Wells Fargo Provides A Real-World Cross-Channel Example For eBusiness

“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:

  • Reducing cost – while likely small, the cost of paper and ATM restocking is reduced if receipts can be emailed.
  • Being environmentally friendly – Less paper, more trees. Easy enough.
  • Increasing security – No more stray ATM receipts potentially falling into the wrong hands
  • Providing better record keeping – Now a customer can keep their ATM receipts in one place (and I don’t mean their wallet which is what I do) and ensure that they don’t lose any receipts along the way – a major source of frustration when balancing a checkbook.
  • Encouraging customers to provide an email address – Listen up marketing folks!! Customers will provide their email address if there is a value in doing so. The convenience of emailed ATM receipts is a value and would clearly encourage customer to provide their email address.

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.



Think this could apply to all

Think this could apply to all paper receipts? Expensing business travel could be tough I suppose?

Storing and Retrieving

Hey Brad - very cool execution. Are these just emailed or are they also stored on Wells Fargo's site if you want to go back in time and see all your ATM reciepts?

ATM receipt storage

Hi Nathan,

Thanks for the question.

The answer is both. The customer has the choice of having the ATM receipt emailed to an email address already on file with the bank or to sent to their secured inbox within online banking.