Last year, we introduced the concept of Experience², in which the established customer experience strategy is intwined with employee and partner experiences, achieving common goals of attraction, retention, and engagement. All audiences expect a better experience, while also contributing positively to society and the environment. So, where do we go next?
When it comes to providing seamless experiences that boost loyalty while addressing key environmental and societal challenges, we need to look at the advent of the Metaverse. It shifts retailers and brands from sellers to companions and reshapes the employee’s workplace into a new and attractive virtual realm. All of that takes place while also meeting sustainability and inclusivity objectives. And what if these experiences extend to industrial and business operations? Enter the Internet of Twins, which is designed to build highly efficient real-world operations in the most sustainable way.
Frictionless, low-touch AI-driven experiences have in many ways already proven successful in enabling authentic, cohesive, and emotional connections between organizations and customers or employees.
Yet, more can be achieved. Organizations are now reflecting on what matters to their audiences in new ways. These audiences want better experiences, but with lower impact, such as a reduction in gas-guzzling travel. If virtual testing of products by the audience is allowed, only specific types and amounts will be manufactured. This targeted approach will reduce waste and the net impact will trigger sustainability benefits, customer acquisition, cost savings, and improved loyalty along the entire value chain.
The Metaverse promises to address these issues in a single shape. Initially, user experiences might get the focus. But when it comes to the improvement of customer loyalty, the backcloth of this trend is a new philosophy: the community-driven approach. This attitude conveys the idea of giving ownership to people that design or customize a brand’s products without being part of the organization. The resulting feeling of belonging is a real catalyst for the brand’s adherence and self-promotion. Pretty smart approach, right?
And the new user experience strategy does not only address people. The strategy also covers physical assets and ‘things’, for example in complex industrial, engineering, and urban environments.
With the ability to create digital twins of ‘any thing’, we see the Internet of Things (IoT) evolve into quite a different IoT: the Internet of Twins. By enabling realistic simulated experiences – in addition to all other travel-, asset- and handsfree-benefits of the Metaverse – the Internet of Twins supports the mastery of efficient, secure, and sustainable operations. This evolved IoT will contribute to optimal resource utilization, reducing the need to travel. Advanced simulation models, which cut requirements for physical testing, will make products more sustainable and desirable, with much less environmental impact.
So much more to experience. Maybe we should start talking about Experiencen?
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