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The ongoing connection between a customer and the organization, including relationship type, strength, history, value, and growth opportunities. This element focuses on the strategic management of customer relationships.

Domain Structure

Domain Attributes

• Basic identification: title, description, customerSegmentType

• Organizational alignment: orgUnitTitle, orgUnitRoles

• Customer characteristics: customerNeeds, customerValue, customerLifecycleStage

• Value metrics: customerLifetimeValue, performanceIndicators

• Management approaches: acquisitionChannels, retentionStrategies

• Relationships: dependencies, relatedCustomerSegments

• Improvement: improvementOpportunities, strategicAlignment

Domain Elements

Customer Persona Element

Provides a detailed profile of a representative customer, including:

• Demographic attributes (age, gender, location, income)

• Psychographic attributes (values, attitudes, interests)

• Behaviors and preferences

• Goals and pain points

• Decision-making influences

• Technology usage patterns

Customer Journey Element

Maps the progression of customer interactions with the organization:

• Sequential journey stages

• Touchpoints at each stage

• Customer thoughts, feelings, and actions

• Pain points and opportunities

• Links to supporting capabilities and value streams

• Performance metrics for each stage

Customer Relationship Element

Defines how relationships with customers are structured and managed:

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Relationship types and engagement levels

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Relationship history and current status

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Value assessment (current and potential)

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Risks and growth opportunities

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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.

Example Implementation

Example: Retail Banking Customer Segment

{
  "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

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Customer Domain schema

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JSON Schema

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

Cross-Domain Relationship Mappings

Cross domain relationship mappings

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/blob/main/schemas/customer.schema.json

Customer Domain Attributes

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Cross-Domain Relationship Mappings

Schema Evolution Guidance

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