The ROUNDMAP™ offers a unique 360-degree, cross-silo perspective on customer relationships and the personality of the brand. Designed to help you grasp the dynamics, the customer dynamics, that forge strong customer bonds, maximize profits and create lasting competitive differentiation.

If you’re convinced that your product or service is very much relevant and yet you are faced with low adoption (loss of revenue or market share) or high attrition (also known as customer churn, turnover, or defection), chances are you’ll have to work on your customer dynamics to boost your business health.


The ROUNDMAP™ is a universal mapping system that inspires brands to build more lasting and profitable customer relationships, while it aligns the customer lifecycle with the:

  • Business Strategy (product centricity, customer centricity, ..)
  • Performance Strategy (market share, a share of wallet, ..)
  • Marketing Strategy (campaign-based, account-based, ..)
  • Demand Strategy (demand generation, demand fulfillment, ..)
  • Leverage Strategy (economy of scale, economy of sale™, ..)
  • Equity Strategy (brand equity, customer equity, ..)
  • Value Strategy (product leadership, customer intimacy, ..)
  • Chain Strategy (supply chain, value chain, ..)
  • Market Dynamics (marketplaces, on-demand, ..)

Although being a very extensive mapping sytem the ROUNDMAP™ does not provide direct answers to questions like:

  • What products of services should we sell?
  • Who should we sell it to?
  • What channels do we have to use?
  • What value can we offer?

Nor does it predict if your target group will be profitable or if you should move up- or downmarket or diversify.

To determine the strategic segmentation, targeting and positioning of your offering please have a look at SOSTAC® or the STP model.

The need to position a brand in a way that sets it apart from the crowd is evident. But in today’s complex marketplace the perception of a brand is not just shaped by marketing, but by the customer experiences on all touchpoints i.e. the interactions with all customer-facing silos, processes, and services.

This includes sales, procurement, logistics, distribution, customer service and support, customer success and the community. This requires a new perspective, 360-degrees, and cross-silo, on creating, strengthening and extending customer relationships.

The ROUNDMAP™ implies to position your brand in the mind of the customer in a comprehensive manner: by sharing compelling stories, understanding customer drives, focusing on the brand’s reputation, build trust, understand customer intent, honor customer expectations, pro-actively satisfy customer needs and to create a perception of future value.

And to increase business health by capturing customer feedback and stimulate co-creation, while invoking customer and employee advocacy.

If you would like to participate in the development or the propagation of the ROUNDMAP and want to have access to the upcoming version, we invite you to join the ROUNDMAP™ Member Club

If you would like to master the fundamentals of the ROUNDMAP­™ and start to apply the framework in your own business practice, we invite you to join the Practitioner membership (Member Club membership included).

Customer CODEX™ Book Series

We’re excited to announce that CUSTOMER DYNAMICS™ – the first management book by Edwin Korver in a series named the Customer CODEX™ – covering the fundamentals of the ROUNDMAP™ will be published by iCity Publishing this winter.

Early Birds: if you pre-order the book before November 1st, 2018, you’ll receive a FREE DIN-A1 poster of the ROUNDMAP™ valued at 39,95 euro.

From Linear to Circular

An eye-catching aspect of the ROUNDMAP™ is its circular shape. Brands that perceive the customer journey as a linear timeline or funnel subconsciously lead their customers towards the most obvious outcome: the next exit.

If it is your brand’s intention to build long-term customer relationships, you should begin to perceive the customer life cycle as a recurring circular process, much like the metamorfoses in nature. Have a look at the following examples:

Butterfly Metamorphosis
Seasonal Metamorphisis
Business Metamorphosis
Needs Metamorphosis
Relational Metamorphosis
Truth Metamorphosis
Change Metamorphosis
Customer Metamorphosis

“Not All Customers Are Created Equal”

In today’s global and digital marketspace, a customer’s perception of your brand is shaped by the cumultative interactions (experiences) they and others have with your brand.

Gordon Selfridges, founder of the Selfridges department store in Oxford Street (London), stated in 1909: “The customer is always right” and “Retail is theatre”, directly placing the customer in the heart of the retail experience. Many of Gordon’s ideas can still be found in department and retail stores all over the world today.

Because of the importance of customer experiences, we’ll have to map, monitor and manage all interactions with our brand. In other words: we’ll need a 360-degree, cross-silo perspective of the voice of the customer and tune the voice of the brand towards it.

In this white paper we’ll explain the basics of the ROUNDMAP™ Mapping System.

Existing members can locate the white paper in their respective area. Visitors need to register for a free Visitor Pass.

Get in Touch

If you got any questions, please do not hesitate to send us a message.



Tenfore BV | Customer Dynamics™
Korenbeursstraat 6


+31 88 123 11 11



+31 88 123 11 22


We’ve created some slides that look at partial aspects of the ROUNDMAP™

Members will find the high-res slides in their respective Member Area.

Focus on the Customer Life Cycle