AR in Customer Experience: How Does It Work?

Will that new sofa be perfect for your lounge? Will those sunglasses suit your face? Well at the touch of a button Augmented Reality or AR will allow you to ‘see’ the results on-screen without physically placing in your room or trying anything on. These situations are real examples from the companies Ikea and Ray-Ban and show how companies are utilising AR to improve customer experience.

How Augmented Reality Works

Augmented Reality (AR) technology in Customer Experience is the overlaying of virtual elements onto a physical picture.

It allows the user to visualise impacts or enhancements through displays such as HoloLens or Google Glass. Or if you have a smartphone or tablet, you can use the camera view to access AR.

Unlike virtual reality, which transforms you into a different scenario, AR relies on beautifully produced virtual elements. These things create magical interactions, allowing the interweaving of information, designs, or that sofa into a physical reality. As a result, the user gets to analyse the specifics in a situation.

AR in Customer Experience

Although AR is a relative newcomer in customer experience, a prediction states that it will overtake the use of virtual reality (VR) by 2020. Projections put VR at $30 billion, with AR at $90 billion.

Technological advancements in the use of hands-free AR working now allow the user to work on new processes.

AR helps to highlight problems or irregularities and then fixing them before implementation. This is done through visual models, voice recognition, and real-time communication.

These extras transfer quickly to the consumer technician environment with tools such as Service Technician mobile app by SAP providing precisely that.

The adage of ‘the customer is always right’ rings true these days, and satisfactory customer experience is critical in providing that. Therefore, VR and AR’s integration is at the forefront of the Omnichannel customer experience.

Cooperation between communication channels allows the customer to add items to their shopping cart in VR, visualise items in-situ, implement changes or solutions, all from their smartphone or tablet.

The Salesforce Customer Success Platform is one such omnichannel allowing businesses to redefine customer experience across all channels.

In Conclusion

Ultimately commercial AR is about integrating technologies to be more accessible, convenient, and fun for the customer.

No one suggests that we should now live in a digital replicas world, more than digitalisation can be used as a medium for turning customers’ experience into a specific and real adventure.

If you have any questions, do contact us to find out more.

By Mathias Knops

Mathias ist ein IT- und Marketingexperte. Er unterstützt uns für die Software und Marketing Aspekte durch seine Agentur "digitus".