...
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:
...
Relationship types and engagement levels
...
Relationship history and current status
...
Value assessment (current and potential)
...
Risks and growth opportunities
...
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
| 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
...
Customer Domain schema
JSON Schema
...