Customer Experience

Create a Great Cross-Channel Customer Experience

a bussiness woman sell fashion clothing online via video chat

How do you attract new customers?

Almost every business agrees that its product quality and excellent delivery services are the keys to success.

While this was the case 2-3 years ago, it is no longer the primary reason why customers opt to make a deal with a company. 

Then what is it all about?

Today, it’s all about giving the best customer experience. Good quality products and excellent customer service appear to be the fundamental goals of any business, which is understandable. 

But customers nowadays prioritize value, satisfaction, and content over everything else, making CX crucial in today’s industry. 

In a nutshell, it functions like a contest, with runners willing to hand the stick to each other to provide seamless transitions. This occurs between channels representing racetracks until the customer satisfaction competition is accomplished. Additionally, customer engagement strategies across all channels are included in the cross-channel customer experience. 

What is Cross-Channel Marketing?

Cross-channel marketing is the use of many channels to target customers. The many channels gather and share information about the customers for it to be merged into a continuous customer journey. This makes switching between channels easier and smoother. 

Cross-channel marketing ensures that your messaging and advertising are consistent across all platforms. In addition, this channel mix complements each other effectively, successfully engaging and helping customers as they move along the buying cycle across touchpoints and gadgets.

Let’s understand cross-channel CX with an example:

Assume William is a customer attempting to purchase a new laptop. He begins browsing the same way any normal customer would but abandons the order in the middle. The next morning, William receives a custom email with a link to purchase premium laptops at a discounted price.

When he clicks on the link, he immediately finds a good deal and places the order. All of that is followed by another email that includes a survey on his customer experience, online. The email also includes a discount voucher that may be used in both offline and online markets.

The purchase was accomplished because his conduct was recorded on a website and then transmitted through several channels. So this is the way a cross-channel client experience functions.

Why do you need cross-channel marketing?

There are more channels than ever to connect and engage with customers today, and marketers may gain deeper knowledge by using a multi-channel strategy. 

If customer experience is key to your goals for 2023, try to use this article to stay on the cutting edge of the latest customer experience trends and discoveries in the following year.

Businesses invest in CX for three reasons:

  • 42% invest to increase cross-selling and upselling.
  • 33% say they invest in CX to increase customer retention.
  • 32% find that investing in customer experience results in customer satisfaction and loyalty.

Here are a few of the most important advantages of cross-channel marketing for creating CX:

1. Meet your customers where they are.

For a moment, consider old school. 

Previously, businesses had to discover their ideal customers’ locations—in which city they were, where they loved to go, where they devoured their news, or where they most frequently encountered advertisements—in order to get their messaging in front of them. They had to meet these prospective customers where they already spent their time.

In some ways, the present marketing strategy is no different.

Your clients devote time across many channels every day. And if you just meet them through one or two channels, you’re losing out on an entire world of brand-customer interactions.

Cross-channel marketing increases the number of possible touchpoints you can have with your potential customers, increasing engagement and the likelihood of winning purchases.

Consider Apple as an example. They have physical stores, TV advertising, a quality website, and also digital ads. They are able to maintain a consistent appearance and message at every touchpoint by adhering to a consistent brand identity and strategy.

If you can blend mobile apps, email marketing, social media, and online advertisements with traditional offline efforts, you’ll be able to meet customers where they spend their time and develop a much better relationship with your business.

2. Increase Brand Awareness

Brand recognition is important for your company to stand out in the congested digital world. Your consumers, on the other hand, can’t buy things they can’t locate, and even if they can, they’ll probably require many engagements with your brands before their interest is sparked enough to visit your site.

A strong cross-channel marketing strategy may help you develop a prominent voice across numerous platforms, increasing the likelihood of consumers meeting your brand and increasing their familiarity with it.

Showing a brand message plot on your preferred social media platforms regularly, running consistent ads, creating relevant and insightful blog posts, and developing effective marketing campaigns via email all work together to build, raise, and pay off that brand awareness quicker than ever.

3. Expand Your Efforts to Generate Relevant Content

You might focus all of your marketing resources and team efforts into creating your identity on one channel, but doing so subjects your company to significant risk.

The diversity of an online marketing strategy is its strength. More means to interact with your prospective customers means more chances to send relevant information to them, no matter where they are.

The Temkin group discovered that:

Companies that generate $1 billion per year may expect to earn an additional $700 million after investing in the customer experience within three years.

Cross-channel marketing allows you to distribute relevant information across many media channels, resulting in larger and more enhanced business outputs.

4. Improve the customer journey by collecting more data

It is difficult to increase brand validation by distributing relevant information and a powerful brand message across many channels. Delivering customized experiences to the relevant customers on the appropriate channels and at the right time is critical for cross-channel marketing success.

This is where your customer data comes in. As you begin to implement your cross-channel marketing strategy, you will soon see that you are collecting client data from each channel.

Customer information is digital gold. 

Enable it, and you’ll have a precious resource to offer the individualized experiences your customers expect, as well as significantly improve each unique client engagement.

5. Encourage Customer Engagement Through Responsive Interactions

Your online clients do not seek one-size-fits-all online experiences. They want to interact with businesses that recognize them as individual customers and express this by presenting content that is relevant to their interests, product preferences, and affordability.

You may accomplish this with an efficient cross-channel marketing strategy. You may provide responsive content that is targeted to their specific interests via email, social media ads, SMS, and the web. 

The more relevant your content is, the more likely your target group will engage, and better engagement results in higher conversions. Fortunately, it doesn’t depend on what type of business you run; strengthening the customer experience has been shown to increase retention, engagement, and revenue.

6. Increase Brand Trust

Every day, your target audience is bombarded with hundreds of advertisements, ranging from podcast sponsorships to social media ads to billboards on their daily commute. 

To stand out from the crowd of competitors striving for their attention, you’ll need to earn their trust. And that trust must be earned before you can win their loyalty.

This approach is time-consuming and sometimes costly with single-channel marketing. However, by employing personalized engagements to increase interaction and develop confidence in your products, you may substantially enhance your time to value with cross-channel marketing.

Cross-channel marketing isn’t about pushing products. It is about regularly offering helpful and relevant content in order to naturally create a strong and loyal customer base that builds trust in your business for years to come.

How do you create a cross-channel marketing strategy?

1. Keep an Optimal Channel

To engage with customers, you may use a variety of channels, such as a company website, emails, apps, social media, or newsletters. However, you should be mindful that not all of them will be beneficial to your cause.

Investing in each and every channel will merely consume your resources and reduce your ROI. As a result, you must examine your processes to determine which channels provide the best customer experience for your brand.

2. Consistent Design Pattern 

If you want to build a unique business image, you must present your brand in a distinctive light. To do this, you must attach a sense of uniqueness to your brand image. Furthermore, the distinct element must be matched with uniformity across the virtual circular pattern.

For your brand to stand out from the crowd, your brand logo, content, fonts, photos, and even layouts must all radiate your brand name. If you can, that’s fantastic. If not, don’t panic since you can employ upper-edge designers and developers for the job.

3. Prioritize progress

You must prioritize your team’s abilities in order to develop a viable cross-channel CX. Concentrate on their teamwork and communication abilities, since these will be the most challenging.

You should also strain their content marketing, video production, social media expertise, and data analysis skillsets.  

4. Make use of analytics

Data may address many of your problems while also revealing where your brand is lagging. Gather as much knowledge concerning your marketplace as you can and employ it to your profit.

5. Map the customer journey

Which channels did your customer use to reach you? Which channel is the most profitable? 

You must be completely aware of your customer’s journey. He or she accessed the websites that were explored through the applications, which led him or her to your platform.

The effort is difficult, but it is well worth it. When you identify the most beneficial channel for your brand, you may leverage it to boost income. 

Cross-Channel Customer Experience with Arvia Video Call Platform

Why should your brand use livestream shopping to provide a completely personalized cross-channel experience to present and future customers?

Cross-channel marketing strives for adaptability.

The one-to-one Livestream shopping widget by Arvia humanizes the consumer experience and provides an immersive atmosphere. The power of livestream purchasing allows for a more personalized experience via video chat. 

Customers can gain the following benefits from Arvia’s one-to-one shoppable video chat feature:

  • Customers can make purchases within the experience.
  • You can connect customers to appropriate information on your site, which will assist them in making an informed selection.
  • Retailers and eCommerce owners may discover customer requirements and develop a devoted community with good coaching.
  • You may schedule additional visits, which is ideal for high-value products.


With 9 out of 10 competing firms focusing on customer experience, businesses that prioritize customer experience will distinguish themselves from the pack and attract loyal customers. And, because there are several techniques to leverage the feature, a company is going to be perplexed. As a result, implementing cross-channel CX appears to be the most realistic idea. 

You can increase brand loyalty by ensuring that their interactions with your brand are smooth, enjoyable, and always improving. 

If you don’t, you’ll be giving your competitors the biggest present you can think of: your customers.