# Read the customer brief and plan follow-up

**Console: Marketing → Insights.** The page title is **Customer brief**. For the
manager reviewing guest patterns and deciding appropriate follow-up. Confirm the
business and selected period; this is a business-level view rather than a
single-location daily report.

## Check the state and period

Choose **7 days**, **30 days**, **Quarter**, or **Year**. Read the full period
label above the sections. The heading **The week** does not override a different
selected period. Compare like periods when interpreting the reported change.

- **Insights are switched off:** use **Open CRM settings** and the authorised
  [customer intelligence setup](/settings/business/customer-intelligence).
  Repeatedly retrying the query does not enable the feature.
- **Couldn't load your brief:** restore the connection and use **Try again**.
  This is not a zero-activity result.
- **Drafting your brief:** wait for the result before using its figures.
- **Sample preview:** the sections show illustrative names and amounts. Do not
  contact those names or report the preview figures as real business results.

Insight can refresh after recorded activity; do not expect every card to match a
newly changed order instantly. Inspect the underlying record when a value is
unexpected.

## Read the sections

| Section                    | Use it to review                                                                                                                |
| -------------------------- | ------------------------------------------------------------------------------------------------------------------------------- |
| The week                   | Reported net revenue, change from the previous period, paid activity, average value, customers and repeat-customer contribution |
| People to Call             | Guest profiles suggested for manager review, with recorded value and a reason for the suggestion                                |
| The Shape of Your Business | Customer revenue concentration, acquisition-channel mix, payment-method mix, cohort retention and peak-hour patterns            |

These patterns use recorded member-linked activity. Missing guest links or
incomplete history limit what they establish. They are not a complete account of
every payment, proof of bank settlement, or a replacement for
[Daily reports](/daily-reports) and [Analytics](/analytics/analytics).

Cohort rows group customers by their first recorded month of activity. Columns
**M+1**, **M+2**, **M+3**, **M+6**, and **M+12** concern later months for the
displayed customer group. Check the group's age and recorded history before
interpreting a later zero as lost customers. A known member's first recorded
activity is not proof of their first-ever restaurant visit.

## Review a suggested guest

Use **View profile** to inspect the actual [member](/customers/members), recent
visits, promises, contact details and consent before deciding what is
appropriate. The brief's prose is a suggestion based on records, not a verified
explanation of why someone has not returned.

**Mark handled** is currently displayed without a saving action in the local
interface. Do not rely on it to record contact or suppress a suggestion. Use the
restaurant's supported saved follow-up process and verify that record. No call,
email, campaign or discount is sent merely by reading this list.

Confirm the guest and purpose, use the approved channel, and review the relevant
[guest consent](/marketing/consent) and campaign rules before marketing contact.
Do not ask an assistant to contact the entire suggested list just because it
appears in Insights.

## If figures or profiles do not match

Check business, selected period, Sample preview state, current order/profile
records and feature settings. Preserve the discrepancy and compare the same
basis with the relevant report. Do not merge unrelated profiles, invent visits,
or alter payment records to make a trend agree.

Escalate with business/location, period, section, expected/observed value,
underlying record checked and exact error. Keep guest names, contact details,
private notes and payment references in authorised channels.