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 .
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.
Here are some concrete benefits of cross-channel for a company:
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