As more businesses make use of emerging technologies to engage with the public, such as virtual reality (VR), augmented reality (AR), artificial intelligence (AI), wearables and the Internet of Things, Adobe and Goldsmiths, University of London have identified five dimensions they must address to ensure customer loyalty.
1 Empathy. Because new technologies, especially VR, create immersive experiences that impact the user’s physical and mental states, brands must practise extreme empathy.
2 Serendipity. Nearly two thirds (64%) of adults surveyed online said that a good digital experience allows them to discover new and unexpected things that they like and love. Elements of serendipity in an experience will build authenticity and trust in brands.
3 Privacy. Over half (52%) of those surveyed agree that a good digital experience empowers them to use technology both to connect and disconnect from the world. Technologies like VR and wearables enable consumers to create their own private digital worlds, where they choose the brands they interact with based on the quality of the experience offered.
4 Reciprocity. Survey respondents are excited about the possibilities of AI applications, especially where the relationship is reciprocal. Over half (52%) would be happy to ‘teach’ a machine if the feedback improved elements in their lives like personal health, social services, everyday services and decision-making around purchases.
5 Adaptability. Participants who tested IoT and AI technologies were frustrated that the experiences were not as straightforward and seamless as they had expected. Brands must provide seamless, integrated experiences across different channels – offline and online – and across products and services and even entire markets. A multichannel approach is particularly important for retailers, with 35% preferring to make transactions in person, 30% via a device and 32% having no clear preference.