Is Your Business Ready for Phygital? Top Considerations for CX Leaders.

As part of Solutions Review’s Contributed Content Series—a collection of contributed columns written by industry experts in maturing software categories—Rebecca Jones, the General Manager of Mosaicx, unpacks the critical considerations for brands looking to use immersive phygital experiences to elevate their CX.  

Today’s brands are more aware of the value of providing customers with exceptional and memorable experiences. This increased focus comes as companies realize the role customer experience (CX) plays in attracting new customers and creating brand loyalty. In the push to develop new ways to deliver value to customers, physical and digital have converged to redraw the boundaries of what’s possible to accomplish. We’re now firmly in the age of phygital CX. 

AI and intelligent virtual agents (IVAs) are at the forefront of this integration. IVAs enable brands to respond quickly to customer needs, offer customized recommendations, streamline customer care operations, and deliver a personalized shopping experience. Meanwhile, AI has enabled augmented reality (AR) and virtual reality (VR) technologies, allowing brands to offer immersive and interactive experiences that blend the advantages of both the physical and digital worlds. 

The power of phygital CX is perhaps nowhere more evident than its ability to build long-term customer loyalty. By providing seamless and immersive environments, brands can create lasting impressions on their customers, increasing loyalty and advocacy. Meanwhile, customers can access omnichannel support whenever and wherever they need it.  

For CX leaders who want to stay ahead of the game, it’s essential to have an eye on developing a phygital strategy that can help deliver the kind of memorable experiences that keep customers coming back time after time. In the era of the phygital experience, several key factors must be considered when developing an overall strategy that integrates the physical and digital worlds. 

Harness the Power of AI

As mentioned above, AI-driven CX is a game changer in today’s market. For instance, leading financial services brands use IVAs to help customers handle everyday banking tasks, such as paying bills, checking balances and investments, transferring money, locking or unlocking credit or debit cards, and more. Retail brands leverage AI to create immersive and personalized in-store experiences. For instance, AR apps empower customers to virtually try on everything from shoes to clothing to makeup (more on this below). 

Embrace Omnichannel

Today’s customers expect a seamless experience across all channels. With omnichannel support, brands can ensure that customers receive the same level of service regardless of where they are or how they choose to interact with the brand. You can order and pay for coffee online, get a text when it’s ready, and pick it up at your preferred location—and earn rewards points in the process. All these channels—online, text, and in-store—work seamlessly together. 

Personalization is Key

Customers today have come to expect a personalized experience. Brands that deliver on customer expectations have an advantage in building an emotional connection with their customers. Using data from past customer purchases and searches, IVAs predict the following best action to take for a customer. They can carry out natural-sounding conversations and even suggest products that are likely to be of interest. 

Leverage AR and VR

Mixed reality may seem like it’s been in the works for a while now, but it’s crossed a significant threshold. Today’s brands can use AR to create immersive and interactive experiences that bridge the physical and digital worlds. For example, multiple furniture retailers have introduced AR apps that leverage customers’ phone cameras to let them preview how furniture will look in their homes. 

Build a Robust Data Strategy

Phygital experiences generate opportunities to gather data, but you need to know how to interpret that data. If you have a solid strategy that leverages AI-powered customer relationship management software, brands can leverage data to gain insights into customer behavior, preferences, and pain points.  

Don’t Forget the Human Touch

While technology is an essential component of phygital experiences, the value of the human touch is not to be underestimated. IVAs, for example, automate various customer calls, allowing human agents to spend more time on complex calls that need their attention. Companies can use technology to augment person-to-person experiences, but memorable human connections are vital to returning customers. Phygital tools optimize and reinforce those connections.  

For CX leaders, the overarching mission is to craft a customer experience that satisfies and delights. To that end, creating a tailored experience that integrates in-person and digital interactions is one of the best ways to wow today’s customers. By leveraging AI and IVAs, brands can build a phygital experience that’s compelling and memorable and helps forge a lasting emotional connection that keeps customers coming back for more.