Channels

Channels are the different ways customers interact with a company throughout the entire customer journey, from awareness to purchase and post-purchase support. These channels can be online or offline and include methods of communication and distribution. For example, a clothing company may have an online store as well as physical retail stores. The online store may use channels such as email, social media, and live chat for communication with customers. Physical retail stores may use channels such as in-store displays and sales associates for customer interaction.

Journey maps are a useful tool to connect the channel block with other blocks in the BMC. They can be particularly useful for identifying which channels customers use and potential alternatives.^[1] For example, a ride-sharing company may use a journey map to visualize the different channels that customers use to request a ride. This could be through the company's mobile app, SMS, or phone call. The map can also identify areas for improvement, such as offering new channels like voice assistants or integration with popular messaging platforms.