06/20/2022 | Press release | Distributed by Public on 06/20/2022 03:06
From immersive e-gaming to digital collectables, we're seeing more and more interaction between the virtual and physical worlds. The potential for disruption across multiple sectors is huge, especially as young people who were born digital increase their buying power and see the metaverse as simply "normal."
But slow down! Let's not run before we can walk. An immersive experience doesn't have to be all about the metaverse, for which the many potential use cases are only just emerging. Rather, an immersive experience today is the precursor of the metaverse. It is where established customer experience models are being upended with the aid of flat, natural, and extended-reality interfaces and sensor technologies - think virtual and augmented reality (VR and AR).
In our new paper The Future of Experiences is Immersive, we look at the business case for creating an immersive experience in a number of sectors. This is largely built on differentiation in a crowded market where current customer experience initiatives have become stale. Beyond this differentiation, other benefits include lower service costs and the reduction of costly returns due to customers being able to immerse themselves in a product (see below) before they buy. Further, as we note in our paper, research by Apple has found customers are 11 times more likely to buy furniture if they can see it in a home environment via AR.
The following points offer a flavor of the immersive use cases described in our paper. They embrace both extended reality and escapes, the two "superpowers" of immersive experiences.
Our paper offers several more use cases for the power of an immersive experience in the workplace. It argues that immersive plays an important role in the employee experience across the full product lifecycle: engineering, design and prototyping, simulation, assembly and quality control operations, maintenance remote expertise, after-sales, and customer services.
Whether for employees or customers, more brands are leveraging technology to create natural and intuitive experiences at various touchpoints. The result is engagement that is not only personalized but also goes above and beyond in terms of convenience and sensory appeal.
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