Overview

The Customer Domain in the Orthogramic Metamodel focuses on the people and organizations that consume an organization's products and services. It provides a structured approach for modeling customer segments, personas, journeys, and relationships, enabling a customer-centric view that drives strategic decisions and operational excellence.

This domain extends the existing Stakeholder domain by providing deeper insights into customer behaviors, needs, and interactions, enabling organizations to design more effective products, services, and experiences.

Purpose and Value

The Customer Domain enables organizations to:

Align organizational capabilities with customer needs and expectations
Map customer journeys to internal value streams for better experience design
Support data-driven decision making about customer segments and targeting
Drive product and service development based on customer insights
Measure and improve customer satisfaction, loyalty, and lifetime value
Provide a structured foundation for customer experience management

Core Concepts

Customer Segment

A distinct group of customers with similar characteristics, needs, behaviors, or value to the organization. Segments provide a way to stratify the customer base for targeted strategies and experiences.

Customer Persona

A fictional character that represents a typical user within a specific customer segment. Personas humanize segments by providing detailed demographic, psychographic, and behavioral attributes that make customer needs more relatable and actionable.

Customer Journey

The end-to-end experience a customer has with an organization over time, including all interactions across channels and touchpoints. Journey mapping provides insight into customer experiences, pain points, and opportunities.

Customer Relationship

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
Engagement models and management approaches

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

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

Add to JSON Schema

Cross domain relationship mappings

Source Entity	Target Domain	Relationship Type	Description
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.

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"

Cross-Domain Relationship Mappings

From Domain	From Object	Relationship Type	To Domain	To Object	Description
Customer	Customer Segment	supported by	Capability	Capability	Customer segments are supported by capabilities delivering products and services aligned to their needs.
Customer	Customer Segment	participates in	Value Stream	Value Stream	Customer segments interact with value streams throughout their journeys.
Customer	Customer Segment	consumes	Product/Service	Product or Service	Customer segments consume products and services offered by the organisation.
Customer	Customer Segment	influenced by	Strategy	Strategy	Customer segmentation and targeting strategies are influenced by overarching organisational strategy.
Customer	Customer Persona	requires	Capability	Capability	Customer personas reflect specific capability needs or opportunities.
Customer	Customer Persona	experiences	Value Stream	Value Stream	Customer personas experience various stages of value streams.
Customer	Customer Journey	mapped to	Value Stream	Value Stream	Customer journeys are mapped to internal value streams to align customer experience with operational delivery.
Customer	Customer Relationship	manages	Service	Service	Customer relationships are managed through dedicated services and support models.
Customer	Customer Relationship	owned by	Organization	Organization Unit	Specific organisation units are responsible for managing customer relationships.

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.