27 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-eΩicient? How are we integrating them with customer routines? Channels have five distinct phases. Each channel can cover some or all of these phases. We can distinguish between direct Channels and indirect ones, as well as between owned Channels and partner Channels. Finding the right mix of Channels to satisfy how customers want to be reached is crucial in bringing a Value Proposition to market. An organization can choose between reaching its customers through its own Channels, through partner Channels, or through a mix of both. Owned Channels can be direct, such as an in-house sales force or a Web site, or they can be indirect, such as retail stores owned or operated by the organization. Partner Channels are indirect and span a whole range of options, such as wholesale distribution, retail, or partner-owned Web sites. Partner Channels lead t o lower margins, but they allow an organization to expand its reach and benefit from partner strengths. Owned Channels and particu- larly direct ones have higher margins, but can be costly to put in place and to operate. The trick is to find the right balance between the diΩerent types of Channels, to integrate them in a way to create a great customer experience, and to maximize revenues. Channel Types Channel Phases Sales force 1. Awareness How do we raise aware- ness about our company’s products and services? 2. Evaluation How do we help custom- ers evaluate our organiza- tion’s Value Proposition? 3. Purchase How do we allow custom- ers to purchase specific products and services? 4. Delivery How do we deliver a Value Proposition to customers? 5. After sales How do we provide post-purchase customer support? Web sales Own stores Partner stor es Wholesaler Indirect Direct Own Partner bmgen_final.indd 27 6/15/10 5:32 PM