Channels are related to the possible ways that the enterprise approaches possible customers (sponsors in the case of Social Enterprise). Communication is the main activity in this block.
In a social enterprise, channels also stand for helping customers to get and evaluate the impact value propositions together with business value propositions.
Channels have five consecutive phases:
1. Update. How does the company inform customer groups about the offered services? How does the company inform about the social impact? (For example, it can be personal meetings, registrations, informative meetings, sending promotional e-mails.)
2. Evaluation. How will the company allow customer groups to evaluate the offered benefits either commercially or/and socially? (For example, Coca Cola, in the early 20th century, gave free coupons for consumers to try its new product, training providers display branded testimonials of happy customers, while manufacturers of building materials choose to display well-known buildings, such as hotels or stadiums in which their products have been used.)
2. Purchase. How can buyers get the products / services? Are they paying for the product, for the social impact or both? (For example, on the supermarket shelf, from the Internet, from wholesalers, from representatives).
4. Delivery. How are products / services delivered? (For example, by mail, with transport, from retail stores, with physical presence).
5. After-sales service. How is the customer served after the sale? (For example, warranty, call center, free service).
Considering all the above information, some questions need to be answered in this block (both for commercial enterprises and social enterprises):
Through which Channels do our customers want to be reached?
How are we reaching them now?
How are our Channels integrated?
Which one works best?
Which one is the most cost-efficient? How are we integrating them with customer routines?
