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Through which Channels do our Customer Segments 27

want to be reached? How are we reaching them now?

How are our Channels integrated? Which ones work best?

Which ones are most cost-eΩicient? How are we

integrating them with customer routines?

Channels have five distinct phases. Each channel can choose between reaching its customers through its Partner Channels lead to lower margins, but they
cover some or all of these phases. We can distinguish own Channels, through partner Channels, or through allow an organization to expand its reach and benefit
between direct Channels and indirect ones, as well as a mix of both. Owned Channels can be direct, such as from partner strengths. Owned Channels and particu-
between owned Channels and partner Channels. an in-house sales force or a Web site, or they can be larly direct ones have higher margins, but can be costly
indirect, such as retail stores owned or operated by the to put in place and to operate. The trick is to find the
Finding the right mix of Channels to satisfy how organization. Partner Channels are indirect and span a right balance between the diΩerent types of Channels,
customers want to be reached is crucial in bringing whole range of options, such as wholesale distribution, to integrate them in a way to create a great customer
a Value Proposition to market. An organization can retail, or partner-owned Web sites. experience, and to maximize revenues.

Channel Types Channel Phases

Sales force
Direct
Own
Web sales 1. Awareness 2. Evaluation 3. Purchase 4. Delivery 5. After sales
How do we raise aware- How do we help custom- How do we allow custom- How do we deliver a Value How do we provide
ness about our company’s ers evaluate our organiza- ers to purchase specific Proposition to customers? post-purchase customer
Own stores
products and services? tion’s Value Proposition? products and services? support?
Indirect
Partner
stores
Partner
Wholesaler

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