Saturday, September 22, 2018
CX Tech

5 More Real Uses for Virtual Reality in CX

David Balaban
July 05, 2018

3 minute read

Cutting-edge technologies are a great way for businesses to complement their customer experience (CX) logic with new exciting flavors, like virtual reality (VR), the concept where real and simulated worlds collide. VR is shaping up to be a game changer in many companies’ customer engagement strategies. In an ecosystem as dynamic as customer experience, VR appears to have hit the sweet spot due to its unique tangibility hallmarks and mind-blowing emotional footprint.

This article is a follow-up on my previous overview of 5 real use cases for VR. This time, you can familiarize yourself with even more examples of how organizations are overhauling their CX tactics to keep pace with the perpetual technological progress. Continue reading for 5 more ways VR is actually being used by companies.

VR exhibits can improve the CX of today's museums.

The Salvador Dali Museum in St. Petersburg, Florida delivers a captivating VR experience where visitors can take a surreal journey into the artist’s painting, “Archaeological Reminiscence of Millet’s Angelus.” This VR experience has garnered a variety of awards, including the Cannes Cyber Lion GOLD and a Facebook Silver award for Innovation, among others.

VR can help companies improve their customer services.

Walmart has leveraged VR technology to help associates improve their customer service skills. At Walmart’s training academies, employees use VR headsets to experience working through a variety of real-word scenarios, like handling large crowds. Gaining realistic experience in addressing difficult situations teaches the associates about how to provide a great CX if/when they face these situations in real life. Watch this short video to learn more.

IKEA offers VR capabilities to see how furniture will look in your home.

IKEA released a free iOS app, titled IKEA Place, which allows users to test out their interior design skills. Consumers can browse IKEA’s product offerings and then preview how items would look in their actual home, right from their phone. This capability gives consumers a great idea of how furniture will look and fit in their space, before making a purchase.

VR technology allows store visitors to test footwear in extreme conditions.

Merrell’s Capra hiking boot says it’s designed for trekkers on longer hikes and offers enhanced breathability, waterproofing, and superior traction. As part of a marketing campaign to promote the Capra footwear line, Merrell allowed customers to put their boots to the test. Using VR technology, customers were able to test out the Capra hiking boots in a virtual mountain setting so they could experience the boots’ benefits in extreme conditions.

VR technology enables consumers to test drive cars from their own home.

Audi provides a virtual test drive experience that takes things to another level. Equipped with a shovel, customers can build their own racetrack inside an actual sandbox. They can even incorporate different landscape elements such as jumps, pits, and smooth areas. Based on the real sandbox racetrack they build, Audi’s VR technology then creates a virtual one. The user can then put on a headset, hop into a miniature vehicle, and virtually drive an Audi Q5, testing all the controls and giving its off-road characteristics a shot.

The lightning-fast advancement of virtual reality technology is materializing the things we used to associate with fictional cyberpunk worlds. Few of us could have ever imagined how dramatically smartphones and apps would revamp our daily routine – and now they are mundane things we feel awfully itchy without. VR boasts an indisputable potential to become just as revolutionary in the near future.

VR isn’t entirely mature thus far. Most of the current implementations in CX are pilots breaking new ground and paving the way toward mainstream adoption. As this tech evolves further, VR and augmented reality are positioned to become inalienable attributes of our life, along with sleek suits and high-end IoT devices.

David Balaban
David Balaban
David Balaban is a computer security researcher with over 15 years of experience in malware analysis and antivirus software evaluation. David runs the Privacy-PC.com project which presents expert opinions on contemporary information security matters, including social engineering, penetration testing, threat intelligence, online privacy and white hat hacking. David has a strong malware troubleshooting background, with the recent focus on ransomware countermeasures.
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