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.