The ROI of mixed reality for CX
How is customer experience set to change forever? Mixed reality. By combining AR and VR, businesses can create incredible interventions and exceed customer expectations. That’s the ROI of mixed reality for CX that’s coming down the pipeline and you can be at the forefront. Let’s dive in.
What is mixed reality?
Mixed reality is advanced augmented reality. It uses VR + AR to do more than just simulate an environment or layer simulations on top of your surroundings. It goes a step further. Microsoft explains, “The application of mixed reality has gone beyond displays to include, environmental understanding: spatial mapping and anchors; human understanding: hand-tracking, eye-tracking, and speech input; spatial sound; locations and positioning in both physical and virtual spaces; [and] collaboration on 3D assets in mixed reality spaces”
Do you need special hardware?
In many cases, your smartphone is enough for a lot of these interactions. However, specialised headsets like the Apple Vision Pro or Metaquest 3 are required for some of the more advanced applications. Once the form factor gets down to something as sleek as Google Glass or the Spectacles by Snapchat – then adoption will expand rapidly, so you’ll want to be ready.
What are the use cases?
So where is the ROI of mixed reality for CX? It’s in delivering experiences that drive loyalty and create a new path to purchase for consumers. Here are just a few places you could see mixed reality in the next few years:
Clothes try-on
Want to see if something will fit but don’t want the hassle of taking your clothes on and off? Mixed reality technology can enable more accurate VR clothing try-on both in-store and while at home. Working just like an Instagram or TikTok filter, the clothing can fit seamlessly around your body and show an accurate representation of what the garment would look like when put on.
Car inspection
Forget 360 tour videos, the new way to buy a car remotely is a full mixed reality walkthrough where you’re side by side with your agent, looking at all the features and any damage in real-time. This gives you more flexibility to ask questions and speeds up the time to sell versus recorded videos. And you can see critical things like your bonnet and side-mirror visibility levels that videos alone just can’t offer.
Interior design
Mark de Bruijn of Sprinklr explains, “If you don’t look forward [to] spending your entire day searching for furniture in a busy store, MR can save you the trouble. Picking out furniture and other appliances can now be done from home. This has one major benefit: you can instantly determine what new model fits your own interior best. Sounds familiar? That is certainly possible, because there are already AR apps available for smartphones and tablets that work in a similar kind of way.”
Grocery shopping
How nice would it be if your shopping list integrated right with your smart glasses so you could get a map of everything you needed in-store, with quantities, in real-time? Would you reward a store that helped you keep to your budget with loyalty? It’s a concept we could see rolled out in the next few years; synced with your at-home devices like smart fridges.
Enhanced service
When diagnosing issues, wouldn’t it be great to get right there inside the product to help them know how to use it, fix it or properly claim for it? That’s the possibility that’s now available with mixed reality that takes advantage of cameras and AR to create a back-and-forth with customer support like never before.
Keen to start rolling out some of these advancements so you can gain the ROI of mixed reality for CX today? Let us help you.
