BUSINESS RESEARCH

Transform Your Customer Experience with Augmented Reality

Augmented reality, or AR, has the ability to overlay the physical world with digital information, and have the two interact in real time. Pokémon Go is a famous recent example, but AR is more than a game. If used well, AR may have the capacity to deliver far-reaching strategic, service improvement and cost saving benefits.

Share
June 2017

Whether in the private or public sector, AR is providing new opportunities for businesses and organisations to engage with customers, present and promote products and services, and transform processes.

AR is an exciting emerging technology with promise to offer a novel interface to contextual information. However, AR is fairly new in business and marketing, and the user experience of AR services is still very challenging to predict or envision. The companies that get this right will most likely have a significant lead in engaging with their customers. 

In a recent formative study, the customer experiences/expectations of AR in mobile technology were investigated. The prospect that customers are ready for AR is promising.

Do the users really think implementing mobile AR in marketing and advertisement industry is useful?


Blue: Strongly agree, Orange: Agree, Grey: Somewhat agree, Yellow: Disagree

Whilst 60% in this study knew the term ‘AR’, only 6.7% has used AR technology before. Customers have smart devices, but not the experience – organisations can find great potential in this gap.

 

Sources: Maechler N., Neher K., and Park R. (2016) From touchpoints to journeys: Seeing the world as customers do, McKinsey&Company, March 2016; NTT Data (2015) Customer Journey Mapping Is at the Heart of Digital Transformation, KaW, Nov 04; Irshad, S. and Awang, DRB. (2016) User Perception on Mobile Augmented Reality as a marketing tool, Computer and Information Sciences (ICCOINS), 2016 3rd International Conference on, IEEE, Aug 15

Referenced techniques

Technique

Consumer Behaviour

Understanding consumer behaviour has significant bearing on marketing and public relations decisions. The concept reviews a number of issues related to consumer behaviour and organisational responses and will help you to enhance your marketing campaigns to successfully connect with consumers.

Technique

Sales and Marketing Alignment

When marketing and sales teams align, they can create dramatic improvements in marketing ROI. The concept explores the benefits of achieving alignment between marketing and sales departments and provides useful information on its implementation.

Technique

Marketing Research

Market research is a widely used tool for discovering opportunities in the market. Consider strengths, weaknesses and success factors and learn how to aid marketing decision-making with a five-step implementation plan.

The Leading Edge logo

Join thousands of leaders benefiting from their bi-monthly copy of The Leading Edge, to keep themselves at the cutting edge of leadership and management thinking.

Your subscription could not be saved. Please try again.
Your subscription has been successful.
The cutting edge of leadership and management innovation, in brief.
Leading Edge magazine image

Trusted by over 700 organisations
and more than 2,000 learners

“The quality of support I have received from my coach has been extremely high. His coaching is considered, tailored and aligned to my personal experience, career stage as well as my day-to-day balancing of responsibilities. My apprenticeship has helped to bolster my confidence that I am taking a reasonable approach with some challenging clients.”

“The apprenticeship with KnowledgeBrief was transformative, improving my leadership, strategic decisions, and confidence. I gained skills in planning, change management, financial acumen, and stakeholder engagement. Completing with distinction, I secured a new contract and expanded my consultancy.”

“The coaching course through KnowledgeBrief was well-structured, balancing theoretical and practical knowledge. The platform is easy to navigate, providing access to support and promoting a solid understanding of coaching fundamentals. The resources provided have been comprehensive.”

“KnowledgeBrief has great content and is detailed in the area I am developing in. The system is very clear and easy to use and navigate. Thanks to my Skills Coach for his support and guidance. I apply my course knowledge and experience, such as team performance, leadership styles, and the Eisenhower Matrix, to manage tasks effectively.”

“The apprenticeship has greatly enhanced my understanding of strategic work and how different areas of the organisation operate. It has boosted my confidence to ask questions and take on senior-level tasks. Studying has pushed me out of my comfort zone, showing me my capabilities and improving my overall performance.

“The support has been timely and professional and, since starting, I have increased my knowledge through the online platform and workshops. I'm covering subjects like business understanding, communication, and operational plans - which has boosted my confidence. I have thoroughly enjoyed the experience and would recommend it.

“As a result of this apprenticeship, I have gained confidence at work. I've developed key skills in project management, communication, and technical processes, and have improved my performance through focused feedback. I am now better prepared to contribute to the team's goals and tackle future challenges.”

“I have seen positive work improvements using what I’ve learnt about leadership, communication, and decision-making. I highly recommend the easy-to-use KnowledgeBrief platform with visual progress tracking, extra resources, and valuable information.”

“This journey has strengthened my strategic vision, stakeholder management, team and organisational influencing skills, and, most importantly, my confidence in communication. The structured learning and the tailored guidance has proven invaluable in giving me direction and purpose as a senior leader.”

“This course improved my performance by helping me create strategies, demonstrate values, develop my team, identify growth areas, and gain leadership principles like communication, conflict resolution, and strategic thinking. I highly recommend it to anyone looking to strengthen their leadership abilities and make an impact.”

Equip your employees with the skills to increase results

If you would like to discuss how we can create your Leadership and Management Training Programmes, please get in touch