And it is quickly moving different places, as preferences, players and positions change on a minute-by-minute basis. This is exacerbated by the accelerated move to online, ‘no-touch’ channels. Not an easy environment to build a solid understanding of what is driving the user it seems, let alone to develop a deep, mutual, emphatic relationship.
The good news? Real-time data, smart algorithms, intelligent automation, the Internet of Things and immersive technologies enable hyper-personalised, compelling ‘you’ user experiences, delivered through a widening range of channels. They drive these signature moments at which users feel their intentions are fully understood – without the need to express them elaborately, and even when the contact is only low-touch or even touchless.
We have all experienced the accelerated shift to remote working and the blurring of work, home and social boundaries. Businesses that adopt immersive technologies will help employees become more autonomous and address social issues caused by the lack of direct personal presence.
At work, these technologies help employees to train and complete tasks autonomously. They reduce the need for physical collaboration, helping remote workers to feel physically closer than they really are.
The rise of machine-to-machine communication – notably in the area of Intelligent Industry – creates environments in which human involvement is optional or excluded. Extended reality technology – such as augmented reality, virtual reality, even mixed reality – combined with ‘Digital Twins’ will be crucial to humanising these environments.
To connect to more consumers – especially this new generation, which is more culturally, environmentally and socio-economically aware – enterprises must provide exactly what these individuals want: seamless, personalised and engaging experiences that are accessible everywhere and at any time.
At home or in the street, wearables will offer an extension of AI services that are already deployed in smart homes and cities. This is a chance to help consumers and citissens interact with their environments, and data exploitation by pioneering organisations will drive the creation of brand-new services.
With technology becoming ultra-interactive and ultra-intuitive, understanding the nature of the real-time conversation and the user’s emotional state paves the road to success. It is the quest for finding – or building – the platform where supply and demand will naturally come together, in which intentions hardly need to be expressed anymore, because they are already anticipated.
Coming all together, this provides the foundation for the ultimate ‘you’ user experience –one we don’t perceive anymore. As futuristic as this sounds, this relies on technologies that are already on the shelf or reach mainstream soon.
Amid of all these technological breakthroughs and immersive experiences, it is key to harness the foundations of what makes us human: the ethical use of personal data and understanding the emotional curve of individuals involved – and the enterprise as a whole. Ultimately, to differentiate on the market and create the desired business impact, integrating inclusivity and having a frictionless mindset is critical when shaping the user journey.