ROUNDMAP™ CUSTOMER/360 CANVAS

CREATED BY EDWIN KORVER - VERSION 3.60

TM

A I N I N G I N N O V A T
S U S T I O N

B U S I N E S S M O D
B A S E D E L S
- A T
T H S C
TWORK W
N |
PROD
NE O A L U
G R BUSINESS MODEL E VE
PRO

CT
ION
|

I
TION-DR
AT DU
TITION

EV

REG

D E V E LO
CT
G
ELOPM

AG CE
VA LU E P O S I T I O N NT
P P LY PRO RI
CI

AC
PE

SU NG DU

PM
ETI CT TY
EN S EN
RK
T | CO-O
 LE O
T | TRAN
 N MA C U S TO M E R L I F E C YC L E AD  P
S IO ED LL) LEAD ER EC  P
T
H
R
K
A CT BA
S
(U PSE GEN
E
SH
IP 1 O S O
R
- N R N U
NS
G I O ( v 3 . 2 ) • 1 0 5 4 9 6 ( v 3 . 3 ) • 1 0 6 6 1 9 A T T
OM O
1 0 ( v
O N S .1) • 1
0 3 6 3 . 4 ) • 1104 I O  P
A P A 5482
( v 3 6 5 (v3.5 N M
N

W W ( P

U
TR EX Y
0 9 ) • 11 IN
3), C
E

| P I V O T

N
T  R 029
( v
T I O N / D I S C
5 3 84 IT O L
A O O
R

F E PT VERY 4 ( I

IT
4 v Y
E
ADA AT M
9 3
N OM
T0 .6)
F
T

O IO EPO
• Tr
I PE
S

IE
T D c y i s, a t i t s c ore, a n e x e r c i s e in a d
SC
RE
- c a e m
S
N

T •i “All advo pathy.” em N

CU
t a ) TI

S
in rk
IA
~ Sam a n t h a P o w er, auth o r a n d d i p l om at
I P.

C
A BO C
O A N T
13
54 T A
E

T . E IO IV

H
DV C TT
w 6 81
N ww
U

SH

NELS
E

A
E

LE
H AN

N
Y
A
R
L

NC

A
Y D

I
IO
E EL AT

A

T IC

N
NA UN D
O
5

M
F

REP
V

IF
O M Y
SI E CO TH B IT
H

IF

S
C EA PA R FI

SH


and

FE
PA

D ri exp

d o li e fs
T

re m

t
RS
AC

rsin
EM A
D

te n
N

D r rk

o n u l,
R,


n e e

ve
IE N

R
ab n b y p u r p o s c

iv
er b y s h a r e d b n

f
e

A
T,
E
RM
RE

EN
H

ie n e
AC T I O le & e

BO
R ces w or th l
ET

RE
TR
s h a re a b
E

LD
G

8
FO

TO

TI
P

LY
OF

M
X

O
AT
EN
X
IT

O
RE
N
TS

AT
AGEMENT
OF
AT

DO

LT Y REFL

F
SON
E

ECTION
Y

E
yo u se

IO
u tell
th

M
AT

I t i s n l l, b

yo u c t
PL
OM

L O YA

M
ZE
D

R
ru

om
M

ANCE
fT

N
IE
TI
E

ENG
d

en

AR
t
UL

to

ro
p
ut a b o u t t h e or

o
R


to
ON

N
en

OF


t
A

NG CUS abo (MTP) OR F

fT

LE
s
BEI ut the
om

KE
C
TS
T SE
2

ru
)

R
H

EN
RE

th

AD
EC

M
N

T ON PURPO
OM
S

WA R D F O

OM

CA
M

T
8
F I C AN ARENE
IO

TU

NI

ER OBSES

CA
XP E R I E



MP
AT

UR

SS
SIG

CE

PT
RE
Y3

LI

AI
(N

CE
TR

DE
S
ED L
ION TE DRIV
VIC T
S

t m e nt
TH

UR
S
POS

o n e ’s p
ER
UR
ES
CIT

IV

GN
CO
TH

A ha ep
R

mi o
ES

FORMANCE D

MA
IN
t
E
P
or

lu e

ng
s
As

va g

i
rc i g n e d m e a n i er o m e n t, relat o

r
EREST
n
AL

PPINES
pe
TRI

-BA
m
NT

G (
ep e
CH

ce
tio n of futur p ti o n o r prec
A

ND
HE

I
H

AT
S

ER
What ‘job’ do you
OR
CEN

SED
8P
help achieve?
REFER M
ER

RO I S

TRI

GEN
P
TOM

fo r c

a lit y
ORK

E
P
D r i st

qu o n

BUT

MAR
an

io n
iv
ORK

Dr i

ss t s
n
i
ve

r TO MAK D VA LU E S
E L S

at

mi d de e n b y c o n c e a
u

om b y

p
ND E

d
1 AN

A S -
er a a n a d n an S

E R AT
S

als p

DEMA
t h at d rive
CUS

R
tte n tio
UR
AMIC

AN

ION)
E AND BEY
NETW

CUS ON B
What makes them What’s your pledge
E N E E DS AR

D BELI
and why you?

KETIN
NETW

return or refer?
M O D

A - P R
ENSION
8 EXT 2

ION
EFS
OV

FO
COM

ND-SIDE
AC TIV
USINESS DYN

E
EM
AB

NC
GO ET
PRO
ITY

G
PA

U DU

O D U C T
VA
service shouldn’t be a department.

EQ
B U S I N E S S

ADOPTION | SCALE 4

“Customers
SS

LE
K MA
SS
IO

RK
T

RE

D O I T D I F F E R E N T , S E N S I B LY
AT I O N | V A L I D AT I O N 4
It should be the entire company.”

R
D O I T G R E AT , G E N E R O U S LY

They care about their problems.”

CE
EQ
N

S FA C T I D E R AT
AC

~ Dave M cClure, founder 500 Star tups

SI
W

H A N D O V E R
I
H A N D O V E R

ET

LEASE
UI

PO
ENTION

T RO S
NET

C U S TO M E R 3
P
SU

don’t care about your solution.

™
~ Tony Hsieh, CEO Zappos

IN

AP
TY

60

QUISITION

CO N
DM -
ON

| MARKET DYNA
SA

IO
E
P
V
UN

G
3.6
RO

N
3

B U S I N E S S
7
ED
© 2014-

SERV

TM
RE
20

What surpasses What is your value

RET
Y-SIDE | B

19

TY

CR
TS
RES

pe
Ap

ia
OS G
fo

DE

o n o i c e b a s e d o it
H

RI
s

C
on

n
m expectations? S-S
I LO B V - A L L proposition?
e e p r e c i a t i t ati
on

er
rs
r

cr
R V I C E

UI

al s
S

tin g ex p ec V cre e nin g

LI
OU

LE

ER
EQ

SA
“Customer

Y
RC

E
N

VA
E
R

EQ
LIG

LID
UI O
TY ST
)A

S TO M E R ’ S CU R BRA

MENT
YO U

AT E
CU N
(RE

D
A - S E

M O D
6 4

W & G UA R

D
P E C OUR

EX

C R E AT I O N

REP
L

P E C TAT I O N
RESO

CUS
OPE

TY

MIC
TING
SUPP

ROV I D S UA D

U TAT I

NG)
ER

FILL

E L S
NOR RO
| DECI
E
P
-

HO
ES
TOM

E
P

RE

O
5
S N
S

R AT

ORI

S
R G
URC

E
A

SI
I
DES

ARK
ON

(SC
What makes service What creates trust

FUL
ER
ION

remarkable? and urgency?

CHAS ACTIVE EV

UR
A
E C

LU
AT

ION
SE

D M
IO
iv

or

u
Dr i

nt
iv
E
P
Dr s

a
en e

r ll t e n b y t h e w m

yo
ec e n b y t h e u
AL

F IDEN
to

ERIEN
g
t

ND
tm P N op o
RV

u re r
EN

t h e inves u rc h a s e f

AT
CO
CE
EX

CE

SE
EX

DI
IC

What makes buying

IC
SSO
TR

MA
NANCE E
C R I B VA L
convenient? R E L AT I NT
LD INTE

BA
E

IF
U UI
ance

AS
CE

f e a r, u
O v e ce
IC

re i o n ,
NS
ES

AL
FROM & B
(S

I S T E N LT Y

DE
act

T-
pro

HIPS OF
LL

o
AND BELI

xp i
ct
rc
ief

r t m i n g b i a s, fr d
n

ise o s u r e t o t h b
E

e
IT

UP

QU
m

el

s, v ain n

UN
alues and t y, d o u b t a
EN
Y


PO

NS

VE

AD
E
3

TR
E

CO
FS US
CE

CO R C
HANG
SE T
RT


XC

LE

T
N
U

th
SE
M
1

AC
IE

LE
om

ru
CO

RS
S
)

G R AT

E
E

TIFY

fT
EC

FI
E

en

R
to
D
to
R

AL
en


fT
ON

JUS
SE

om

P
IFY
E

ru

P
X

W
th
X

M
st
bu
RV

N
a to

E
DO

Th p

e
E

LY

t
O

co

R er co m m it m e n t
y

R
VE

IO
IT

C I PAT I T I ON

F
cei
M

IE ve d value a E
IC

TI

TI AC
RI

EC

O
M
G

T
Y

N
EL
E

O
IA

D
T,

C
,S
AN

IS AF T R
RM
O

E
TE
D

E
N

TI I FIR S
T

N F T
R
F

IF

CT ON M U BE


C
A

IV C
n tiv e s
l i k a b ili

IT
F
U

R EL

E

O
H
E

Y
E
D r i y, c

in n c y,
S

D
E
R
SE

o bt

lu e

N F
S
Dr i

va f

v n
ce
ve

N
E

lo

ni e n b il
t

on b y t r u s t, u r g r
5

TI IF
e
i

y t h e w ed
a

O ng

R

/o
I

t h e p e rc ei v sist
A RD


ency and
SH N) D ™
A

TI
V

O ER N ot all custom
ers are created equal, IO ER
E
H
I

A N FU neither are their experiences.

CT L
C

RE M A
C

A
 O- O S
W

LF
E

ONBOA 4 E
C O IL R D I N G | C R E AT I O N - T ST
E

EX LL F
S

F LM U
CU
H
A

A O
T

PE EN (C L
K

A U
A

E H A N D O V E R
RI T ( N Y A
N

TI O 
E

S I EN PR RS I 1 M V R
S N LI VE H
E
S ZA CE
-B
OC
ESS CON A CY N
O  T
 ING) LEAD
SOURC
TI
ON
AS
ED
D O I T W I S E , C O N V I N C I N G LY
TI
M
E CO | CU STOM
RE MA IN
E
 RKE ER  EN
TO M
SU TING TY
V

ER
|

CUS
DE

I
ION-DRI
Z AT I O N

PP C
RI
D E V E LOP

LY
VELOP

SYN NT
DIC R CE
AT I O M E
T

N USTO
TI

AC

C
M

D E
I EN
E
R EN
T | SERV
O P
T | INTE
P T
H - S C
B A A T
S E D L S
B U S I N E S S M O D E

D I S R O N
U P T I V E I N N O V A T I
THE ULTIMATE LEVEL OF TRUTH™ Treacy & Wiersema: “The Disciplines of Market Leaders” (1996)
(1)

RED OCEAN BLUE OCEAN6 (2)

Porter & Kramer: “Strategy and Society” (HBR, 2006)
R Rivalry Rationale and “Creating Shared Value” (HBR, 2011)
O Objectives Opportunities
(2)
Mintzberg: “The Case for Corporate Social Responsibility”
ROUNDMAP™ is a universal business framework designed to drive sus- A brand should, therefore, offer seamless experiences throughout the cus- U Uniqueness Uncharted Waters (Journal of Business Strategy, 1983)
N Needs Narrative
(3)
Edwin Korver: “The Case for Stakeholder EQuitability” (iCity, 2017)
tainable growth by creating and delivering meaningful products and per- tomer lifecycle and align the voice of the brand with the voice of the cus- D Differentiation Development
(3)
Edwin Korver: “The Rise of Two New Business Models” (iCity, 2017)
sonalized experiences to forge long-lasting customer relationships. tomer (their expectations, preferences, and aversions); across all channels. M Measure Modify Edwin Korver: “The Fourth Value Discipline” (iCity, 2018)
(3)

A Adopt Adapt
(4)
Steve Blank’s Lean Customer Development Method (2009)
P Push Pull
(5)
Kate Raworth: “Doughnut Economics” (2017)
(6)
W. Chan Kim & Renée Mauborgne: “Blue Ocean Strategy” (2005)
To be able to successfully execute on a customer value strategy, not just to Research suggests that customers are increasingly attracted to, engaged with,
satisfy shareholders but to wow all stakeholders, brands need to have a and loyal to purposeful brands. The significance of purpose-driven brands  Cost to acquire a customer versus the cost of retaining a customer is five-to-one or even higher.
complete view of every customer who interacts with their brand and can be improved by creating stronger appeal, more vibrant and more  68% of customers leave a brand because they perceive that it is indifferent to their needs.
collect transactional, behavior and intent data on all touchpoints. in-depth experiences, and enduring emotional resonance.  Returning, loyal customers spend on average 67% more than acquired new customers.
 86% of buyers will pay up to 20% more for a better customer experience (CX).
While smart experience design is known to drive customer loyalty, loyalty Every business has a social responsibility to society, to nature and to our  88% of global citizens will be more loyal to companies that support social issues (Cone, 2015).
isn’t something that happens overnight. To prosper, brands should foster planet. A brand that aims to achieve unrestrained growth lacks funda-  21% of employees are estimated to be an employee advocate (Weber Shandwick & KRC Research).
customer relationships over time, and in every interaction. mental morality. We believe growth is good, provided no harm is done.  Companies with engaged employees and engaged customers are 3.4 times more financially effective.

ROUNDMAP ™ CERTIFIED PROFESSIONAL THANKFUL FOR THEIR INSPIRATION FOR MORE INFORMATION: ROUNDMAP.COM

Special thanks to: Brian Solis, Lester Wunderman †, Steve Blank, ™

POSITIONING MARKETING (SIGNAL) PERSONAS
and Robert Greenleaf †. And to: Seth Godin, Irfan Ahmad, Jonathan
E X P E RI E N CE S

NA R RAT IV E S

MacDonald, Jeremiah Owyang, Zig Ziglar †, Simon Sinek, Jeanne Bliss, PURPOSE (WHY) SALES (SWAY) NEEDS (EXPLICIT)
David Meerman Scott, Prof. Peter Fader, Patrick Petersen, Henk
Koopmans, Vincent van Beek, Gerard van Vliet, Jan Willem den PROMISE (HOW) DELIVERY (SATISFY) WANTS (IMPLICIT)

Oudsten, Judith Bilsen, Maurik Dippel, René C.W. Boender, Tony de

PROPOSE (WHAT) SUCCESS (SIGNIFY) DREAMS (TACIT)
Bree, Koos Groenewoud, Yuri van Geest and many others.

© Copyright 2014-2020 All rights reserved - Edwin Korver, CROSS-SILO BV, The Netherlands - info@cross-silo.com - All content is protected by copyright and other protective laws: BOIP.INT i-DEPOT 094029 (3.0), 095482 (3.1), 103610 (3.2), 105496 (3.3), 106619 (3.4), 110465 (3.5), 115384 (3.6).
TERMS AND CONDITIONS OF USE - Certified Coordinators may deploy ROUNDMAP™ for internal business purposes only. All commercial use of the ROUNDMAP™ is strictly prohibited and reserved exclusively for ROUNDMAP™ Certified Professionals (Practitioners and Masters).