Post-purchase promise

    Everything a brand implies will happen after checkout — timing, condition, what happens if something goes wrong — whether or not it's stated outright.

    Why it matters

    Customers remember the promise, not the internal workflow behind it, so the gap between the two is where trust is won or lost.

    Related terms

    Order-status source of truth

    The single record of where an order actually stands that every channel and team member reads from.

    Proactive update

    A status message sent to the customer before they ask for it.

    First response vs. resolution time

    Two distinct support metrics — how quickly a team replies, and how quickly the issue is actually resolved.