This block describes how your company will communicate and transact with your customers, representing the touch points that let your customers connect with your company. Channels include how you will raise awareness of your product or service among customers, as well as how you will execute a transaction, and deliver your value propositions to them. Channels can also be used to offer post-purchase support.
Channel functions include:
- Raising awareness among customers about a company's products and services.
- Helping customers evaluate a company's Value Proposition.
- Allowing customers to purchase specific products and services.
- Delivering a Value Proposition to customers.
- Providing post-purchase customer support.
Questions to address in this section
- Through which Channels do our Customer Segments want to be reached?
- How are we reaching them now?
- How are our Channels integrated? Which ones work best?
- Which ones are most cost-efficient?
- How are we integrating them with customer routines?
Types of Channels
Finding the right mix of Channels to satisfy how customers want to be reached is crucial in bringing a Value Proposition to market. You can choose between reaching your customers through your own Channels, through partner Channels, or through a mix of both.
- Owned Direct - Owned Channels can be an in-house sales force or a Web site, or retail stores owned or operated by the organization. Owned Channels have higher margins, but can be costly to put in place and to operate.
- Partner Indirect - Partner Channels are indirect and span a whole range of options, such as wholesale distribution, retail, or partner-owned Web sites. Partner Channels lead to lower margins, but they allow an organization to expand its reach and benefit from partner strengths.