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Channels vs Customer Relationships
Hello. I am Victor, and this is my first post in this community.
I work matching entrepreneurs and angel investors. I receive/hear many business ideas every day and the canvas is a great tool to explore new business models.
I found that the difference between Channels and Customer Relationships blocks were not so clear as in the rest of the blocks. The way I see it is this:
The Offer reaches the Customer through the Channels
Customers shape the Offer through the Customer Relationships.
For me this makes sense. For example, a user community would fit in the Customer Relationship block. Companies use the community to listen to customers, and shape their products/services accordingly.
When I draw the Channels and Customer Relationships as arrows (as in page 18-19 of the book) I draw the Customer Relationship arrow pointing to the left (opposite of what it is in the book).
What is the rationale of both arrows pointing in the same direction (value -> customers)?
I would like to listen to your views.
I may be missing something as I haven't read the full book (only the 70 pages preview).
Muchas gracias!
Replies to This Discussion
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Permalink Reply by Alex Osterwalder on -
Best is to explain with an example:
A bank might server A) retail clients and B) so-called High Net Worth Individuals (HNWI) - i.e wealthy private banking clients.
The bank will maintain a fairly automated/industrialized relationship with retail clients (e.g. through an e-banking channel) and it will maintain a very personal relationship (e.g. based on a dedicated private banker) with the wealthy client.
The implications of the above on resources, activities, and hence costs has important implications for the overall business model.
In a nutshell I'd call the CHANNELS the means to reach customers and RELATIONSHIPS the type of interaction you install...
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Permalink Reply by Victor Perl on -
Thank you Alex.
How would be the CHANNELS and RELATIONSHIPS in that example?
CHANNELS: Online banking, Private bankers
RELATIONSHIPS: ?
Thanks
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Permalink Reply by Jorge Garcia-Bustamante on -
Hola! va en español aprovechando que eres chileno.. y para aportar en spanish al hub..
Tengo una compañía de Marketing Relacional y Estrategia de Negocios y gran parte de nuestras propuestas consideran esta diferencia.
Esta es mi interpretación personal y a mí me ha funcionado.
Canal: por dónde vamos a vender? por dónde vamos a comunicar? Por ejemplo: este producto se vende solo en autoservicios y la estrategia de comunicación se hará principalmente en medios de prensa. Con esa definición toda la estrategia de cualquier campaña toma en cuenta tanto el canal de venta como el de comunicación.
Relaciones: En realidad es la primera pregunta. Qué tipo de "actitud" vamos a tomar cara al consumidor: Atracción, Conversión, Fidelización? (estas 3 etapas son de la metodología propia de mi compañía). Ejemplo: Venta de autos. La campaña que vamos a hacer es para consumidores que no conocen siquiera de este nuevo modelo (atracción), o es para personas que ya están visitando el dealer y están en proceso de "shopping" (conversión), o se trata de que los propietarios del modelo encuentren suficientes argumentos (racionales y emocionales) para visitar el concesionario cada vez que necesiten ir al taller (fidelización).
Espero sea de utilidad.
slds
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Permalink Reply by Ty Patillo on -
Hola Victor. The BMIH is GREAT!!
Your question was quite thought provoking. Thanks for asking your question! Alex's response was equally helpful.
I current provide business formation/modeling services to entrepreneurs that have an existing company or they are looking to start a company. I'm looking to add another component to my client services and it is matching entrepreneurs and angel investors or CV. I was wondering if you could share some advice with me on your process for matching the two together? Do you work with a select number of AIs or do you continue to seek out different AIs for different entrepreneurial deals? In order to provide such a service, I'm sure you have to offer a value proposition to the AI, but more importantly put a price on your expertise in brokering the transaction. What do you suggest as a suitable fee for providing such service? I've been researching some AIs to find out about their investment criteria to get a grasp on what they're objectives are going into a deal. If you can share your insight on pit falls and agreements I should procure with and AI would be helpful??
Thank you
Ty
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Permalink Reply by Victor Perl on
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Ty,lets follow this conversation by email. My email is victor {dot} perl {at} gmail {dot} com
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Permalink Reply by Roberto Pino León on -
Hola Victor:
Comento en español también, pero antes decirte que me es muy familar tu nombre. Dejame ver si estoy en lo correcto: eres parte del equipo de Chile Global Angels no?. Estoy seguro que nos ibamos a reunir pero finalmente te reuniste con otra persona de nuestro equipo en Novos.
Respecto a tu comentario, yo lo he usado de la siguiente forma:
CANALES: La forma en que llego a los clientes (en términos casi físicos).
RELACIÓN: La forma en que nos perciben los clientes o bien como queremos posicionarnos (en términos emocionales, afectivos y/o valoración de marca).
Yo tengo el libro completo. Podríamos discutirlo y hacer cosas juntos (FCH y Novos) en este tema.
saludos
Roberto
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