INDUSTRY NEWS

PERSPECTIVE

It’s a tech thing Leveraging virtual technology for design/build customer service & support By Dijam Panigrahi

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utomation solutions and virtual technologies such as Augmented Reality (AR) and Virtual Reality (VR) are completely changing the way organizations and manufacturers are interacting with customers. Much of this shift is to drive more efficiencies and

enhance the overall customer experience. But as the pandemic continues and cases of the virus return in large numbers, this type of technology also is helping companies interact with customers—albeit from a distance. AR/VR technologies offer the ability to virtually present or overlay and share physical objects, spaces and images on a user’s view of the actual world. And with increased and expanded mobile device capability, organizations have tremendous potential to interact three-dimensionally with their customers through these devices. Customers now can experience their products virtually and digitally, but almost lifelike in a fully-immersive interactive journey.

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With this capability, the relationship between brand, manufacturer and customer has the chance to become stronger, with enhanced value added along the customer journey through research, design, production, and now post-sales in customer support. A recent survey reported in TechRepublic found that 56% of businesses have implemented some form of mobile AR/VR technology, and another 35% are considering doing so. Furthermore, a quarter of those surveyed said they have fully deployed solutions and are looking to scale up AR/VR use, especially given the challenges posed by the COVID-19 pandemic.

COMMERCIAL CONSTRUCTION & RENOVATION — DECEMBER 2020