Content Comparison

Customer Segment

Capability

supported by

Customer segments are supported by capabilities delivering products and services aligned to their needs.

Customer Segment

Value Stream

participates in

Customer segments interact with value streams throughout their journeys.

Customer Segment

Product/Service

consumes

Customer segments consume products and services offered by the organisation.

Customer Segment

Strategy

influenced by

Customer segmentation and targeting strategies are influenced by overarching organisational strategy.

Customer Persona

Capability

requires

Customer personas reflect specific capability needs or opportunities.

Customer Persona

Value Stream

experiences

Customer personas experience various stages of value streams.

Customer Journey

Value Stream

mapped to

Customer journeys are mapped to internal value streams to align customer experience with operational delivery.

Customer Relationship

Service

manages

Customer relationships are managed through dedicated services and support models.

Customer Relationship

Organization

owned by

Specific organisation units are responsible for managing customer relationships.

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"

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"

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..."

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"

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"

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"

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"