BLOCK N°3: Channels
The
Channel building block is the tunnel connecting the Value Propositions to the
Customers Segments.
A key
feature of your relationship with your customers. Moreover is crucial in the
customer experience.
Channels serve a number of functions, including:
- Awareness: Introducing company’s products and services to customers;
- Evaluate: Helping customers test a company’s ValueProposition;
- Purchase: Letting customers buy specific products and services;
- Delivery: Delivering a Value Proposition to customers;
- Support: Providing post-purchase customer support;
- Feedback: Getting feedback about the Value Proposition;
Thus, we
distinguish five phases in each channel:
Moreover, we can make a distinction between direct and indirect channels, as well as
between owned and partners channels:
Implementing the exact combination of
channels to reach customers is important to
launch the values propositions in the market.
Example: iPod Channels
Channels used to reach iPod customers are:- Apple Stores
- Web: Apple.com
- Partner stores