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Posted by Brad Strothkamp on April 21, 2010
“Cross-channel” is a term (or shall I say a buzzword) that is thrown around by many and understood by few. Seldom does a week go by that a vendor or client mentioning their objectives or strategy doesn’t throw out “cross-channel” or “multi-channel” or something along those lines.
With this in mind, I have made it my personal goal to seek out real-world examples of cross-channel at work; examples that have a clear benefit both to a customer and to a provider. Progressive Insurance’s cross-channel save and retrieve functionality is a great example of cross channel at work that I have written about before, but I recently came across another:
Wells Fargo offering customers the opportunity to email ATM receipts to their email address on record.
This feature gets at the heart of a concept I have been thinking about for a while; the concept that the Web can have a role to play in enhancing offline processes that already exist. I mean the emailed receipt doesn’t replace the trip to the ATM, but it does make it better by:
In your eBusiness strategies, I challenge you to think about ways in which the Web can play a role in enhancing offline processes to make them better. That to me is a key component that is often missing in the definition of cross-channel related to the Web.
I encourage you to comment with cross-channel examples you may have heard about.