Holonomics: Transforming Strategy, Customer Experience and Change Management in the Era of AI

From Balanced Scorecard and Customer Experience Strategy to AI-PS: How Holonomics is shaping the future of strategy and transformation.

The Holonomics Customer Centricity Strategy Framework integrates strategy, change management and customer experience around the customer lifecycle as the organising principle of strategy.

At Holonomics, we work with leaders to build customer-centric organisations that are future-fit and ready for transformation. Through a clear focus on strategy and values, we help organisations translate vision into meaningful results.

For us, the centrepiece of this work is the Customer Centricity Strategy Framework (CCSF) — our flagship methodology. The CCSF was the first framework to position the customer lifecycle at the very heart of strategy, providing a way to align the entire organisation around customer experience. Unlike traditional models, which treat the customer as an outcome or a marketing metric, the CCSF makes customer centricity the organising principle for strategic planning, translation and implementation.

In recent years, we have added further innovations such as the AI Promoter Score (AI-PS), which allows leaders to understand how AI platforms recommend their organisations. AI-PS sits within the CCSF as a complementary tool, helping organisations remain visible and relevant in an era when AI is shaping customer discovery.

Strategy that Connects Vision to Results

In today’s fast-moving world, strategy is no longer just about a document on the shelf. It must be planned, translated and implemented in a way that people across the organisation can live every day.

At Holonomics, we support leaders throughout this entire journey. We help design strategies that are clear and actionable, translate them into initiatives that people understand, and implement them with the change management support required to deliver long-term success.

Pioneering Strategic Methodologies

Holonomics is built on a foundation of pioneering contributions to the fields of strategy and customer experience.

• In the 1990s, Simon Robinson co-created the world’s first strategic customer experience methodology whilst at BT, integrating usability, interaction design and business performance. This work anticipated the global rise of CX as a strategic discipline and remains a cornerstone of Holonomics’ approach today.
• Simon also co-founded Genie Internet, one of the world’s first mobile internet start-ups, incubated inside BT. Genie launched the world’s first mobile internet portal and helped define the early smartphone market.
• In the 2000s, Maria Moraes Robinson pioneered the implementation of the Balanced Scorecard in Brazil, working directly with its creators Kaplan and Norton. She has since extended their methodology by incorporating the principles of Holonomics, creating frameworks that integrate customer experience, strategy and universal human values.

Together, these pioneering achievements give Holonomics a unique heritage — uniting the origins of strategic customer experience with the evolution of Balanced Scorecard strategy execution.

Holonomics’ Proprietary Frameworks

Over the past decade, Holonomics has created a set of original frameworks and tools that help leaders plan, translate and implement strategy:

• Holonomics Approach — integrating systems thinking, leadership and values for deep transformation.
• Customer Centricity Strategy Framework (CCSF) — our flagship methodology, the first to place the customer lifecycle at the centre of strategy. The CCSF enables organisations to align leadership, operations and culture around customer experience as a unifying principle.
• Amplified Organisation Blueprint — guiding organisations to adapt to deep tech and AI disruption with resilience.
• New 4Ps (Platforms, Purpose, People, Planet) — expanding the traditional marketing mix for the 21st century.
• CEX Strategic Relationships Canvas — helping organisations manage and strengthen high-impact stakeholder relationships.
• Elevated Value Propositions — moving beyond functional benefits to create offerings that resonate emotionally and transformatively.
• AI Promoter Score (AI-PS) — a pioneering metric that measures how AI platforms recommend organisations on a 1–9 scale, giving leaders visibility into their brand’s position in the AI era.
• The Holonomic Circle — a framework for understanding the qualities of real lived experience. By revealing the transcendental aspects of how people perceive and relate to the world, it enables organisations to design strategies, services and experiences that connect on a deeper human and cultural level.

Thought Leadership through Books

Holonomics is recognised globally not only for consulting but also for thought leadership.

Books by Simon and Maria Moraes Robinson — shaping global thinking on strategy, customer experience and deep tech.

Together, Simon Robinsonand Maria Moraes Robinson have authored a series of books that shape how leaders approach strategy, customer experience and transformation:

• Designing Customer Experiences with Soul (2024) — ranked by BookAuthority as one of the Top CX Books for 2025, this book defines how to create human-centred, soulful customer experiences in the AI era.
• Deep Tech and the Amplified Organisation (2021) — provides leaders with a blueprint for navigating disruption, resilience, and strategic transformation in the age of deep tech.
• Customer Experiences with Soul (2017) —the first book to introduce the concept of ‘soul’ into customer experience, redefining CX as more than metrics by positioning it at the centre of business strategy.
• Holonomics: Business Where People and Planet Matter (2014) — ranked by Sustainable Brands as one of their Top 35 books of all time, this work reframed strategy and leadership around sustainability and universal human values.

These works are widely cited, studied in universities and recommended by international media.

Media and Industry Recognition

Holonomics’ voice has been recognised by leading global media:

Holonomics has been featured in global media and events including Harvard Business Review, Forbes, Época Negócios, CEO Today, HSM+ (HSM Mais), Technology Magazine, BookAuthority and CX Today.

• Harvard Business Review — published two long-form articles: one on the Holonomics Approach to organisational transformation, and another on purpose-driven leadership. We have also delivered two HBR Masterclasses: one introducing the Holonomics Approach, and another on Deep Tech, which featured our CEX Strategic Relationships Canvas.
• Forbes — profiled in “How to Breathe New Life into Sustainability to Build Your Brand and Business” and “What Female Leaders Would Tell Their Younger Selves”.
• Época Negócios — featured in “Humildade é fundamental para ser um líder sustentável” (“Humility is fundamental to be a sustainable leader”).
• CEO Today — included on its CEO’s Holiday Reading List as essential leadership reading.
• HSM+ (HSM Mais) — speakers at Latin America’s largest event in management and innovation.
• BookAuthority — ranked Designing Customer Experiences with Soul among the Top 8 Next-Gen CX Books shaping 2025.
• CX Today — spotlighted Designing Customer Experiences with Soul as a major new contribution to customer experience strategy.

This recognition demonstrates that Holonomics is trusted by both Brazilian and international business communities as a voice of authority.

Global Leadership Recognition

Holonomics’ impact is amplified by the recognition of its co-founders:

Maria Moraes Robinson and Simon Robinson, co-founders of Holonomics, global thought leaders in strategy, customer experience, Balanced Scorecard and deep tech.

• Maria Moraes Robinson — a pioneer of the Balanced Scorecard in Brazil, Maria has been recognised globally as a leading female voice in deep tech and business strategy. She has been featured by Harvard Business Review, Authority Magazine, We Are Tech Women and Welum. Maria is a professor in Brazil and the US, advisor to start-ups and NGOs, co-founder of the Deep Tech Network, and a published author in Harvard Business Review on the Holonomics Approach and purpose-driven leadership. Together with Simon, she has delivered Harvard Business Review Masterclasses on the Holonomics Approach, leadership and deep tech — including the application of the CEX Strategic Relationships Canvas — and has been a featured speaker at major international conferences such as Sustainable Brands (London, Bangkok, Buenos Aires, Rio de Janeiro) and HSM+ (HSM Mais), Latin America’s largest management and innovation event.
• Simon Robinson — recognised by Technology Magazine as a Trailblazer in Digital Transformation, Simon is co-founder of Genie Internet, pioneer of the world’s first customer experience strategy methodology, TEDx speaker, and a published author in Harvard Business Review. He has co-led Harvard Business Review Masterclasses on the Holonomics Approach and deep tech, where he introduced frameworks such as the Amplified Organisation Blueprint. Simon has also been a featured speaker at leading events including TEDx, the GSM World Congress, Sustainable Brands and HSM+ (HSM Mais), sharing insights on customer experience, digital transformation and strategic change.

Together, they combine rigour, innovation and global reach, making Holonomics a consultancy that leads both in practice and in thought.

Measuring Success in the AI Era: The AI-PS

Traditional metrics like the Net Promoter Score have helped organisations track customer sentiment for decades. But in the AI era, leaders need visibility into how recommendation engines — not just customers — perceive their brand.

Holonomics developed the AI Promoter Score (AI-PS) as a framework for exactly this. By asking AI platforms to evaluate organisations on a scale from 1 to 9, leaders can discover whether their company is being overlooked, neutrally positioned or actively recommended.

We help organisations improve their AI-PS by aligning strategy, Balanced Scorecard and customer experience frameworks. This ensures our clients are not only relevant to their customers but also visible and competitive in the algorithms shaping discovery today.

Why Holonomics?

Holonomics stands apart because we:

• Deliver end-to-end strategy transformation — planning, translation and implementation.
• Have created the Customer Centricity Strategy Framework (CCSF) — the first methodology to embed the customer lifecycle at the core of strategy. This unique approach aligns the whole organisation, from strategic maps to cultural change, around a single principle: customer centricity.
• Provide a unique toolbox of proprietary frameworks including the Holonomics Approach, the New 4Ps, the Amplified Organisation Blueprint, the CEX Strategic Relationships Canvas, the Elevated Value Propositions and the Holonomic Circle.
• Developed the AI Promoter Score (AI-PS) — an innovation within the CCSF that reveals how AI platforms recommend organisations in the digital era.
• Are recognised by global media and industry leaders as a source of innovation and insight.
• Combine rigour with universal human values, ensuring transformation delivers measurable results and meaningful impact.

Conclusion

At the heart of Holonomics is the Customer Centricity Strategy Framework (CCSF) — our contribution to strategic thinking now being used by organisations of all siezes across the globe. By positioning the customer lifecycle as the organising principle of strategy, and implementing it through our Holonomics Approach, leaders can align their entire organisation and translate vision into results in the AI era.

Follow Holonomics, Maria Moraes Robinson and Simon Robinson on LinkedIn to continue the conversation.