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Augmented Reality Study Shows Big Business Impact in Customer Experience

Benjamin Hunting
August 20, 2019

3 minute read

Augmented reality (AR) has been hovering at the periphery of the corporate conversation for a number of years now, and it’s poised to make a major impact in the business world — especially in the realm of customer experience.

What exactly are the ripples of the AR splash going to look like? Oracle, in partnership with ESG, asked over 400 senior customer experience executives for their opinions on where augmented reality is going to lead customer experience in the near future, based in part on what they’ve already seen in their own operations.

Check out 3 of the hottest spots for AR business integration, based on insights from the research report, “The Impact of Emerging Technology on CX Excellence”.

Training

What’s the next best thing to being there? Being there virtually – which opens up a deep vein of utility for AR in the training field. Learning to do new tasks is made that much easier when the entire experience is annotated by experts by way of AR.

A full 42% of executives surveyed saw training as one of the top use cases for AR, with early adopters of the technology placing product demonstrations and training sessions in their top three most common uses of AR. Digging down, one VP of brand strategy specifically mentioned how significant both virtual and augmented reality will be for training doctors on surgical procedures and options.

Virtual tours

Most in the real estate industry are familiar with the uses, and limitations, of the display home or condo. While these can be useful for showing the layout and overall size of a given unit, they often lack the views and amenities that aren’t available pre-build.

Augmented reality offers the opportunity to add those missing pieces virtually, and provide a full-fledged tour of a property prior to completion. Link this with the remote virtual experiences available through the technology, and you’re suddenly looping in the tourism industry which can display properties worldwide from the comfort of a local office.

With 45% of executives commenting on how AR offers the ability to better differentiate their customer experience – while at the same time improving it – it’s easy to see how this offers a leg-up in a number of very competitive industries.

One-on-one customer service

The biggest barrier between a business and its customers when it comes to dealing with potential service or product problems? Not being there when something goes wrong. Whether it’s a question of scale (thousands of customers), distance (clients located on the other side of the world), or accessibility (restricted or unsafe environments), not being at your customer’s side can make dealing with issues that much more difficult.

AR can place you virtually wherever you need to be to crack the code and get your customers back on track. Almost half (48%) of early AR adopters have noted a faster time to resolution when implementing the technology at their own companies, making it the top customer experience benefit of investing in augmented reality.

The time is now

How long before AR has the same effect on your business? The numbers look good: a third of survey respondents saw an almost immediate value after bringing augmented reality online, with another third posting the same positive benefits within a six month period. If this tech can make an impact in such a short period of time, imagine what it can do once it’s been fully-integrated into long-term business processes.

To learn more about how CX leaders view AR and other emerging technology, read the full report, “The Impact of Emerging Technology on CX Excellence“.

Benjamin Hunting
Benjamin Hunting
Benjamin Hunting has covered science, medicine, and technology for a wide range of publications, and has also been published in the Journal of Medical Economics. He coded his first computer program at the age of 8 on a Commodore VIC-20 and still has the audio cassette he saved it on hanging around somewhere in his office.
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