Experience Matrix™

Experience Matrix™

Experience Design is widely recognized to be critical to the customer development process. Not just in our digital age, but even long before bits-and-bytes driven firms grabbed control of the helm from their brick-and-mortar predecessors.

Global research by Avaya (2014/2015) indicated that “Eighty-one percent of those who have seen a significant increase in profits have a CEM (Customer Experience Management) program in place, compared to those who have seen profits remain static (46%) or suffered a decrease in profits (35%).” and “Companies see the biggest improvements in customer satisfaction, loyalty, retention and repeat purchasing, which the survey finds is largely attributed to the fact that 88% of customers would rather spend their money with companies that make it easy for them to buy.”

In contrast “a staggering, 81%/82% (2014/2015) of organizations have seen their CEM initiatives fail in the last three years.” According to business decision-makers, “the top reason for CEM failure is project-misalignment with customer preferences, indicating communication barriers within organizations themselves.”

If anything, the ROUNDMAP™ is designed to increase the effectiveness of cross-silo collaboration. However, it is also important to mention that the scope of the third sector, Delivery, is much wider than offering customer support and customer service.

As indicated by the Avaya-research, “companies do not typically associate functions like finance, R&D, IT and operations as dealing with customers. This could be a blind spot in the way they approach and plan CEM initiatives given that people across all departments within the company have direct or indirect contact with customers and prospects and not just the roles typically seen as customer-facing.”

This made us create the ROUNDMAP’s Experience Matrix™:


The Experience Matrix™ contains four elementary experiences:

  1. Brand Experience or BX (product-driven)
  2. Customer Experience or CX (lifetime-driven)
  3. User Experience or UX (service-driven)
  4. Shared Experience or SX (meaning-driven)

Similar to how we’ve mapped four value disciplines to four elementary business models in the Business Model Matrix™, we have also mapped experience design to the business model.

For instance, a product-centric business model should focus on BX-design, while a resource-centric business model profits most from UX-design. Coca-Cola is a product-centric business, with a product-leadership value position, driven by brand experiences. Greenwheels, on the other hand, is a resource-centric business, driven by user experiences.

In fact, the choices regarding business model, strategic advantage, value position, and experience design together are what sets the firm’s value proposition apart: from similar offerings or experiences.

Similar to how value disciplines are to be perceived, experience designers should keep a threshold, indicating that while experience design requires a certain priority in line with the business model and value position, it should not neglect the basics of the other experience design functions.

ROUNDMAP™ Full Stack

The Experience Matrix™ and the Value Position Matrix™ are both part of the ROUNDMAP™ Full Stack:


Cover Image by Daria Nepriakhina from Pixabay


  • Edwin Korver

    Edwin Korver is a polymath celebrated for his mastery of systems thinking and integral philosophy, particularly in intricate business transformations. His company, CROSS-SILO, embodies his unwavering belief in the interdependence of stakeholders and the pivotal role of value creation in fostering growth, complemented by the power of storytelling to convey that value. Edwin pioneered the RoundMap®, an all-encompassing business framework. He envisions a future where business harmonizes profit with compassion, common sense, and EQuitability, a vision he explores further in his forthcoming book, "Leading from the Whole."

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