Outcome
The customer’s decision or the recorded sales state: sold, declined, chosen elsewhere, or still undecided. Define the states in the shop’s system and specify the date through which the report is current.
Reason
The customer’s stated explanation, with source and date. Staff interpretation is stored separately. Unknown means there is not enough supported information to say.
Next action
A specific authorized action with an owner and timing or trigger. Closure or no further contact can be the correct action.
Resolution and attribution
Resolution means an outcome has been clarified under the agreed definition. It does not necessarily mean a sale. Attribution describes the evidence connecting work and outcomes; it should not silently imply that every observed sale was incremental.