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The Customer Domain extends the Orthogramic Metamodel with a robust framework for modeling and managing customer-related aspects of the business architecture. By providing structured schemas for segments, personas, journeys, and relationships, it enables organizations to systematically align their capabilities, value streams, products, and strategies with customer needs and expectations. The integration with the Strategic Response Model ensures that customer insights drive strategic decision-making and organizational change.

Customer Domain schema

Cross-Domain Relationship Mappings

Customer-Capability Relationship Schema

Code Block
{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Customer-Capability Relationship Schema",
  "description": "Schema for relationships between Customer domain and Capability domain",
  "type": "object",
  "required": ["relationshipID", "customerSegmentID", "title", "relationshipType"],
  "properties": {
    "relationshipID": {
      "type": "string",
      "description": "Unique identifier for this relationship"
    },
    "customerSegmentID": {
      "type": "string",
      "description": "ID of the customer segment"
    },
    "title": {
      "type": "string",
      "description": "Name of the capability"
    },
    "relationshipType": {
      "type": "string",
      "description": "Nature of the relationship",
      "enum": ["value-enabling", "experience-critical", "differentiation-driver", "satisfaction-driver", "loyalty-builder", "other"]
    },
    "relationshipStrength": {
      "type": "integer",
      "description": "Importance of this capability to this customer segment (1-5)",
      "minimum": 1,
      "maximum": 5
    },
    "valueDelivered": {
      "type": "string",
      "description": "How this capability delivers value to this customer segment"
    },
    "customerImpact": {
      "type": "string",
      "description": "Impact of this capability on customer outcomes"
    },
    "performanceMetrics": {
      "type": "array",
      "description": "Metrics for measuring this relationship",
      "items": {
        "type": "string"
      }
    },
    "gapAssessment": {
      "type": "object",
      "description": "Assessment of capability gaps against customer needs",
      "properties": {
        "currentState": {
          "type": "string",
          "description": "Current capability state"
        },
        "desiredState": {
          "type": "string",
          "description": "Capability state needed to fully satisfy customer needs"
        },
        "gapDescription": {
          "type": "string",
          "description": "Description of the gap"
        },
        "impactOfGap": {
          "type": "string",
          "description": "How the gap affects customer experience"
        },
        "closureStrategy": {
          "type": "string",
          "description": "Approach to closing the gap"
        }
      }
    }
  }
}

Customer-Value Stream Relationship Schema

Code Block
{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Customer-Value Stream Relationship Schema",
  "description": "Schema for relationships between Customer domain and Value Stream domain",
  "type": "object",
  "required": ["relationshipID", "customerJourneyID", "title"],
  "properties": {
    "relationshipID": {
      "type": "string",
      "description": "Unique identifier for this relationship"
    },
    "customerJourneyID": {
      "type": "string",
      "description": "ID of the customer journey"
    },
    "title": {
      "type": "string",
      "description": "Name of the value stream"
    },
    "touchpoints": {
      "type": "array",
      "description": "Points where customer journey and value stream interact",
      "items": {
        "type": "object",
        "properties": {
          "valueStreamStage": {
            "type": "string",
            "description": "Stage in the value stream"
          },
          "journeyStage": {
            "type": "string",
            "description": "Stage in the customer journey"
          },
          "interactionType": {
            "type": "string",
            "description": "Nature of the interaction"
          },
          "experienceQuality": {
            "type": "string",
            "description": "Description of the customer experience"
          },
          "visibilityToCustomer": {
            "type": "string",
            "description": "Extent to which this value stream activity is visible to customers",
            "enum": ["invisible", "partially-visible", "fully-visible"]
          }
        }
      }
    },
    "customerOutcomes": {
      "type": "array",
      "description": "Outcomes customers receive from this value stream",
      "items": {
        "type": "string"
      }
    },
    "frictionPoints": {
      "type": "array",
      "description": "Areas of difficulty or friction between customer journey and value stream",
      "items": {
        "type": "string"
      }
    },
    "improvementOpportunities": {
      "type": "array",
      "description": "Opportunities to improve alignment",
      "items": {
        "type": "string"
      }
    },
    "alignmentScore": {
      "type": "integer",
      "description": "Score indicating how well the value stream aligns with customer journey (1-5)",
      "minimum": 1,
      "maximum": 5
    },
    "performanceMetrics": {
      "type": "array",
      "description": "Metrics for measuring this relationship",
      "items": {
        "type": "object",
        "properties": {
          "metricName": {
            "type": "string",
            "description": "Name of the metric"
          },
          "metricDescription": {
            "type": "string",
            "description": "Description of what is measured"
          },
          "currentValue": {
            "type": "string",
            "description": "Current performance value"
          },
          "targetValue": {
            "type": "string",
            "description": "Target performance value"
          }
        }
      }
    }
  }
}

Customer-Product/Service Relationship Schema

Code Block
{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Customer-Product/Service Relationship Schema",
  "description": "Schema for relationships between Customer domain and Product/Service domains",
  "type": "object",
  "required": ["relationshipID", "customerSegmentID", "offeringType", "title", "relationshipType"],
  "properties": {
    "relationshipID": {
      "type": "string",
      "description": "Unique identifier for this relationship"
    },
    "customerSegmentID": {
      "type": "string",
      "description": "ID of the customer segment"
    },
    "offeringType": {
      "type": "string",
      "description": "Whether this is a product or service",
      "enum": ["product", "service"]
    },
    "title": {
      "type": "string",
      "description": "Name of the product or service"
    },
    "relationshipType": {
      "type": "string",
      "description": "Nature of the relationship",
      "enum": ["primary-solution", "complementary-offering", "entry-point", "upgrade-path", "retention-driver", "other"]
    },
    "needsFulfilled": {
      "type": "array",
      "description": "Customer needs fulfilled by this offering",
      "items": {
        "type": "string"
      }
    },
    "adoptionRate": {
      "type": "number",
      "description": "Percentage of segment using this offering"
    },
    "usagePattern": {
      "type": "string",
      "description": "How customers use this offering"
    },
    "customerFeedback": {
      "type": "string",
      "description": "Summary of customer feedback"
    },
    "enhancementPriorities": {
      "type": "array",
      "description": "Priority enhancements based on customer needs",
      "items": {
        "type": "string"
      }
    },
    "competitiveAlternatives": {
      "type": "array",
      "description": "Competitive offerings customers might consider",
      "items": {
        "type": "object",
        "properties": {
          "alternativeName": {
            "type": "string",
            "description": "Name of alternative offering"
          },
          "provider": {
            "type": "string",
            "description": "Company providing the alternative"
          },
          "competitivePosition": {
            "type": "string",
            "description": "How our offering compares"
          },
          "switchingTriggers": {
            "type": "array",
            "description": "What might cause customers to switch",
            "items": {
              "type": "string"
            }
          }
        }
      }
    },
    "marketShareInSegment": {
      "type": "string",
      "description": "Market share within this customer segment"
    },
    "customerLifecycleRole": {
      "type": "string",
      "description": "Role this offering plays in customer lifecycle",
      "enum": ["acquisition", "onboarding", "growth", "retention", "win-back", "multiple"]
    }
  }
}

Customer-Strategy Relationship Schema

Code Block
{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Customer-Strategy Relationship Schema",
  "description": "Schema for relationships between Customer domain and Strategy domain",
  "type": "object",
  "required": ["relationshipID", "customerSegmentID", "title", "strategicImportance"],
  "properties": {
    "relationshipID": {
      "type": "string",
      "description": "Unique identifier for this relationship"
    },
    "customerSegmentID": {
      "type": "string",
      "description": "ID of the customer segment"
    },
    "title": {
      "type": "string",
      "description": "Name of the strategy"
    },
    "strategicImportance": {
      "type": "integer",
      "description": "Strategic importance of this segment (1-5)",
      "minimum": 1,
      "maximum": 5
    },
    "growthTarget": {
      "type": "string",
      "description": "Growth target for this segment"
    },
    "strategicInitiatives": {
      "type": "array",
      "description": "Initiatives targeting this segment",
      "items": {
        "type": "string"
      }
    },
    "competitivePositioning": {
      "type": "string",
      "description": "Competitive positioning for this segment"
    },
    "investmentPriority": {
      "type": "string",
      "description": "Investment priority for this segment"
    },
    "strategicThemes": {
      "type": "array",
      "description": "Strategic themes relevant to this segment",
      "items": {
        "type": "string"
      }
    },
    "strategicRisks": {
      "type": "array",
      "description": "Strategic risks related to this segment",
      "items": {
        "type": "object",
        "properties": {
          "riskName": {
            "type": "string",
            "description": "Name of the risk"
          },
          "riskDescription": {
            "type": "string",
            "description": "Description of the risk"
          },
          "mitigationApproach": {
            "type": "string",
            "description": "Approach to mitigating the risk"
          }
        }
      }
    },
    "targetValueProposition": {
      "type": "string",
      "description": "Strategic value proposition for this segment"
    },
    "futureStateVision": {
      "type": "string",
      "description": "Vision for future relationship with this segment"
    }
  }
}

Strategic Response Model Integration

Customer-Related Strategic Responses Schema

Code Block
{
  "$schema": "http://json-schema.org/draft-07/schema#",
  "title": "Customer-Related Strategic Responses Schema",
  "description": "Schema for customer-related strategic responses in the Strategic Response Model",
  "type": "object",
  "required": ["responseID", "responseTitle", "responseDescription", "triggerReferences", "rationaleReferences"],
  "properties": {
    "responseID": {
      "type": "string",
      "description": "A unique identifier for the strategic response"
    },
    "responseTitle": {
      "type": "string",
      "description": "A concise title summarizing the strategic response"
    },
    "responseType": {
      "type": "string",
      "description": "The classification of the response",
      "enum": ["Customer_Experience_Initiative", "Customer_Retention_Program", "Customer_Acquisition_Campaign", "Customer_Journey_Redesign", "Customer_Segment_Strategy", "Customer_Insight_Application", "Customer_Technology_Implementation"]
    },
    "responseDescription": {
      "type": "string",
      "description": "A detailed explanation of the strategic response, its objectives, and scope"
    },
    "customerSegmentIDs": {
      "type": "array",
      "description": "Customer segments this response targets",
      "items": {
        "type": "string"
      }
    },
    "triggerReferences": {
      "type": "array",
      "description": "An array of triggerIDs that initiated this strategic response",
      "items": {
        "type": "string"
      }
    },
    "rationaleReferences": {
      "type": "array",
      "description": "An array of rationaleIDs providing justification for this response",
      "items": {
        "type": "string"
      }
    },
    "performanceIndicatorReferences": {
      "type": "array",
      "description": "Metrics or KPIs that will be used to measure the success of the strategic response",
      "items": {
        "type": "string"
      }
    },
    "customerOutcomes": {
      "type": "array",
      "description": "Specific outcomes for customers resulting from this response",
      "items": {
        "type": "string"
      }
    },
    "affectedDomains": {
      "type": "array",
      "description": "A list of business architecture domains impacted by this response",
      "items": {
        "type": "string",
        "enum": ["Customer", "Capability", "Product", "Service", "Value_Stream", "Strategy", "Performance", "Information", "Organization", "Initiative"]
      }
    },
    "implementationPlan": {
      "type": "string",
      "description": "A reference or description of the plan outlining how the response will be executed"
    },
    "customerExperienceChanges": {
      "type": "array",
      "description": "Specific changes to customer experience resulting from this response",
      "items": {
        "type": "object",
        "properties": {
          "journeyStageID": {
            "type": "string",
            "description": "ID of the affected journey stage"
          },
          "changeDescription": {
            "type": "string",
            "description": "Description of the change"
          },
          "expectedImpact": {
            "type": "string",
            "description": "Expected impact on customer experience"
          }
        }
      }
    },
    "expectedOutcomes": {
      "type": "string",
      "description": "A description of the anticipated results or benefits from implementing the response"
    },
    "responsibleOrgUnits": {
      "type": "array",
      "description": "Organisation units accountable for executing the strategic response",
      "items": {
        "type": "string"
      }
    },
    "startDate": {
      "type": "string",
      "format": "date",
      "description": "The planned start date for implementing the strategic response"
    },
    "endDate": {
      "type": "string",
      "format": "date",
      "description": "The planned completion date for the strategic response"
    },
    "status": {
      "type": "string",
      "description": "The current status of the strategic response",
      "enum": ["Planned", "In_Progress", "Completed", "Deferred", "Cancelled"]
    },
    "lastUpdated": {
      "type": "string",
      "format": "date",
      "description": "The date when the strategic response record was last updated"
    },
    "customerFeedbackMechanism": {
      "type": "string",
      "description": "How customer feedback will be collected on this response"
    },
    "strategicThemes": {
      "type": "array",
      "description": "An array of strategic priorities that this initiative supports",
      "items": {
        "type": "string"
      }
    }
  }
}

Attribute and Element Schema properties

Customer Domain Attributes

Attribute

Description

Example

customerID

Unique identifier for the customer element

"CUST-SEG-001"

title

The name or title of the customer segment or persona

"Affluent Professionals"

description

A detailed explanation of the customer segment's characteristics

"High-income professionals with complex financial needs and limited time"

customerSegmentType

Classification of segment

"value-based"

orgUnitTitle

The organization unit responsible for this customer segment

"Premium Banking Division"

orgUnitRoles

Specific roles within the organization unit that manage this segment

["Segment Manager", "Relationship Banking Lead"]

customerNeeds

Primary needs, wants, and pain points addressed

["Time-efficient financial management", "Wealth preservation"]

customerValue

The value proposition offered to this customer segment

"Comprehensive financial management with personalized service"

acquisitionChannels

Channels used to acquire this type of customer

["Professional referrals", "Executive events", "Digital targeting"]

retentionStrategies

Approaches to maintaining customer relationships

["Dedicated advisor", "Quarterly portfolio reviews"]

customerLifecycleStage

Current position in the customer journey

"growth"

customerLifetimeValue

Expected or measured value of this customer type

$25,000 annually

performanceIndicators

Metrics used to measure success with this segment

Relationship Depth: 3.7 products, NPS: 42

dependencies

Other domains, processes, or systems supporting this segment

Wealth Advisory Services capability

relatedCustomerSegments

Other segments with relationships to this one

Business Owners segment (progression relationship)

improvementOpportunities

Areas where customer experience can be enhanced

"Enhanced mobile investment capabilities"

strategicAlignment

How this customer segment aligns with strategic goals

"Core focus segment for 2025 growth strategy"

Customer Persona Element Properties

Attribute

Description

Example

personaID

Unique identifier for the persona

"PERSONA-001"

title

Name of the specific customer persona

"Michael Chen"

description

Detailed profile of this persona

"42-year-old technology executive balancing career advancement with family needs"

orgUnitTitle

The organization unit responsible for this persona

"Premium Banking Division"

customerSegmentID

ID of the customer segment this persona belongs to

"CUST-SEG-001"

demographicAttributes

Age, gender, location, income level, etc.

Age: 42, Gender: Male, Income: $250,000+, Location: Urban

psychographicAttributes

Values, attitudes, interests, lifestyle

Values: Achievement, Security, Family; Interests: Technology, Travel

behaviors

Typical behaviors and preferences

"Researches thoroughly before decisions, prefers digital interactions"

goals

What the persona is trying to accomplish

"Build wealth for early retirement, fund children's education"

painPoints

Challenges and frustrations experienced

"Limited time for financial management, complex tax situation"

influences

Factors influencing decisions

"Peer recommendations, expert financial advice, industry trends"

purchaseDecisionProcess

How decisions are made

"Gathers options online, consults advisor, then makes decision"

technographics

Technology usage patterns

"Early adopter, mobile-first, uses financial management apps"

quotations

Representative quotes

"I need financial solutions that work around my schedule, not the other way around"

narrativeScenario

A day-in-the-life scenario

"Michael checks his portfolio during his morning commute..."

Customer Journey Element Properties

Attribute

Description

Example

journeyID

Unique identifier for the customer journey

"JOURNEY-001"

journeyTitle

Name of the specific customer journey

"Wealth Management Onboarding"

description

Overview of the entire customer journey

"Process of transitioning high-value clients into comprehensive wealth management"

customerSegmentID

ID of the customer segment this journey is designed for

"CUST-SEG-001"

personaIDs

IDs of personas this journey applies to

["PERSONA-001", "PERSONA-002"]

orgUnitTitle

The organization unit responsible for journey management

"Wealth Management Division"

journeyStages

Sequential stages in the customer journey

Discovery, Needs Assessment, Solution Design, Implementation, Review

touchpoints

Interaction points with the organization

"Initial consultation with wealth advisor"

customerActions

What customers do at this stage

"Share financial goals and current portfolio information"

customerThoughts

What customers think/feel

"Concern about whether their needs will be understood"

customerPainPoints

Challenges faced at this stage

"Repetitive information gathering, complex paperwork"

customerOpportunities

Potential for enhanced experience

"Digital pre-collection of information before meeting"

relevantCapabilities

Capabilities supporting this journey stage

Financial Needs Analysis, Client Profiling

relevantValueStreams

Value streams involved

Wealth Advisory Value Stream

performanceMetrics

How success is measured at this stage

"Time to complete stage: 3 days, Client satisfaction: 4.2/5"

Customer Relationship Element Properties

Attribute

Description

Example

relationshipID

Unique identifier for the customer relationship

"REL-001"

title

Name of the relationship type

"Premium Advisory Relationship"

description

Detailed description of the relationship

"Comprehensive wealth management relationship with dedicated advisor"

customerSegmentID

ID of the customer segment this relationship applies to

"CUST-SEG-001"

orgUnitTitle

The organization unit responsible for this relationship

"Private Client Group"

relationshipType

Nature of the relationship

"advisory"

relationshipStrength

Indicator of relationship quality (1-5)

4

engagementLevel

Degree of active engagement

"active"

loyaltyStatus

Current loyalty or retention status

"loyal"

relationshipHistory

Timeline of key relationship events

"Initial engagement: March 2022, Portfolio review: Quarterly"

relationshipValue

Current and potential relationship value

Current: $15,000 annual revenue, Potential: $25,000

relationshipRisks

Threats to relationship continuity

"Advisor turnover, competitor offers, market performance dissatisfaction"

growthOpportunities

Opportunities for relationship expansion

"Trust services, business banking integration, family office services"

engagementModel

How the relationship is managed

"Quarterly in-person reviews, monthly check-ins, dedicated support line"

Customer-Other Domain Relationship Schemas

Customer-Capability Relationship Schema

Attribute

Description

Example

relationshipID

Unique identifier for this relationship

"REL-CUST-CAP-001"

customerSegmentID

ID of the customer segment

"CUST-SEG-001"

title

Name of the capability

"Wealth Management Advisory"

relationshipType

Nature of the relationship

"experience-critical"

relationshipStrength

Importance of capability to segment (1-5)

5

valueDelivered

How this capability delivers value to this customer segment

"Provides personalized investment recommendations based on client goals"

customerImpact

Impact of capability on customer outcomes

"Critical for retention of high-value accounts"

performanceMetrics

Metrics for measuring this relationship

["Recommendation relevance", "Portfolio performance vs targets"]

gapAssessment

Assessment of capability gaps

"Current capability lacks real-time portfolio simulation"

Customer-Value Stream Relationship Schema

Attribute

Description

Example

relationshipID

Unique identifier for this relationship

"REL-CUST-VS-002"

customerJourneyID

ID of the customer journey

"JOURNEY-001"

title

Name of the value stream

"Wealth Management Onboarding"

touchpoints

Points where journey and value stream interact

"Financial needs assessment stage connects to client profiling value stream stage"

customerOutcomes

Outcomes customers receive from value stream

["Personalized wealth strategy", "Clear understanding of options"]

frictionPoints

Areas of difficulty between journey and value stream

["Repetitive data collection", "Multiple handoffs between specialists"]

improvementOpportunities

Opportunities to improve alignment

["Unified client data platform", "Single advisor coordination"]

alignmentScore

Score for value stream-journey alignment (1-5)

3

performanceMetrics

Metrics for measuring this relationship

["End-to-end onboarding time", "Customer effort score"]

Customer-Product/Service Relationship Schema

Attribute

Description

Example

relationshipID

Unique identifier for this relationship

"REL-CUST-PROD-003"

customerSegmentID

ID of the customer segment

"CUST-SEG-001"

offeringType

Whether this is a product or service

"service"

title

The name of the product or service

"Wealth Advisory Service"

relationshipType

Nature of the relationship

"primary-solution"

needsFulfilled

Customer needs fulfilled by this offering

["Wealth preservation", "Legacy planning", "Tax optimization"]

adoptionRate

Percentage of segment using this offering

68

usagePattern

How customers use this offering

"Quarterly in-depth reviews with monthly monitoring"

customerFeedback

Summary of customer feedback

"Strong positive feedback on advisor expertise, requests for better digital visibility"

enhancementPriorities

Priority enhancements based on customer needs

["Digital portfolio dashboard", "Scenario planning tools"]

competitiveAlternatives

Competitive offerings customers might consider

"Premium wealth services from major investment banks"

marketShareInSegment

Market share within this customer segment

"23% of addressable market"

customerLifecycleRole

Role in customer lifecycle

"retention"

Customer-Strategy Relationship Schema

Attribute

Description

Example

relationshipID

Unique identifier for this relationship

"REL-CUST-STRAT-002"

customerSegmentID

ID of the customer segment

"CUST-SEG-001"

title

Name of the strategy

"Affluent Client Growth Strategy"

strategicImportance

Strategic importance of this segment (1-5)

5

growthTarget

Growth target for this segment

"35% growth in assets under management by 2027"

strategicInitiatives

Initiatives targeting this segment

["Digital wealth platform", "Family office services"]

competitivePositioning

Competitive positioning for this segment

"Premium service with integrated banking and investment capabilities"

investmentPriority

Investment priority for this segment

"High - tier 1 strategic focus"

strategicThemes

Strategic themes relevant to segment

["Digital transformation", "Advisory excellence"]

strategicRisks

Strategic risks related to segment

"Emerging fintech competition targeting affluent professionals"

targetValueProposition

Strategic value proposition for segment

"Seamless integration of banking, investing, and advisory services"

futureStateVision

Vision for future relationship with segment

"Trusted primary financial partner for all wealth management needs"