The purpose of a Cross-Channel Blueprint is to identify the level of importance and the specific roles that different channels play for customers at each phase of their journey. Often, marketing teams are unclear or have conflicting opinions about how to manage different customer-facing channels. This lack of alignment can cause endless internal debate and can lead to disconnected customer experiences, particularly for organizations that provide e-commerce and online self-services. This framework helps align marketing teams on how to make individual channels more relevant for customers, and how to make all channels work better together.
What role does each of our channels play for our customer?
Tate, Tyler. Cross-Channel Blueprints: A tool for modern IA.