Customer engagement has become the holy grail of brand-consumer relationships. Engagement is more than just being a customer, it’s ideologically consuming, interacting, experiencing, defending and following a brand. It has sated into a favored relationship that is difficult to establish and maintain.
Of course, technology facilitates this process, as it allows companies to conduct more personalized and easier transactions with different customers at the same time, and allows them to receive more personalized and interactive attention, even if they are one in a million. This is why it is necessary to pay attention to the technological innovations that are presented, as they can mean dramatic changes in the complex, fragile and strained relationship between customers and brands. They can be redemption, redemption or fall, just knowing or not using this new resource well.
Most technology can help, but that doesn’t mean you can adopt it anyway. That’s why I want to turn my attention to discussing what we can expect from these two promising new technologies, both physical and digital: 5G and the metaverse.
Given that consumption is deeply ingrained in the digital world, the past few years have demonstrated the importance of digital transformation for companies. This allows all technologies that allow for greater interaction, dynamics and possibilities in digital scenarios to gain a captive space in a positive customer engagement relationship.
With the arrival of 5G, we can expect increased bandwidth and greater mobility, which brings us the possibility of instant connections and greater amounts of information. This makes communication between the company and its customers more effective, intense and confident. There is less and less need to go to a brick-and-mortar store to solve a problem or buy something from a brand. Everything is resolved through agile dialogue and is well supported by various communication devices. Getting agility and ease is already part of the nature of consumption, which is about engagement.
5G is the foundation for building new levels of interaction without long delays and with a greater sense of personalisation digitally. Customer engagement first requires an effective channel. It is now possible to provide continuous data traffic to the cloud so that it can handle more complex projects and add machine learning services to those communications. It is because of this new possibility of constant communication that IoT devices will be able to obtain more accurate results regardless of the required bandwidth. Security services will also be better responsive.
Speaking of the metaverse, it’s worth mentioning that most people have yet to see its full potential. There’s an argument that the metaverse exists only as virtual reality, when it’s actually more about you having a digital avatar and consuming it, experiencing things, and generating content. From a company perspective, some companies are already working to appear in these virtual worlds, but bringing this reality to the entire population remains challenging, mainly because of the cost of these devices having to “go” into the virtual world. .
Interactions in virtual worlds will happen in different ways, even though the most recognized is through virtual reality glasses. Technology has broader capabilities, such as creating digital twins that can simulate real-life situations and help various companies solve problems before they happen.
In terms of engagement, the metaverse will be a game changer as it allows people to experience more than the real world can provide, but it is necessary to have a good understanding of where to apply this technology in engagement strategies. It’s not enough to have a virtual space, it needs to be accessible to goals, conversations, customers, and not adversely affect usability, wanting to accept more than it can afford in the actual interaction strategy.
To be prepared, companies need to look for what is relevant to both technologies and how they affect the execution of their products or services. Next, it’s worth trying to understand what advantages can be gained in their service by creating a relational format that uses metaverse or something like that, as well as taking into account what can be added to the database to capture more real-time information.
An important factor in engagement is allowing customers to choose the most convenient channel to interact with the company. In your daily life, on the go or at home, this may make a difference. Sometimes it makes more sense to talk over audio, or depending on the type of information, it can even turn on a video conference call. However, it is always important to offer customers viable options based on the product or service you offer.
Another factor worth mentioning is the use of customer data, which needs to be done securely and reliably. A true engagement experience requires trust. If customers are aware of how they treat their personal information with respect and protect their personal information from outside influences, their relationship with the company will be better. Of course, this will require companies to invest in business intelligence, digital security, communication platforms, and effective raw data capture, but once done, it will create a quintessential, positive consumer experience etched in memory for consumers and consumers. enterprise.
* Luís Leão is a developer evangelist for Twilio, the world’s leading cloud communications company.
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