A channel refers to the means or pathways through which a company delivers its [[value proposition]] to its [[customer segment|customers]] and communicates with them. This includes all the different ways a business interacts with and reaches out to its customers, from initial contact to after-sales service. Channels encompass a wide range of activities such as [[sales channel|sales]], [[communication channel|communication]], [[distribution channel|distribution]], and [[customer support channel|customer support]], including online platforms, retail stores, direct sales teams, and marketing campaigns. Effective channels are crucial for ensuring that customers are aware of the product or service, can purchase it conveniently, and receive support if needed. By carefully selecting and managing these channels, businesses can enhance customer experience and optimize their reach and efficiency in delivering value. Channels can be [[physical channels|physical]] or [[digital channels|virtual]], [[direct channel|direct]] or [[indirect channel|indirect]].