- | Optional | Required | Required | | causal_chain | -- | -- | Optional | Required* | *Required when evidence supports --- ## 3. Complete Domain Reference ### 3.1 Domain O: Offering **Definition**: The core product, service, or outcome delivered to the customer. **Core Question**: Does what we provide actually work and meet expectations? **Default Owner**: Product / Operations **Scope**: - The thing itself (product, service, treatment, meal, deliverable) - Its functionality, quality, completeness, and fit - Outcomes and results achieved (or not achieved) **NOT in Scope**: - How staff behaved during delivery (P domain) - The process of obtaining it (J domain) - The environment where it was delivered (E domain) #### O1: Function **Category Definition**: Does the product/service do what it's supposed to do? ##### O1.01 Works/Doesn't Work **Definition**: Basic functionality success or failure - whether the product/service performs its fundamental purpose. **Include**: - Complete functional failure ("won't turn on," "doesn't work at all") - Core functionality issues ("can't make calls," "won't connect") - Binary working/not working assessments **Exclude**: - Performance quality issues (use O1.02) - System/service availability (use J3.03) - Interface/app functionality (use E2.02) **Examples**: - (+) "Software runs perfectly on my machine" - (+) "Phone works exactly as expected" - (-) "Car won't start at all" - (-) "The blender doesn't turn on - completely dead" **Common Errors**: - Confusing with J3.03 (System Uptime): "Website was down" = J3.03; "Feature is broken" = O1.01 - Confusing with E2.02 (Digital Functionality): App features not working = E2.02; Core product functionality = O1.01 ##### O1.02 Performance Level **Definition**: How well the product/service operates when it does work. **Include**: - Speed of operation ("lightning fast," "sluggish") - Efficiency metrics ("great battery life," "fuel efficient") - Capability levels ("powerful," "weak") **Exclude**: - Interface/app speed (use E2.03) - Basic functionality (use O1.01) - Durability over time (use O1.03) **Examples**: - (+) "Incredibly fast processor - handles everything I throw at it" - (+) "Best vacuum suction I've ever experienced" - (-) "Sluggish and laggy even with simple tasks" - (-) "Motor is weak - struggles with thick materials" **Common Errors**: - Confusing with E2.03 (Interface Performance): E2.03 is app/website speed; O1.02 is the core product's performance ##### O1.03 Durability **Definition**: Longevity and resistance to wear over time. **Include**: - How long it lasted before failing - Wear and tear assessments - Build quality affecting lifespan **Exclude**: - Material quality itself (use O2.01) - One-time damage at delivery (use O2.05) - Consistency of function (use O1.04) **Examples**: - (+) "Still perfect after 5 years of daily use" - (+) "Built like a tank - survived multiple drops" - (-) "Fell apart in a month" - (-) "Zipper broke after just two washes" **Common Errors**: - Confusing with O2.01 (Materials): O2.01 is about material quality observed; O1.03 is about how long it lasted ##### O1.04 Reliability **Definition**: Consistency of function over time - whether it works dependably. **Include**: - Intermittent failures ("works sometimes") - Consistency of performance over uses - Dependability assessments **Exclude**: - Process reliability (use J3.01) - Organizational dependability (use R2.02) - Single instance failure (use O1.01) **Examples**: - (+) "Never fails me - works every single time" - (+) "Reliable connection, never drops" - (-) "Works sometimes, not others - frustrating" - (-) "Intermittent issues - can't depend on it" **Common Errors**: - Confusing with J3.01 (Process Consistency): J3.01 = "They deliver the same quality each time"; O1.04 = "The product itself works consistently" ##### O1.05 Outcome Achievement **Definition**: Whether the customer accomplished their intended goal through the product/service. **Include**: - Treatment/therapy results - Learning/certification outcomes - Problem resolution via product - Goal attainment through service **Exclude**: - General satisfaction (use V4.03) - Value judgment (use V4.01) - Quality assessment (use O2) **Examples**: - (+) "Passed my certification exam on the first try!" - (+) "Back pain is completely gone after treatment" - (-) "Treatment didn't work - still in pain" - (-) "Course was useless - didn't learn what I needed" **Common Errors**: - Confusing with V4.03 (Satisfaction): V4.03 is general contentment; O1.05 is specific goal achievement --- #### O2: Quality **Category Definition**: How well is the product/service made or executed? ##### O2.01 Materials/Inputs **Definition**: Quality of the components, ingredients, or raw materials used. **Include**: - Material quality observations ("real leather," "cheap plastic") - Ingredient quality ("fresh," "stale") - Component quality ("premium parts") **Exclude**: - Durability over time (use O1.03) - How it was assembled (use O2.02) - Visual presentation (use O2.03) **Examples**: - (+) "Real leather, premium feel to the touch" - (+) "Fresh ingredients - you can taste the quality" - (-) "Cheap plastic parts that feel flimsy" - (-) "Obviously low-grade materials" **Common Errors**: - Confusing with O1.03 (Durability): "Cheap materials" = O2.01; "Broke quickly" = O1.03 ##### O2.02 Craftsmanship **Definition**: Skill of construction, assembly, or execution. **Include**: - Build quality and assembly - Skill of preparation or creation - Attention to construction details **Exclude**: - Visual presentation (use O2.03) - Staff technical skill (use P2.02) - Finishing details only (use O2.04) **Examples**: - (+) "Beautifully sewn seams - masterful tailoring" - (+) "Perfectly cooked - restaurant quality" - (-) "Sloppy assembly - seams coming apart" - (-) "Amateur hour - clearly unskilled preparation" **Common Errors**: - Confusing with P2.02 (Technical Skill): P2.02 is about the person's skill; O2.02 is about the result's quality ##### O2.03 Presentation **Definition**: Visual and aesthetic quality of the product itself. **Include**: - How the product looks - Plating and display of food - Packaging aesthetics - Visual appeal of deliverables **Exclude**: - Space/environment aesthetics (use E3.05) - Interface design (use E2.01) - Finishing details (use O2.04) **Examples**: - (+) "Gorgeous plating - almost too pretty to eat" - (+) "Beautiful packaging - felt like a gift" - (-) "Looked thrown together - no care taken" - (-) "Presentation was awful - food slapped on plate" **Common Errors**: - Confusing with E3.05 (Space Aesthetics): E3.05 is the environment's beauty; O2.03 is the product's visual quality ##### O2.04 Attention to Detail **Definition**: Finishing touches, refinement, and care in the small things. **Include**: - Polish and refinement - Thoughtful small touches - Thoroughness in details **Exclude**: - Missing components (use O3.01) - Major quality issues (use O2.02) - Presentation overall (use O2.03) **Examples**: - (+) "Every corner perfect - remarkable attention to detail" - (+) "Little touches that show they care" - (-) "Full of typos and errors - no proofreading" - (-) "Rough edges and sloppy finishing" **Common Errors**: - Confusing with O3.01 (Components): O3.01 is about missing parts; O2.04 is about refinement of what's there ##### O2.05 Condition at Delivery **Definition**: The state of the product when received by the customer. **Include**: - Damage during shipping - Temperature of food upon arrival - Freshness at time of receipt - Physical condition at handoff **Exclude**: - Original manufacturing quality (use O2.02) - Accuracy of delivery (use J3.02) - Packaging quality (use O2.03) **Examples**: - (+) "Still warm from the oven when it arrived" - (+) "Arrived in perfect condition, well-protected" - (-) "Arrived damaged - box was crushed" - (-) "Food was cold by the time it got here" **Common Errors**: - Confusing with J3.02 (Accuracy): J3.02 is "wrong item delivered"; O2.05 is "right item, wrong condition" --- #### O3: Completeness **Category Definition**: Is everything included that should be? ##### O3.01 All Components Present **Definition**: Nothing missing from what was promised or expected. **Include**: - Missing parts or accessories - Incomplete orders - Missing pieces from sets **Exclude**: - Wrong item (use O4.01) - Missing features (use O3.02) - Incomplete work scope (use O3.03) **Examples**: - (+) "Everything in the box - all accessories included" - (+) "Complete set, nothing missing" - (-) "Missing the charger - had to buy separately" - (-) "Several pieces missing from the kit" **Common Errors**: - Confusing with O4.01 (Specification Match): O4.01 is wrong item; O3.01 is incomplete item ##### O3.02 Feature Availability **Definition**: Promised or expected features actually exist and work. **Include**: - Advertised features not available - Menu items unavailable - Promised capabilities missing **Exclude**: - Physical inventory (use A1.03) - Features that are broken (use O1.01) - Features not matching ads (use V2.03) **Examples**: - (+) "All menu items available as advertised" - (+) "Every feature works as promised" - (-) "Half the features are disabled" - (-) "Feature has been 'coming soon' for 8 months" **Common Errors**: - Confusing with A1.03 (Inventory): A1.03 is physical stock; O3.02 is feature/capability availability ##### O3.03 Scope Delivery **Definition**: Full scope of work or service completed as agreed. **Include**: - Incomplete service delivery - Partial completion of work - Unfinished portions **Exclude**: - Quality of completed work (use O2.02) - Resolution completeness (use J4.04) - Missing components (use O3.01) **Examples**: - (+) "Cleaned entire house top to bottom" - (+) "Completed all the agreed-upon items" - (-) "Left the bathrooms undone" - (-) "Only finished half the project" **Common Errors**: - Confusing with J4.04 (Resolution Quality): J4.04 is about fixes; O3.03 is about initial scope ##### O3.04 Documentation **Definition**: Supporting materials, instructions, and documentation provided. **Include**: - Manuals and instructions - Documentation quality - Reference materials provided **Exclude**: - Process simplicity (use J2.01 when docs affect onboarding) - Staff explanations (use P4.01) - Information accuracy (use P4.04) **Examples**: - (+) "Great user manual - very helpful" - (+) "Comprehensive documentation included" - (-) "No instructions at all" - (-) "Documentation was outdated and useless" **Common Errors**: - **Documentation Rule**: Use O3.04 when docs are a product artifact ("manual was helpful"). Use J2.01 when docs affect onboarding friction ("couldn't figure out how to start"). --- #### O4: Fit **Category Definition**: Does the product/service match the customer's specific needs? ##### O4.01 Specification Match **Definition**: Whether the product matches what was ordered or specified. **Include**: - Wrong size, color, model delivered - Not matching order specifications - Different than what was requested **Exclude**: - Process accuracy errors (use J3.02) - Missing parts (use O3.01) - Not meeting needs (use O4.04) **Examples**: - (+) "Exactly what I ordered - perfect match" - (+) "Right size, right color, exactly as specified" - (-) "Wrong size delivered - ordered medium, got large" - (-) "Ordered blue, received red" **Common Errors**: - Confusing with J3.02 (Process Accuracy): O4.01 = "This isn't what I need"; J3.02 = "They made a fulfillment error" ##### O4.02 Personalization **Definition**: Adaptation to individual preferences and remembered settings. **Include**: - Remembering customer preferences - Customization options - Personal settings saved **Exclude**: - Staff attentiveness (use P3.01) - Customer recognition (use R4.01) - Flexibility in modifications (use O4.03) **Examples**: - (+) "Remembered my usual order" - (+) "Saved my preferences perfectly" - (-) "No way to save my settings" - (-) "Had to explain my preferences every time" **Common Errors**: - Confusing with R4.01 (Recognition): R4.01 is "they remember me"; O4.02 is "they remember my preferences" ##### O4.03 Flexibility **Definition**: Ability to modify or adjust the product/service to customer needs. **Include**: - Modification options - Customization capability - Willingness to adjust **Exclude**: - Policy flexibility (use V2.04) - Staff accommodation attitude (use P1) - Dietary accommodation (use A3.03) **Examples**: - (+) "Happy to substitute ingredients" - (+) "Easily customizable to my needs" - (-) "No modifications allowed - take it or leave it" - (-) "Completely rigid - no flexibility at all" **Common Errors**: - Confusing with V2.04 (Terms Fairness): V2.04 is about policy reasonableness; O4.03 is about product flexibility ##### O4.04 Appropriateness **Definition**: Whether the right solution was provided for the customer's need. **Include**: - Right recommendation for the problem - Suitable solution selected - Appropriate service chosen **Exclude**: - Staff knowledge (use P2.01) - Specification match (use O4.01) - Wrong item sent (use J3.02) **Examples**: - (+) "Perfect recommendation for my needs" - (+) "Exactly the right solution" - (-) "Sold me completely the wrong thing for my needs" - (-) "Not appropriate for my use case at all" **Common Errors**: - Confusing with P2.01 (Knowledge): P2.01 is about staff knowing products; O4.04 is about the solution's appropriateness --- #### O Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "App won't load" | O1.01 | E2.02 | App = digital interface | | "Website was down" | O1.01 | J3.03 | Downtime = system availability | | "App is slow" | O1.02 | E2.03 | App performance = digital interface | | "Broke after a month" | O2.01 | O1.03 | Durability = time-based | | "Wrong item sent" | O4.01 | J3.02 | Focus on process error vs product mismatch | | "Feature doesn't exist" | O1.01 | O3.02 | Non-existence vs broken | --- ### 3.2 Domain P: People **Definition**: Human interactions and personnel behavior during the customer experience. **Core Question**: How do the people we interact with treat us and perform their roles? **Default Owner**: HR / Training **Scope**: - Staff attitude, demeanor, and emotional tone - Employee competence, knowledge, and skill - Responsiveness, attentiveness, and follow-through - Communication quality and style **NOT in Scope**: - Organizational trust patterns (R domain) - Process/operational issues (J domain) - Product quality outcomes (O domain) --- #### P1: Attitude **Category Definition**: Disposition, manner, and emotional tone of personnel. ##### P1.01 Warmth/Friendliness **Definition**: Approachability, pleasantness, and welcoming demeanor. **Include**: - Friendly greetings and interactions - Welcoming behavior - Pleasant demeanor - Kind and nice treatment **Exclude**: - Relationship building over time (use R4.03) - Professional conduct (use P2.04) - Respect for dignity (use P1.02) **Examples**: - (+) "So welcoming and kind from the moment I walked in" - (+) "Sarah at the front desk was incredibly friendly" - (-) "Cold and unfriendly - made me feel unwelcome" - (-) "Staff seemed bothered by my presence" **Common Errors**: - Confusing with R4.03 (Relationship Building): R4.03 is ongoing investment in connection; P1.01 is single-interaction warmth ##### P1.02 Respect **Definition**: Treating the customer with dignity and consideration. **Include**: - Making customer feel valued - Treating with courtesy - Not talking down or dismissing - Showing consideration **Exclude**: - Identity-based discrimination (use A3.05) - Communication tone (use P4.05) - Professionalism violations (use P2.04) **Examples**: - (+) "Made me feel valued as a customer" - (+) "Treated me with complete respect and dignity" - (-) "Talked down to me like I was stupid" - (-) "Dismissive and condescending attitude" **Common Errors**: - Confusing with A3.05 (Equal Treatment): Use A3.05 when identity-based discrimination is perceived ("treated differently because of X"). Use P1.02 for general disrespect without identity framing. ##### P1.03 Empathy **Definition**: Understanding and acknowledging the customer's situation and feelings. **Include**: - Understanding frustration - Showing they "get it" - Emotional connection - Acknowledging feelings **Exclude**: - Listening skills (use P4.02) - Problem-solving ability (use P2.03) - Apologies for issues (use R3.02) **Examples**: - (+) "Really understood my frustration and showed they cared" - (+) "Could tell she genuinely felt for my situation" - (-) "Couldn't care less about my problem" - (-) "No understanding of what I was going through" **Common Errors**: - Confusing with P4.02 (Listening): P4.02 is cognitive processing; P1.03 is emotional understanding ##### P1.04 Patience **Definition**: Tolerance, calm under pressure, and not rushing the customer. **Include**: - Taking time with customers - Not showing frustration - Staying calm when pressed - Allowing customers to take their time **Exclude**: - Appropriate pacing of service (use J1.05) - Professional conduct (use P2.04) - Enthusiasm level (use P1.05) **Examples**: - (+) "Never rushed me, took all the time I needed" - (+) "So patient with all my questions" - (-) "Visibly annoyed that I was taking time" - (-) "Kept sighing and checking the clock" **Common Errors**: - Confusing with J1.05 (Pacing): J1.05 is service timing; P1.04 is staff patience with customer ##### P1.05 Enthusiasm **Definition**: Energy, genuine interest, and passion in helping. **Include**: - Showing excitement about helping - Genuine interest in the work - Energy and engagement - Passion for service **Exclude**: - Staff experience level (use P2.05) - Friendliness (use P1.01) - Initiative (use P3.02) **Examples**: - (+) "Passionate about helping - you could tell he loved his job" - (+) "Genuinely excited to help me find the right solution" - (-) "Just going through the motions" - (-) "Zero enthusiasm - felt like a burden to them" **Common Errors**: - Confusing with P1.01 (Warmth): P1.01 is friendly demeanor; P1.05 is energy and passion --- #### P2: Competence **Category Definition**: Knowledge, skill, and professional capability of personnel. ##### P2.01 Knowledge **Definition**: Understanding of products, services, policies, and domain expertise. **Include**: - Product knowledge - Policy understanding - Technical knowledge - Industry expertise **Exclude**: - Documentation availability (use O3.04) - Problem-solving ability (use P2.03) - Technical execution skill (use P2.02) **Examples**: - (+) "Knew every detail about the product line" - (+) "Incredibly knowledgeable about the options" - (-) "Couldn't answer basic questions" - (-) "Had no idea what they were talking about" **Common Errors**: - Confusing with P2.03 (Problem-Solving): P2.01 is having knowledge; P2.03 is applying it to solve problems ##### P2.02 Technical Skill **Definition**: Ability to perform required tasks competently. **Include**: - Execution quality - Technical proficiency - Skilled performance - Task completion ability **Exclude**: - Product craftsmanship (use O2.02) - Knowledge of products (use P2.01) - Professional conduct (use P2.04) **Examples**: - (+) "Masterful technique - clearly an expert" - (+) "Flawless execution of the procedure" - (-) "Clearly undertrained - made multiple mistakes" - (-) "Fumbled through the whole process" **Common Errors**: - Confusing with O2.02 (Craftsmanship): P2.02 is the person's skill; O2.02 is the resulting product's quality ##### P2.03 Problem-Solving **Definition**: Ability to address issues, find solutions, and overcome obstacles. **Include**: - Finding creative solutions - Overcoming obstacles - Resolving issues effectively - Troubleshooting ability **Exclude**: - Resolution process (use J4.02) - Taking ownership (use R3.05) - Following through (use P3.04) **Examples**: - (+) "Found a creative solution to my problem" - (+) "Figured out a workaround when the first approach failed" - (-) "Just said 'can't help you' and gave up" - (-) "No ability to think outside the box" **Common Errors**: - Confusing with J4.02 (Resolution Process): J4.02 is the operational process; P2.03 is the individual's problem-solving ability ##### P2.04 Professionalism **Definition**: Appropriate conduct, appearance, and adherence to professional standards. **Include**: - Professional behavior - Appropriate appearance - Following professional norms - Proper conduct **Exclude**: - Respect for customers (use P1.02) - Technical skill (use P2.02) - Communication tone (use P4.05) **Examples**: - (+) "Very professional throughout the interaction" - (+) "Impeccable professionalism - exactly what you'd expect" - (-) "Inappropriate jokes that made me uncomfortable" - (-) "Showed up in dirty clothes, on personal phone the whole time" **Common Errors**: - Confusing with P1.02 (Respect): P1.02 is treating customer with dignity; P2.04 is professional conduct standards ##### P2.05 Experience **Definition**: Depth of expertise demonstrated through seasoned performance. **Include**: - Expert-level performance - Seasoned professional feel - Years of experience evident - Depth of expertise **Exclude**: - Organizational track record (use R2.01) - Technical skill (use P2.02) - Knowledge breadth (use P2.01) **Examples**: - (+) "Clearly an expert with years of experience" - (+) "You could tell this wasn't their first rodeo" - (-) "Felt like talking to a complete beginner" - (-) "Obvious they were new and unsure" **Common Errors**: - Confusing with R2.01 (Track Record): R2.01 is organizational history; P2.05 is individual experience --- #### P3: Responsiveness **Category Definition**: Attentiveness, initiative, and follow-through in meeting customer needs. ##### P3.01 Attentiveness **Definition**: Awareness of customer needs and proactive checking in. **Include**: - Noticing customer needs - Checking in regularly - Being aware of situation - Anticipating needs **Exclude**: - Personalization of product (use O4.02) - Proactive information sharing (use P3.02) - Staff availability (use P3.03) **Examples**: - (+) "Always checking in to see if we needed anything" - (+) "Noticed I was looking for help before I even asked" - (-) "Had to flag them down every time I needed something" - (-) "Completely oblivious to our needs" **Common Errors**: - Confusing with O4.02 (Personalization): O4.02 is product customization; P3.01 is staff awareness ##### P3.02 Initiative **Definition**: Proactive assistance without being asked. **Include**: - Offering help unprompted - Going beyond asked duties - Proactive suggestions - Volunteering assistance **Exclude**: - Proactive communication (use P4.03) - Urgency in handling (use P3.05) - Attentiveness (use P3.01) **Examples**: - (+) "Offered help without me having to ask" - (+) "Proactively suggested options I hadn't considered" - (-) "Did the absolute bare minimum" - (-) "Wouldn't lift a finger unless specifically asked" **Common Errors**: - Confusing with P4.03 (Proactive Updates): P4.03 is communication; P3.02 is action/assistance ##### P3.03 Availability **Definition**: Presence and accessibility when the customer needs assistance. **Include**: - Being present when needed - Easy to find or reach - Accessible for help - Available to assist **Exclude**: - Staffing levels (use A1.04) - Operating hours (use A1.01) - Response time (use J1.03) **Examples**: - (+) "Easy to find someone whenever I needed help" - (+) "Staff was always available and accessible" - (-) "Impossible to find anyone to help" - (-) "Could never get anyone on the phone" **Common Errors**: - Confusing with A1.04 (Staffing Levels): A1.04 is organizational staffing; P3.03 is individual staff availability ##### P3.04 Follow-Through **Definition**: Completing promised or implied actions from an interaction. **Include**: - Doing what they said they'd do - Completing promised callbacks - Following up as promised - Delivering on stated commitments **Exclude**: - Organizational promise keeping (use R1.02) - Resolution speed (use J4.03) - Response time (use J1.03) **Examples**: - (+) "Did exactly what they promised - called back right on time" - (+) "Followed through on every commitment" - (-) "Said they'd call back within 24 hours - never did" - (-) "Promised to email the quote - nothing came" **Common Errors**: - **Critical Distinction**: Use P3.04 for a specific interaction ("said they'd call back, didn't"). Use R1.02 when framed as trust/pattern ("they never keep their word"). ##### P3.05 Urgency **Definition**: Appropriate prioritization and sense of importance given to customer needs. **Include**: - Treating as priority - Showing importance - Acting with appropriate speed - Prioritizing the issue **Exclude**: - Response time metrics (use J1.03) - Service speed (use J1.02) - Patience with customer (use P1.04) **Examples**: - (+) "Treated my issue as a priority" - (+) "Could tell they understood the urgency" - (-) "No sense of urgency at all" - (-) "Acted like they had all the time in the world while I waited" **Common Errors**: - Confusing with J1.03 (Response Time): J1.03 is measured time; P3.05 is perceived prioritization --- #### P4: Communication **Category Definition**: Quality of information exchange with personnel. ##### P4.01 Clarity **Definition**: Understandable, clear information delivery. **Include**: - Clear explanations - Understandable language - Well-communicated information - Easy to follow **Exclude**: - Documentation quality (use O3.04) - Listening skills (use P4.02) - Information accuracy (use P4.04) **Examples**: - (+) "Explained everything clearly in plain language" - (+) "Made complex topics easy to understand" - (-) "Used confusing jargon I couldn't follow" - (-) "Explanation made no sense at all" **Common Errors**: - Confusing with O3.04 (Documentation): O3.04 is written materials; P4.01 is verbal/personal communication ##### P4.02 Listening **Definition**: Hearing, understanding, and processing what the customer says. **Include**: - Actually hearing what's said - Understanding the message - Not interrupting - Processing customer input **Exclude**: - Empathy for feelings (use P1.03) - Taking action on input (use P2.03) - Proactive updates (use P4.03) **Examples**: - (+) "Really heard what I was saying" - (+) "Listened carefully to my whole situation" - (-) "Kept interrupting me" - (-) "Just read from a script - didn't hear a word I said" **Common Errors**: - Confusing with P1.03 (Empathy): P4.02 is cognitive processing; P1.03 is emotional understanding ##### P4.03 Proactive Updates **Definition**: Keeping the customer informed without being asked. **Include**: - Status updates - Progress communication - Information without prompting - Keeping informed **Exclude**: - Problem acknowledgment (use J4.01) - Initiative to help (use P3.02) - Handoff communication (use J2.04) **Examples**: - (+) "Regular status updates throughout the process" - (+) "Kept me informed every step of the way" - (-) "Radio silence for weeks - had to chase them" - (-) "Never heard anything until I called to ask" **Common Errors**: - Confusing with J4.01 (Problem Acknowledgment): J4.01 is recognizing an issue; P4.03 is ongoing communication ##### P4.04 Accuracy **Definition**: Correctness of information provided by staff. **Include**: - Correct information given - Accurate details shared - Truthful in communication - Reliable information **Exclude**: - Honest representation (use V2.05) - Truthfulness as character (use R1.01) - Process accuracy (use J3.02) **Examples**: - (+) "Everything they told me was completely accurate" - (+) "Information was spot-on - no surprises" - (-) "Given completely wrong information" - (-) "What they said turned out to be false" **Common Errors**: - Confusing with R1.01 (Truthfulness): R1.01 is organizational honesty pattern; P4.04 is specific information accuracy ##### P4.05 Tone **Definition**: Appropriate communication style and manner of delivery. **Include**: - Tone of voice - Communication style - Manner of speaking - Delivery approach **Exclude**: - Respect for dignity (use P1.02) - Clarity of message (use P4.01) - Professionalism (use P2.04) **Examples**: - (+) "Professional but warm tone throughout" - (+) "Perfect balance of friendly and businesslike" - (-) "Condescending tone that made me feel small" - (-) "Sarcastic and dismissive in how they spoke" **Common Errors**: - Confusing with P1.02 (Respect): P1.02 is about treating with dignity; P4.05 is about communication style --- #### P Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "They never keep promises" | P3.04 | R1.02 | Pattern = R; Instance = P | | "Felt discriminated against" | P1.02 | A3.05 | Identity-based = A3.05 | | "Product was poorly made" | P2.02 | O2.02 | Product outcome = O | | "Always friendly over years" | P1.01 | R4.03 | Long-term = R | | "Understood my feelings" | P4.02 | P1.03 | Emotional = Empathy | | "Took weeks to reply" | P3.04 | J1.03 | Time metric = J | --- ### 3.3 Domain J: Journey **Definition**: The process, timing, and operational flow of the customer experience. **Core Question**: Is the experience smooth, timely, and friction-free? **Default Owner**: Operations / Process **Scope**: - Timing: waiting, speed, punctuality - Ease: simplicity, friction, handoffs - Reliability: consistency, accuracy, uptime - Resolution: problem handling and fixes **NOT in Scope**: - Staff behavior during process (P domain) - The product/service itself (O domain) - Environmental factors (E domain) --- #### J1: Timing **Category Definition**: Speed, punctuality, and time management aspects of the experience. ##### J1.01 Wait Time **Definition**: Time spent waiting for service to begin. **Include**: - Queue wait times - Time past appointment - Waiting to be served - Delay before service starts **Exclude**: - Booking access difficulty (use A1.02) - Service delivery speed (use J1.02) - Resolution speed (use J4.03) **Examples**: - (+) "Seated immediately - no wait at all" - (+) "Seen right at my appointment time" - (-) "45 minutes past my appointment and still waiting" - (-) "Hour-long wait just to be seen" **Common Errors**: - Confusing with A1.02 (Booking Access): A1.02 is getting the appointment; J1.01 is waiting at the appointment ##### J1.02 Service Speed **Definition**: Time for delivery or completion of the service/product. **Include**: - Delivery speed - How long the service took - Production time - Completion duration **Exclude**: - Resolution/fix speed (use J4.03) - Wait before service (use J1.01) - Response to inquiries (use J1.03) **Examples**: - (+) "Next day delivery - impressively fast" - (+) "Completed the work in record time" - (-) "Took three weeks to arrive" - (-) "Service took way longer than quoted" **Common Errors**: - Confusing with J4.03 (Resolution Speed): J1.02 is initial delivery; J4.03 is fixing problems ##### J1.03 Response Time **Definition**: Time to address inquiries, questions, or requests. **Include**: - Reply speed to messages - Call back time - Response to inquiries - Time to answer questions **Exclude**: - Staff urgency demeanor (use P3.05) - Service delivery (use J1.02) - Wait at location (use J1.01) **Examples**: - (+) "Replied to my email in minutes" - (+) "Called back within the hour as promised" - (-) "Days to get any response" - (-) "Waited on hold for an hour" **Common Errors**: - Confusing with P3.05 (Urgency): P3.05 is staff demeanor; J1.03 is actual time measurement ##### J1.04 Punctuality **Definition**: Meeting scheduled times and appointments. **Include**: - Being on time - Meeting schedules - Arriving as promised - Schedule adherence **Exclude**: - Consistency over time (use R2.02) - Wait time (use J1.01) - Service speed (use J1.02) **Examples**: - (+) "Always arrives exactly on time" - (+) "Technician showed up at the scheduled time" - (-) "Two hours late with no notice" - (-) "Never on time - always running behind" **Common Errors**: - Confusing with R2.02 (Consistency): R2.02 is overall dependability pattern; J1.04 is schedule adherence ##### J1.05 Pacing **Definition**: Appropriate speed of service - not too rushed or too slow. **Include**: - Service feels appropriately timed - Not being rushed through - Not dragging on - Natural flow of timing **Exclude**: - Staff patience (use P1.04) - Wait times (use J1.01) - Service speed (use J1.02) **Examples**: - (+) "Perfect timing - never felt rushed" - (+) "Let us enjoy our meal without hovering" - (-) "Rushed us out like they needed the table" - (-) "Dragged on forever - felt like it would never end" **Common Errors**: - Confusing with P1.04 (Patience): P1.04 is staff's patience with customer; J1.05 is timing of service delivery --- #### J2: Ease **Category Definition**: Effort required and friction encountered in the process. ##### J2.01 Simplicity **Definition**: Straightforward, uncomplicated processes. **Include**: - Easy processes - Simple procedures - Uncomplicated steps - Streamlined experience **Exclude**: - Interface navigation (use E2.04) - Physical layout (use E1.03) - Mental effort (use V3.02) **Examples**: - (+) "So easy to do - couldn't be simpler" - (+) "Straightforward process from start to finish" - (-) "Needlessly complicated - way too many steps" - (-) "Why do they make it so hard?" **Common Errors**: - **J2 vs E2 Rule**: J2.01 = effort/friction in the process itself ("too many steps"). E2.04 = qualities of the digital interface ("buttons don't work"). ##### J2.02 Navigation **Definition**: Finding what's needed within a process or location. **Include**: - Finding things easily - Locating information - Following the process - Getting to the right place **Exclude**: - Physical layout (use E1.03) - Interface navigation (use E2.04) - Signage quality (use E1.05) **Examples**: - (+) "Found exactly what I needed right away" - (+) "Easy to navigate through the options" - (-) "Couldn't find anything - totally lost" - (-) "Took forever to figure out where to go" **Common Errors**: - Confusing with E2.04 (Interface Navigation): E2.04 is digital interface; J2.02 is process/location finding ##### J2.03 Paperwork/Forms **Definition**: Documentation burden and form-filling requirements. **Include**: - Amount of paperwork - Form complexity - Documentation requirements - Bureaucratic burden **Exclude**: - Mental effort (use V3.02) - Process simplicity (use J2.01) - Documentation provided (use O3.04) **Examples**: - (+) "Minimal paperwork - just a few fields" - (+) "Quick online form took 2 minutes" - (-) "Endless paperwork - filled out the same info five times" - (-) "Mountains of forms to complete" **Common Errors**: - Confusing with V3.02 (Mental Effort): V3.02 is cognitive load; J2.03 is specifically paperwork burden ##### J2.04 Handoffs **Definition**: Transitions between steps, people, or departments. **Include**: - Transfers between departments - Handoff quality - Transition smoothness - Information passing between staff **Exclude**: - Proactive updates (use P4.03) - Team dynamics issues (use CD-T causal) - Resolution process (use J4.02) **Examples**: - (+) "Seamless transfer between departments" - (+) "Next person knew exactly what was going on" - (-) "Transferred to 4 departments - explained from scratch each time" - (-) "Every handoff lost my information" **Common Errors**: - Confusing with J4.02 (Resolution Process): J4.02 is problem-fixing process; J2.04 is general handoff quality ##### J2.05 Self-Service **Definition**: Customer autonomy and self-service options available. **Include**: - Online portals - Self-checkout options - DIY capabilities - Autonomous options **Exclude**: - Digital functionality (use E2.02) - Contact options (use A4.05) - Staff availability (use P3.03) **Examples**: - (+) "Great online portal - did everything myself" - (+) "Easy self-service kiosk" - (-) "Forced to call for everything" - (-) "No way to do anything online" **Common Errors**: - Confusing with E2.02 (Digital Functionality): E2.02 is whether features work; J2.05 is whether self-service exists --- #### J3: Reliability **Category Definition**: Consistency and predictability of the process. ##### J3.01 Consistency **Definition**: Same result delivered each time - process-level consistency. **Include**: - Reliable outcomes each visit - Consistent experience - Same quality repeatedly - Predictable results **Exclude**: - Product reliability (use O1.04) - Organizational dependability (use R2.02) - Order accuracy (use J3.02) **Examples**: - (+) "Always reliable - same great experience every time" - (+) "Consistently excellent across many visits" - (-) "Hit or miss quality - never know what you'll get" - (-) "Totally inconsistent - varies wildly" **Common Errors**: - **Key Distinction**: J3.01 = process delivers same result each time. O1.04 = the product itself works consistently. "Pizza is always good" = J3.01. "Phone always connects" = O1.04. ##### J3.02 Accuracy **Definition**: Correct execution of requests and orders. **Include**: - Order accuracy - Correct fulfillment - Request execution - Right item/service delivered **Exclude**: - Specification match (use O4.01) - Information accuracy (use P4.04) - Error frequency (use J3.05) **Examples**: - (+) "Order exactly right - everything perfect" - (+) "Got exactly what I asked for" - (-) "Wrong items delivered" - (-) "They messed up my order completely" **Common Errors**: - Confusing with O4.01 (Specification Match): J3.02 = "They made a mistake"; O4.01 = "This isn't right for me" ##### J3.03 Availability **Definition**: System and service uptime - whether the service is accessible. **Include**: - System uptime - Service availability - Outages and downtime - Platform accessibility **Exclude**: - Product functionality (use O1.01) - Inventory availability (use A1.03) - Staff availability (use P3.03) **Examples**: - (+) "Never goes down - always available" - (+) "System is rock solid - never experienced an outage" - (-) "Constant outages - can never access when I need it" - (-) "Website was down for maintenance all weekend" **Common Errors**: - Confusing with O1.01 (Works/Doesn't Work): O1.01 = product is broken; J3.03 = service is unavailable ##### J3.04 Predictability **Definition**: Expectations being matched - knowing what to expect. **Include**: - No surprises - Expected outcomes - Clear expectations met - Known experience **Exclude**: - Pricing clarity (use V2.01) - Process consistency (use J3.01) - Communication clarity (use P4.01) **Examples**: - (+) "No surprises - exactly what I expected" - (+) "Predictable experience every time" - (-) "Never know what to expect" - (-) "Completely different from what I was told" **Common Errors**: - Confusing with V2.01 (Pricing Clarity): V2.01 is about understanding costs; J3.04 is general predictability ##### J3.05 Error Rate **Definition**: Frequency of mistakes and problems. **Include**: - How often mistakes happen - Pattern of errors - Frequency of issues - Recurring problems **Exclude**: - Dependability pattern (use R2.02) - Single accuracy issue (use J3.02) - Consistency of quality (use J3.01) **Examples**: - (+) "Rarely makes mistakes - highly reliable" - (+) "In dozens of orders, never a single error" - (-) "Something wrong every single time" - (-) "Constant mistakes - can't get it right" **Common Errors**: - Confusing with R2.02 (Consistency): R2.02 is overall dependability; J3.05 is specifically error frequency --- #### J4: Resolution **Category Definition**: How problems are handled when they arise. ##### J4.01 Problem Acknowledgment **Definition**: Recognition that an issue exists - operational acknowledgment. **Include**: - Recognizing the problem - Accepting there's an issue - Confirming the complaint - Noting the problem exists **Exclude**: - Admitting fault (use R3.01) - Taking responsibility (use R3.05) - Apology (use R3.02) **Examples**: - (+) "Immediately recognized there was a problem" - (+) "Confirmed the issue right away" - (-) "Denied there was any problem" - (-) "Wouldn't even acknowledge the issue" **Common Errors**: - **Critical Distinction**: J4.01 = "Yes, there's a problem" (operational). R3.01 = "Yes, we were wrong" (accountability). ##### J4.02 Resolution Process **Definition**: How problems are handled operationally. **Include**: - Steps to resolve - Escalation process - Handling procedures - Fix workflow **Exclude**: - Staff problem-solving ability (use P2.03) - Compensation offered (use R3.03) - Resolution speed (use J4.03) **Examples**: - (+) "Clear escalation path to resolution" - (+) "Smooth process to get it fixed" - (-) "Transferred in circles - nobody could help" - (-) "No process at all - just chaos" **Common Errors**: - Confusing with P2.03 (Problem-Solving): P2.03 is individual ability; J4.02 is organizational process ##### J4.03 Resolution Speed **Definition**: Time taken to fix problems. **Include**: - Speed of fix - How long to resolve - Time to solution - Fix turnaround **Exclude**: - Initial service speed (use J1.02) - Response time (use J1.03) - Resolution quality (use J4.04) **Examples**: - (+) "Fixed the same day" - (+) "Problem resolved within hours" - (-) "Took weeks to resolve" - (-) "Still waiting after a month" **Common Errors**: - Confusing with J1.02 (Service Speed): J1.02 is initial delivery; J4.03 is problem-fixing speed ##### J4.04 Resolution Quality **Definition**: Adequacy and completeness of the solution provided. **Include**: - Quality of the fix - Completeness of resolution - Whether issue is truly resolved - Adequacy of solution **Exclude**: - Compensation (use R3.03) - Prevention of recurrence (use J4.05) - Scope completion (use O3.03) **Examples**: - (+) "Completely fixed - problem gone" - (+) "Perfect solution that addressed everything" - (-) "Band-aid fix that didn't last" - (-) "Issue wasn't really resolved" **Common Errors**: - Confusing with R3.03 (Compensation): J4.04 = was it fixed? R3.03 = did they make amends? ##### J4.05 Prevention **Definition**: Efforts to prevent the problem from recurring. **Include**: - Process changes made - Steps to prevent recurrence - Systemic fixes implemented - Learning from issues **Exclude**: - Organizational improvement commitment (use R3.04) - Resolution quality (use J4.04) - Problem acknowledgment (use J4.01) **Examples**: - (+) "Changed their process so it won't happen again" - (+) "Implemented safeguards to prevent future issues" - (-) "Same issue happened again next visit" - (-) "No effort to prevent recurrence" **Common Errors**: - Confusing with R3.04 (Improvement): J4.05 = process change made; R3.04 = organizational commitment to improve --- #### J4 vs R3: Process vs Ownership This is one of the most critical disambiguations in URT: | Aspect | J4 (Resolution) | R3 (Recovery) | |--------|-----------------|---------------| | **Focus** | What they did to fix it | How they took responsibility | | **Question** | Was the fix adequate? | Did they own it and make amends? | | **Owner** | Operations | Leadership | **Decision Guide**: - Mechanics of fixing → J4 - Accountability and relationship repair → R3 | Example Span | Primary Code | Rationale | |--------------|--------------|-----------| | "They sent a replacement quickly" | J4.02/J4.03 | Process focus | | "They sincerely apologized" | R3.02 | Accountability focus | | "Owned their mistake" | R3.01 | Admitting fault | | "Transferred me 4 times" | J4.02 | Process dysfunction | | "Offered nothing for my trouble" | R3.03 | Compensation failure | --- #### J Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "Booking was hard to get" | J1.01 | A1.02 | Getting appointment = A | | "Interface was confusing" | J2.01 | E2.04 | Digital interface = E | | "Product sometimes fails" | J3.01 | O1.04 | Product = O | | "Website was down" | O1.01 | J3.03 | System availability = J | | "They apologized" | J4.01 | R3.02 | Apology = R | | "Never keeps promises" | J4 | R1.02 | Pattern = R | --- #### Billing/Returns/Refunds Decision Table | Feedback Type | Primary Code | Secondary | Rationale | |---------------|--------------|-----------|-----------| | "Returns process was easy" | J4.02 | -- | Resolution process ease | | "Returns process was a nightmare" | J4.02 | -- | Resolution process friction | | "Refund took too long" | J4.03 | -- | Resolution speed | | "Refund policy is unfair" | V2.04 | -- | Terms fairness | | "They refused to refund me" (trust framing) | R3.03 | V2.04 | Compensation failure | | "Wrong amount refunded" | J3.02 | V1.04 | Accuracy + hidden costs | | "They honored the warranty" | R2.05 | -- | Guarantee honor | | "Charged me twice" | J3.02 | -- | Process accuracy | --- ### 3.4 Domain E: Environment **Definition**: Physical, digital, and ambient context where the experience occurs. **Core Question**: Is the space where the experience occurs functional, safe, and pleasant? **Default Owner**: Facilities / IT **Scope**: - Physical spaces: cleanliness, maintenance, layout - Digital spaces: interface design, functionality, performance - Ambiance: atmosphere, noise, temperature - Safety: physical safety, health, security **NOT in Scope**: - Staff behavior in the space (P domain) - The product itself (O domain) - Process friction (J domain) --- #### E1: Physical Space **Category Definition**: Tangible environment attributes of the physical space. ##### E1.01 Cleanliness **Definition**: Hygiene, tidiness, and general cleanliness of the space. **Include**: - General cleanliness - Tidiness of space - Hygiene appearance - Clean facilities **Exclude**: - Sanitation protocols (use E4.02) - Maintenance issues (use E1.02) - Staff appearance (use P2.04) **Examples**: - (+) "Spotless facilities - incredibly clean" - (+) "Immaculately maintained space" - (-) "Filthy bathrooms - disgusting" - (-) "Dirty tables and floors everywhere" **Common Errors**: - Confusing with E4.02 (Health/Hygiene): E1.01 = general tidiness; E4.02 = sanitation protocols and food safety ##### E1.02 Maintenance **Definition**: Condition and upkeep of equipment and facilities. **Include**: - Working equipment - Maintained facilities - Repairs needed/done - Functional amenities **Exclude**: - Product functionality (use O1.01) - Equipment quality (use E1.04) - Cleanliness (use E1.01) **Examples**: - (+) "Everything works perfectly - well maintained" - (+) "Clearly take pride in upkeep" - (-) "Broken equipment everywhere" - (-) "Half the machines don't work" **Common Errors**: - Confusing with O1.01 (Product Function): E1.02 = facility equipment; O1.01 = the product you're buying ##### E1.03 Layout/Design **Definition**: Functional arrangement and design of the physical space. **Include**: - Space arrangement - Functional design - Layout effectiveness - Space organization **Exclude**: - Process navigation (use J2.02) - Signage (use E1.05) - Aesthetics (use E3.05) **Examples**: - (+) "Well-designed layout - easy to navigate" - (+) "Thoughtful space arrangement" - (-) "Confusing layout - got lost immediately" - (-) "Poorly designed space - awkward flow" **Common Errors**: - Confusing with J2.02 (Navigation): J2.02 = finding things in a process; E1.03 = physical space design ##### E1.04 Equipment **Definition**: Tools, machines, and amenities available in the space. **Include**: - Quality of equipment - Modernity of machines - Available amenities - Tool condition **Exclude**: - Product performance (use O1.02) - Equipment maintenance (use E1.02) - Digital interface (use E2) **Examples**: - (+) "Modern, high-quality equipment throughout" - (+) "State-of-the-art machines" - (-) "Outdated equipment from the 90s" - (-) "Cheap, worn-out machines" **Common Errors**: - Confusing with O1.02 (Product Performance): E1.04 = facility equipment quality; O1.02 = product performance ##### E1.05 Signage **Definition**: Navigation aids, signs, and directional information. **Include**: - Directional signs - Information displays - Wayfinding aids - Posted instructions **Exclude**: - Location accessibility (use A4.01) - Emergency signage (use E4.05) - Interface navigation (use E2.04) **Examples**: - (+) "Clear signs everywhere - easy to find anything" - (+) "Excellent wayfinding throughout" - (-) "No signs anywhere - completely lost" - (-) "Confusing and contradictory signage" **Common Errors**: - Confusing with A4.01 (Location): A4.01 = where the business is; E1.05 = signage within the space --- #### E2: Digital Space **Category Definition**: Online and application interface characteristics. ##### E2.01 Interface Design **Definition**: Visual and interaction quality of digital interfaces. **Include**: - Visual design quality - UI appearance - Layout of interface - Aesthetic appeal of digital **Exclude**: - Product presentation (use O2.03) - Interface functionality (use E2.02) - Interface speed (use E2.03) **Examples**: - (+) "Beautiful app design - clean and modern" - (+) "Gorgeous interface - pleasure to use" - (-) "Cluttered mess - ugly design" - (-) "Looks like it was made in 2005" **Common Errors**: - Confusing with O2.03 (Product Presentation): O2.03 = product aesthetics; E2.01 = interface aesthetics ##### E2.02 Functionality **Definition**: Whether digital features work correctly. **Include**: - Buttons working - Features functioning - App capabilities working - Website features operational **Exclude**: - Product functionality (use O1.01) - Interface speed (use E2.03) - System availability (use J3.03) **Examples**: - (+) "Everything works perfectly - no bugs" - (+) "All features function as expected" - (-) "Buttons don't work - totally broken" - (-) "Half the features are buggy" **Common Errors**: - Confusing with O1.01 (Works/Doesn't Work): O1.01 = core product; E2.02 = app/interface features ##### E2.03 Performance **Definition**: Speed and responsiveness of digital interfaces. **Include**: - App/website speed - Loading times - Responsiveness - Interface lag **Exclude**: - Product performance (use O1.02) - System uptime (use J3.03) - Interface design (use E2.01) **Examples**: - (+) "Lightning fast - pages load instantly" - (+) "Incredibly responsive interface" - (-) "Painfully slow - takes forever to load" - (-) "Laggy and unresponsive" **Common Errors**: - **Key Rule**: E2.03 = the interface/app is slow. O1.02 = the core product performs poorly ("car accelerates slowly"). ##### E2.04 Navigation **Definition**: Ease of finding things within digital interfaces. **Include**: - Menu structure - Finding features - Digital wayfinding - Information architecture **Exclude**: - Process simplicity (use J2.01) - Physical navigation (use E1.03) - Interface design (use E2.01) **Examples**: - (+) "Intuitive menus - found everything easily" - (+) "Excellent navigation - nothing is hidden" - (-) "Buried 5 menus deep" - (-) "Impossible to find basic features" **Common Errors**: - **J2 vs E2 Rule**: E2.04 = interface navigation specifically. J2.01 = process simplicity generally. ##### E2.05 Mobile Experience **Definition**: Smartphone optimization and mobile usability. **Include**: - Mobile-specific issues - Phone optimization - Responsive design - Mobile app quality **Exclude**: - Digital accessibility (use A2.05) - General functionality (use E2.02) - Interface design (use E2.01) **Examples**: - (+) "Works great on my phone" - (+) "Perfect mobile experience" - (-) "Completely unusable on mobile" - (-) "Buttons are tiny, text overlaps on phone" **Common Errors**: - Confusing with A2.05 (Digital Accessibility): A2.05 = assistive technology support; E2.05 = mobile optimization --- #### E3: Ambiance **Category Definition**: Intangible environmental qualities affecting mood and comfort. ##### E3.01 Atmosphere/Vibe **Definition**: Overall mood and feel of the space. **Include**: - Overall vibe - Mood of space - General atmosphere - Feel of the environment **Exclude**: - Staff attitude (use P1) - Aesthetics (use E3.05) - Specific elements like noise (use E3.02) **Examples**: - (+) "Calm and relaxing atmosphere" - (+) "Great vibe - felt welcoming" - (-) "Stressful, chaotic environment" - (-) "Depressing atmosphere" **Common Errors**: - Confusing with P1 (Attitude): P1 is staff demeanor; E3.01 is the overall space vibe ##### E3.02 Noise Level **Definition**: Sound environment and acoustic qualities. **Include**: - Volume levels - Background noise - Acoustic quality - Sound environment **Exclude**: - Comfort in general (use E4.04) - Atmosphere overall (use E3.01) - Equipment noise (use E1.02) **Examples**: - (+) "Pleasantly quiet - could have conversations" - (+) "Great acoustics, not too loud" - (-) "Deafening noise - couldn't hear ourselves" - (-) "Music was way too loud" **Common Errors**: - Confusing with E3.01 (Atmosphere): E3.01 is general vibe; E3.02 is specifically about sound ##### E3.03 Temperature/Climate **Definition**: Thermal comfort and climate control. **Include**: - Temperature - Heating/cooling - Climate comfort - Thermal environment **Exclude**: - General comfort (use E4.04) - Atmosphere (use E3.01) - Equipment (use E1.02) **Examples**: - (+) "Perfect temperature - very comfortable" - (+) "Great climate control" - (-) "Freezing cold - couldn't enjoy the meal" - (-) "Way too hot - no AC" **Common Errors**: - Confusing with E4.04 (Comfort): E4.04 is general physical comfort; E3.03 is specifically temperature ##### E3.04 Crowding **Definition**: Density, personal space, and capacity management. **Include**: - How crowded it feels - Personal space - Density of people - Capacity relative to crowd **Exclude**: - Capacity availability (use A1.03) - Layout design (use E1.03) - Atmosphere (use E3.01) **Examples**: - (+) "Plenty of room - never felt crowded" - (+) "Well-spaced, comfortable density" - (-) "Packed like sardines" - (-) "So crowded you couldn't move" **Common Errors**: - Confusing with A1.03 (Capacity): A1.03 = availability of spots; E3.04 = feeling of crowdedness ##### E3.05 Aesthetics **Definition**: Beauty and visual appeal of the space. **Include**: - Decor and design - Visual beauty - Artistic elements - Space attractiveness **Exclude**: - Product presentation (use O2.03) - Interface design (use E2.01) - Layout function (use E1.03) **Examples**: - (+) "Beautiful decor - stunning space" - (+) "Gorgeous restaurant - Instagram-worthy" - (-) "Depressing, ugly space" - (-) "Tired decor - needs updating" **Common Errors**: - Confusing with O2.03 (Product Presentation): O2.03 = product aesthetics; E3.05 = space aesthetics --- #### E4: Safety **Category Definition**: Security and wellbeing factors in the environment. ##### E4.01 Physical Safety **Definition**: Protection from physical harm. **Include**: - Feeling safe from harm - Hazard-free environment - Physical protection - Danger prevention **Exclude**: - Physical accessibility (use A2.01) - Security of property (use E4.03) - Health/sanitation (use E4.02) **Examples**: - (+) "Felt completely safe the entire time" - (+) "No safety hazards - well managed" - (-) "Dangerous conditions - felt unsafe" - (-) "Tripping hazards everywhere" **Common Errors**: - Confusing with A2.01 (Physical Accessibility): A2.01 = disability accommodation; E4.01 = safety from harm ##### E4.02 Health/Hygiene **Definition**: Sanitation standards and health protocols. **Include**: - Food safety protocols - Sanitation standards - Health measures - Hygiene practices **Exclude**: - General cleanliness (use E1.01) - Staff professionalism (use P2.04) - Physical safety (use E4.01) **Examples**: - (+) "Strict hygiene protocols - very reassuring" - (+) "Impeccable food safety standards" - (-) "Staff not wearing gloves handling food" - (-) "Questionable hygiene practices" **Common Errors**: - Confusing with E1.01 (Cleanliness): E1.01 = general tidiness; E4.02 = health/sanitation protocols ##### E4.03 Security **Definition**: Protection of person and property. **Include**: - Property security - Personal security - Data security (physical) - Theft prevention **Exclude**: - Physical safety (use E4.01) - Trust in organization (use R1) - Privacy policies (use V2.04) **Examples**: - (+) "Secure facility - felt protected" - (+) "Great security measures in place" - (-) "Things were stolen from my car" - (-) "No security - felt vulnerable" **Common Errors**: - **Data Privacy/Security Rule**: Security incident = E4.03. "I don't trust them with my data" = R1.03/R1.04. Privacy policy = V2.04. ##### E4.04 Comfort **Definition**: Physical ease and wellbeing in the space. **Include**: - Seating comfort - Physical comfort - Ergonomic quality - Bodily ease **Exclude**: - Temperature (use E3.03) - Atmosphere (use E3.01) - Crowding (use E3.04) **Examples**: - (+) "Comfortable seating - could sit for hours" - (+) "Ergonomic and supportive" - (-) "Torture chairs - my back hurt" - (-) "Incredibly uncomfortable seating" **Common Errors**: - Confusing with E3 (Ambiance): E4.04 = physical comfort of furniture/seating; E3 = environmental qualities ##### E4.05 Emergency Readiness **Definition**: Preparedness for incidents and emergencies. **Include**: - Emergency exits - Safety equipment - Emergency procedures - Preparedness measures **Exclude**: - Signage (use E1.05) - Physical safety (use E4.01) - Security (use E4.03) **Examples**: - (+) "Clear emergency exits marked" - (+) "Fire extinguishers and first aid visible" - (-) "No visible safety measures" - (-) "Emergency exits blocked" **Common Errors**: - Confusing with E1.05 (Signage): E1.05 = general signage; E4.05 = emergency preparedness specifically --- #### E Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "Product was ugly" | E3.05 | O2.03 | Product = O | | "App crashed" | E1.02 | E2.02 | Digital = E2 | | "Website slow" | O1.02 | E2.03 | Interface = E2 | | "Staff wasn't wearing gloves" | E1.01 | E4.02 | Sanitation = E4.02 | | "Screen reader doesn't work" | E2.05 | A2.05 | Accessibility = A | | "Too many steps online" | E2.04 | J2.01 | Process = J | --- #### Data Privacy/Security Decision Table | Feedback Type | Primary Code | Secondary | Rationale | |---------------|--------------|-----------|-----------| | "Security incident occurred" | E4.03 | -- | Security breach | | "I don't trust them with my data" | R1.03 or R1.04 | E4.03 | Trust + security | | "Data breach notification" | E4.03 | R1.03 | Security + transparency | | "Privacy policy concerns" | V2.04 | R1.04 | Terms + ethics | | "Account was hacked" | E4.03 | -- | Security failure | | "They sell my data" | R1.04 | V2.04 | Ethics + terms | --- ### 3.5 Domain A: Access **Definition**: Availability, accessibility, and inclusivity - whether everyone can participate fully. **Core Question**: Can everyone who wants to participate do so fully and fairly? **Default Owner**: Compliance / Design **Scope**: - Availability: hours, booking, inventory, staffing - Accessibility: disability accommodations (physical, visual, hearing, cognitive, digital) - Inclusivity: language, culture, dietary, family, equal treatment - Convenience: location, parking, transit, payment, contact options **NOT in Scope**: - Wait times at appointment (J domain) - Staff behavior (P domain) - Digital interface design (E domain) --- #### A Domain Disambiguation The Access domain covers three distinct concerns: | Category | Focus | Key Question | Example | |----------|-------|--------------|---------| | **A1/A4** | Operational convenience | Can I get there, book it, reach it? | "Hard to park," "Never in stock" | | **A2** | Disability/ability barriers | Can people with disabilities use it? | "No wheelchair ramp" | | **A3** | Cultural/social inclusion | Does it work for diverse backgrounds? | "English only," "Felt discriminated against" | --- #### A1: Availability **Category Definition**: Can you get the service when you need it? ##### A1.01 Operating Hours **Definition**: When the service is accessible. **Include**: - Business hours - Hours of operation - When they're open - Schedule availability **Exclude**: - Staff availability during hours (use P3.03) - Booking access (use A1.02) - System uptime (use J3.03) **Examples**: - (+) "Open 24/7 - perfect for my schedule" - (+) "Great extended hours on weekends" - (-) "Banker's hours only - impossible for working people" - (-) "Only open 9-5 when everyone's at work" **Common Errors**: - Confusing with P3.03 (Staff Availability): A1.01 = business hours; P3.03 = staff present during hours ##### A1.02 Booking Access **Definition**: Ability to schedule appointments or reservations. **Include**: - Appointment availability - Reservation ability - Scheduling ease - Getting an appointment **Exclude**: - Wait time at appointment (use J1.01) - Online booking interface (use E2.02) - Response time (use J1.03) **Examples**: - (+) "Easy online booking - got an appointment quickly" - (+) "Plenty of availability when I needed it" - (-) "3-month wait just to get an appointment" - (-) "Impossible to book - always full" **Common Errors**: - **Key Distinction**: A1.02 = getting the appointment. J1.01 = waiting at the appointment. ##### A1.03 Inventory/Capacity **Definition**: Product or service availability - whether it's in stock. **Include**: - Stock availability - Capacity availability - Service slots available - Product in stock **Exclude**: - Feature availability (use O3.02) - Crowding feeling (use E3.04) - Staffing levels (use A1.04) **Examples**: - (+) "Always in stock - never disappointed" - (+) "Plenty of capacity - got in immediately" - (-) "Perpetually sold out" - (-) "Never have what I'm looking for" **Common Errors**: - Confusing with O3.02 (Feature Availability): O3.02 = features exist but unavailable; A1.03 = physical stock ##### A1.04 Staffing Levels **Definition**: Adequate personnel available to serve customers. **Include**: - Number of staff - Staffing adequacy - Personnel availability - Team size **Exclude**: - Individual staff availability (use P3.03) - Wait time caused by understaffing (use J1.01 primary) - Staff quality (use P2) **Examples**: - (+) "Plenty of staff - well-staffed operation" - (+) "Always enough people to help" - (-) "Severely understaffed - one person for everything" - (-) "Not enough staff to handle the crowd" **Common Errors**: - **Causal Relationship**: If "long wait because understaffed," primary = J1.01 (Wait), secondary = A1.04 (Staffing) ##### A1.05 Geographic Reach **Definition**: Service area coverage - whether they serve your location. **Include**: - Delivery area - Service coverage - Geographic availability - Area served **Exclude**: - Location convenience (use A4.01) - Availability of service (use A1.03) - Hours of operation (use A1.01) **Examples**: - (+) "Serves my area - convenient coverage" - (+) "Wide delivery range" - (-) "Doesn't serve my neighborhood" - (-) "Outside their coverage area" **Common Errors**: - Confusing with A4.01 (Location): A4.01 = how convenient to reach; A1.05 = whether they serve the area --- #### A2: Accessibility (Ability-Based) **Category Definition**: Can everyone use it regardless of ability or disability? ##### A2.01 Physical Accessibility **Definition**: Mobility accommodations for people with physical disabilities. **Include**: - Wheelchair access - Ramps and elevators - Mobility accommodations - Physical barrier removal **Exclude**: - Physical safety (use E4.01) - Layout design (use E1.03) - Comfort (use E4.04) **Examples**: - (+) "Fully wheelchair accessible - ramps and elevators" - (+) "Great mobility accommodations throughout" - (-) "No ramps or elevators - stairs only" - (-) "Not accessible for wheelchair users" **Common Errors**: - Confusing with E4.01 (Physical Safety): E4.01 = safety from harm; A2.01 = disability access ##### A2.02 Visual Accessibility **Definition**: Accommodations for people with visual impairments. **Include**: - Braille signage - Large print options - High contrast - Visual accommodation **Exclude**: - Interface design (use E2.01) - Digital accessibility (use A2.05) - Signage quality (use E1.05) **Examples**: - (+) "Braille menus available" - (+) "Large print options for everything" - (-) "No accommodations for visually impaired" - (-) "Impossible to read for low vision" **Common Errors**: - Confusing with A2.05 (Digital Accessibility): A2.02 = physical visual aids; A2.05 = screen readers etc. ##### A2.03 Hearing Accessibility **Definition**: Accommodations for people with hearing impairments. **Include**: - Captions - Sign language - Hearing loop - Audio accommodations **Exclude**: - Digital functionality (use E2.02) - Noise levels (use E3.02) - Communication clarity (use P4.01) **Examples**: - (+) "Captions available on all videos" - (+) "Sign language interpreter provided" - (-) "No transcripts available" - (-) "Videos without captions" **Common Errors**: - Confusing with E3.02 (Noise Level): E3.02 = ambient noise; A2.03 = hearing accessibility features ##### A2.04 Cognitive Accessibility **Definition**: Accommodations for people with cognitive or learning differences. **Include**: - Plain language - Simple instructions - Clear communication - Cognitive accommodations **Exclude**: - Process simplicity (use J2.01) - Communication clarity (use P4.01) - Interface navigation (use E2.04) **Examples**: - (+) "Clear, simple language throughout" - (+) "Easy to understand instructions" - (-) "Unnecessarily complex - not accessible" - (-) "Confusing for people with learning differences" **Common Errors**: - Confusing with J2.01 (Simplicity): J2.01 = general process ease; A2.04 = cognitive accessibility specifically ##### A2.05 Digital Accessibility **Definition**: Assistive technology support in digital interfaces. **Include**: - Screen reader compatibility - WCAG compliance - Assistive technology support - Alt text quality **Exclude**: - Mobile experience (use E2.05) - Interface functionality (use E2.02) - Interface design (use E2.01) **Examples**: - (+) "Works perfectly with my screen reader" - (+) "WCAG compliant - fully accessible" - (-) "Screen reader can't interpret the buttons" - (-) "Completely inaccessible for blind users" **Common Errors**: - **Key Distinction**: A2.05 = assistive technology (screen readers, etc.). E2.05 = mobile phone optimization. --- #### A3: Inclusivity (Culture/Identity-Based) **Category Definition**: Does it work for people from diverse backgrounds? ##### A3.01 Language Support **Definition**: Multiple language options and language accessibility. **Include**: - Staff language ability - Translated materials - Language options - Multilingual support **Exclude**: - Staff knowledge (use P2.01) - Communication clarity (use P4.01) - Cultural sensitivity (use A3.02) **Examples**: - (+) "Staff spoke my language fluently" - (+) "Materials available in multiple languages" - (-) "English only - no help for non-English speakers" - (-) "No signs or menus in my language" **Common Errors**: - Confusing with P2.01 (Knowledge): P2.01 = product knowledge; A3.01 = language capability ##### A3.02 Cultural Sensitivity **Definition**: Respect for cultural backgrounds and customs. **Include**: - Understanding customs - Cultural awareness - Respecting traditions - Cultural accommodation **Exclude**: - General respect (use P1.02) - Discrimination (use A3.05) - Religious accommodations (use A3.03) **Examples**: - (+) "Understood and respected our customs" - (+) "Culturally aware and sensitive" - (-) "Insensitive comments about my culture" - (-) "No awareness of cultural differences" **Common Errors**: - Confusing with P1.02 (Respect): P1.02 = general respect; A3.02 = cultural awareness specifically ##### A3.03 Dietary/Medical **Definition**: Accommodations for dietary restrictions and medical needs. **Include**: - Food allergies - Dietary restrictions - Medical accommodations - Health-related needs **Exclude**: - Product flexibility (use O4.03) - Menu options (use O3.02) - Health safety (use E4.02) **Examples**: - (+) "Handled my allergies perfectly" - (+) "Great vegetarian options" - (-) "No options for dietary restrictions" - (-) "Couldn't accommodate my allergy" **Common Errors**: - Confusing with O4.03 (Flexibility): O4.03 = general modifications; A3.03 = dietary/medical specifically ##### A3.04 Family Friendly **Definition**: Accommodation for children and families. **Include**: - Kid-friendly options - Family accommodations - Children's needs - Family facilities **Exclude**: - Atmosphere (use E3.01) - Safety (use E4.01) - Noise (use E3.02) **Examples**: - (+) "Great for kids - family-friendly" - (+) "Excellent children's facilities" - (-) "Not child-friendly at all" - (-) "No accommodations for families" **Common Errors**: - Confusing with E3.01 (Atmosphere): E3.01 = general vibe; A3.04 = family-specific accommodation ##### A3.05 Equal Treatment **Definition**: Non-discrimination and equal treatment regardless of identity. **Include**: - Discrimination experiences - Equal treatment - Bias-based treatment - Identity-based differential treatment **Exclude**: - General respect (use P1.02) - Cultural sensitivity (use A3.02) - Fair dealing (use R1.05) **Examples**: - (+) "Treated exactly the same as everyone else" - (+) "No differential treatment - felt welcome" - (-) "Felt discriminated against because of how I looked" - (-) "Clearly treated differently than other customers" **Common Errors**: - **Key Distinction**: Use A3.05 when identity-based discrimination is perceived ("treated differently because of X"). Use P1.02 for general disrespect without identity framing. --- #### A4: Convenience **Category Definition**: Is it easy to reach and engage with? ##### A4.01 Location **Definition**: Physical accessibility and convenience of location. **Include**: - Location convenience - Easy to get to - Geographic convenience - Physical location **Exclude**: - Geographic reach (use A1.05) - Parking (use A4.02) - Transit (use A4.03) **Examples**: - (+) "Convenient location - easy to get to" - (+) "Right in the center of town" - (-) "Middle of nowhere - hard to find" - (-) "Terrible location - not convenient" **Common Errors**: - Confusing with A1.05 (Geographic Reach): A1.05 = whether they serve your area; A4.01 = how convenient the location is ##### A4.02 Parking **Definition**: Vehicle accommodation and parking availability. **Include**: - Parking availability - Parking convenience - Parking cost - Parking ease **Exclude**: - Security of parking (use E4.03) - Location (use A4.01) - Transit (use A4.03) **Examples**: - (+) "Easy free parking right in front" - (+) "Plenty of parking spaces" - (-) "Parking nightmare - impossible to find spots" - (-) "Expensive parking adds to cost" **Common Errors**: - Confusing with E4.03 (Security): E4.03 = safety of parked car; A4.02 = availability of parking ##### A4.03 Transit Access **Definition**: Public transportation options for accessing the business. **Include**: - Public transit access - Bus/train proximity - Transportation options - Transit convenience **Exclude**: - Location (use A4.01) - Parking (use A4.02) - Geographic reach (use A1.05) **Examples**: - (+) "Right by the subway - easy transit access" - (+) "Multiple bus lines stop here" - (-) "No transit options - car required" - (-) "Far from any public transportation" **Common Errors**: - Confusing with A4.01 (Location): A4.01 = general location convenience; A4.03 = transit specifically ##### A4.04 Payment Options **Definition**: Available methods for payment. **Include**: - Payment methods accepted - Credit card options - Digital payment - Payment flexibility **Exclude**: - Payment flexibility terms (use V1.05) - Contact options (use A4.05) - Self-service (use J2.05) **Examples**: - (+) "Takes all payment methods" - (+) "Apple Pay, cards, everything accepted" - (-) "Cash only - no cards" - (-) "Limited payment options" **Common Errors**: - Confusing with V1.05 (Payment Flexibility): V1.05 = payment terms/financing; A4.04 = payment methods ##### A4.05 Contact Options **Definition**: Ways to reach and communicate with the business. **Include**: - Contact methods available - Communication channels - Ways to reach them - Multi-channel options **Exclude**: - Self-service (use J2.05) - Response time (use J1.03) - Staff availability (use P3.03) **Examples**: - (+) "Chat, phone, email - all options available" - (+) "Easy to reach through multiple channels" - (-) "Phone only - and always on hold" - (-) "No way to contact them online" **Common Errors**: - Confusing with J2.05 (Self-Service): J2.05 = doing things yourself; A4.05 = reaching the business --- #### A Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "Waited an hour at appointment" | A1.02 | J1.01 | Waiting there = J | | "App doesn't work with screen reader" | E2.02 | A2.05 | Accessibility = A | | "Staff didn't speak English" | P2.01 | A3.01 | Language = A | | "Rude to me specifically" | A3.05 | P1.02 | No identity = P | | "Crowded and uncomfortable" | A1.03 | E3.04 | Feeling crowded = E | | "Good vegetarian options" | O4.03 | A3.03 | Dietary = A | --- ### 3.6 Domain V: Value **Definition**: Cost, pricing, worth, and the fairness of the exchange. **Core Question**: Is what I'm giving up fair for what I'm getting? **Default Owner**: Finance / Pricing **Scope**: - Price: absolute cost, expectations, market comparison, hidden costs - Transparency: pricing clarity, fee disclosure, advertising accuracy, terms - Effort: time, mental load, physical effort, hassle, opportunity cost - Worth: overall value, quality-price ratio, satisfaction, recommendation **NOT in Scope**: - Organizational ethics/trust patterns (R domain) - Process friction (J domain) - Product quality itself (O domain) --- #### V vs R: The Critical Distinction This is one of the most important disambiguations in URT: | If the complaint is about... | Use Domain | |------------------------------|------------| | The exchange itself (what I got vs. what I paid) | **V** (Value) | | Their intent to deceive or organizational character | **R** (Relationship) | **Criminal metaphor mapping**: | Word/Phrase | Domain | Reasoning | |-------------|--------|-----------| | "scam," "fraud," "crooks" | R1.04 | Character judgment | | "rip-off," "robbery," "highway robbery" | V4.01 | Exchange complaint | | "overpriced" | V1.01 or V4.02 | Price/value complaint | --- #### V1: Price **Category Definition**: The monetary cost of the product or service. ##### V1.01 Absolute Price **Definition**: The actual cost itself - is it expensive or cheap? **Include**: - Raw price level - Cost magnitude - Expensive/affordable assessments - Price itself **Exclude**: - Quality-price ratio (use V4.02) - Comparison to competitors (use V1.03) - Hidden costs (use V1.04) **Examples**: - (+) "Very affordable prices" - (+) "Reasonable cost for the area" - (-) "Outrageously expensive" - (-) "$25 for a basic salad is ridiculous" **Common Errors**: - Confusing with V4.02 (Quality-Price Ratio): V4.02 includes quality assessment; V1.01 is price alone ##### V1.02 Price vs Expectation **Definition**: How the price compared to what was anticipated. **Include**: - Sticker shock - Better than expected - Surprising price - Expectation vs reality **Exclude**: - Pricing clarity (use V2.01) - Market comparison (use V1.03) - Hidden costs (use V1.04) **Examples**: - (+) "Cheaper than I expected" - (+) "Pleasant surprise on the bill" - (-) "Major sticker shock" - (-) "Way more expensive than I thought" **Common Errors**: - Confusing with V2.01 (Pricing Clarity): V2.01 = understanding the price; V1.02 = price vs expectations ##### V1.03 Price vs Market **Definition**: Comparison to competitor pricing. **Include**: - Competitor comparison - Market positioning - Relative pricing - Industry comparison **Exclude**: - Overall value (use V4.01) - Absolute price (use V1.01) - Quality-price ratio (use V4.02) **Examples**: - (+) "Best prices in the area" - (+) "Much cheaper than competitors" - (-) "Way overpriced compared to alternatives" - (-) "Competitors charge half as much" **Common Errors**: - Confusing with V4.01 (Overall Value): V1.03 = competitor price comparison; V4.01 = total value assessment ##### V1.04 Hidden Costs **Definition**: Unexpected or undisclosed charges. **Include**: - Surprise fees - Undisclosed charges - Unexpected costs - Add-on fees **Exclude**: - Fee disclosure (use V2.02) - Terms fairness (use V2.04) - Absolute price (use V1.01) **Examples**: - (+) "No hidden fees - price as quoted" - (+) "Transparent pricing, no surprises" - (-) "Surprise $50 charge at checkout" - (-) "$15 'service fee' that wasn't mentioned" **Common Errors**: - **Distinction**: V1.04 = the charge itself. V2.02 = the disclosure failure. ##### V1.05 Payment Flexibility **Definition**: Terms and options for payment. **Include**: - Financing options - Payment plans - Payment terms - Credit options **Exclude**: - Payment methods (use A4.04) - Pricing clarity (use V2.01) - Terms fairness (use V2.04) **Examples**: - (+) "Great financing options available" - (+) "Flexible payment plans" - (-) "All upfront required - no payment plans" - (-) "Rigid payment terms" **Common Errors**: - Confusing with A4.04 (Payment Options): A4.04 = what methods accepted; V1.05 = payment terms/financing --- #### V2: Transparency **Category Definition**: Clarity and honesty about costs and terms. ##### V2.01 Pricing Clarity **Definition**: Understanding what costs what. **Include**: - Clear pricing - Easy to understand costs - Price transparency - Clear price list **Exclude**: - Predictability (use J3.04) - Hidden costs (use V1.04) - Fee disclosure (use V2.02) **Examples**: - (+) "Clear price list - easy to understand" - (+) "Transparent pricing structure" - (-) "Impossible to understand the pricing" - (-) "Confusing cost structure" **Common Errors**: - Confusing with J3.04 (Predictability): J3.04 = general predictability; V2.01 = pricing clarity specifically ##### V2.02 Fee Disclosure **Definition**: Upfront disclosure of all charges and fees. **Include**: - Disclosing all fees - Transparency about charges - Upfront about costs - Full disclosure **Exclude**: - Hidden costs (use V1.04) - Pricing clarity (use V2.01) - Terms fairness (use V2.04) **Examples**: - (+) "Full disclosure of all fees upfront" - (+) "Every charge explained in advance" - (-) "Fees hidden in fine print" - (-) "Didn't tell me about extra charges" **Common Errors**: - **Distinction**: V2.02 = the disclosure (or lack thereof). V1.04 = the surprise cost itself. ##### V2.03 Advertising Accuracy **Definition**: Whether marketing matches reality. **Include**: - Advertising vs reality - Marketing accuracy - Promotional honesty - Ads matching product **Exclude**: - Truthfulness as character (use R1.01) - Honest representation (use V2.05) - Terms fairness (use V2.04) **Examples**: - (+) "Exactly as advertised" - (+) "Marketing matched the experience" - (-) "Total bait and switch" - (-) "Photos nothing like reality" **Common Errors**: - Confusing with R1.01 (Truthfulness): V2.03 = advertising specifically; R1.01 = organizational honesty pattern ##### V2.04 Terms Fairness **Definition**: Reasonableness of contracts, policies, and terms. **Include**: - Policy fairness - Contract terms - Return policies - Cancellation policies **Exclude**: - Fair dealing (use R1.05) - Fee disclosure (use V2.02) - Ethics (use R1.04) **Examples**: - (+) "Fair cancellation policy" - (+) "Reasonable terms and conditions" - (-) "Predatory contract terms" - (-) "Criminal cancellation policy - lose 50% for any reason" **Common Errors**: - Confusing with R1.05 (Fair Dealing): V2.04 = specific policy terms; R1.05 = equitable treatment pattern ##### V2.05 Honest Representation **Definition**: Truthful claims and representations about the product/service. **Include**: - Accurate descriptions - Truthful claims - Honest representation - Not misleading **Exclude**: - Truthfulness as character (use R1.01) - Advertising (use V2.03) - Information accuracy (use P4.04) **Examples**: - (+) "Accurate description of the product" - (+) "What they said matched what I got" - (-) "Totally misleading description" - (-) "Not at all what they claimed" **Common Errors**: - **V2 vs R1 Rule**: Use V2 for pricing/terms/advertising specifically. Use R1 for trust/integrity/organizational character framing. --- #### V3: Effort **Category Definition**: Non-monetary costs - time, hassle, mental and physical effort. ##### V3.01 Time Investment **Definition**: Hours required for the experience. **Include**: - Total time required - Hours spent - Time commitment - Duration of engagement **Exclude**: - Wait time (use J1.01) - Service speed (use J1.02) - Hassle factor (use V3.04) **Examples**: - (+) "Quick 10 minutes - in and out" - (+) "Didn't take much time at all" - (-) "Wasted my whole day" - (-) "Hours of my life I won't get back" **Common Errors**: - Confusing with J1 (Timing): J1 = wait/service/response times; V3.01 = overall time investment value ##### V3.02 Mental Effort **Definition**: Cognitive load and mental energy required. **Include**: - Thinking required - Mental energy - Cognitive load - Figuring things out **Exclude**: - Process simplicity (use J2.01) - Paperwork (use J2.03) - Cognitive accessibility (use A2.04) **Examples**: - (+) "Effortless experience - no thinking required" - (+) "Easy and stress-free" - (-) "Exhausting to figure out" - (-) "Mental gymnastics required" **Common Errors**: - Confusing with J2.01 (Simplicity): J2.01 = process complexity; V3.02 = mental effort as cost ##### V3.03 Physical Effort **Definition**: Bodily exertion required. **Include**: - Physical labor required - Bodily effort - Physical demands - Exertion needed **Exclude**: - Convenience (use A4) - Location (use A4.01) - Physical accessibility (use A2.01) **Examples**: - (+) "Delivered right to my door" - (+) "No heavy lifting required" - (-) "Had to lug it upstairs myself" - (-) "Physically exhausting experience" **Common Errors**: - Confusing with A4 (Convenience): A4 = access convenience; V3.03 = physical effort as cost ##### V3.04 Hassle Factor **Definition**: Cumulative frustration and friction. **Include**: - Overall hassle - Cumulative frustration - Death by thousand cuts - Total friction **Exclude**: - Process ease (use J2) - Mental effort (use V3.02) - Time investment (use V3.01) **Examples**: - (+) "Smooth, hassle-free experience" - (+) "So easy - no friction at all" - (-) "Death by a thousand cuts" - (-) "Everything was a hassle" **Common Errors**: - Confusing with J2 (Ease): J2 = process ease; V3.04 = cumulative hassle as cost ##### V3.05 Opportunity Cost **Definition**: What else could have been done with the time/resources. **Include**: - Worth the trip - Could have done something else - Trade-off assessment - Alternative use of time **Exclude**: - Overall value (use V4.01) - Time investment (use V3.01) - Satisfaction (use V4.03) **Examples**: - (+) "Worth every minute of the drive" - (+) "Glad I made the trip" - (-) "Not worth the drive" - (-) "Could have done better things with my time" **Common Errors**: - Confusing with V4.01 (Overall Value): V4.01 = total value; V3.05 = opportunity cost specifically --- #### V4: Worth **Category Definition**: Overall value assessment of the exchange. ##### V4.01 Overall Value **Definition**: Total assessment of value received. **Include**: - Worth it or not - Value received - Overall value judgment - "Rip-off" language **Exclude**: - Absolute price (use V1.01) - Quality-price ratio (use V4.02) - Ethics judgment (use R1.04 for "scam") **Examples**: - (+) "Excellent value - totally worth it" - (+) "Great value for what you get" - (-) "Total rip-off" - (-) "Not worth the money" **Common Errors**: - **Critical Rule**: "Rip-off" = V4.01 (exchange complaint). "Scam" = R1.04 (character judgment). ##### V4.02 Quality-Price Ratio **Definition**: What you get for what you pay. **Include**: - Quality relative to price - Value for money - What you get vs. cost - Price-quality balance **Exclude**: - Product quality (use O2) - Absolute price (use V1.01) - Overall value (use V4.01) **Examples**: - (+) "Great quality for the price" - (+) "Excellent value for money" - (-) "Pay more, get less" - (-) "Overpriced for the quality" **Common Errors**: - Confusing with O2 (Quality): V4.02 includes price comparison; O2 is quality alone ##### V4.03 Satisfaction **Definition**: Contentment with the overall exchange. **Include**: - General satisfaction - Happy with experience - Content with outcome - Pleased overall **Exclude**: - Outcome achievement (use O1.05) - Overall value (use V4.01) - Recommendation (use V4.04) **Examples**: - (+) "Very satisfied with my purchase" - (+) "Completely happy with the experience" - (-) "Deeply regret this purchase" - (-) "Left unsatisfied" **Common Errors**: - Confusing with O1.05 (Outcome Achievement): O1.05 = specific goal met; V4.03 = general satisfaction ##### V4.04 Recommendation **Definition**: Willingness to suggest to others. **Include**: - Would recommend - Tell others about it - Suggest to friends - Advocate for **Exclude**: - Relationship building (use R4.03) - Return intent (use V4.05) - Loyalty (use R4) **Examples**: - (+) "Highly recommend to everyone" - (+) "Told all my friends about it" - (-) "Would warn everyone to avoid" - (-) "Don't recommend at all" **Common Errors**: - Confusing with R4 (Loyalty): V4.04 = recommending to others; R4 = ongoing relationship ##### V4.05 Return Intent **Definition**: Willingness to come back. **Include**: - Would return - Coming back - Future visits - Repeat business intent **Exclude**: - Loyalty (use R4) - Recommendation (use V4.04) - Overall value (use V4.01) **Examples**: - (+) "Definitely coming back" - (+) "Will return for sure" - (-) "Never coming back" - (-) "Won't return" **Common Errors**: - Confusing with R4 (Loyalty): V4.05 = simple return intent; R4 = ongoing relationship and trust --- #### V Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "Total scam" | V4.01 | R1.04 | Character = R | | "Product was bad quality" | V4.02 | O2 | Quality alone = O | | "Waited forever" | V3.01 | J1.01 | Wait = J | | "Policy is unfair" | R1.05 | V2.04 | Policy = V | | "Hidden fees" (the fee) | V2.02 | V1.04 | Fee = V1.04 | | "They lied about features" | V2.03 | R1.01 | Pattern = R | --- ### 3.7 Domain R: Relationship **Definition**: Trust, reliability, and the ongoing connection between customer and business. **Core Question**: Can I trust this business and do they value our relationship? **Default Owner**: Leadership / CX **Scope**: - Integrity: truthfulness, promise keeping, transparency, ethics, fair dealing - Dependability: track record, consistency, stability, trustworthiness, guarantees - Recovery: acknowledging failures, apology, compensation, improvement, ownership - Loyalty: recognition, rewards, relationship building, communication, community **NOT in Scope**: - Specific interaction issues (P domain) - Specific process issues (J domain) - Specific pricing issues (V domain) --- #### When to Use R Domain Use R when feedback is about: - **Trust/commitment over time** ("They always/never...") - **Organizational intent** ("They don't care about customers") - **Pattern of behavior** ("This is the third time...") - **Character judgment** ("Shady company," "Stand behind their product") - **Moral assessment of the business** ("They're crooks," "Ethical company") Use P/J/V when feedback is about: - **A specific interaction** ("The cashier was rude today") - **A specific process** ("This refund took too long") - **A specific price/term** ("This fee is unfair") --- #### R1: Integrity **Category Definition**: Honesty and ethical behavior of the organization. ##### R1.01 Truthfulness **Definition**: Accurate, honest representations by the organization. **Include**: - Organizational honesty - Lying accusations (pattern) - Truthful communications - Honest dealings **Exclude**: - Advertising accuracy (use V2.03) - Staff information accuracy (use P4.04) - Honest representation (use V2.05) **Examples**: - (+) "Everything they say is accurate and true" - (+) "Completely honest company" - (-) "They flat out lied to me" - (-) "Nothing they say is true" **Common Errors**: - Confusing with V2.03 (Advertising): V2.03 = advertising specifically; R1.01 = organizational honesty pattern ##### R1.02 Promise Keeping **Definition**: Honoring commitments and keeping promises. **Include**: - Keeping word over time - Organizational commitments - Pattern of promises - Delivering on commitments **Exclude**: - Specific follow-through (use P3.04) - Resolution speed (use J4.03) - Guarantees (use R2.05) **Examples**: - (+) "Always deliver on their word" - (+) "Keep every promise they make" - (-) "Never keep their promises" - (-) "Every commitment is an empty word" **Common Errors**: - **Critical Distinction**: R1.02 = pattern ("they never keep promises"). P3.04 = specific instance ("said they'd call back, didn't"). ##### R1.03 Transparency **Definition**: Openness about practices, policies, and operations. **Include**: - Organizational transparency - Openness about operations - Hidden agendas - Disclosure patterns **Exclude**: - Fee disclosure (use V2.02) - Pricing clarity (use V2.01) - Data security (use E4.03) **Examples**: - (+) "Completely transparent about everything" - (+) "Full disclosure, no secrets" - (-) "Hidden agendas everywhere" - (-) "Never know what's really going on" **Common Errors**: - Confusing with V2.02 (Fee Disclosure): V2.02 = pricing transparency; R1.03 = organizational transparency ##### R1.04 Ethics **Definition**: Moral and ethical business conduct. **Include**: - "Scam" language - Ethical/unethical judgment - Moral business character - Predatory behavior **Exclude**: - Terms fairness (use V2.04) - Fair dealing (use R1.05) - Overall value (use V4.01 for "rip-off") **Examples**: - (+) "Ethical company - do the right thing" - (+) "Stand-up organization with integrity" - (-) "Total scam company" - (-) "Shady business practices" **Common Errors**: - **Critical Rule**: "Scam" = R1.04 (moral judgment). "Rip-off" = V4.01 (value complaint). ##### R1.05 Fair Dealing **Definition**: Equitable treatment and fair practices. **Include**: - Fair treatment overall - Equitable practices - Not taking advantage - Fair business practices **Exclude**: - Equal treatment (use A3.05) - Terms fairness (use V2.04) - Respect (use P1.02) **Examples**: - (+) "Always treated fairly" - (+) "Fair and square dealings" - (-) "Felt taken advantage of" - (-) "Completely unfair treatment" **Common Errors**: - Confusing with A3.05 (Equal Treatment): A3.05 = identity-based discrimination; R1.05 = general fair dealing --- #### R2: Dependability **Category Definition**: Consistency and reliability over time. ##### R2.01 Track Record **Definition**: Historical performance and reliability. **Include**: - History of performance - Long-term reliability - Past experiences - Overall record **Exclude**: - Staff experience (use P2.05) - Process consistency (use J3.01) - Product reliability (use O1.04) **Examples**: - (+) "Never let me down in 10 years" - (+) "Impeccable track record" - (-) "History of problems" - (-) "Long record of failures" **Common Errors**: - Confusing with P2.05 (Experience): P2.05 = individual expertise; R2.01 = organizational track record ##### R2.02 Consistency **Definition**: Same experience delivered over time. **Include**: - Consistent quality over visits - Same experience each time - Reliability of experience - Dependable outcomes **Exclude**: - Process consistency (use J3.01) - Product reliability (use O1.04) - Error rate (use J3.05) **Examples**: - (+) "Always great - consistent quality" - (+) "Same excellent experience every time" - (-) "Varies wildly - never know what you'll get" - (-) "Completely inconsistent" **Common Errors**: - Confusing with J3.01 (Process Consistency): J3.01 = process level; R2.02 = organizational/relationship level ##### R2.03 Stability **Definition**: Organizational continuity and stability. **Include**: - Company stability - Organizational continuity - Business changes - Management stability **Exclude**: - System uptime (use J3.03) - Track record (use R2.01) - Trustworthiness (use R2.04) **Examples**: - (+) "Stable company - been around for years" - (+) "Consistent ownership and leadership" - (-) "Constant changes - nothing stable" - (-) "Different management every month" **Common Errors**: - Confusing with J3.03 (System Availability): J3.03 = system uptime; R2.03 = organizational stability ##### R2.04 Trustworthiness **Definition**: Warranting confidence and trust. **Include**: - Can count on them - Trust in organization - Confidence in business - Reliable partner **Exclude**: - Integrity specifics (use R1) - Track record (use R2.01) - Consistency (use R2.02) **Examples**: - (+) "Can absolutely count on them" - (+) "Completely trustworthy organization" - (-) "Don't trust them at all" - (-) "Lost all confidence in them" **Common Errors**: - Confusing with R1 (Integrity): R1 = specific integrity aspects; R2.04 = overall trustworthiness assessment ##### R2.05 Guarantee Honor **Definition**: Standing behind products and honoring guarantees. **Include**: - Warranty honor - Guarantee fulfillment - Standing behind product - Promise of quality upheld **Exclude**: - Resolution quality (use J4.04) - Promise keeping (use R1.02) - Compensation (use R3.03) **Examples**: - (+) "Honored the warranty without question" - (+) "Stand behind their products 100%" - (-) "Worthless guarantee - wouldn't honor it" - (-) "Warranty is meaningless" **Common Errors**: - Confusing with J4.04 (Resolution Quality): J4.04 = fix quality; R2.05 = guarantee/warranty honor --- #### R3: Recovery **Category Definition**: Response to failures and making things right. ##### R3 vs J4 Disambiguation This is critical: | If the span is about... | Use | |------------------------|-----| | *What they did* to fix the problem | J4 | | *How they took responsibility* (acknowledgment, apology, ownership) | R3 | | Aspect | J4 (Resolution) | R3 (Recovery) | |--------|-----------------|---------------| | **Focus** | Mechanics of fixing | Accountability | | **Question** | Was it fixed? | Did they own it? | | **Owner** | Operations | Leadership | ##### R3.01 Acknowledgment **Definition**: Admitting failures and wrongdoing. **Include**: - Owning mistakes - Admitting fault - Acknowledging wrongdoing - Taking blame **Exclude**: - Problem acknowledgment (use J4.01) - Apology (use R3.02) - Ownership (use R3.05) **Examples**: - (+) "Immediately admitted their mistake" - (+) "Owned up to the error" - (-) "Denied any wrongdoing" - (-) "Refused to admit fault" **Common Errors**: - **Key Distinction**: J4.01 = "Yes, there's a problem" (operational). R3.01 = "Yes, we were wrong" (accountability). ##### R3.02 Apology **Definition**: Expression of regret and sorrow for issues. **Include**: - Saying sorry - Expressing regret - Apologizing - Showing remorse **Exclude**: - Empathy (use P1.03) - Acknowledgment (use R3.01) - Compensation (use R3.03) **Examples**: - (+) "Sincere, heartfelt apology" - (+) "Genuinely apologized for the issue" - (-) "Non-apology apology" - (-) "Never said sorry" **Common Errors**: - Confusing with P1.03 (Empathy): P1.03 = emotional understanding; R3.02 = formal apology ##### R3.03 Compensation **Definition**: Making amends beyond just fixing the problem. **Include**: - Offering compensation - Making up for issues - Extra gestures - Amends beyond the fix **Exclude**: - Resolution quality (use J4.04) - Terms fairness (use V2.04) - Overall value (use V4.01) **Examples**: - (+) "Refunded plus gave store credit" - (+) "More than made up for the problem" - (-) "Offered nothing for my trouble" - (-) "Refused any compensation" **Common Errors**: - **Key Distinction**: J4.04 = "Was it fixed?" R3.03 = "Did they make amends?" ##### R3.04 Improvement **Definition**: Actions demonstrating commitment to prevent recurrence. **Include**: - Organizational commitment to change - Promised improvements - Learning from mistakes - Systemic changes announced **Exclude**: - Prevention actions (use J4.05) - Track record (use R2.01) - Consistency (use R2.02) **Examples**: - (+) "Committed to changing their processes" - (+) "Showed they learned from the mistake" - (-) "No indication anything will change" - (-) "Same problems keep happening" **Common Errors**: - **Key Distinction**: J4.05 = process change made. R3.04 = organizational commitment to improve. ##### R3.05 Ownership **Definition**: Taking full responsibility for issues. **Include**: - Taking responsibility - Not blaming others - Owning the problem - Full accountability **Exclude**: - Problem-solving (use P2.03) - Acknowledgment (use R3.01) - Apology (use R3.02) **Examples**: - (+) "Took full responsibility" - (+) "Didn't blame anyone else" - (-) "Blamed me for the problem" - (-) "Shifted responsibility to others" **Common Errors**: - Confusing with P2.03 (Problem-Solving): P2.03 = ability to solve; R3.05 = willingness to own --- #### R4: Loyalty **Category Definition**: Investment in the ongoing customer relationship. ##### R4.01 Recognition **Definition**: Acknowledging repeat customers. **Include**: - Remembering customers - Recognizing regulars - Knowing their history - Personal acknowledgment **Exclude**: - Personalization (use O4.02) - Warmth (use P1.01) - Rewards (use R4.02) **Examples**: - (+) "They remember me every time I come in" - (+) "Recognized as a valued regular" - (-) "Treated like a stranger every time" - (-) "No acknowledgment of my loyalty" **Common Errors**: - Confusing with O4.02 (Personalization): O4.02 = preferences remembered; R4.01 = personal recognition ##### R4.02 Rewards **Definition**: Loyalty benefits and programs. **Include**: - Loyalty programs - Points and rewards - Member benefits - Loyalty perks **Exclude**: - Price (use V1) - Recognition (use R4.01) - Compensation (use R3.03) **Examples**: - (+) "Great loyalty rewards program" - (+) "Excellent perks for regulars" - (-) "Worthless points system" - (-) "No loyalty benefits at all" **Common Errors**: - Confusing with V1 (Price): R4.02 = loyalty programs; V1 = general pricing ##### R4.03 Relationship Building **Definition**: Investment in building a personal connection. **Include**: - Personal relationship - Connection beyond transaction - Genuine interest in customer - Long-term relationship focus **Exclude**: - Friendliness (use P1.01) - Recognition (use R4.01) - Community (use R4.05) **Examples**: - (+) "Feel like I have a personal relationship" - (+) "Genuinely invest in customers" - (-) "Purely transactional" - (-) "No interest in relationship" **Common Errors**: - Confusing with P1.01 (Friendliness): P1.01 = single-interaction warmth; R4.03 = ongoing relationship investment ##### R4.04 Communication **Definition**: Quality of ongoing relationship communication. **Include**: - Newsletters and updates - Ongoing communication quality - Relationship communication - Regular engagement **Exclude**: - Proactive updates (use P4.03) - Contact options (use A4.05) - Information accuracy (use P4.04) **Examples**: - (+) "Helpful, relevant newsletters" - (+) "Great ongoing communication" - (-) "Nothing but spam" - (-) "No useful communication" **Common Errors**: - Confusing with P4.03 (Proactive Updates): P4.03 = transaction updates; R4.04 = ongoing relationship communication ##### R4.05 Community **Definition**: Sense of belonging and connection with brand community. **Include**: - Feeling part of something - Brand community - Customer community - Belonging **Exclude**: - Atmosphere (use E3.01) - Relationship building (use R4.03) - Family friendly (use A3.04) **Examples**: - (+) "Feel part of a community" - (+) "Great sense of belonging" - (-) "No sense of community" - (-) "Just another number" **Common Errors**: - Confusing with E3.01 (Atmosphere): E3.01 = space vibe; R4.05 = community belonging --- #### R Domain Common Errors Summary | Error Pattern | Incorrect Code | Correct Code | Key Distinction | |--------------|----------------|--------------|-----------------| | "This call they didn't follow up" | R1.02 | P3.04 | Specific = P | | "Price is unfair" | R1.05 | V2.04 | Price = V | | "They fixed it quickly" | R3.03 | J4.03 | Process = J | | "Apologized nicely" | P1.03 | R3.02 | Apology = R | | "Great every time I go" | R2.02 | J3.01 | Process level = J | | "Rip-off prices" | R1.04 | V4.01 | Exchange = V | --- ## 4. Metadata Dimensions Every span classification includes metadata dimensions. There are **7 dimensions with 24 total values**. ### 4.1 Valence (V) - ALWAYS REQUIRED Valence captures the sentiment direction of the feedback. | Code | Label | Definition | Linguistic Markers | |------|-------|------------|-------------------| | **V+** | Positive | Praise, satisfaction, approval | "great," "loved," "excellent," "perfect," "amazing" | | **V-** | Negative | Complaint, dissatisfaction, criticism | "terrible," "hated," "worst," "awful," "disappointing" | | **V0** | Neutral | Factual observation without judgment | "they have," "it was," "there are," descriptive only | | **V+-** | Mixed | Both positive and negative in same span | "good but," "despite," "however," contrasting elements | **V+- Usage Rule**: Prefer splitting over V+- unless truly inseparable. | Feedback | Action | Rationale | |----------|--------|-----------| | "Great product, terrible onboarding" | SPLIT | Two different targets | | "Good but overpriced" | KEEP with V+- | Same target, mixed assessment | | "Nice staff despite the chaos" | SPLIT if chaos is separate | Different domains likely | **Test**: If the positive and negative parts have different domain targets, split them. --- ### 4.2 Intensity (I) - REQUIRED FOR CORE+ Intensity captures how strongly the sentiment is expressed. | Code | Label | Definition | Linguistic Markers | |------|-------|------------|-------------------| | **I1** | Mild | Slight preference/concern | "a bit," "somewhat," "could be better," "slightly," "minor" | | **I2** | Moderate | Clear but not extreme | Standard adjectives, no intensifiers, normal language | | **I3** | Strong | Emphatic, intense expression | "extremely," "absolutely," "worst ever," CAPS, !!!, profanity | **I3 Indicators**: - Intensifying adverbs: extremely, absolutely, totally, completely - Superlatives: best ever, worst I've seen, most terrible - ALL CAPS in review text - Multiple exclamation marks (!!!) - Profanity or extreme language - Words like "unbelievable," "outrageous," "incredible" **Default**: When in doubt, use I2 (moderate). --- ### 4.3 Specificity (S) - STANDARD+ ONLY Specificity measures how much detail is provided in the feedback. | Code | Label | Definition | Example | |------|-------|------------|---------| | **S1** | Vague | General impression only, no details | "Service was bad" | | **S2** | Moderate | Some details or context | "Service was slow at dinner" | | **S3** | Specific | Concrete details: names, times, amounts | "Waiter John took 40 mins for appetizers at 7pm Saturday" | **S3 Indicators**: - Named individuals - Specific times or dates - Exact amounts or quantities - Precise locations within a space - Specific product models or items --- ### 4.4 Actionability (A) - STANDARD+ ONLY Actionability measures how clearly the feedback points to a specific action. | Code | Label | Definition | Example | |------|-------|------------|---------| | **A1** | Low | Feeling with no clear action path | "I just didn't like it" | | **A2** | Medium | Suggests improvement area | "Food could be warmer" | | **A3** | High | Specific implementable fix possible | "West bathroom stall lock is broken" | **Important**: Specificity and Actionability are correlated but NOT identical. | Example | Specificity | Actionability | Why Different | |---------|-------------|---------------|---------------| | "John was rude" | S3 (named) | A2 (unclear action) | Specific but action not obvious | | "Website is confusing" | S1 (vague) | A3 (triggers UX audit) | Vague but actionable category | | "Bathroom stall lock broken" | S3 | A3 | High both - ideal feedback | | "I didn't enjoy it" | S1 | A1 | Low both - least useful | --- ### 4.5 Temporal Reference (T) - STANDARD+ (OPTIONAL FOR CORE) Temporal Reference indicates the time frame of the feedback. | Code | Label | Definition | Examples | |------|-------|------------|----------| | **TC** | Current | This specific visit/experience | "Today's visit," "This time" (DEFAULT) | | **TR** | Recent | Recent pattern of experiences | "Lately," "Last few visits," "Recently" | | **TH** | Historical | Long-standing pattern | "For years," "Since I can remember," "Always been" | | **TF** | Future | Expectations or predictions | "If they don't improve," "Will come back" | **Default**: TC (Current) when no temporal language is present. --- ### 4.6 Evidence Type (E) - STANDARD+ ONLY Evidence Type indicates how the classification is derived from the text. | Code | Label | Definition | Constraint | |------|-------|------------|------------| | **ES** | Stated | Explicitly said by customer | Text directly says it (DEFAULT) | | **EI** | Inferred | Logically entailed by text | Must be directly deducible, not speculative | | **EC** | Contextual | Requires surrounding text | Span uses "that," "they," "it" referencing earlier content | **EI Rules**: - Use only when text logically entails the inference - OK: "Took 3 weeks to reply" = EI for slow response time - OK: "Fifth time calling about this" = EI for error rate pattern - NOT OK: "Seemed tired" = Cannot infer fatigue without more evidence **EC Rules**: - Use when span depends on earlier referents - "The same issue happened again" (depends on knowing what issue) - "They did the same thing" (requires prior context) - "That was disappointing" (references unstated subject) --- ### 4.7 Comparative Reference (CR) - STANDARD+ (OPTIONAL FOR CORE) Comparative Reference captures when customers compare current experience to their past experience. | Code | Label | Definition | Trigger Words | |------|-------|------------|---------------| | **CR-N** | None | No comparison to past | (default - ~90% of spans) | | **CR-B** | Better | Explicit improvement | "better now," "improved," "finally fixed," "turned around" | | **CR-W** | Worse | Explicit decline | "worse now," "used to be good," "gone downhill," "no longer" | | **CR-S** | Same | Explicitly unchanged | "still," "as always," "same as before," "nothing changed" | **CR Assignment Rules**: 1. **Only assign CR-B/W/S when the customer explicitly compares to their own past.** 2. **CR-N is the default.** Only change when comparison is explicit. 3. **Self-comparison only.** Competitor comparisons don't trigger CR. 4. **Implicit decline/improvement counts:** - "used to be good" = CR-W - "finally fixed" = CR-B - "still broken" = CR-S **CR Trigger Word Reference**: | CR-B (Better) | CR-W (Worse) | CR-S (Same) | |---------------|--------------|-------------| | "better now" | "worse now" | "still" | | "improved" | "used to be good" | "as always" | | "finally fixed" | "gone downhill" | "same as before" | | "turned it around" | "not what it used to be" | "nothing changed" | | "much faster than before" | "has declined" | "yet again" | | "not like last time" (positive) | "was great before" | "same old" | **CR + Valence Combinations**: | CR | V+ | V- | Interpretation | |----|----|----|----------------| | CR-B | Improvement praise | Recovery acknowledgment | Issue resolved/improving | | CR-W | -- | Decline complaint | Quality deteriorating | | CR-S | Consistent praise | Persistent complaint | Stable state | | CR-N | General praise | General complaint | No temporal signal | --- ### 4.8 Metadata by Profile Summary | Dimension | Lite | Core | Standard | Full | |-----------|:----:|:----:|:--------:|:----:| | Valence | Required | Required | Required | Required | | Intensity | Optional | Required | Required | Required | | Specificity | -- | -- | Required | Required | | Actionability | -- | -- | Required | Required | | Temporal | -- | Optional | Required | Required | | Evidence | -- | -- | Required | Required | | Comparative | -- | Optional | Required | Required | --- ## 5. Causal Codes Causal codes provide optional root-cause analysis for Full profile implementations. There are **16 causal codes across 3 layers**. ### 5.1 Causal Depth Prohibition Rule **CRITICAL**: Causal layers (CD/MG/SY) may ONLY be assigned when the review explicitly states or logically entails the condition. Otherwise, leave `causal_chain` empty. This rule prevents analysts from inventing plausible-but-unsubstantiated causes. | Review Text | Causal Code | Valid? | Why | |-------------|-------------|--------|-----| | "Long wait because they were short-staffed" | CD-O | YES | Explicitly stated | | "The machine was broken" | CD-E | YES | Explicitly stated | | "Fifth time I've reported this issue" | MG-O | YES | Logically entailed (EI) | | "They seem understaffed" | -- | NO | "Seem" is speculation | | "Probably a training issue" | -- | NO | Annotator speculation | | "Management doesn't care" (stated) | SY-C | YES | Customer explicitly states | **When in doubt, omit causal codes.** Better to have no causal chain than an invented one. --- ### 5.2 Conditions Layer (CD-) Conditions are immediate factors that allowed the experience to happen. | Code | Name | Definition | Example Text | |------|------|------------|--------------| | **CD-S** | Staff State | Fatigue, training gaps, motivation | "Server seemed exhausted," "Clearly new" | | **CD-T** | Team Dynamics | Handoffs, coordination, communication | "Kept passing me around," "No one knew" | | **CD-E** | Equipment | Malfunction, unavailable, outdated | "Machine was broken," "System was down" | | **CD-F** | Facility | Maintenance, capacity, hazards | "Place was falling apart," "Too cramped" | | **CD-O** | Operational | Understaffing, demand surge, time pressure | "Clearly understaffed," "Overwhelmed" | --- ### 5.3 Management Layer (MG-) Management factors are decisions that allowed conditions to exist. | Code | Name | Definition | Example Text | |------|------|------------|--------------| | **MG-P** | Planning | Scheduling, forecasting failure | "No one scheduled for weekend" | | **MG-T** | Training | Training gaps, development failure | "Clearly not trained properly" | | **MG-O** | Oversight | Supervision, monitoring failure | "Third time reporting this" (EI) | | **MG-R** | Resources | Resource allocation issues | "No supplies available" | | **MG-C** | Communication | Policy relay, expectation setting | "Staff didn't know the policy" | **Repeated Complaints Rule**: Multiple unresolved complaints (e.g., "third time," "keep reporting") may justify MG-O (Oversight) via EI, as the pattern logically entails failure to monitor/correct. --- ### 5.4 Systemic Layer (SY-) Systemic factors are organizational-level issues that create management failures. | Code | Name | Definition | Example Text | |------|------|------------|--------------| | **SY-R** | Resource Decisions | Budget, investment, staffing | "Cheap owners," "Cutting corners" | | **SY-P** | Policy/Procedure | Rules, bureaucracy | "Company policy is the problem" | | **SY-C** | Culture | Values, priorities, norms | "Management doesn't care" | | **SY-S** | Standards | Quality thresholds, expectations | "Lowered their standards" | | **SY-H** | Human Capital | Compensation, hiring, retention | "Can't keep good employees" | | **SY-X** | External | Market, regulatory, competition | "Ever since COVID," "New regulations" | --- ### 5.5 Causal Chain Structure ``` LAYER 4: SYSTEMIC (Why does the organization create these conditions?) ┌─────────────────────────────────────────────────────────────────┐ │ SY-R: Resources | SY-P: Policy | SY-C: Culture | SY-S: Standards│ │ SY-H: Human Capital | SY-X: External │ └─────────────────────────────────────────────────────────────────┘ ↑ constrains LAYER 3: MANAGEMENT (What decisions allowed enabling conditions?) ┌─────────────────────────────────────────────────────────────────┐ │ MG-P: Planning | MG-T: Training | MG-O: Oversight │ │ MG-R: Resources | MG-C: Communication │ └─────────────────────────────────────────────────────────────────┘ ↑ creates LAYER 2: CONDITIONS (What allowed the experience to happen?) ┌─────────────────────────────────────────────────────────────────┐ │ CD-S: Staff State | CD-T: Team | CD-E: Equipment │ │ CD-F: Facility | CD-O: Operational │ └─────────────────────────────────────────────────────────────────┘ ↑ enables LAYER 1: EXPERIENCE (What the customer directly perceived) ┌─────────────────────────────────────────────────────────────────┐ │ [Primary Domain/Category/Subcode Classification] │ └─────────────────────────────────────────────────────────────────┘ ``` --- ### 5.6 Causal Chain Examples **Example 1: Explicit Cause** > "Long wait because they were clearly understaffed" | Layer | Code | Evidence | |-------|------|----------| | Experience | J1.01 (Wait Time) | ES | | Conditions | CD-O (Understaffing) | ES | **Example 2: Inferred Cause** > "This is the fourth time I've reported this broken equipment" | Layer | Code | Evidence | |-------|------|----------| | Experience | E1.02 (Maintenance) | ES | | Management | MG-O (Oversight failure) | EI | **Example 3: Multi-Layer** > "Staff was exhausted - they've been working 12-hour shifts. Management clearly doesn't care about their employees." | Layer | Code | Evidence | |-------|------|----------| | Experience | P1.05 (Enthusiasm) | ES | | Conditions | CD-S (Staff State) | ES | | Systemic | SY-C (Culture) | ES | --- ## 6. Span Boundary Rules ### 6.1 When to SPLIT Split spans when you encounter: 1. **Contrasting conjunctions**: but, however, although, despite, yet 2. **Subject changes**: location → service → food 3. **Valence changes**: positive → negative 4. **Domain changes**: different aspect of experience 5. **Different sentences** (unless tightly linked cause-effect) ### 6.2 When to KEEP TOGETHER Keep spans together when: 1. **Cause-effect in same clause**: "Long wait because understaffed" - Primary = impact (J1.01 Wait Time) - Secondary = cause (A1.04 Staffing) 2. **Same target, mixed assessment**: "Good but overpriced" (same product) 3. **Elaboration of same point**: "Service was slow. Had to wait 40 minutes." ### 6.3 Max Spans Guidance | Sentence Type | Typical Spans | |---------------|---------------| | Simple sentence | 1-2 spans | | Complex sentence | 2-3 spans | | If tempted to create 4+ | Re-read; probably over-splitting | ### 6.4 Cause-Effect Rule When a span describes both impact and cause, keep as one span: - **Primary code** = the impact (what the customer experienced) - **Secondary code** = the cause (what created the impact) | Span | Primary | Secondary | Treatment | |------|---------|-----------|-----------| | "Long wait because understaffed" | J1.01 | A1.04 | Single span | | "Food cold, had to send it back" | O2.05 | J4.02 | Single span | | "App crashed so I lost my data" | E2.02 | E4.03 | Single span | | "Rude waiter. Also food was cold." | P1.02 / O2.05 | -- | TWO spans | ### 6.5 V+- vs Split Decision | Feedback | Action | Rationale | |----------|--------|-----------| | "Great product, terrible onboarding" | SPLIT | Different domain targets | | "Good but overpriced" | KEEP with V+- | Same target | | "Nice staff despite the chaos" | SPLIT if chaos is separate | Different domains | **Test**: If positive and negative have *different domain targets*, split. --- ## 7. Disambiguation Guide ### 7.1 Top 10 Disambiguation Pitfalls | # | Mistake | Correct Approach | |---|---------|------------------| | 1 | O1.01 vs J3.03 | O1.01 = product function. J3.03 = system uptime. "Car won't start" = O1.01. "Website down" = J3.03. | | 2 | P3.04 vs R1.02 | P3.04 = specific interaction. R1.02 = trust pattern. "Said they'd call, didn't" = P3.04. "They never keep promises" = R1.02. | | 3 | J2.01 vs E2.04 | J2.01 = process effort. E2.04 = interface navigation. "Too many steps" = J2.01. "Buried in menus" = E2.04. | | 4 | J3.01 vs O1.04 | J3.01 = process consistency. O1.04 = product reliability. "Pizza always good" = J3.01. "Phone always connects" = O1.04. | | 5 | E2.03 vs O1.02 | E2.03 = interface speed. O1.02 = product performance. "App slow" = E2.03. "Car sluggish" = O1.02. | | 6 | A3.05 vs P1.02 | A3.05 = identity-based discrimination. P1.02 = general disrespect. "Treated differently because of X" = A3.05. | | 7 | V2.xx vs R1.xx | V2 = pricing/terms specifically. R1 = trust/integrity framing. | | 8 | Over-splitting | "Long wait because understaffed" = single span. Primary = J1.01, Secondary = A1.04. | | 9 | CR assignment | CR-N is default. "Service is slow" = CR-N. "Service is *still* slow" = CR-S. | | 10 | Invented causal | Only when explicitly stated or logically entailed. No speculation. | ### 7.2 V vs R: Scam vs Rip-off | Word/Phrase | Domain | Reasoning | |-------------|--------|-----------| | "scam" | R1.04 | Character judgment | | "fraud" | R1.04 | Character judgment | | "crooks" | R1.04 | Character judgment | | "rip-off" | V4.01 | Exchange complaint | | "robbery" | V4.01 | Exchange complaint | | "highway robbery" | V4.01 | Exchange complaint | | "overpriced" | V1.01/V4.02 | Price/value complaint | **Decision Rule**: - About the exchange (what I got vs. what I paid)? → **V** - About their intent to deceive/harm? → **R** ### 7.3 J4 vs R3: Process vs Ownership | Aspect | J4 (Resolution) | R3 (Recovery) | |--------|-----------------|---------------| | Focus | What they DID to fix | How they took RESPONSIBILITY | | Question | Was the fix adequate? | Did they own it and make amends? | | Span | Code | Rationale | |------|------|-----------| | "They immediately sent a replacement" | J4.02 | Process focus | | "Took weeks to resolve" | J4.03 | Resolution speed | | "They owned their mistake" | R3.01 | Admitting fault | | "Sincere apology" | R3.02 | Expression of regret | | "Offered nothing" | R3.03 | Compensation failure | | "Changed their process" | J4.05 | Prevention action | | "Blamed me instead" | R3.05 | Ownership failure | ### 7.4 Quick Disambiguation Tests | Question | If YES | If NO | |----------|--------|-------| | About the product/service itself? | Likely O | Check P-R | | Names or describes a person? | Likely P | Check J-R | | Mentions time, steps, or waiting? | Likely J | Check E-R | | Describes a place or interface? | Likely E | Check A-R | | About accessibility or availability? | Likely A | Check V-R | | About price, cost, or worth? | Likely V | Check R | | About trust, patterns, or "always/never"? | Likely R | Re-read span | --- ## 8. USN Notation URT String Notation (USN) provides compact tagging format. ### 8.1 Format ``` URT:{Profile}:{codes}:{Valence}{Intensity}[:{metadata}][:{causal}] ``` ### 8.2 Profile Codes | Code | Profile | Primary Code Level | |------|---------|-------------------| | L | Lite | Domain (O, P, J...) | | C | Core | Category (O1, P2...) | | S | Standard | Subcode (O1.01, P2.03...) | | F | Full | Subcode + Causal | ### 8.3 Examples | Review | Profile | USN | |--------|---------|-----| | "Food was cold" | Lite | `URT:L:O:-2` | | "Food was cold" | Core | `URT:C:O2:-2` | | "Food was cold, like last time" | Standard | `URT:S:O2.05:-2:22TR.ES.S` | | "Rude staff and unfair policy" | Standard | `URT:S:P1.02+V2.04:-3:22TC.ES.N` | | "Much better now!" | Standard | `URT:S:V4.01:+2:11TC.ES.B` | ### 8.4 Metadata Encoding (Standard+) ``` {Specificity}{Actionability}{Temporal}.{Evidence}.{Comparative} Example: 22TR.ES.S ^^ = S2, A2 ^^ = TR (recent) ^^ = ES (stated) ^ = CR-S (same/unchanged) ``` ### 8.5 Multi-Code Notation Use `+` to join primary and secondary codes: - `P1.02+V2.04` = Primary P1.02 with secondary V2.04 --- ## 9. Appendices ### 9.1 All 7 Domains Quick Reference | Code | Domain | Core Question | Default Owner | |------|--------|---------------|---------------| | O | Offering | Does it work? | Product/Operations | | P | People | How did they treat me? | HR/Training | | J | Journey | Was it smooth? | Operations/Process | | E | Environment | Is the space okay? | Facilities/IT | | A | Access | Can I get it? | Compliance/Design | | V | Value | Is it worth it? | Finance/Pricing | | R | Relationship | Can I trust them? | Leadership/CX | ### 9.2 All 28 Categories Quick Reference | Domain | Cat 1 | Cat 2 | Cat 3 | Cat 4 | |--------|-------|-------|-------|-------| | **O** | O1 Function | O2 Quality | O3 Completeness | O4 Fit | | **P** | P1 Attitude | P2 Competence | P3 Responsiveness | P4 Communication | | **J** | J1 Timing | J2 Ease | J3 Reliability | J4 Resolution | | **E** | E1 Physical | E2 Digital | E3 Ambiance | E4 Safety | | **A** | A1 Availability | A2 Accessibility | A3 Inclusivity | A4 Convenience | | **V** | V1 Price | V2 Transparency | V3 Effort | V4 Worth | | **R** | R1 Integrity | R2 Dependability | R3 Recovery | R4 Loyalty | ### 9.3 Metadata Quick Reference | Dimension | Values | Default | Profile | |-----------|--------|---------|---------| | Valence | V+, V-, V0, V+- | -- | All | | Intensity | I1, I2, I3 | -- | Core+ | | Specificity | S1, S2, S3 | -- | Standard+ | | Actionability | A1, A2, A3 | -- | Standard+ | | Temporal | TC, TR, TH, TF | TC | Standard+ | | Evidence | ES, EI, EC | ES | Standard+ | | Comparative | CR-N, CR-B, CR-W, CR-S | CR-N | Standard+ | ### 9.4 Glossary | Term | Definition | |------|------------| | **Domain** | Top-level classification (7 total): O, P, J, E, A, V, R | | **Category** | Mid-level classification (28 total): O1, O2, P1, P2, etc. | | **Subcode** | Detailed classification (140 total): O1.01, O1.02, etc. | | **Primary Code** | The main classification for a span (required) | | **Secondary Code** | Additional classification (max 2, optional) | | **Span** | A segment of review text being classified | | **Valence** | Sentiment direction: positive, negative, neutral, mixed | | **Intensity** | Strength of sentiment: mild, moderate, strong | | **Specificity** | Level of detail: vague, moderate, specific | | **Actionability** | Clarity of action path: low, medium, high | | **Temporal** | Time reference: current, recent, historical, future | | **Evidence** | Source: stated, inferred, contextual | | **Comparative Reference (CR)** | Change signal: none, better, worse, same | | **Causal Code** | Root cause classification (16 codes across 3 layers) | | **USN** | URT String Notation - compact tagging format | ### 9.5 Pre-Submission Checklist Before submitting an annotation, verify: 1. [ ] **One primary code per span** (no exceptions) 2. [ ] **Max 2 secondary codes** (prevents over-tagging) 3. [ ] **Secondary codes are genuinely distinct** (different category preferred) 4. [ ] **Used decision tree** for domain selection 5. [ ] **Split at domain changes** (different aspects = different spans) 6. [ ] **CR-N unless explicit comparison** (default is no comparison) 7. [ ] **No invented causal codes** (only when text supports) 8. [ ] **Verified intensity markers** (I3 requires emphatic language) 9. [ ] **Cause-effect kept together** (impact = primary, cause = secondary) 10. [ ] **V vs R correctly applied** (exchange = V, character = R) ### 9.6 Document References | Document | Location | Purpose | |----------|----------|---------| | URT-Specification-v5.1.md | `/urt-taxonomy/spec/` | Full specification | | A1-Annotator-Quickstart.md | `/urt-taxonomy/track-a-training/` | Quick reference | | A2-QA-Protocol.md | `/urt-taxonomy/track-a-training/` | QA procedures | | A3-Calibration-Test-Set.md | `/urt-taxonomy/track-a-training/` | Gold standard tests | --- *URT v5.1 Full Annotation Manual | Track A: Training Materials* *Comprehensive Reference for Human Annotators*