The document discusses the different phases a customer goes through when interacting with a company - awareness, evaluation, purchase, delivery, and after-sales support. It also discusses different purchase distribution channels companies can use like wholesalers, own stores, resellers, and websites. The key channels to consider for each customer interaction phase are raised.

1. businessmodelgeneration.com

2. channel & customer relationship phases
1. Awareness. How do we raise awareness about
our company’s products and services?
2. Evaluation. How do we help customers evaluate
our organization’s Value Proposition?
3. Purchase. How do we allow customers to
purchase specific products and services
4. Delivery. How do we deliver a Value Proposition
to customers
5. After sales. Ho do we provide post-purchase
customer support?

3. purchase: distribution channels
• Heineken: wholesale, own bar network,
supermarkets, retail (e.g. gall & gall)
• Apple: own store network, premium
resellers, mobile networks, retail chains,
webshops
• Philips?
• Unilever?
• how about your seasoning sachets?

4. purchase distribution channels
Partner Own
Indirect Direct
Wholesaler Partner Stores Own stores Web Sales Sales Force

5. marketing view of channels
• It’s not just about getting the stuff to the
customer
• It’s not just about the volumes
• It’s a part of branding strategy

6. beware of marketing confusion….

7. your project
What are your channels for:
Awareness
Evaluation
Purchase
Delivery
After sales

8. relations to value proposition
• through which channel do you deliver the
value proposition?
• through which channel do you
communicate with your customer
segment?