Power of Connected, Personalized Immersive Experiences

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    The world of digital experiences has evolved, with customer experience (CX), marketing experience (MX), and user experience (UX) playing a key role. His CTO at Brillio, Chander Damodaran, explores how businesses can seamlessly combine these experiences to go above and beyond for their customers.

    Successful companies understand the importance of delivering a great customer experience (CX). Businesses are evolving from multichannel to omnichannel to multiexperience (MX) as customers demand a seamless experience across their channel, device, or touchpoint of choice. This requires leveraging different modalities, digital touchpoints, apps and devices to design and develop a unified experience.

    Historically, MX developers have designed their own apps based on how people click, talk, and touch various web, mobile, and wearable interfaces. Today, all of these experiences are built on a foundation of ensuring the best user experience (UX), managed by our product, program, and service delivery managers.

    In the world of digital experiences, customer experience (CX), marketing experience (MX), and user experience (UX) play important interrelated roles. However, these areas often operate independently. Businesses are looking to create more unified, personal and engaging digital experiences to stay ahead of the competition.

    Immersive digital experiences are still in their infancy, but businesses should start experimenting now. This includes updating technology infrastructure, adopting new strategic thinking, transforming business models and services, and ensuring privacy and data security. To achieve this, businesses must evaluate and adopt the right technology, start small, act fast, and prioritize privacy and data security.

    see next: Why Immersive Commerce Is The Next Standard In Customer Experience

    The era of hyper-personalization

    In today’s competitive environment, organizations must act more contextually, intelligently and impactfully. To do that, you need to understand your target audience in detail. Businesses must find ways to personalize interactions to engage customers and increase sales.

    The concept of personalization was introduced earlier. Still, technologies like AI and machine learning are enabling businesses to refine customer preferences that customers may not be aware of. Businesses should also focus on building trust, creating a safe environment, and offering customers opt-in and opt-out options for personalization. This ensures that customers are happy with the level of personalization and that their data is safe.

    Another example of hyper-personalization is using AI to tailor the customer journey. By leveraging customer data, businesses can better understand their customers’ needs and interests and provide customized content and relevant offers. For example, a customer purchased beach gear last summer. In that case, retailers can use Hyper Her personalization data to identify purchase locations, devices used, time of purchase, payment methods, and social media activity. This way, you can design a highly attractive campaign ahead of the current summer season that could lead to even more profitable sales.

    Hyper-personalization is emerging as a strategic imperative for better customer service, greater efficiency, growth, profitability and increased customer lifetime value. To deliver experiences, companies need to gather detailed information through extensive data and analytics.

    How to strategize omnichannel delivery

    Where customers engage with brands physically and digitally (i.e., “phygital” commerce), an integrated omnichannel strategy should prioritize customer service and an effortless buying experience. Today’s customers want and expect the same level of service regardless of where or how they shop. An omnichannel business strategy can significantly increase a company’s bottom line, but its lack of strategy can severely impair its sales potential.

    From a brick-and-mortar perspective, stores can use RFID tag technology to track customers’ in-store movements and send personalized messages and offers to their mobile devices. You can also use interactive displays to give your customers more information about your products and give them an easy way to purchase products. Mobile wallets and digital payment methods are becoming more and more popular in stores, making the checkout process easier and more convenient than ever before.

    When it comes to digital omnichannel strategies, businesses need to worry about everything their customers interact with, including websites, social media pages, and mobile experiences. At a minimum, businesses should optimize their websites for all devices, from laptops to smartphone screens. Businesses should also focus on providing a seamless checkout process, including offering a variety of secure payment options such as online payment, buy now, pay later, and in-store pickup.

    Businesses can enhance their omnichannel approach by understanding consumer journeys and creating personalized experiences. Each cross-channel touchpoint should provide a unified experience that customers can easily interact with thanks to an omnichannel strategy. This means that customer service must be consistent while providing support in multiple ways, including customer service hotlines, online chatbots, and help desks.

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