Senior Director - Technology, Global Capabilities and Technology Solutions
Customer interactions with brands have recently evolved, impacting the overall customer experience (CX). Brands are rethinking their CX roadmap and strategy to account for increasing interactions. Fortunately, with the inclusion of Extended Reality (XR), brands identify new opportunities to create immersive customer experiences.
As CX becomes more immersive, the line between physical and virtual continues to blur. In the past, XR technologies were used in gaming, social media, and entertainment. However, with the evolution of intelligent assistants, video chat, and hologram technology, there are numerous use cases for XR across industries to enhance customer experiences. Artificial intelligence technologies such as natural language processing (NLP), voice and facial recognition, and image and video analysis will fuel next-generation CX with XR.
XR encompasses immersive technologies that integrate the physical with the virtual. XR technologies include virtual reality (VR), augmented reality (AR), and mixed reality (MR). According to a report from marketsandmarkets.com, the XR market grew from USD 33.0 billion in 2021 and will reach USD 125.2 billion by 2026, at a compound annual growth rate (CAGR) of 30.6% during the forecast period.
Let's take a closer look at different types of XR.
XR provides boundless possibilities for businesses to create new and innovative customer experiences.
Build interactive customer experiences for online and in-store shopping
"Try on before you buy" with 3D avatars to Place furniture into your living room using your smartphone.
Study and treat the human body
Learn through immersive experiences without limits
Organizations using XR today
XR technology delivers a unique user experience, fosters customer loyalty, and builds brand awareness. With XR, customers are transported virtually to different places and even attend events without leaving the comfort of home. Customer engagement rates will increase once brands start to use XR technology as a part of their marketing strategies by giving customers immediate and interactive access to products and services throughout the buying process.
XR designers are responsible for creating and implementing designs in the real world and gauging how people will realistically engage with the finished products.
XR companies are responsible for conducting thorough analyses of human behavior and psychology to ensure the proper techniques get instilled into designing immersive experiences. Not doing so can result in harmful outcomes. XR can cause simple accidents, like an individual using a Google AR map may collide with another person on route to the desired destination, or more severe consequences if not appropriately designed.
Extended Reality (XR) provides innovative and unique ways to interact with customers. 5G technology and edge computing will increase the adoption of XR resources into business operations and everyday life. There are open-source solutions available on the market today that are already redefining the VR, AR, and MR content streaming experience. XR tools enhance customer experience and adopting 5G and edge will ensure sustainable network performances for flawless XR execution.
Head - Customer Experience Transformation
Ramakrishna brings over 19+ years of rich experience in the IT industry spanning content management, digital marketing, business development, competency development, and consulting experience.
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