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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

1. Begin by identifying and documenting key customer segments

2. Select a high-priority segment and develop a detailed persona

3. Map the primary customer journey for this segment

4. Link this journey to relevant capabilities and value streams

5. 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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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

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Domain schema

Policy JSON Schema

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

Cross-Domain Relationship Mappings

Customer-Capability Relationship Schema

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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.