In a report
Two pages. Nothing you have to interpret.
It arrives as an email you can finish on a phone, with a permanent link and a PDF if you need to hand it to whoever maintains the thing it is about. Written to be read to the end, not skimmed.
The five parts 01 – 05
The opening
Three or four sentences on the state of things, written for a person who has ninety seconds. Written by a model from the measurements, and never carrying a number the measurements do not have.
The findings
Usually four to eight. Each is a headline, two or three sentences of what was observed, and a line saying where it was seen and on what date. Ordered by what would cost you most to leave alone.
What changed
Against your last issue: fixed, new, still open. This is the part that makes a fortnightly report different from an audit — the second issue is mostly this.
What customers said
Where we could match your business to its reviews with confidence, the themes and the wording. Where we could not, the report says so instead of guessing.
The score, last
One number, and the breakdown that produced it, at the bottom rather than the top. It is there so you can see movement across issues, not so it can be the headline.
What it surfaces
Six kinds of finding
Written to be read by people who have to decide something, and short enough that they will.
Recurring problems
The thing customers describe again and again, counted — not sensed. With the wording they used and the places they used it.
Emerging issues
Themes becoming more prominent than they were. Direction matters more than volume, and it is the dimension that needs a previous reading to see at all.
Cross-platform patterns
The same complaint raised independently in unrelated places. This is the strongest signal the public record produces, and the hardest to dismiss internally.
Experience gaps
Where what is promised and what is described diverge. Often a listing problem rather than a service one, which is a different fix and a much cheaper one.
Business implications
What the evidence suggests a recurring issue may be costing — in hesitation, in abandonment, in the comparison you never knew you were in. Reasoned from evidence, and labelled as an estimate.
Where to look first
What we would investigate, in what order, and what would tell you whether the change worked. Ordered by what appears to cost most to leave alone.
How a finding is written
One finding, taken apart. An invented business, so the reasoning is what you are reading and not somebody else’s results — we never publish a real client’s. The full sample issue shows a set of them laid out as they arrive, and the issue exactly as it is delivered is the artefact itself, in its own type.
The evidence
Rang three times between six and seven, no answer. Gave up and booked elsewhere.
Six independent mentions across two platforms, five of them in the last eleven weeks.
The pattern
Every instance describes the same window — early evening, on a weekday — and none describes the work itself.
Concentrated in time, not in service quality.
Why it may matter
A call that is not answered is a customer who has already decided to buy. On this evidence the loss happens after the marketing has worked and before anybody inside the business hears about it.
Estimated, from observed frequency. Not an accounting figure.
What we would investigate
Evening cover, call routing after five, whether an unanswered call reaches anybody, and what the voicemail says when it does.
Four questions a manager can answer this week.
The finding is not “customer service is poor”. It is a named step, in a named window, with the evidence attached and four questions a manager can answer this week.
How it reaches you
As an email you can finish on a phone. Every issue also has a permanent link and a PDF, because a finding about your booking page usually needs to reach whoever maintains the booking page — and asking somebody to print a web page themselves is how a finding stops travelling.
Every message carries a one-click link to your billing page and a working unsubscribe. Neither needs a reply from us.
When there is nothing to say
It happens, and it is the honest half of a fortnightly product. If your site did not change, your reviews did not move and nothing new appeared, the issue says that in a line and stops. Sixty-three of the first four hundred businesses we built evidence for produced too little to write about at all, and none of them got a report padded out to look like one.
See your own, not a sample
The first issue is written the day you sign up, from your site and your platforms — so you can judge this from the actual thing.
Half of an issue is read from a site of your own. If your business does not have one, leave this empty — you get the half read from your listings and reviews, and here is what that leaves out.