Proactive update

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

    Why it matters

    It quietly converts a would-be support ticket into a moment of reassurance.

    Related terms

    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.

    Order-status source of truth

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

    First response vs. resolution time

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