Crafting experiences in a digital ecosystem
What does living in a digital world mean to you? How does it manifest in your daily experience? And as a business, have you ever wondered, how you should master the art and science of crafting exceptional digital experiences for your customers?
Any experience today is often defined by the underlying relationship between the interacting parties. Most modern businesses have been making efforts to balance face-to-face customer relationships with increasing digital interfaces. But the challenge has been to seamlessly transfer the compelling values of business to customer interaction from the physical to digital space without compromising the strength of the relationship itself.
While digitization has been the backbone of economic and business prosperity for the past few decades, nothing could have prepared us for its impact, power and need for superior virtual experiences. With the world in physical lockdown, ‘digital’ and ‘virtual’ have assumed larger proportions for all of us.
From e-medicine to e-learning, businesses and economies are trying to replicate experiences from the physical world to a virtual domain. Work-from-home diktats, entire populations interacting with each other and businesses over digital networks have created a new ‘digital existence.
While we all expect digitization of businesses to innately save us time, while offering convenience, a growing demographic of digital natives are increasingly demanding bespoke services, and unlimited options to personalize their digital interactions to create engaging and more memorable experiences.
So how do we achieve that? And what technologies do we look to?
Over the next decade, a combination of immersive technologies including, AI, augmented reality (AR), and virtual reality (VR), is expected to lead the race to deliver these types of engaging and intuitive opportunities for technology to interact with our lives.
At the same time, bots and robotic process automation will support backends of these digital businesses to help craft this personalized and seamless virtual experiences.
I believe that a new digital reality will come to life, where almost all of our interactions with digital information will shift from hardware and screens to touch, voice, eye movement, gestures and even emotions.
Looking ahead, digital roadmaps for businesses will require them to embrace and leverage technologies that can embed the understanding of consumer personas at a deeper level within their core processes.
This will then in turn enable us to tailor personalized and delightful virtual experiences that can be as differentiated as face-to-face interactions that have charmed customers over decades.