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Alejandro Gutiérrez 3eda9bdbfa Add complete URT v5.1 taxonomy framework (11 artifacts)

Universal Review Taxonomy v5.1 implementation with:
- Track A (Training): A1 Quickstart, A2 QA Protocol, A3 Calibration Set, A4 Full Manual
- Track B (Engineering): B1 Code Registry, B2 Database Schema, B3 Owner Routing, B4 API Contract
- Track C (Analytics): C1 Issue Lifecycle, C2 KPI Mapping Guide
- Track D (Integration): D1 Dashboard Specification

Covers 7 domains, 28 categories, 138 subcodes, 16 causal codes, and 7 metadata dimensions.

Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>

2026-01-24 10:51:41 +00:00

131 KiB

Raw Blame History

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

Introduction
URT Framework Overview
Complete Domain Reference
Metadata Dimensions
Causal Codes
Span Boundary Rules
Disambiguation Guide
USN Notation
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 = "Offer People a Journey in an Environment with Access to Value and Relationship"

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").

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").

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:

Only assign CR-B/W/S when the customer explicitly compares to their own past.
CR-N is the default. Only change when comparison is explicit.
Self-comparison only. Competitor comparisons don't trigger CR.
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:

Contrasting conjunctions: but, however, although, despite, yet
Subject changes: location → service → food
Valence changes: positive → negative
Domain changes: different aspect of experience
Different sentences (unless tightly linked cause-effect)

6.2 When to KEEP TOGETHER

Keep spans together when:

Cause-effect in same clause: "Long wait because understaffed"
- Primary = impact (J1.01 Wait Time)
- Secondary = cause (A1.04 Staffing)
Same target, mixed assessment: "Good but overpriced" (same product)
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:

One primary code per span (no exceptions)
Max 2 secondary codes (prevents over-tagging)
Secondary codes are genuinely distinct (different category preferred)
Used decision tree for domain selection
Split at domain changes (different aspects = different spans)
CR-N unless explicit comparison (default is no comparison)
No invented causal codes (only when text supports)
Verified intensity markers (I3 requires emphatic language)
Cause-effect kept together (impact = primary, cause = secondary)
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

131 KiB Raw Blame History

A4: Full Annotation Manual

Universal Review Taxonomy (URT) v5.1

Table of Contents

1. Introduction

1.1 Purpose of This Manual

1.2 How to Use This Manual

1.3 Relationship to Other Training Documents

1.4 Document Conventions

2. URT Framework Overview

2.1 Taxonomy Structure

2.2 The Seven Domains

2.3 Quick Decision Tree

2.4 Implementation Profiles

2.5 Profile Requirements Matrix

3. Complete Domain Reference

3.1 Domain O: Offering

O1: Function

O1.01 Works/Doesn't Work

O1.02 Performance Level

O1.03 Durability

O1.04 Reliability

O1.05 Outcome Achievement

O2: Quality

O2.01 Materials/Inputs

O2.02 Craftsmanship

O2.03 Presentation

O2.04 Attention to Detail

O2.05 Condition at Delivery

O3: Completeness

O3.01 All Components Present

O3.02 Feature Availability

O3.03 Scope Delivery

O3.04 Documentation

O4: Fit

O4.01 Specification Match

O4.02 Personalization

O4.03 Flexibility

O4.04 Appropriateness

O Domain Common Errors Summary

3.2 Domain P: People

P1: Attitude

P1.01 Warmth/Friendliness

P1.02 Respect

P1.03 Empathy

P1.04 Patience

P1.05 Enthusiasm

P2: Competence

P2.01 Knowledge

P2.02 Technical Skill

P2.03 Problem-Solving

P2.04 Professionalism

P2.05 Experience

P3: Responsiveness

P3.01 Attentiveness

P3.02 Initiative

P3.03 Availability

P3.04 Follow-Through

P3.05 Urgency

P4: Communication

P4.01 Clarity

P4.02 Listening

P4.03 Proactive Updates

P4.04 Accuracy

P4.05 Tone

P Domain Common Errors Summary

3.3 Domain J: Journey

J1: Timing

J1.01 Wait Time

J1.02 Service Speed

J1.03 Response Time

J1.04 Punctuality

J1.05 Pacing

J2: Ease

J2.01 Simplicity

J2.02 Navigation

J2.03 Paperwork/Forms

J2.04 Handoffs

J2.05 Self-Service

J3: Reliability

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