430Channels
This expands the 'Place' concept of the 4Ps, considering all mediums of customer engagement.
The statement
The CHANNELS of your customer journey are helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Are the CHANNELS of your customer journey helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 431 | Context | Your customers can use the most relevant channel depending on their specific context. |
| 432 | Interactions | Your channels are physical and digital. You provide clear, personalised interactions. |
| 433 | Information | Information captured or shared in your channels are consistent, real-time, personalised, useful and accurate. |
| 434 | Omnichannel | You have orchestrated all your channels and there is no silo between it. |
| 435 | Sustainability Sustainability Zoom | You optimize the social and environmental impact of your physical and digital channels. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Secondary Brake (S) | ≥ +1 |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Not among its ten role slots | |
| A4 | Stagnant Leader | Not among its ten role slots | |
| A5 | Pivot Pioneer | Secondary Accelerator (T) | ≥ +1 |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Not among its ten role slots | |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Not among its ten role slots |
The role comes from the posture, not from the dimension: 430 Channels holds a role in 2 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.