Cross-channel strategy refers to the interaction between a company and a customer through several channels.
Customers have become “cross-channel” when they use several digital channels to communicate , send an order or make purchases. This change in behavior must be taken into account by companies to develop a customer relationship strategy and an appropriate marketing approach .
How to develop a cross channel strategy
Before setting up and developing a cross-channel strategy, it is important to properly identify the target and the customers. This consists of developing a map tracing the different customer journeys and the channels through which they pass to interact with the company.
In other words, this process allows knowledge of customer behavior. This through an analysis of information systems or a collection of customer opinions. For example, by distributing questionnaires asking customers for their opinion on the customer journey or on points for improvement.
To be effective, the cross-channel strategy takes into account the needs and expectations of customers and adapts to the changing uses of its target. To this end, it is necessary to define the typology of the ideal course desired by its customers.
The advantages of the cross-channel strategy in customer relations
Here are some concrete benefits of cross-channel for a company:
- Find new customers: The use of several channels increases the visibility of a company with a target. This is the case of the creation of an e-commerce site in order to reach an unlimited number of Internet users. The use of several channels opens several doors of entry thus brings more prospects and possibly potential customers.
- Maintain the company’s brand image: The basis of customer satisfaction is based on the fluidity of their purchasing journey and on a rich customer experience. Customer satisfaction has a positive effect on a company’s brand image. A satisfied customer more easily recommends the product or brand to those around him.
- Expand the company’s sales opportunity: This is another possibility with the cross-channel approach. If a product is not available in a store, the customer can place an order on the internet with home delivery. The cross channel therefore makes it possible to limit the risk of rupture or abandonment in the middle of the course. Thus, according to some studies, a cross-channel customer spends more than a single- channel customer.
- Optimize the customer relationship: The cross-channel strategy promotes interaction with customers through the various channels (sms, e-mail, telephone, website, social networks, etc.). In this case, it is possible to choose the most suitable channels according to the nature of the message to be transmitted and the behavior of the customers. In short, the cross channel is the ideal option to optimize the relationship with customers, and therefore to satisfy them.