Architecture Portal

Customer cycles

Learning from service use.

Adrian Sutherland · Version 1.0 · · © 2005–2026

Learning from a cancellation

The provider may assume that an employer can choose the replacement course. A conversation with the learner can reveal that the timing is unsuitable. That finding changes the agreement process and perhaps the service’s offer.

Process area Working result Feedback
Visioning Intended customers, outcomes and relationships. Unmet need or changed purpose.
Transforming Research, trials, communication and migration arrangements. A proposed change excludes a group or leaves open cases unresolved.
Operating Current relationships, service experience and complaints. Repeated contact, abandonment or failed resolution.
Governing Commitments, agreement rules and responsibility for customer outcomes. Conflicting expectations or an unsuitable policy.

Methodology configuration

Your discovery, service review and complaints process can provide different parts of this feedback. Use Methodology configuration to map terms, records and reviews to your own approach.

Dials

Choose the learning cadence around real interactions, with a small trial where it can test the question. Include the groups affected by the change rather than only the easiest people to reach. Bring the service and research owners together. The business owner decides whether to change a commitment. Automated analysis can suggest patterns, while retained observations let a reviewer check the interpretation. Shared findings may change the wider service design.

Diagram

Customer learning cycles

Decisions retained through change and use.

Customer learning cyclesDecisions retained through change and use. The full nodes and connections are described below the diagram.directionreconsideraccepted changeimprovementprioritieschange authoritypolicyfindingsVisioningTransformingOperatingGoverning
  • Visioning

    Intended customers, outcomes and relationships.

  • Transforming

    Research, trials, communication and migration arrangements.

  • Operating

    Current relationships, service experience and complaints.

  • Governing

    Commitments, agreement rules and responsibility for customer outcomes.

Read the connections
  • VisioningTransforming: direction.
  • TransformingVisioning: reconsider.
  • TransformingOperating: accepted change.
  • OperatingTransforming: improvement.
  • GoverningVisioning: priorities.
  • GoverningTransforming: change authority.
  • GoverningOperating: policy.
  • OperatingGoverning: findings.
Version 1.0 · September 2026 · © 2005–2026 Adrian Sutherland. The arrows show selected exchanges and feedback. Work can repeat within any area or reopen a wider decision. Governing applies to direction, change and operation; the areas can overlap. Retain accepted decisions between cycles.

About this edition

Refreshed for the September 2026 website update. This edition develops the earlier Architecture Portal and ASAF material; the fictional worked example was added in 2026.

Scope, limitations and next checks

Status and accountability

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Status

In development

Last reviewed

Intended users

  • Architects comparing and adapting their existing approach

Non-goals

  • Prescribing a mandatory method or claiming measured benefits

Limitations

  • Guidance illustrated by a fictional example; proposed designs and checks have not been implemented or run.

Next evidence sought

  • Review the guidance and try its records with a practising architect.