AR和VR如何改变客户体验？

How AR and VR are transforming customer experiences？

How AR and VR are transforming customer experiences	AR和VR如何改变客户体验
AR and VR technology was largely expedited by the past pandemic with at least 93.3 million and 58.9 million users respectively, according to a study conducted by eMarketer. This comes as no surprise since these immersive technologies have mitigated the massive disruptions in people’s lives.	根据eMarketer进行的一项研究，AR和VR技术在很大程度上受到了过去疫情的加速，分别拥有至少9330万和5890万用户。这并不奇怪，因为这些身临其境的技术减轻了人们生活中的巨大干扰。
Their accelerated adoption at both individual and business levels are represented in daily activities. For example, as remote work became an essential part of many business models, AR/VR allowed a seamless transition from onsite training to a clear visualization of step-by-step instructions for many workers across multiple industries and locations.	它们在个人和企业层面的加速采用体现在日常活动中。例如，随着远程工作成为许多商业模式的重要组成部分，AR/VR允许从现场培训无缝过渡到为多个行业和地点的许多工人提供清晰的分步指导。
From social interactions in virtual reality video games to enhanced and personalized online shopping experiences, AR and VR have in many ways served as the lifeline for many companies to build resilience for the future and increase customer engagement. But exactly how has this billion-dollar industry affected how a brand interacts with its customers? Let’s take a look at various scenarios showcasing the highly-valued solutions these technologies have to offer.	从虚拟现实视频游戏中的社交互动到增强和个性化的在线购物体验，AR和VR在许多方面都是许多公司建立未来韧性和提高客户参与度的生命线。但这个价值数十亿美元的行业究竟是如何影响品牌与客户互动的？让我们来看看各种场景，展示这些技术所提供的极具价值的解决方案。
Increasing brand awareness	提高品牌知名度
Technology has heavily influenced the way consumers research, interact and ultimately decide to purchase products or services from businesses. With more information available at the palm of their hands, potential customers are more demanding when it comes to brand authenticity, with 88% of consumers stating that authenticity dictates the future relationship between themselves and brands they are most likely to support. This means that businesses need to find innovative ways to help consumers become aware of their value proposition and ultimately build a strong customer relationship.	技术在很大程度上影响了消费者研究、互动以及最终决定从企业购买产品或服务的方式。随着掌握的信息越来越多，潜在客户对品牌真实性的要求也越来越高，88%的消费者表示，真实性决定了他们自己与他们最有可能支持的品牌之间的未来关系。这意味着企业需要找到创新的方式，帮助消费者意识到他们的价值主张，并最终建立牢固的客户关系。
AR/VR helps companies expand their reach and get valuable and sometimes defining messages across. For example, with sustainability driving many consumers’ purchase intent, large companies such as Chiquita leveraged AR and VR technologies to allow transparency and show their commitment to sustainability. By scanning the blue sticker on their Chiquita bananas, a shopper can virtually visit the tropics and follow the journey of a Chiquita banana in Latin American farms, all the way to their grocery store. This immersive experience highlights the sustainable product development journey and its eco-friendly supply chain, tipping the balance in the brand’s favor.	AR/VR有助于公司扩大业务范围，并获得有价值的、有时能帮助企业搞定信息全面传播。例如，随着可持续性推动了许多消费者的购买意愿，Chiquita等大公司利用AR和VR技术来实现透明度，并表明他们对可持续性的承诺。通过扫描Chiquita香蕉上的蓝色贴纸，购物者几乎可以访问热带地区，跟随Chiquita在拉丁美洲农场的旅程，一直到他们的杂货店。这种身临其境的体验突出了可持续产品开发之旅及其环保供应链，使平衡朝着有利于品牌的方向倾斜。
The ‘try-on’ experience with AR and VR	AR和VR的“试穿”体验
According to a study conducted by Alert Technologies, brands can convert 67% of consumers to buyers when they’ve reached trial rooms or spaces to consider the product or service a fit for their needs. It’s in this stage, that the consumer starts to heavily weigh their options before making their decision.	根据Alert Technologies进行的一项研究，当67%的消费者进入试用室或试用空间且认为该产品或服务适合他们的需求时，品牌可以将他们转变为买家。正是在这个阶段，消费者在做出决定之前开始权衡他们的选择。
Brands can leverage virtual technologies to help remove any uncertainties and doubts in an engaging way, allowing a personalized approach to visualizing a potential fit. One example is Supra Boats with their AR app and web configurator, which allow the potential buyer to learn about a boat’s features at their own pace through a step-by-step tour in a stress-free environment. Here, they can also play with different colors and additional applications to customize their potential boat and ultimately order it right from the app.	品牌可以利用虚拟技术以吸引人的方式帮助消除任何不确定性和疑虑，从而实现个性化的方法来可视化潜在的贴合感。一个例子是Supra Boats及其AR应用程序和网络配置程序，它允许潜在买家在没有压力的环境中通过一步一步的旅行，以自己的速度了解船只的功能。在这里，他们还可以玩不同的颜色和其他应用程序来定制他们潜在的船，并最终直接从应用程序中订购。
The success behind the “try-on” experience lies within the ease of use and comfort offered to potential buyers who can personally try on items for themselves or for their personal spaces in their homes. And businesses can harness valuable consumer insights such as sizes and default preferences, enabling them to understand their customers better and deliver more accurate and informed strategic decisions in the future.	“试穿”体验背后的成功在于为潜在买家提供的易用性和舒适性，他们可以亲自为自己或家中的个人空间试穿物品。企业可以利用有价值的消费者见解，如尺寸和默认偏好，使他们能够更好地了解客户，并在未来做出更准确、更明智的战略决策。
Making purchasing simple	让购买变得简单
Taking the guesswork out of a potential fit of a product for a consumer’s needs is just one step to bringing them closer to completing a purchase. Ultimately, brands can seek ways to easily motivate these potential buyers to actually buy the product or service.	消除对产品是否符合消费者需求的猜测，只是让他们更接近完成购买的一步。最终，品牌可以找到方法，轻松地激励这些潜在买家真正购买产品或服务。
Many large brands have built-in AR technology in their apps to help make this process easier for their consumers, prompting a sale. Going back to Supra Boats, the app uses the phone’s camera to scan the area and then overlay it with the boat of the user’s choosing with all their customizable features, ensuring that it matches the user’s expectations.	许多大品牌在其应用程序中内置了AR技术，以帮助消费者简化这一过程，从而促进销售。回到Supra Boats，该应用程序使用手机的摄像头扫描该区域，然后将其与用户选择的具有所有自定义功能的船覆盖在一起，确保其符合用户的期望。
However, the app goes beyond just showcasing customizable boats in your living room or backyard but also allows the users to go on a virtual product tour to help understand the use and maximize each one of the added features. This notoriously increases the brand’s value for the customers so that they feel free to make a purchase with far less hesitation.	然而，该应用程序不仅仅是在你的客厅或后院展示可定制的船只，还允许用户进行虚拟产品之旅，以帮助了解其使用情况，并最大限度地利用每一个添加的功能。这是出了名的增加了品牌对客户的价值，这样他们就可以放心地购买，而不会犹豫太多。 数字化营销工兵观察 小米、华为、苹果等公司都是善于通过发布会提前让消费者感知产品，激起他们的兴趣，提前感受产品的高手。随着AR/VR技术的深入贴近产业，未来甚至可以在开发阶段提前让客户参与体验。目前我看到的私人成衣，珠宝和家具定制行业，都有可能在产品正式生产之前，完成部分关键的产品体验服务。
Enhanced customer support	增强的客户支持
As the retail market continues to become more competitive, consumers are more drawn to brands and businesses that offer greater value than just their initial purchase, leveraging superb customer support and service. As a matter of fact, according to Microsoft, 90% of Americans value customer service as a deciding factor in whether or not to do business with a brand, and around 58% of American consumers state that they would most likely switch companies due to poor customer support.	随着零售市场的竞争不断加剧，消费者更倾向于利用卓越的客户支持和服务，提供比初次购买更高价值的品牌和业务。事实上，根据微软的数据，90%的美国人将客户服务视为是否与品牌开展业务的决定因素，约58%的美国消费者表示，由于客户支持不力，他们很可能会更换公司。 数字化营销工兵观察 所以售后服务在AR/VR产品中扮演着非常重要的作用。一个产品的价值组成应该进一步深入考虑售后服务的组成部分。销售人员在为客户提供产品服务的时候，可以清晰告诉客户售后服务的重要性和成本客观存在的必要性。
These numbers don’t lie and represent a huge opportunity for businesses to offer greater value at their post-purchase stage. AR and VR help provide practical and real-time support for customers, effectively addressing an issue at the touch of a button. A clear example of this is Nespresso’s Assistant, which can help fulfill a consumer’s coffee needs through instant ordering, answer frequently asked questions about the machine, and offer easy-to-follow instructions for descaling, for example.	这些数字不会说谎，代表着企业在购买后阶段提供更大价值的巨大机会。AR和VR有助于为客户提供实用和实时的支持，只需按下按钮即可有效解决问题。Nespresso’s Assistant就是一个明显的例子，它可以通过即时订购帮助满足消费者的咖啡需求，回答有关机器的常见问题，并提供易于遵循的除垢说明。
The virtual technology’s immediacy to answer certain requests and provide in-depth information and instructions increases the customer’s engagement and satisfaction with the service provided by the brand. And this can most likely convert said buyer to being a recurrent customer.	虚拟技术能够即时回答某些请求并提供深入的信息和指示，提高了客户对品牌提供的服务的参与度和满意度。这很可能会将上述买家转变为经常性客户。 数字化营销工兵观察： 我们前面讨论过的虚拟机器人技术。一个在线的虚拟机器人除了7天24小事可以回答客户的咨询外，也有效的在用户和零售人员之间做到很好的隐私保护，最后一个经过大数据加持和其他机器学习技术支持的虚拟聊天机器人能够给客户提供全面，深入的和准确的的产品或服务信息，这种服务远比人类更有优势。前提是我们能不同给虚拟机器人的数据库提供最新的信息。
Leveraging AR and VR allows businesses to expand and enhance their customer experience through the power of personalization. Actionable insights gathered throughout the customer journey offer the possibility of building strong and meaningful relationships with the target audience in ways that traditional or online marketing strategies may lack. In return, AR and VR serve as the lifeline for many businesses to remain competitive in their industries and build on resilience for any future events.	利用AR和VR，企业可以通过个性化的力量扩大和增强客户体验。在整个客户旅程中收集的可操作的见解提供了以传统或在线营销策略可能缺乏的方式与目标受众建立牢固而有意义的关系的可能性。作为回报，AR和VR是许多企业的生命线，可以在其行业中保持竞争力，并建立对未来任何事件的抵御能力。

数字化营销工兵观察

读完这个博客，有三个感想

1. 客户体验未来更多会从线下转移到线上。AR/VR是增强客户体验的有力工具，此过程有利于企业宣传品牌，提升客户对品牌的认知，加快客户采购决策，加强客户的满意度，巩固客户对品牌和产品的忠诚度等多个维度，都将发挥重大的作用。

2. 服务，包括客户体验，包括我们现在讨论虚拟体验，这些服务正在创造价值。销售人员在客户介绍产品/服务的时候，需要用更真实的方法告诉客户包括潜在客户，这些服务的价值。在制造业尤其是非标自动化行业，很多项目是因为售后服务包括交付过程末端出了问题导致设备无法验收。尤其是人工智能类的产品，因为整个市场技术不够成熟，供需方需求在研发阶段并未能达成统一，从而导致需求启动和设备 验收阶段的巨大差异性冲突。一个有韧性的服务团队，应该知道如何引导客户并驾驭整个交易过程。

3. AR/VR行业，必将产生更多的工作岗位。

原文链接，作者：Jason LaBaw, Social Bee Adventure, 是DataDecisionMaker的作者

How AR and VR are transforming customer experiences | VentureBeatAR and VR improve the customer experience through personalization, simplifying purchases, and providing enhanced customer service.https://venturebeat.com/datadecisionmakers/how-ar-and-vr-are-transforming-customer-experiences/关于作者本人的介绍

Jason LaBaw, Social Bee Adventures, Author at VentureBeatJason LaBaw, CEO and founder of Social Bee Adventures, a TravelTech platform that seeks to evolve the travel industry by implementing technology like AR & VR. This is a complete list of VentureBeat articles written by Jason LaBaw, Social Bee Adventures, in reverse chronological order.https://venturebeat.com/author/jason-labaw/