ROUNDMAP™ Customer 360 consists on two dimensions, on the one hand a vertical perspective, consisting of the Business Model Matrix™, the Value Position Matrix™, and the Experience Matrix™, and on the other hand a lateral perspective, taken from the Integrated Customer Lifecycle™.
To perceive the two dimensions as part of one framework might be difficult to grasp, so we’ve created an additional illustration to explain the interrelationships.
In the figure above the Integrated Customer Lifecycle™ is represented by a color-coded horizontal ellipse, indicating the customer’s journey, i.e., crossing four silos, or four phases of a customer’s lifecycle: marketing, sales, delivery, and success. Strategy is executed cross-structure, usually top-down, while customer intelligence is captured cross-market, usually bottom-up.
Before a customer can be served, we’ll need a business model explaining how we are going to create, deliver and capture value.