The FYI Customer Architecture Model is a framework created from 2 decades of marketing strategy development and customer journey design. This simple five-stage framework is what you actually need for today's marketplace when you think you need a marketing strategy. The CAM can help you create a customer-centred marketing strategy, grow your business, create remarkable customer experiences, launch a startup, find new marketplaces for existing products and services, develop new products and services for existing market places. For more information on how CAM could help your business please contact tim@foryourinnovation.co.uk

1. The
Customer Architecture
Company

2. Do you understand your
customer's journey?

3. If you lined up all marketing
agencies and removed their
branding 90% would be
indistinguishable from each other.
They offer the same services as
each other, with very little
difference.
Marketing services have become
commoditised.

4. WHY FYI?
We realised that marketing and it’s services have become commoditised and so we decided to create the
FYI Customer Architect Model.
The model leverages some of the best theories and practices we have used over the past 20 years,
and combines them to work with one another to ensuring the premise of customer centricity becomes the
sole purpose in any design.

5. OUR PURPOSE IS
TO PUT THE
CUSTOMER FIRST

6. PURPOSE
PEOPLE
POSITION
PROPOSITION
PLANNING
THE CUSTOMER ARCHITECT MODEL
INTRODUCING

7. The Customer Architect Model
is made up of 5 triangles, which when combined
together form a pentagon.
This pentagon represents the customer's journey.
These 5 triangles are 5 areas of
focus that you must achieve in the design of a
successful customer journey.
People
Purpose
Position
Proposition
Planning

8. PURPOSEIt’s not what you do but why you do it

9. YOUR
WHY
HOW
WHAT
STORY
Knowing your ‘why’ is an important first step in
figuring out how to achieve the goals that excite
you and create a successful product, service or company.
(versus merely surviving!).
Only when you know your ‘Why’ will you find the courage to
take the steps needed to get ahead, and start on the best
trajectory in helping your customer base understand the
purpose of your product, service or company.
Passion is contagious, enthusiasm is palpable, The key to
harnessing that passion is by developing a clear Why
statement

10. Golden Circles
Why:
How:
What:

11. PEOPLEWho and where are they?

12. Knowing who your customer is and where they are digitally
is more important than ever. What they like to discuss?
what platforms your customer groups use? who are their
connections?
The canvasses help define your target markets, hone down
who they are, understand their likes, their dislikes, their day
to day activities.
DEFINING
PERSONAS FOR
YOUR BUSINESS

13. Life Goal:
Experience:
Name:
Job title:
Day to day jobs to be done:
Work Attitude:
Family:
Environment:
Age: Education:
Social status:
People (Geographic and Demographic)
Give them a pseudonym xx
What is their job title?
What are the day to day duties they have to carry out?
Is this person ambitious? Do they have attention to detail etc.
Work Family as well as personal?
Where do they work? What environment do they work in? inside,
outside? At a desk, In a car?
What is the main goal
in life for this person?
What is their
experience? Where
have they come from?
What is their
educational
background?
What is their social
status? Married, Family
etc.
insert image of your
persona here

14. Decision maker or
influencer:
Personality:
Interests:
Lifestyle :
Personal and professional values :
Concerns:
Benefits wanted:
Intent:
People + (psychographic & behavioral)
Are they the decision
maker or do they have
to influence, if so
who?
What interests them?
Work focused? Active? etc
What are their core personal and professional values? Quality, Keeping
costs to a minimum?
What are their biggest concerns?
What is their
experience? Where
have they come from?
What is seen as a benefit
to them?
Reducing effort, making an
impact?
What is their purpose, why
are they doing what they
are doing?

15. PROPOSITIONThe customer and you, why you should do business

16. A Customer Value Proposition is relevant to your
customers, their pains and what they are looking
to gain.
A good value proposition will help you do this, it
will make those customers continually return.
A well thought out and detailed CVP that uses the
data and understanding from the completed
triangles of the previous stages of the CAM is the
number one element that determines whether
people will read more about your product or
service.
ESTABLISHING
REAL
PROPOSITIONS
THAT WORK

17. Story canvas Act II – Crossing the threshold
Story canvas Act III – Heroes – Customer type
People jobs to be done
People + Benefits wanted
Story canvas Act III the extraordinary world
Story canvas Act II – Villains
FOR INSPIRATION WHAT TO WRITE
The name of the product or service title
Helps
Who need to
Through
Who
Not like
DEVELOPING YOUR VALUE PROPOSITION

18. Proposition Canvas
WHAT DOES SUCCESS LOOK LIKE?
WHAT?
JOBS TO TALK TO INSIGHTS
WHAT ARE YOU HELPING TO FIX?
HOW?
(How is your customer going to
interact with your product or
service? Where does it map to
in the customer journey in Side
3 of the FYI Pentagon e.g.
landing page in trigger
information / telephone call in
moment of purchase)
(What are you trying to
promote, engage or sell to your
customer? What is the actual
product or service you are
offering, pricing online / offline.
Data mapping. e.g. % market
share of x number of possible
customers in my market?
(What is the job title you are looking to talk to
purchase your product or service? From side 2 of
the FYI pentagon - Segmentation)
(What is it your product or service will relieve?) (What would be seen as a successful product or service offering to your customer?)
(Key buying times, How large is the market, where do
they reside digitally? From side 2 of the FYI pentagon
– Segmentation)
Side 4 - FYI CAM Proposition Canvas created by FYI100 2017
WHY?
(why would your customer be interested in this product or service? Your statement from side 1 of the FYI
pentagon)

19. POSITIONPutting a spotlight on your interactions in their journey

20. You can be a brilliant company or have the best
product or service in the world, but if you do not look
after the customer through their key stages of dealing
with you in the way they expect to be dealt with,
then your brand, product or service will not be loved.
How do you know your customers are likely to
interact? What parallels are you mapping to? Do you
know where they are going to be at any given time?
In this stage, we take you through the basic FYI
canvas of an individuals decision journey with you.
During this process you will understand elements in
the journey from awareness to loyalty.
UNDERSTANDING
THE JOURNEY YOUR
CUSTOMER TAKES.

21. Perception map
Customers sees
Awareness Familiarity Consideration Purchase Loyalty
Customers receives
The main aim
Who is responsible?
CUSTOMER JOURNEY

22. PLANNINGInternal and external

23. So from the CAM stages, you now have:
• Your Purpose
• Personas
• A Perception Map
• And CVP’s
Now it’s time to plan to take it to the market, Internally
as well as externally. From campaign launches to sales
enablement training, your bespoke checklist gives you
the understanding of how to embed your strategy.
BUILDING
YOUR
INTERNAL &
EXTERNAL
GO TO MARKET
STRATEGY

24. Jobs to be done:
Final CAM CVPs completed signed off.
Competitor Analysis completed
Pricing agreed
Customer Journey developed and agreed
Agreed roles and responsibilities across
different teams
Product / service demos available
Detailed information created for website
User manuals created (if needed) to include
-
How to Guides,
Installation Guides,
Contact guides
Reference and Help process
Post sale support process
Templates etc.
Jobs to be done:
Key customers identified and eco city
understanding completed.
Content & sales strategy developed and
agreed
Jobs to be done
Sales training manual/document
created
Sales training step 1 - INTRODUCE
TO ALL SALES
Sales Training step 2 - TRAINING
DAY
Sales Training step 3 - SALES
TESTS
Jobs to be done
All customer documentation and
information uploaded to correct website
page
Internal communications to all required
in the business - via Newsletter or
similar
Alert comms plan developed
All to be built in-conjunction with
Marketing campaign timing plan
Jobs to be done
Marketing Objectives and Brief developed
Marketing provided with complete CAM
CVPs and if relevant Technical specs
Marketing provided with any supporting
quotes/statements in support of product
or service from Customers/Employers
Developing benefit messaging per key
audience vs Competitor
Marketing plan developed and shared
with sales/prod before launch
Website and events plan developed
Lead generation process defined and
agreed with sales
IdentificationReadying Sale Pre-Campaign Campaign
Readying internally and externally

25. Proof Check
Our Purpose is
The Persona will
And their perception will be
Through the channels
Measured by

26. Consideration Check
Our Purpose is
Our Personas acted
The perception was
Through the channels
We will now

27. Using the
Customer Architect Model
canvases help define the
right blueprint, for the right
audience, at the right time.
These tools ensure that you
are customer centric.
#T3cHM3dApp

28. THIS ISN’T THE FUTURE
BUT THE NOW
WWW.FYI100.CO.UK

29. Who we are
Tim Elliott
07511342085
tim@fyi100.co.uk
Steve Rick
07734294613
steve@fyi100.co.uk