Intelligent CXO Issue 16 - Page 29

FEATURE don ’ t even scratch the surface of immersive experience technology .
By engaging with new capabilities , brands can and should offer more immersive experiences that not only deliver convenience and value but create genuine emotional outcomes . Our own study on customer loyalty found a clear link between emotional connection , trust and loyalty , and the pandemic and increased digitisation have made authentic human connection the most sought-after commodity . Today , forming an emotional bond with customers has become critical to success .
Extending consumer capabilities
Have you ever felt the frustration of opening a product ordered online and it not quite being what you imagined ? You then spend more time returning it than the initial purchase : both an inconvenience for you and the business , not to mention the additional carbon footprint it creates . Such situations often lead to an ‘ I wish I could ’ moment . For example , ‘ I wish I could have seen this sofa in my living room first . . . ’, or ‘ I wish I could have tried this on before ’.
By developing the capabilities to answer such wishes , we are giving customers ' superpowers ’. This journey can help brands to break free from stagnation and offer immersive experiences to their customers .
Take an online furniture store , giving consumers the power to browse , choose an item and use AR to see if it suits and fits into their house is already proven to drive sales . However , browsing through hundreds or thousands of different items and colour schemes to find the one that suits is less convenient . To make it easier , a business
FORMING AN EMOTIONAL BOND WITH CUSTOMERS HAS BECOME CRITICAL TO SUCCESS . www . intelligentcxo . com
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