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Relationship types and engagement levels
Relationship history and current status
Value assessment (current and potential)
Risks and growth opportunities
Engagement models and management approaches
Implementation Guidelines
Getting Started
Begin by identifying and documenting key customer segments
Select a high-priority segment and develop a detailed persona
Map the primary customer journey for this segment
Link this journey to relevant capabilities and value streams
Define performance metrics for measuring success
Best Practices
Ensure customer segments have clear, measurable differentiators
Base personas on actual customer research, not assumptions
Map customer journeys from the outside-in perspective
Connect customer attributes to organizational capabilities
Involve multiple departments in customer domain development
Regularly update customer model elements based on new insights
Common Pitfalls to Avoid
Creating too many segments or personas, diluting focus
Designing journeys based on internal processes rather than customer perspectives
Failing to connect customer elements to operational domains
Not updating customer models as markets and behaviors evolve
Focusing exclusively on transactional data rather than emotional aspects of customer experience
Schema Evolution Guidance
The Customer Domain schema is expected to evolve with emerging practices in customer experience management. Future extensions may include:
Enhanced digital behavior modeling
Emotion and sentiment tracking
Real-time personalization frameworks
Predictive customer analytics integration
Ecosystem journey mapping (beyond organizational boundaries)
Customer data ethics and governance
Organizations should plan for these evolutions by maintaining clean taxonomies and clear relationship models in their current implementation.
Example Implementation
Example: Retail Banking Customer Segment
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Attribute | Description | Example |
|---|---|---|
| Unique identifier for this relationship | "REL-CUST-STRAT-002" |
| ID of the customer segment | "CUST-SEG-001" |
| Name of the strategy | "Affluent Client Growth Strategy" |
| Strategic importance of this segment (1-5) | 5 |
| Growth target for this segment | "35% growth in assets under management by 2027" |
| Initiatives targeting this segment | ["Digital wealth platform", "Family office services"] |
| Competitive positioning for this segment | "Premium service with integrated banking and investment capabilities" |
| Investment priority for this segment | "High - tier 1 strategic focus" |
| Strategic themes relevant to segment | ["Digital transformation", "Advisory excellence"] |
| Strategic risks related to segment | "Emerging fintech competition targeting affluent professionals" |
| Strategic value proposition for segment | "Seamless integration of banking, investing, and advisory services" |
| Vision for future relationship with segment | "Trusted primary financial partner for all wealth management needs" |
Schema Evolution Guidance
The Customer Domain schema is expected to evolve with emerging practices in customer experience management. Future extensions may include:
Enhanced digital behavior modeling
Emotion and sentiment tracking
Real-time personalization frameworks
Predictive customer analytics integration
Ecosystem journey mapping (beyond organizational boundaries)
Customer data ethics and governance
Organizations should plan for these evolutions by maintaining clean taxonomies and clear relationship models in their current implementation.