Customer experience: how to improve it through Extended Reality
The customer experience has become a decisive factor for the success of any business in the digital age. Today's consumers are not only looking for quality products or services, but also for emotional connections and memorable experiences that reinforce their relationship with brands.
In this context, Extended Reality (XR), which encompasses the Augmented Reality (AR), the Virtual Reality (VR) and the Mixed Reality (MR), together with the Artificial Intelligence are presented as powerful tools to transform the way brands interact with their audiences, offering immersive and personalized experiences.
In this post we will analyze in depth the term customer experience and the changing trends among consumers. In addition, we will see how the retail industry is evolving and the role that Extended Reality, among other technologies, plays in changing customer interaction. Ready?
What is customer experience
The customer experience, or customer experience, is the set of perceptions, emotions and sensations that a customer has throughout their interaction with a brand, product or service.
This includes every point of contact, from the first encounter with the brand through to after-sales, and covers both rational and emotional aspects. It includes aspects such as customer service, product or service quality, ease of use and the emotional bond that is created. Its main objective is to offer a memorable, personalized and consistent experience that fosters customer loyalty, satisfaction and commitment to the brand.
The customer experience is one of the most important relevant in a company because it makes increase the value of companies and, consequently, sales and the number of consumers also increase.
5 keys to Extended Reality to stimulate the customer experience
Before learning how Extended Reality is impacting the enterprise customer experience, it is important to review what this technology is all about. The Extended Reality is a general term that encompasses all technologies that combine the physical and the virtual to offer immersive experiences.
It is composed of the Virtual Reality (fully immersive digital environments), the Augmented Reality (digital elements on the reality itself) and the Mixed Reality (combines the real and the virtual in an interactive way).
In relation to the customer experience of brands, the Extended Reality (XR) becomes an essential tool to create a better customer experience. memorable, immersive and personalized interactions with users.
Here you have FIVE KEYS to use Extended Reality in customer experience:
Customization
The Extended Reality drives personalization in the customer experience by enabling experiences tailored to customers' individual preferences, personalities and needs. Providing them with unique experiences.
With technologies such as Augmented Reality or the Spatial Computingcustomers can test products virtually or receive personalized recommendations based on real-time data. This not only improves customer satisfaction, but also strengthens the emotional bond and loyalty, highlighting the brand in an increasingly competitive market.
Improved customer support
The combination of Extended Reality and Artificial Intelligence is revolutionizing customer support by offering more immersive, personalized and efficient solutions. On the one hand, the Extended Reality enables visual and hands-on experiencessuch as guides and interactive infographics to resolve doubts or detailed instructions for complex products.
On the other hand, the Artificial Intelligence improves immediacy and accuracy of assistance through intelligent chatbotsThe new technologies, hyper-realistic avatars and natural language processing, are capable of answering questions and solving problems in a way that is tailored to each customer. Together, these technologies not only optimize support, they create more human, memorable and satisfying interactions.
If you are interested in this topic, you can continue to learn more about the use of Artificial Intelligence in customer service at Avatars with Artificial Intelligence: definition and main uses.
Interactivity
The incorporation of Extended Reality in the customer experience of the brands allows for go from the storytelling at storylivingsignificantly increasing the interaction of users with products and services. Thus, customers move from a passive to an active role.
With tools such as Augmented Reality and Virtual Reality, users can interact directly with products, explore virtual environments or participate in gamified experiences, creating a deeper bond with the brand. These activities not only enrich engagement, but also improve brand perception and strengthen the relationship with the audience. Thus, it facilitates a bidirectional communication between the brand and the customer, allowing immediate feedback.
Increased confidence
Extended Reality enhances confidence in the customer experience by providing customers with a more transparent and tangible shopping experience with products or services. These immersive technologies allow you to visualize how an item will fit into your environment before you buy it through AR experiences, or offer simulations that allow you to explore features in detail.
This reduces uncertainties and improves informed decision making. If an AI-based virtual shopping assistant is added to these actions, it is possible to solve their doubts about the product and service in real time and in a personalized way. This type of interaction reinforces authenticity and perceived quality, so brands can build a stronger relationship of trust with their customers.
Automation and efficiency
Today's consumer is looking for speed and personalization of the shopping experience, two points in which Artificial Intelligence applied to commerce and retail plays a key role. Its combination with Extended Reality makes the automation and customer experience efficiency, streamline processes and optimize resources.
AI automates routine tasks such as initial customer service through chatbots and virtual assistants, providing fast and accurate responses. By integrating with Augmented Reality services or Virtual Reality, these technologies allow automated visual guides, interactive simulations y real-time solutions that resolve questions or problems autonomously. This approach reduces waiting times, improves operational efficiency and ensures a smoother and more satisfying customer experience.
Learn about the latest in the digital world in our article Virtual Influencers as a trend in Social Networks.
Future of customer experience with Extended Reality
As the Extended Reality evolves, the The future of the customer experience promises to be more immersive, personalized and fluid than ever before. The immersive technologies we have seen throughout the post will provide customers with more tangible and dynamic ways to interact with products and services, completely transforming their relationship with brands.
From the possibility of exploring hyper-realistic virtual brand environments and test products before you buy them, until you receive virtual assistance in real time, these technological experiences will enable companies to connect emotionally with consumers and tailor purchasing actions to their individual needs.
In this scenario, the Artificial Intelligence (AI) will play a crucial role in leveraging the XR's capabilities to deliver smarter and more efficient experiences. Artificial Intelligence will analyze the behavior, preferences and needs of each user, personalizing each interaction. Integrated with Extended Reality, it will allow consumers to adjust and configure products interactively, ensuring more informed purchasing decisions.
In addition, the AI will optimize customer support through advanced virtual assistants and avatarsautomatic analysis and personalized attention in real time. Reducing friction in the purchasing process and improving operational efficiency. This future, where technology and personalization combine, redefines the relationship between brands and customers, delivering more seamless, memorable and satisfying experiences than ever before.
Examples of customer experience improvement through Extended Reality
Throughout this article, we have explored in depth the different ways in which the Extended Reality impact and improve customer experience for brands. Below, we will see the most relevant success stories that have been implemented by different companies in different sectors.
Here are 5 examples of customer experience improvement through Extended Reality:
- Cervantes IAis a clear example of how Artificial Intelligence enhances the customer experience as a breakthrough in the tourism technology. This hyperrealistic avatar of Miguel de Cervantes transforms the visit to Alcázar de San Juan, replacing traditional guides with direct interaction with the famous writer. In this way, tourists enjoy a unique and emotionally enriching experience in Castilla-La Mancha.
- In the food processing industry retail technology we find the example of La Torre Outletwhere the customer experience is digitally transformed by integrating different cutting-edge technologies. The app, the website, the virtual recreation, the Augmented Reality photocalls and the interactive screens spread throughout the facilities are managed from a single platform. A prime example of revolution in the customer experience in a shopping mall. In addition, the mall has a very special mascot and AI assistant during the Christmas campaign: Nougatthe friendly little fox who tells you stories, shares your wishes with Santa Claus and the Three Wise Men and helps you find your perfect gift.
- Also in the retail sector, the project of Movistar Plus in Flagship Storeswhere, through gamified experiences, customers were able to experience up close the interactive content of your favorite series and programs such as "La Resistencia", "Paraíso", "BSO" and "Reyes de la Noche".
- This revolution in the customer experience is also reaching the technology in the industrial sector. An example of this can be found in Iris 360the Libelium's new virtual platform to showcase its full range of IoT products and services in an interactive way. Through a 3D infographic, users explore a virtual city that illustrates the operation and impact of its IoT products in a virtual smart city.
- Finally, it is worth mentioning the project Exclusiverse of the Exclusive Traveler Club. Its new virtual headquarters that transforms the customer experience for members. By incorporating digital memberships and virtual space, users can explore travel offers, view exclusive benefits and participate in community activities and events.
As we have seen, the Extended Reality, Artificial Intelligence and technology in general, have a key role to play in the transformation of the customer experience of companies. Through these interactive experiences, it is possible to improve the interaction with customers, being much more creative, closer and personalized.
At Imascono we are specialized in the development of Extended Reality products for companies. After more than thirteen years in business and a team of 30 engineers, we are capable of developing any kind of experience based on this set of immersive technologies through our virtual reality services and increased.
Do you need to transform your customer experience? Contact with us and we will help you find the customer experience that best suits your brand and, above all, your users.
