Augmented and Virtual Reality will indeed soon create a seismic shift in customer expectations, predict experts as far as customer experience is concerned
From Paleolithic cave paintings to the great works of Shakespeare to the new digital form, communication is indeed about conveying the human experience. Every word and image is rather meant to break down the boundaries between one’s minds, share emotions and information, and build a micro-relationship between the creator as well as their audience.
For this augmented reality (AR) and virtual reality (VR) as communication tools have indeed the potential to surpass the development of the written word, the invention of the printing press, and the commercialization of photography. Earlier, there has never been a method of communication that does combine an immersive experience with interactivity in a way that so closely mimics and also augments the human experience. For brands and their CX efforts, the coming impact of AR and VR cannot indeed be overstated.
AR and VR 101
While AR and VR have indeed been popular concepts in science fiction for many decades, they have rather finally reached the technical maturity that is necessary to go from high-tech toy to a valid communication medium.
Augmented reality does refer to the overlay of a digital element on a real-world environment, usually through the use of a screen such as a phone or a tablet. For example, furniture shoppers can make use of the IKEA Place mobile app to point their smartphone at a space in their home to see what a couch, chair, table or any other piece of IKEA furniture will indeed look like in that space.
Virtual reality does refer to the creation as well as delivery of an immersive digital experience that does block out reality through the use of headsets, goggles, monitors, or simulators. VR has indeed been primarily made use for video games, movies, as well as entertainment; though another common use is for training professionals such as surgeons, soldiers, and pilots.
One can appreciate its link to broadband availability and higher speed connections with future 5G technologies, the increased processing power of devices, and also the maturity of technology such as cloud computing and artificial intelligence, AR and VR are poised to become a primary way for brands in order to interact and communicate with consumers. In fact, software, development kits, and app stores to make AR and VR as easy to adopt as smartphones were a decade earlier.
The shift to VR and AR in CX
When it does come to customer experience, experts do indeed predict that AR and VR will rather soon create a seismic shift in customer expectations on par or exceeding the impact of social media, mobile apps, as well as the internet itself, had on how brands do approach CX. As brands do work to incorporate VR and AR into their overall digital strategy, it will indeed be a key to keep the human experience front and center. That does mean focusing on delivering:
With AR and VR, one can completely immerse aone’s audience in one’s brand from the comfort of their own home, while making use of data to make that experience unique to them. By meeting one’s customers where they are, both literally as well as figuratively, the easier it will be for the user to be able to see how one’s brand fits into their lifestyle.
Emotional resonance:
VR and AR do have the power to elicit an emotional response, which a brochure or webpage cannot hope to match. These technologies do allow customers to interact with one’s brand as an active participant instead of as a passive consumer, much-giving brands the opportunity to create memorable experiences at every touch point.
Accessible information:
As self-service does become more common, AR and VR will indeed be critical in bridging the gap between the brand as well as the customer. These technologies can indeed give users confidence that they are making the right buying decision at their own pace while having access to one’s complete CX team at the touch of a virtual button.
Customer engagement:
As customers do gain the ability to explore products with a 360º view, from inside out, and in 3D, brands are indeed going to be able to engage with customers at an almost unimaginable level using real-time data.
As technology such as artificial intelligence does come to the forefront, VR and AR may also help overcome the CX divide that can come from “dealing with a robot” versus working with a human. For example, while sophisticated AI can indeed look at a bank customer’s spending patterns in order to make recommendations for meeting a savings goal like retirement, the advice the AI does provide and can be easy to ignore if it were to come via email or a text. However, in case it is delivered by the bank’s brand avatar as a part of a VR experience, it would rather make it easier for the customer to be able to create an emotional connection and be open to what the AI has to communicate, just as if it were coming from a human advisor. Beyond just selling more product, VR and AR can also be used by companies to create digital life coaches that do help solve real-world problems and build lasting brand value.
While AR smart-phone apps and VR headsets are indeed already common today, the virtual revolution is only beginning. Every business in every industry has no doubt the opportunity to incorporate AR and VR throughout their entire CX process, from marketing to sales to customer support. The successful company will be the one that does make use of this technology, not as a new channel for engagement with the company, but as a way to transform what engagement truly means.
