Page 12 - AeM_October_2020

RESEARCH
ANALYSIS
Augmented Reality (AR) as an essential
TRENDS
part of CX
Augmented Reality (AR) superimposes information and
images on a real environment and opens that way a
whole range of new possibilities for product
demonstrations and support. With the prospect of the
new 5G cellular standard, for which speeds of up to ten
gigabytes per second and barely noticeable latency
times are predicted, more companies are likely to
experiment with the provisioning of AR experiences.
Thanks to previous communications, relevant Especially in decision-making and CX optimization, AR
information about a customer can be called up quickly will play an important role: e.g., customers can try
and precisely. Researching the experiences of buyers different make-up colors and looks without having to
and acting on these findings is the factor of success put on the cosmetics, or plan the set-up of furniture
weapon for a dynamic experience economy. Due to the conveniently in a virtual way, before buying what suites
large amount of data available, companies will continue them. AR technology makes shopping easier, more
to invest in predictive analyzes in the future and thus convenient, more attractive, and more individual.
optimize their marketing campaigns.
The future belongs to CX professionals
Continuous personalization instead of one
-off actions As always, all-rounders who cover many essential
tasks of CX management will be in high demand in the
The CX industry clearly got out of its infancy. By now, future: specialists in advanced data analysis,
customers got used to companies approaching them in experience design, culture change management or
a personalized way and companies started to focus on even individual technologies that support the customer
offering personalized interactions. It is not about journey. Generally, CX managers will cover the three
scoring points with one-off campaigns, rather becoming main CX activities: collecting data, managing, and
an organization that meets the expectations of its implementing them. These pioneers of the new
customers - always. discipline that is often called "analytics-supported CX-
design" will develop competencies with which they can
However, to support the growing demand for completely redesign the customer experience based on
personalization, companies need to collect more and data-driven decisions. ◊
more customer data, which starts to become a
problem. The fact that so much personal data is stored By Daniela La Marca
leads to the fact that customers value transparency and
honesty more than anything else and that storage and
processing of personal data got more strictly regulated
(GDPR). These developments will be powerful drivers
for the experience management space.

Particularly, companies in the finance, technology,
media, and health sectors need to learn how to reach
and understand customers and employees, while
effectively protecting their personal data. For example,
they could strengthen their security protocols, introduce
two-factor authentication, or switch to a cloud-based
infrastructure that enables more comprehensive data
management. Biometric technologies such as facial
recognition and fingerprint ID are also increasingly
used to make customers' lives safer and more
convenient.

October 2020: Experience Economy: customer-centricity & cross-channel customer interaction 12