Customer Domain

The Customer domain 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.

Schema Version: 2.2
Schema Location: /schemas/customer.schema.json
Specification: JSON Schema Draft-07

Overview

What is the Customer Domain?

The Customer domain extends the Stakeholder domain by providing deeper insights into customer behaviors, needs, and interactions. The domain covers:

• Customer Segments — Distinct groups with similar characteristics and needs
• Customer Personas — Fictional representatives of typical customers
• Customer Journeys — End-to-end experiences across touchpoints
• Customer Relationships — Ongoing connections and their management

This domain enables organizations to design more effective products, services, and experiences based on deep customer understanding.

Purpose and Value

The Customer domain enables architects and planners to:

• Align capabilities with needs — Connect organizational capabilities to customer expectations
• Map customer journeys — Link journeys to internal value streams for better experience design
• Support targeting decisions — Enable data-driven customer segment strategies
• Drive product development — Base product and service development on customer insights
• Measure customer success — Track satisfaction, loyalty, and lifetime value

For Data Engineers

The Customer domain maps directly to customer data concepts:

• Customer Segment → Customer dimension /cohort
• Customer Persona → Customer archetype
• Customer Journey → Event stream /customer timeline
• Customer Relationship → Account /relationship entity
• Lifetime Value → CLV calculation

Core Components

The Customer domain uses interconnected elements:

1. Customer Segment: Distinct group with common characteristics
2. Customer Persona: Representative fictional character
3. Customer Journey: End-to-end experience mapping
4. Customer Relationship: Ongoing connection management

Domain Attributes

Customer Segment Attributes

Attribute	Type	Description	Required
customerID	String	Unique identifier for the customer element	✓
title	String	Name or title of the customer segment	✓
description	String	Detailed explanation of segment characteristics	✓
customerSegmentType	Enum	Classification of segment
orgUnitTitle	String	Organization unit responsible
orgUnitRoles	Array[String]	Roles that manage this segment
customerNeeds	Array[String]	Primary needs, wants, and pain points
customerValue	String	Value proposition offered to this segment
acquisitionChannels	Array[String]	Channels used to acquire customers
retentionStrategies	Array[String]	Approaches to maintaining customers
customerLifecycleStage	Enum	Current position in lifecycle
customerLifetimeValue	Object	Expected or measured customer value
performanceIndicators	Array[Object]	Metrics for segment success
dependencies	Array[Object]	Dependencies on other domains
relatedCustomerSegments	Array[Object]	Related segments
improvementOpportunities	Array[String]	Areas for experience enhancement
strategicAlignment	String	Alignment with strategic goals
customerPersonas	Array[Object]	Personas within this segment
customerJourneys	Array[Object]	Journeys for this segment
customerRelationships	Array[Object]	Relationship types for this segment

Enumeration Values

Customer Segment Type (customerSegmentType)

Value	Description	Example
Demographic	Based on demographic attributes	Age, income, location
Behavioral	Based on behavior patterns	Usage frequency, purchase history
Psychographic	Based on attitudes and values	Lifestyle, preferences
Value-Based	Based on customer value	High-value, growth potential
Needs-Based	Based on customer needs	Problem-solution fit
Industry	Based on industry (B2B)	Financial services, healthcare
Size	Based on organization size (B2B)	Enterprise, SMB

Customer Lifecycle Stage (customerLifecycleStage)

Value	Description	Example
Prospect	Potential customer	Lead, opportunity
Acquisition	Being acquired	Onboarding
Activation	Initial value delivery	First value realized
Growth	Expanding relationship	Upsell, cross-sell
Retention	Maintaining relationship	Renewal, loyalty
Advocacy	Active promotion	Referrals, testimonials
At-Risk	Potential churn	Declining engagement
Churned	Lost customer	Former customer

Relationship Type (relationshipType)

Value	Description	Example
Transactional	Transaction-based	One-time purchases
Contractual	Contract-based	Subscriptions, agreements
Advisory	Advice-based	Consulting relationships
Partnership	Partner-based	Strategic partnerships
Self-Service	Automated	Digital-first
Dedicated	Personal	Key account management

Engagement Level (engagementLevel)

Value	Description
Inactive	No recent engagement
Low	Minimal engagement
Moderate	Regular engagement
Active	Frequent engagement
Highly Engaged	Very frequent, deep engagement

Customer Persona Elements

Attribute	Type	Description
personaID	String	Unique identifier
title	String	Name of the persona
description	String	Detailed profile
customerSegmentID	String	Segment this persona belongs to
demographicAttributes	Object	Age, gender, location, income
psychographicAttributes	Object	Values, attitudes, interests
behaviors	String	Typical behaviors and preferences
goals	Array[String]	What the persona wants to achieve
painPoints	Array[String]	Challenges and frustrations
influences	Array[String]	Decision-making influences
purchaseDecisionProcess	String	How decisions are made
technographics	String	Technology usage patterns
quotations	Array[String]	Representative quotes
narrativeScenario	String	Day-in-the-life scenario

Customer Journey Elements

Attribute	Type	Description
journeyID	String	Unique identifier
journeyTitle	String	Name of the journey
description	String	Overview of the journey
customerSegmentID	String	Segment this journey is for
personaIDs	Array[String]	Applicable personas
journeyStages	Array[Object]	Sequential stages
touchpoints	Array[Object]	Interaction points
customerActions	String	What customers do
customerThoughts	String	What customers think/feel
customerPainPoints	Array[String]	Challenges at each stage
customerOpportunities	Array[String]	Experience improvements
relevantCapabilities	Array[String]	Supporting capabilities
relevantValueStreams	Array[String]	Value streams involved
performanceMetrics	Array[Object]	Success metrics

Customer Relationship Elements

Attribute	Type	Description
relationshipID	String	Unique identifier
title	String	Name of relationship type
description	String	Detailed description
customerSegmentID	String	Applicable segment
relationshipType	Enum	Nature of relationship
relationshipStrength	Integer	Quality indicator (1-5)
engagementLevel	Enum	Degree of engagement
loyaltyStatus	Enum	Loyalty/retention status
relationshipHistory	String	Timeline of key events
relationshipValue	Object	Current and potential value
relationshipRisks	Array[String]	Threats to continuity
growthOpportunities	Array[String]	Expansion opportunities
engagementModel	String	How relationship is managed

Domain Relationships

The Customer domain integrates with other metamodel domains:

Target Domain	Relationship Type	Description
Stakeholder	Extension	Customers are external stakeholders
Products	Consumption	Customers consume products
Services	Usage	Customers use services
Capabilities	Alignment	Capabilities aligned to customer needs
Value Stream	Experience	Customer journeys map to value streams
Strategy	Focus	Strategy focuses on customer segments
Performance	Measurement	Customer metrics track success
Channel	Interaction	Customers interact through channels
Organization	Service	Org units serve customers
Information	Data	Customer data informs decisions

Examples

Example 1: Retail Banking Customer Segment

{
  "customerID": "CUST-SEG-001",
  "title": "Affluent Professionals",
  "description": "High-income professionals with complex financial needs and limited time for financial management",
  "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",
  "customerPersonas": [
    {
      "personaID": "PERSONA-001",
      "title": "Michael Chen",
      "description": "42-year-old technology executive balancing career advancement with family needs",
      "demographicAttributes": {
        "age": 42,
        "gender": "Male",
        "income": "$250,000+",
        "location": "Urban"
      },
      "psychographicAttributes": {
        "values": ["Achievement", "Security", "Family"],
        "interests": ["Technology", "Travel", "Investing"]
      },
      "behaviors": "Researches thoroughly before decisions, prefers digital interactions, values efficiency",
      "goals": ["Build wealth for early retirement", "Fund children's education", "Minimize tax burden"],
      "painPoints": ["Limited time for financial management", "Complex tax situation", "Information overload"],
      "influences": ["Peer recommendations", "Expert financial advice", "Industry trends"],
      "purchaseDecisionProcess": "Gathers options online, consults advisor, then makes decision",
      "technographics": "Early adopter, mobile-first, uses financial management apps",
      "quotations": ["I need financial solutions that work around my schedule, not the other way around"]
    }
  ],
  "customerJourneys": [
    {
      "journeyID": "JOURNEY-001",
      "journeyTitle": "Wealth Management Onboarding",
      "description": "Process of transitioning high-value clients into comprehensive wealth management",
      "journeyStages": [
        {
          "stageName": "Discovery",
          "touchpoints": ["Website", "Advisor referral"],
          "customerActions": "Research wealth management options",
          "customerThoughts": "Will they understand my complex situation?",
          "painPoints": ["Generic information", "Unclear differentiation"],
          "opportunities": ["Personalized content", "Early advisor contact"]
        },
        {
          "stageName": "Needs Assessment",
          "touchpoints": ["Initial consultation"],
          "customerActions": "Share financial goals and current portfolio",
          "customerThoughts": "Concern about whether needs will be understood",
          "painPoints": ["Repetitive information gathering", "Complex paperwork"],
          "opportunities": ["Digital pre-collection", "Streamlined forms"]
        },
        {
          "stageName": "Solution Design",
          "touchpoints": ["Advisor presentation", "Digital tools"],
          "customerActions": "Review proposed strategies",
          "performanceMetrics": [
            {"metric": "Proposal acceptance rate", "target": "85%"}
          ]
        },
        {
          "stageName": "Implementation",
          "touchpoints": ["Account setup", "Portfolio transfer"],
          "customerActions": "Complete onboarding steps",
          "performanceMetrics": [
            {"metric": "Time to complete", "target": "5 days"}
          ]
        }
      ],
      "relevantCapabilities": ["Financial Needs Analysis", "Client Profiling", "Portfolio Management"],
      "relevantValueStreams": ["Wealth Advisory Value Stream"]
    }
  ],
  "customerRelationships": [
    {
      "relationshipID": "REL-001",
      "title": "Premium Advisory Relationship",
      "description": "Comprehensive wealth management with dedicated advisor",
      "relationshipType": "advisory",
      "relationshipStrength": 4,
      "engagementLevel": "Active",
      "loyaltyStatus": "Loyal",
      "relationshipValue": {
        "currentValue": 15000,
        "potentialValue": 25000,
        "currency": "USD"
      },
      "relationshipRisks": ["Advisor turnover", "Competitor offers", "Market dissatisfaction"],
      "growthOpportunities": ["Trust services", "Business banking integration", "Family office services"],
      "engagementModel": "Quarterly in-person reviews, monthly check-ins, dedicated support line"
    }
  ]
}

Example 2: B2B Customer Segment

{
  "customerID": "CUST-SEG-B2B-001",
  "title": "Enterprise Data Platform Customers",
  "description": "Large enterprises seeking comprehensive data platform solutions for analytics and AI",
  "customerSegmentType": "Industry",
  "orgUnitTitle": "Enterprise Sales Division",
  "customerNeeds": [
    "Scalable data infrastructure",
    "Enterprise-grade security and compliance",
    "Integration with existing systems",
    "Self-service analytics capabilities"
  ],
  "customerValue": "End-to-end data platform with enterprise support and proven scalability",
  "customerLifecycleStage": "Growth",
  "customerLifetimeValue": {
    "value": 2500000,
    "currency": "USD",
    "timespan": "5 years"
  },
  "performanceIndicators": [
    {
      "metricName": "Annual Contract Value",
      "currentValue": "$500K",
      "targetValue": "$750K"
    },
    {
      "metricName": "Net Revenue Retention",
      "currentValue": "115%",
      "targetValue": "120%"
    }
  ],
  "strategicAlignment": "Primary revenue driver for enterprise business unit"
}

Implementation Guidelines

Customer-Centric Design Best Practices

1. Start with research — Base segments and personas on real customer data
2. Validate regularly — Update personas and journeys based on feedback
3. Map to capabilities — Connect customer needs to organizational capabilities
4. Measure outcomes — Track customer metrics alongside business metrics
5. Close the loop — Use customer feedback to improve experiences

Customer Journey Mapping

OpenMetadata Integration

For Data Platform Teams

When integrating with OpenMetadata, map Customer entities as follows:

Orthogramic Element	OpenMetadata Entity	Notes
Customer Segment	Glossary Term	Customer vocabulary
Customer Data	Table	Customer tables
Journey Events	Topic	Event streams
Metrics	Dashboard	Customer dashboards
Persona	Tag	Customer tagging

# Example: Create customer segment as glossary term
def create_customer_glossary(customer_segment):
    """
    Map Orthogramic Customer Segment to OpenMetadata Glossary
    """
    glossary_term = {
        "name": customer_segment["customerID"].lower(),
        "displayName": customer_segment["title"],
        "description": customer_segment["description"],
        "glossary": "customer_segments",
        "synonyms": [],
        "relatedTerms": [
            seg["segmentID"].lower()
            for seg in customer_segment.get("relatedCustomerSegments", [])
        ],
        "tags": [
            {"tagFQN": f"LifecycleStage.{customer_segment.get('customerLifecycleStage', 'unknown')}"},
            {"tagFQN": f"SegmentType.{customer_segment.get('customerSegmentType', 'unknown')}"}
        ],
        "owner": {"name": customer_segment.get("orgUnitTitle", ""), "type": "team"},
        "references": [
            {
                "name": "Lifetime Value",
                "endpoint": str(customer_segment.get("customerLifetimeValue", {}).get("value", ""))
            }
        ]
    }
    
    return glossary_term

Schema Reference

• Repository: Orthogramic/Orthogramic_Metamodel
• Schema Location: /schemas/customer.schema.json
• Version: 2.2
• Specification: JSON Schema Draft-07
• License: Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA 4.0)

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