Customer & Member Management – Level II Capability The Customer & Member Management capability domain represents the organization’s ability to acquire, identify, serve, support, and retain both customers and members throughout their full relationship lifecycle. This Level II capability model decomposes the domain into the operational and experience-driven sub-capabilities required to deliver consistent, high-quality interactions; maintain accurate identity and profile data; support service requests; and provide differentiated value through loyalty and retention programs. Together, these capabilities form the foundation for an integrated customer engagement ecosystem—enabling personalized interactions, frictionless service, and measurable improvements in satisfaction, loyalty, and lifetime value. Overall Purpose of This Capability Map This Level II capability model: • Provides a structured, business-centric view of all functions required to manage customer and member engagement. • Serves as a foundation for strategic planning, investment prioritization, and transformation roadmaps. • Enables alignment between business objectives, supporting processes, information requirements, and enabling technologies. • Identifies capability ownership, maturity levels, and improvement opportunities. • Supports impact analysis for proposed changes to digital channels, CRM systems, call center systems, identity platforms, and loyalty frameworks.