Table of Contents

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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

Integration with Other Domains

The Customer Domain connects with several existing domains in the Orthogramic Metamodel:

Customer-Capability Integration

Defines how capabilities deliver value to specific customer segments, identifying:

Which capabilities directly contribute to customer value
How capabilities should prioritize customer needs
Capability gaps that prevent meeting customer needs
Performance metrics that measure capability effectiveness from a customer perspective

Customer-Value Stream Integration

Shows how customers interact with and experience value streams:

Mapping customer journey stages to value stream stages
Identifying direct customer touchpoints in value streams
Designing value streams from the customer perspective
Measuring value stream performance based on customer outcomes

Customer-Product/Service Integration

Defines which offerings address which customer segment needs:

How products fulfill specific customer needs
Which customers use which products/services
Feature alignment with customer expectations
Usage patterns and adoption rates

Customer-Strategy Integration

Ensures strategic objectives align with customer needs:

Which customer segments are strategic priorities
How investments align with customer-focused strategies
How customer relationships should evolve strategically
Development of strategic value propositions

Customer-Performance Integration

Defines how customer success is measured:

KPIs for customer satisfaction and success
How customer feedback drives performance improvements
Measurement of actual customer outcomes
Continuous improvement based on customer insights

Strategic Response Model Integration

The Customer Domain integrates with the Strategic Response Model through:

Customer-Related Strategic Responses

Coordinated responses to customer-related triggers:

Customer experience initiatives
Retention or acquisition programs
Journey redesign efforts
Segment-specific strategies
Customer insight applications
Customer technology implementations

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

Code Block

{
  "customerID": "CUST-SEG-001",
  "title": "Affluent Professionals",
  "description": "High-income professionals with complex financial needs and limited time",
  "customerSegmentType": "value-based",
  "orgUnitTitle": "Premium Banking Division",
  "orgUnitRoles": ["Segment Manager", "Relationship Banking Lead", "Product Specialist"],
  "customerNeeds": [
    "Time-efficient financial management",
    "Wealth preservation and growth",
    "Personalized advisory services",
    "Seamless digital and in-person experiences"
  ],
  "customerValue": "Comprehensive financial management with personalized service and premium digital capabilities",
  "acquisitionChannels": ["Professional referrals", "Executive events", "Digital targeting"],
  "retentionStrategies": ["Dedicated advisor", "Quarterly portfolio reviews", "Premium service level"],
  "customerLifecycleStage": "growth",
  "customerLifetimeValue": {
    "value": 25000,
    "currency": "USD",
    "timespan": "Annual",
    "calculationMethod": "Risk-adjusted revenue minus servicing costs"
  },
  "performanceIndicators": [
    {
      "metricName": "Relationship Depth",
      "metricDescription": "Average number of products per customer",
      "currentValue": "3.7",
      "targetValue": "4.5",
      "unit": "Products"
    },
    {
      "metricName": "Net Promoter Score",
      "metricDescription": "Likelihood to recommend to others",
      "currentValue": "42",
      "targetValue": "60",
      "unit": "NPS Points"
    }
  ],
  "dependencies": [
    {
      "dependencyType": "Critical",
      "domainType": "Capability",
      "entityID": "CAP-001",
      "description": "Wealth Advisory Services capability"
    },
    {
      "dependencyType": "Important",
      "domainType": "Service",
      "entityID": "SVC-003",
      "description": "Portfolio Management Service"
    }
  ],
  "relatedCustomerSegments": [
    {
      "segmentID": "CUST-SEG-003",
      "relationshipType": "progression",
      "relationshipStrength": 4
    }
  ],
  "improvementOpportunities": [
    "Enhanced mobile investment capabilities",
    "Proactive life event planning",
    "Integrated business and personal banking"
  ],
  "strategicAlignment": "Core focus segment for 2025 growth strategy, driving 40% of total profits"
}

Conclusion

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

...

Example Implementation

Example: Retail Banking Customer Segment

Code Block

{
  "customerID": "CUST-SEG-001",
  "title": "Affluent Professionals",
  "description": "High-income professionals with complex financial needs and limited time",
  "customerSegmentType": "value-based",
  "orgUnitTitle": "Premium Banking Division",
  "orgUnitRoles": ["Segment Manager", "Relationship Banking Lead", "Product Specialist"],
  "customerNeeds": [
    "Time-efficient financial management",
    "Wealth preservation and growth",
    "Personalized advisory services",
    "Seamless digital and in-person experiences"
  ],
  "customerValue": "Comprehensive financial management with personalized service and premium digital capabilities",
  "acquisitionChannels": ["Professional referrals", "Executive events", "Digital targeting"],
  "retentionStrategies": ["Dedicated advisor", "Quarterly portfolio reviews", "Premium service level"],
  "customerLifecycleStage": "growth",
  "customerLifetimeValue": {
    "value": 25000,
    "currency": "USD",
    "timespan": "Annual",
    "calculationMethod": "Risk-adjusted revenue minus servicing costs"
  },
  "performanceIndicators": [
    {
      "metricName": "Relationship Depth",
      "metricDescription": "Average number of products per customer",
      "currentValue": "3.7",
      "targetValue": "4.5",
      "unit": "Products"
    },
    {
      "metricName": "Net Promoter Score",
      "metricDescription": "Likelihood to recommend to others",
      "currentValue": "42",
      "targetValue": "60",
      "unit": "NPS Points"
    }
  ],
  "dependencies": [
    {
      "dependencyType": "Critical",
      "domainType": "Capability",
      "entityID": "CAP-001",
      "description": "Wealth Advisory Services capability"
    },
    {
      "dependencyType": "Important",
      "domainType": "Service",
      "entityID": "SVC-003",
      "description": "Portfolio Management Service"
    }
  ],
  "relatedCustomerSegments": [
    {
      "segmentID": "CUST-SEG-003",
      "relationshipType": "progression",
      "relationshipStrength": 4
    }
  ],
  "improvementOpportunities": [
    "Enhanced mobile investment capabilities",
    "Proactive life event planning",
    "Integrated business and personal banking"
  ],
  "strategicAlignment": "Core focus segment for 2025 growth strategy, driving 40% of total profits"
}

Conclusion

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

Policy JSON Schema

See: https://github.com/Orthogramic/Orthogramic_Metamodel

Cross-Domain Relationship Mappings

Info

Add to JSON Schema

Convert these Cross domain JSON schema snippets to tables

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"
    },
    "improvementOpportunitiescustomerSegmentID": {
      "type": "arraystring",
      "description": "OpportunitiesID of tothe improvecustomer alignmentsegment",
    },
    "itemstitle": {

       "type": "string",
      }"description": "Name of the capability"
    },
    "alignmentScorerelationshipType": {
      "type": "integerstring",
      "description": "Nature of the relationship"Score,
indicating how well the value stream aligns with customer journey (1-5)",
      "minimum": 1,
      "maximum": 5"enum": ["value-enabling", "experience-critical", "differentiation-driver", "satisfaction-driver", "loyalty-builder", "other"]
    },
    "performanceMetricsrelationshipStrength": {
      "type": "arrayinteger",
      "description": "MetricsImportance for measuringof this relationship",capability to this customer    "items": {segment (1-5)",
         "typeminimum": "object"1,
        "propertiesmaximum": {5
    },
     "metricNamevalueDelivered": {
 
          "type": "string",
     
      "description": "NameHow ofthis thecapability metric"delivers value to  this customer segment"
    },
          "metricDescription"customerImpact": {
    
       "type": "string",
            "description": "DescriptionImpact of whatthis iscapability measured"on      customer outcomes"
    },
  
       "currentValueperformanceMetrics": {
     
      "type": "stringarray",
            "description": "CurrentMetrics performancefor value"measuring this relationship",
        },
"items": {
         "targetValuetype": {"string"
      }
     "type": "string"},
    "gapAssessment": {
      "descriptiontype": "Target performance valueobject",
      "description": "Assessment of capability }gaps against customer needs",
     } "properties": {
    }    "currentState": }{
  } }

Customer-Product/Service Relationship Schema

Code Block

{   "$schema": "http://json-schema.org/draft-07/schema#",   "titletype": "Customer-Product/Service Relationship Schemastring",
  "description":
"Schema for relationships between Customer domain and Product/Service domains",   "typedescription": "object",Current capability state"
   "required": ["relationshipID", "customerSegmentID", "offeringType", "title", "relationshipType"] },
  "properties": {     "relationshipIDdesiredState": {
          "type": "string",
          "description": "Unique identifier for this relationshipCapability state needed to fully satisfy customer needs"
        },
        "customerSegmentIDgapDescription": {
          "type": "string",
          "description": "IDDescription of the gap"
customer   segment"     },
        "offeringTypeimpactOfGap": {
          "type": "string",
          "description": "WhetherHow thisthe isgap aaffects productcustomer orexperience"
service",       "enum": ["product", "service"]
 },
   },     "titleclosureStrategy": {
          "type": "string",
          "description": "NameApproach to ofclosing the product or servicegap"

   },     "relationshipType":}
{       "type": "string",}
    }
  "description": "Nature of the relationship",
      "enum": ["primary-solution", "complementary-offering", "entry-point", "upgrade-path", "retention-driver", "other"]
    },
    "needsFulfilled": {
      }
}

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": "arrayobject",
   
  "descriptionrequired": ["Customer needs fulfilled by this offering",
 relationshipID", "customerJourneyID", "title"],
  "properties": {
    "itemsrelationshipID": {
        "type": "string",
      "description": "Unique identifier for this }relationship"
    },
    "adoptionRatecustomerJourneyID": {
      "type": "numberstring",
      "description": "PercentageID of segmentthe usingcustomer this offeringjourney"
    },
    "usagePatterntitle": {
      "type": "string",
      "description": "HowName customersof usethe thisvalue offeringstream"
    },
    "customerFeedbacktouchpoints": {
      "type": "stringarray",
      "description": "SummaryPoints ofwhere customer feedback"journey and value stream interact",
 },     "enhancementPrioritiesitems": {
        "type": "arrayobject",
        "descriptionproperties": "Priority{
enhancements based on customer needs",       "itemsvalueStreamStage": {
            "type": "string",
      }      },
    "competitiveAlternatives": {"description": "Stage in the value stream"
         "type": "array", },
          "descriptionjourneyStage": {
"Competitive  offerings customers might consider",       "itemstype": {"string",
            "typedescription": "object",Stage in the customer journey"
         "properties": { },
          "alternativeNameinteractionType": {
            "type": "string",
            "description": "NameNature of alternativethe offeringinteraction"
          },
          "providerexperienceQuality": {
            "type": "string",
            "description": "CompanyDescription providingof the alternativecustomer experience"
          },
          "competitivePositionvisibilityToCustomer": {
            "type": "string",
            "description": "HowExtent ourto offeringwhich compares"this value stream activity is visible to customers",
   },           "switchingTriggersenum": {
            "type": "array",
["invisible", "partially-visible", "fully-visible"]
          }
"description": "What might cause customers to switch",  }
      }
   "items": { },
    "customerOutcomes": {
        "type": "stringarray",
      "description": "Outcomes customers receive from this }value stream",
       "items": {
}         }"type": "string"
      }
    },
    "marketShareInSegmentfrictionPoints": {
      "type": "stringarray",
      "description": "Market share within thisAreas of difficulty or friction between customer segment"journey and value stream",
 },     "customerLifecycleRoleitems": {
        "type": "string",
      "description": "Role this offering plays in customer lifecycle",
      "enum": ["acquisition", "onboarding", "growth", "retention", "win-back", "multiple"]}
    },
    }"improvementOpportunities": {
 } }

Customer-Strategy Relationship Schema

Code Block

{   "$schematype": "http://json-schema.org/draft-07/schema#array",
      "titledescription": "Customer-Strategy Relationship SchemaOpportunities to improve alignment",
      "descriptionitems": "Schema for{
relationships between Customer domain and Strategy domain",
  "type": "object",string"
      }
"required": ["relationshipID", "customerSegmentID", "title", "strategicImportance"], },
    "propertiesalignmentScore": {
      "relationshipIDtype": {"integer",
      "typedescription": "stringScore indicating how well the value stream aligns with customer journey (1-5)",
      "descriptionminimum": 1,
  "Unique identifier for this relationship"maximum": 5
    },
    "customerSegmentIDperformanceMetrics": {
      "type": "stringarray",
      "description": "IDMetrics offor themeasuring customerthis segmentrelationship"
 ,
  },     "titleitems": {
        "type": "stringobject",
        "descriptionproperties": "Name{
of the strategy"
    },     "strategicImportancemetricName": {
            "type": "integerstring",
            "description": "StrategicName of importancethe ofmetric"
this segment (1-5)",       "minimum": 1},
      "maximum": 5     },"metricDescription": {
    "growthTarget": {       "type": "string",
            "description": "GrowthDescription targetof forwhat thisis segmentmeasured"
   
},     "strategicInitiatives": {    },
  "type": "array",       "descriptioncurrentValue": "Initiatives targeting this segment",{
            "itemstype": { "string",
            "typedescription": "string"Current performance value"
          },
     },     "competitivePositioningtargetValue": {
            "type": "string",
            "description": "CompetitiveTarget positioning for this segmentperformance value"
    },     "investmentPriority": {}
      "type": "string", }
     "description": "Investment priority for this segment"
 }
    }
  }
},
    "strategicThemes":

Customer-Product/Service Relationship Schema

Code Block

{
      "type$schema": "arrayhttp://json-schema.org/draft-07/schema#",
   
  "descriptiontitle": "Strategic themes relevant to this segment",
  Customer-Product/Service Relationship Schema",
   "itemsdescription": {
      "Schema for relationships between Customer domain and Product/Service domains",
  "type": "stringobject",
  "required": ["relationshipID", "customerSegmentID", "offeringType",  }"title", "relationshipType"],
  "properties": {
},     "strategicRisksrelationshipID": {
      "type": "arraystring",
      "description": "StrategicUnique risksidentifier related tofor this segmentrelationship",
    },
    "itemscustomerSegmentID": {
 
      "type": "objectstring",
        "propertiesdescription": "ID of {the customer segment"
    },
    "riskNameofferingType": {
    
       "type": "string",
            "description": "NameWhether ofthis theis risk"a product or service",
       }"enum": ["product", "service"]
    },
    "riskDescriptiontitle": {

           "type": "string",
     ,
      "description": "DescriptionName of the risk"product      or service"
    },

         "mitigationApproachrelationshipType": {
      "type": "string",
      "typedescription": "stringNature of the relationship",
      "enum": ["primary-solution", "complementary-offering", "entry-point", "upgrade-path",  "descriptionretention-driver":, "other"Approach]
to mitigating the risk" },
    "needsFulfilled": {
   }     "type": "array",
   }   "description": "Customer needs fulfilled }by this offering",
  },     "targetValuePropositionitems": {
        "type": "string",
      "description": "Strategic value proposition for this segment"}
    },
    "futureStateVisionadoptionRate": {
      "type": "stringnumber",
      "description": "VisionPercentage forof futuresegment relationshipusing with this segmentoffering"
    },
  }
}

Strategic Response Model Integration

Customer-Related Strategic Responses Schema

Code Block

  "usagePattern": {
  "$schema": "http://json-schema.org/draft-07/schema#",   "titletype": "Customer-Related Strategic Responses Schema","string",
      "description": "SchemaHow forcustomers customer-relateduse strategicthis responsesoffering"
in the Strategic Response Model"},
    "typecustomerFeedback": "object", {
      "requiredtype": ["responseIDstring",
      "responseTitledescription",: "responseDescription", "triggerReferences", "rationaleReferences"],Summary of customer feedback"
   "properties": { },
    "responseIDenhancementPriorities": {
      "type": "stringarray",
      "description": "A unique identifier for the strategic response"
    },"Priority enhancements based on customer needs",
      "responseTitleitems": {
        "type": "string",
      "description": "A concise title summarizing the strategic response"
    }
    },
    "responseTypecompetitiveAlternatives": {
      "type": "stringarray",
      "description": "TheCompetitive classificationofferings ofcustomers themight responseconsider",
      "enumitems": ["Customer_Experience_Initiative", "Customer_Retention_Program", "Customer_Acquisition_Campaign", "Customer_Journey_Redesign", "Customer_Segment_Strategy", "Customer_Insight_Application", "Customer_Technology_Implementation"] {
        "type": "object",
        "properties": {
     },     "responseDescriptionalternativeName": {
            "type": "string",
            "description": "AName detailedof explanationalternative ofoffering"
the strategic response, its objectives, and scope"     },
    "customerSegmentIDs      "provider": {

     "type": "array",       "descriptiontype": "string"Customer,
  segments this response targets",       "itemsdescription": {"Company providing the alternative"
     "type": "string"       },
    },      "triggerReferencescompetitivePosition": {
 
    "type": "array",       "descriptiontype": "string"An array,
of triggerIDs that initiated this strategic response",
      "itemsdescription": {"How our offering compares"
     "type": "string"       },
    },      "rationaleReferencesswitchingTriggers": {
            "type": "array",
            "description": "An array of rationaleIDs providing justification for this response",What might cause customers to switch",
            "items": {
              "type": "string"
 
    }     },   }
 "performanceIndicatorReferences": {       "type": "array", }
      "description": "Metrics or}
KPIs that will be used to measure}
the success of the strategic response"},
      "itemsmarketShareInSegment": {
 
      "type": "string",
      "description": "Market share within this customer }segment"
    },
    "customerOutcomescustomerLifecycleRole": {
      "type": "arraystring",
      "description": "SpecificRole outcomesthis foroffering customersplays resultingin fromcustomer this responselifecycle",
      "itemsenum": {
        "type": "string"
 ["acquisition", "onboarding", "growth", "retention", "win-back", "multiple"]
    }
   }
},

Customer-Strategy Relationship Schema

Code Block

{
   "affectedDomains$schema": {
      "type": "array",
   http://json-schema.org/draft-07/schema#",
  "descriptiontitle": "ACustomer-Strategy list of business architecture domains impacted by this response",
 Relationship Schema",
    "itemsdescription": {
     "Schema for relationships between Customer domain and Strategy domain",
  "type": "stringobject",
    
   "enumrequired": ["CustomerrelationshipID", "CapabilitycustomerSegmentID", "Producttitle", "ServicestrategicImportance"],
  "Value_Stream",properties": {
    "Strategy",relationshipID": {
      "Performancetype",: "Informationstring",
      "Organizationdescription",: "Initiative"]Unique identifier for this   relationship"
}     },
    "implementationPlancustomerSegmentID": {
      "type": "string",
     
"description": "A reference or description of the plan outlining how the response will be executed"description": "ID of the customer segment"
    },
    "customerExperienceChangestitle": {
      "type": "arraystring",
      "description": "SpecificName changesof tothe customerstrategy"
experience resulting from this response"},
 
    "itemsstrategicImportance": {
        "type": "objectinteger",
 
      "propertiesdescription": "Strategic {importance of this segment (1-5)",
      "journeyStageIDminimum": {1,
      "maximum": 5
    "type": "string"},
    "growthTarget": {
      "descriptiontype": "ID of the affected journey stage"string",
      "description": "Growth target for },this segment"
    },
    "changeDescriptionstrategicInitiatives": {
            "type": "stringarray",
  
         "description": "DescriptionInitiatives oftargeting thethis change"
          },
  segment",
       "expectedImpactitems": {
            "type": "string",
      }
    },
"description": "Expected impact on customer experience"competitivePositioning": {
      "type": "string",
 }     "description":    }
      }"Competitive positioning for this segment"
    },
    "expectedOutcomesinvestmentPriority": {
      "type": "string",
      "description": "AInvestment descriptionpriority offor the anticipated results or benefits from implementing the responsethis segment"
    },
    "responsibleOrgUnitsstrategicThemes": {
      "type": "array",
      "description": "OrganisationStrategic unitsthemes accountablerelevant forto executing the strategic responsethis segment",
      "items": {
        "type": "string"
      }
    },
    "startDatestrategicRisks": {
      "type": "stringarray",
      "formatdescription": "date",Strategic risks related to this segment",
      "items": {
        "descriptiontype": "Theobject",
 planned start date for implementing the strategic response"properties": {
    },      "endDateriskName": {
            "type": "string",
 
    "format": "date",       "description": "The planned completion date for the strategic response"Name of the risk"
          },
          "statusriskDescription": {
            "type": "string",
            "description": "TheDescription currentof statusthe ofrisk"
the strategic response",       "enum": ["Planned", "In_Progress", "Completed", "Deferred", "Cancelled"] },
           },"mitigationApproach": {
    "lastUpdated": {       "type": "string",
      "format": "date",       "description": "TheApproach dateto whenmitigating the strategic response record was last updatedrisk"
    },     "customerFeedbackMechanism": {}
      "type": "string", }
     "description": "How customer feedback will be collected on this response"
     }
    },
    "strategicThemestargetValueProposition": {
      "type": "arraystring",
      "description": "AnStrategic arrayvalue ofproposition strategicfor prioritiesthis thatsegment"
this initiative supports",  },
    "itemsfutureStateVision": {
 
      "type": "string",
      "description": "Vision for future relationship with this }segment"
    }
  }
}

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"

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.

Version	Old Version 12	New Version Current
Changes made by	damian.hickey	damian.hickey
Saved on	Apr 23, 2025	yesterday at 6:17 pm

Content Comparison

Versions Compared

Key

Integration with Other Domains

Customer-Capability Integration

Customer-Value Stream Integration

Customer-Product/Service Integration

Customer-Strategy Integration

Customer-Performance Integration

Strategic Response Model Integration

Customer-Related Strategic Responses

Implementation Guidelines

Getting Started

Best Practices

Common Pitfalls to Avoid

Schema Evolution Guidance

Example Implementation

Example: Retail Banking Customer Segment

Conclusion

Customer Domain schema

Cross-Domain Relationship Mappings

Customer-Capability Relationship Schema

Customer-Value Stream Relationship Schema

Example Implementation

Example: Retail Banking Customer Segment

Conclusion

Customer Domain schema

Policy JSON Schema

Cross-Domain Relationship Mappings

Customer-Capability Relationship Schema

Customer-Product/Service Relationship Schema

Customer-Value Stream Relationship Schema

Customer-Strategy Relationship Schema

Customer-Product/Service Relationship Schema

Strategic Response Model Integration

Customer-Related Strategic Responses Schema

Customer-Strategy Relationship Schema

Attribute and Element Schema properties

Customer Domain Attributes

Customer Persona Element Properties

Customer Journey Element Properties

Customer Relationship Element Properties

Customer-Other Domain Relationship Schemas

Customer-Capability Relationship Schema

Customer-Value Stream Relationship Schema

Customer-Product/Service Relationship Schema

Customer-Strategy Relationship Schema

Schema Evolution Guidance