Customer journeys are no longer just a buzzword - they are the key to sustainable customer centricity. However, many companies fail to create an overall strategic direction from individual journey fragments. At Unic, we have therefore developed the CX diamond as a methodological framework that combines four key dimensions.
In brief
The CX diamond combines customer segments, value proposition, customer journeys and business capabilities into a strategic framework
Silos are broken down by thinking backwards from the customer instead of forwards from departments
Field-tested methodology from over 15 years of consulting experience with companies in trade and industry
Concrete implementation possible through value stream mapping and business capability design
Measurable success through a customer-centred value base instead of a pure technology focus
Why most customer journey projects fail
"It's more important to do the right thing than to do something right," says Dirk Nölke, Unic expert for customer experience transformation. This wisdom originally comes from the "father of management" Peter Drucker and sums up the basic problem faced by many companies: they optimise individual touchpoints but lose sight of the strategic view of the entire customer relationship.
We experience four typical challenges in our daily counselling work:
1. Internally orientated hypotheses instead of customer focus
Many customer experience initiatives are based on internal assumptions. Marketing wants a new CMS, e-commerce needs a new web shop, sales implements new tools - but nobody asks: What do our customers really need?
2. Silo-focussed solutions
When departments act in isolation, isolated solutions are created. The customer then experiences inconsistent interactions: Sales promises one thing, Service knows other information, Marketing sends yet other messages.
3. Values do not arrive at the touchpoints
Companies have strong value propositions, but these are not consistently played out along the customer journey. Valuable differentiating features fizzle out because they do not arrive where customers experience them.
4. Increased IT complexity blocks agility
Established companies in particular are struggling with legacy systems. They understand their customers, but cannot react quickly enough to their needs.
The CX diamond: four dimensions of customer centricity
Our CX diamond framework systematically combines four dimensions that are crucial for sustainable customer centricity:
Dimension 1: Customer segments and their needs
At the top end of the diamond are your relevant customer segments. We consciously differentiate between specific needs (discrete products and services) and deeper needs (transformation wishes, long-term goals).
Practical example: At Magura Bosch Parts & Services, we recognised that bicycle dealers not only need spare parts, but also further training. However, small dealers cannot close the shop during the day for training. This gave rise to the Magura Tech Academy with 24/7 availability for digital training.
Dimension 2: Value proposition - your answer to customer needs
Your value proposition stands opposite the customer segments. It comprises more than just products and services:
Core products and their benefits
Accompanying services and support
Value for money
Brand and quality perception
Digital interaction solutions and networking
Sustainability and other values
Dimension 3: Customer journeys as a connecting link
Customer journeys are at the centre of the diamond. Based on phases, they describe how customers gather information, make purchasing decisions and ideally become loyal customers.
Our proven phase model:
Awareness: Attention and problem identification
Consideration: Information procurement and evaluation
Purchase: Purchase decision and processing
Delivery: Delivery and onboarding
Usage & Aftersales: Usage, service and further development
Dimension 4: Business capabilities and value streams
The fourth dimension maps your company and its capabilities. Here we work with value streams and business capabilities.
Value streams describe which valuable information, items or services you can offer customers at each touchpoint.
Business capabilities define what capabilities your organisation needs to seamlessly enable these value streams.
Practical example: Optimising system sales at Hoval
Hoval, a heating technology specialist, was faced with the challenge of selling complex heating systems. A system consists of many individual parts, some of which installers often already have in stock.
The customer challenge: Installers often forget important components or order parts twice when buying a system.
The Hoval solution: shopping basket templates for complete systems with all the necessary items. These can be quickly added to the shopping basket and customised.
The value stream: "Request Product" - customers can easily order complete systems.
The business capability: Order management, characterised by an intelligent suggestion system.
The result: Fewer complaints, more satisfied installers, higher shopping basket values.
Methodology: How to implement the CX diamond
Step 1: Customer segmentation and journey mapping
Start by segmenting your customers clearly. Use business model canvas methods and carry out end-to-end customer journey mapping. Collect data on digital behaviour and conduct interviews with real customers.
Step 2: Value stream design
Identify the value you can offer customers for each phase of the customer journey. Work with the value proposition canvas and value stream mapping. Think ‘beyond digital’ – not everything has to be digital.
Step 3: Business capability mapping
Define the business capabilities you need for your value streams.
Use industry catalogues as a starting point and assess which capabilities will be critical in the future.
Step 4: Architecture and implementation
Map your IT solutions against the defined business capabilities. Develop an integrated data strategy and prioritise investments based on customer relevance.
Typical stumbling blocks and how to avoid them
Stumbling block 1: Getting technical too quickly
Problem: Teams jump straight to system selection without thinking through the business logic. Solution: Design business architecture before making technology decisions.
Stumbling block 2: Silos remain
Problem: Departments continue to work in isolation, even when customer journeys have been mapped. Solution: Think about value streams independently of company structures.
Stumbling block 3: Values get lost in implementation
Problem: Strong value propositions do not reach the touchpoints. Solution: Consistent mapping of values to journey phases.
Measurable success with the CX Diamond
Companies that consistently apply the CX Diamond achieve measurable improvements:
Higher customer satisfaction through consistent experiences
Reduced complexity through broken down silos
Faster time to market through clear prioritisation
Better ROI on digital investments
Conclusion: The path to true customer centricity
The CX Diamond is more than a framework – it is a mindset shift. Instead of thinking from the inside out, reverse your perspective: start with the customer and work your way into the company.
The supreme discipline lies in the interaction of all four dimensions. Only when customer segments, value propositions, customer journeys and corporate capabilities are optimally aligned can true value be created – for customers and companies alike.
Are you ready to strategically align your company with a customer-centric approach? Then let's develop your CX Diamond together.
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