12, September 2017
In today’s digitalized world, technology has become sine qua non. The modern human would be at a loss in a world without Google, Netflix or Amazon. Interactions between customers and enterprises continue to evolve along with the advancements in technology and infrastructure. The quintessential customer of today is moving away from brick-and-motor stores. And global enterprises, led by future thinking, are rapidly transitioning towards an environment in which they can easily and symbiotically discover, engage and retain customers. According to Gartner, “Businesses will use VR technologies to enhance customer and employee digital experiences. Technology innovation leaders need to investigate, invest and plan to integrate AR (Artificial Intelligence) and VR (Virtual Reality) to improve customer and employee interactions and business performance”.
At the frontier of multi-channel interactions is Virtual Reality (VR). The pace of innovation in VR is on the rise, given that its application to empower enterprises to service customers is becoming clearer by the day. Devices such as head-mounted displays and wearables that provide purposeful and timely information are becoming accessible channels for brand interactions. The difference between the VR experience and other channels is that it offers a highly-immersive ecosystem without the dreaded fear of overselling. By integrating VR technology into service applications, enterprises can bridge their physical and digital worlds to give customers a fully-rounded experience that they are very much in control of.
Some of the ways in which VR solutions can improve customer experience
VR enable retail brands to deliver a one-of-a-kind experience to their customers. Considering the influx of artificial intelligence into the daily lives of the modern customer, other industries such as BFSI, Telecom, etc are not far behind. Past the past few years, Customer demands have become domain-agnostic. They want the same experience, no matter what they want. A digital showroom in 3D can be used to personalize (with or without headset) customer interactions and offer innovative mobile and in-store experiences.
Imagine being able to provide step-by-step instructions on your products and real-time service to customers. With VR, you can guide customers to their window-shopping, purchasing or troubleshooting expectations by using visual diagrams that instruct them exactly what to do and how to do it in the least possible time.
Virtual development platforms are an enterprise’s best bet for minimizing expenses while substantially improving efficiency. They can test drive their products / solutions / services in all different stages of development without incurring any extra costs. On a virtual stage – they can offer a valuable 360-degree perspective.
AI-driven virtual agents can present themselves as actual people via live streaming feeds, and help customers to sort out any issue they may be facing or to empower them with the right information to carry out self-service seamlessly.
Virtual reality can be the perfect addition to gamification strategy for improving customer retention and fostering long-lasting loyalty. Gamification applications help enterprises to create an entirely new perspective for product presentations and supply-side production values. Customers can have an interactive understanding on new releases or performance, at the click of a button, without leaving the comfort of their homes.
In the coming years, Virtual Reality will become a core digital platform to initiate and handle customer interactions across domains. Some of its key differentiators include:
Emotional resonance: VR technology has the potential to incubate greater emotional resonance to customers, through the sheer sensory impact of the experience and the capability to provide greater intimacy remotely.
Information accessibility: It is a flexible platform that allows for much greater information accessibility. Providing information in a quick and simplistic format, VR supports multi-sensory learning including tactile kinesthetic interaction that can adapt the content to the customer’s preferred experience type.
Hypothetical experience: VR technology can help enterprises to create a compelling Hypothetical Experience that lets customers to experience multiple scenarios in real time without having to prototype or making snap decisions based on one-dimensional representations.
Virtual Reality certainly has a huge business potential that will have an impact on the way customer experience is delivered. Enterprises that manage to create seamless, integrated, and immersive experiences, using breakthrough technologies, will be able to create lasting impressing among its modern customers.