Glossary
The vocabulary of retail conversation intelligence
The category is new enough that its words are still being settled. These are the ones we use, each defined in one sentence and then explained. Terms marked as Borentis terms are ours; the rest are category terms we define here first.
Category termAdvisor leaderboardAn advisor leaderboard in conversation intelligence ranks advisors on the quality of their conversations, such as playbook adherence and intent captured, rather than on revenue alone, so an advisor in a low-footfall store can top it.Read →Borentis termAgentic Operating System for Customer InteractionsThe Agentic Operating System for Customer Interactions is Borentis's description of a platform in which specialised agents capture every customer conversation, understand what happened, act on what it means, and teach the team from it, as one coordinated system rather than separate point tools.Read →Borentis termBorentis ScoreThe Borentis Score is a single 0 to 100 measure of how well a store, region or advisor is executing its sales conversations, built from every consented conversation and comparable on one standard across the network.Read →Category termBrand voice-of-customerBrand voice-of-customer is what shoppers say about a brand at the shelf of a store the brand does not own: how promoters pitch it, what shoppers ask and object to, and which rival is named against it, captured from consented conversations by the brand's own promoters.Read →Category termBuying intent scoreA buying intent score is a per-customer estimate of how close a walk-in was to purchasing, derived from what they said in the conversation: the model discussed, budget stated, timeline, objections raised and whether a number was shared.Read →Category termCapture rateCapture rate is the share of a store's customer conversations that were recorded with consent, measured per advisor and per store against footfall or walk-ins.Read →Category termCoaching heatmapA coaching heatmap is a grid of playbook themes against advisors, coloured by miss rate, where each cell opens the conversations that show the gap, so a training hour can be aimed at the advisor and the skill that need it.Read →Category termCompetitor defenceCompetitor defence is the measurement of how often a rival is named in a store's conversations, against which product and with what argument, and how well the advisor's answer holds the customer.Read →Category termConsent-first captureConsent-first capture is a recording design in which nothing is captured until the customer has consented, through a QR page on their own phone, a WhatsApp or SMS link, or a spoken code recorded at the start of the conversation, with notice given at the entrance and the desk.Read →Category termData FiduciaryA Data Fiduciary, under India's Digital Personal Data Protection Act 2023, is the entity that decides the purpose and means of processing personal data; for conversations recorded in a store, that is the retailer or brand, with the software vendor acting as a Data Processor on its instructions.Read →Category termDisclosure lineA disclosure line is the sentence an advisor says at the start of a conversation to tell the customer it may be recorded and why, treated as a scored playbook step so that every conversation carries evidence that notice was given.Read →Borentis termEvidence trailThe evidence trail is the Borentis principle that every score, flag and number on a report links to the transcript lines that produced it, so nothing shown to a manager or an advisor is an unexplained judgement.Read →Category termIn-store conversation intelligenceIn-store conversation intelligence is the capture and analysis of face-to-face conversations between customers and sales advisors inside a physical store, scored against the retailer's own sales playbook.Read →Category termLive nudgeA live nudge is a quiet prompt on the advisor's screen during a conversation, pointing to a playbook step that is being missed, such as asking for the number or mentioning the current offer.Read →Category termObjection intelligenceObjection intelligence is the aggregation of the reasons customers give for not buying, in their own words, across every conversation, ranked by frequency and by how often each reason ends the conversation.Read →Category termPlaybook adherencePlaybook adherence is the degree to which a sales advisor's real conversations follow the retailer's trained sales playbook, expressed per step, per advisor and per store.Read →Borentis termRecovery playA recovery play is a follow-up brief Borentis writes for an advisor from a specific conversation: what to reference, which objection to answer, and a suggested message in the customer's language, timed to the agreed follow-up date.Read →Category termRetail conversation intelligenceRetail conversation intelligence is software that captures, transcribes and scores the sales conversations that happen on a physical store floor, and turns them into leads, coaching evidence and market signal.Read →Category termRetail lead captureRetail lead capture is the creation of a lead from an in-store conversation the moment a customer shares a phone number, carrying the model discussed, stated budget, timeline and objection, without the advisor filling in a form.Read →Category termSales playbookA sales playbook is the sequence of steps, claims, offers and disclosures a retailer trains its advisors to deliver in a customer conversation, such as greeting, need discovery, demonstration, objection handling, offer and close.Read →Borentis termShopperDNAShopperDNA is Borentis's term for the composite picture of who visits a store and why, built from consented conversations and, as the platform extends to vision, from anonymous footfall and engagement signals: what customers came for, what they asked, what they objected to, and what made them buy or leave.Read →Category termTranscript retention windowThe transcript retention window is the agreed period for which a conversation's transcript and derived scores are kept after the audio has been deleted, set by the retailer as Data Fiduciary and enforced automatically.Read →Category termUnmet demand signalAn unmet demand signal is a customer request for a product, variant, feature or finance option that the store could not fulfil, captured from the conversation and aggregated as a demand list beside sell-through.Read →Category termWalk-in recoveryWalk-in recovery is the practice of following up a store visitor who did not buy, using what they said in the conversation, and attributing the eventual sale back to the original visit.Read →