Klaar voor de klantreis van morgen? Virtuele en aangevulde realiteit verandert alles!
Klaar voor de klantreis van morgen? Virtuele en aangevulde realiteit verandert alles!
Stel je voor dat je op zoek bent naar een nieuwe auto, een vakantiebestemming of zelfs een opleiding. Wat als je al die keuzes eerst virtueel kon ervaren, voordat je een beslissing neemt? Dankzij Virtual Reality (VR) en Augmented Reality (AR), of te samen Extended Reality (XR) genoemd, kunnen bedrijven hun klanten meenemen op een digitale reis, waardoor ze producten en diensten op een heel nieuwe manier beleven. Maar hoe ver gaat die impact eigenlijk?
Tijdens mijn onderzoek sprak ik met zes experts uit de industrie om te achterhalen hoe VR en AR de klantreis beïnvloeden. Deze professionals, van tech-ondernemers tot ervaren marketingstrategen, deelden hun inzichten over de kracht van deze technologieën. Wat bleek? Bedrijven die VR en AR slim inzetten, kunnen klanten een veel intensere ervaring bieden, waardoor ze niet alleen beter geïnformeerd zijn, maar ook meer betrokken raken bij het product.
Een nieuwe dimensie voor klantinteracties
De wereld verandert snel, en technologie speelt hierin een centrale rol. VR en AR worden vaak geassocieerd met gaming en entertainment, maar ze bieden veel meer dan dat. Deze technologieën maken het mogelijk voor bedrijven om klanten op elk moment van de klantreis te betrekken. Van het eerste contact tot na de aankoop, de hele ervaring kan ingrijpend veranderen.
- (No Ties, 2023)
Beleving boven alles
Wat maakt VR en AR zo krachtig? Ze brengen de klant van een passieve ontvanger naar een actieve deelnemer. Stel je voor dat je door een museum loopt, en dankzij AR verschijnen er digitale gidsen en extra informatie terwijl je rondkijkt. Of je volgt een training via VR, waarbij je in realistische simulaties direct kunt oefenen. Het gaat niet langer alleen om informatieoverdracht, maar om ervaring.
Dit verhoogt niet alleen de betrokkenheid van klanten, maar zorgt er ook voor dat bedrijven hun diensten op een unieke manier kunnen presenteren. Een verzekeringsmaatschappij kan via VR scenario's simuleren waarin klanten zien wat ze precies verzekeren, terwijl een opleidingsinstituut studenten kan laten proeven van hun toekomstige werkveld via een virtuele stage.
Hoe doen we dit?
Via een VR-bril zoals de Oculus Rift of HTC Vive kun je volledig ondergedompeld worden in een virtuele omgeving. Deze toestellen zorgen ervoor dat je je fysieke omgeving vergeet en je in een totaal nieuwe wereld bevindt. Dit gaat verder dan een 3D-model op een scherm: je kunt rondlopen, dingen aanraken en ervaren hoe een product of dienst echt aanvoelt.
AR werkt net iets anders. Via je smartphone of speciale smart glasses zoals de Microsoft HoloLens krijg je digitale elementen te zien die over de echte wereld worden geprojecteerd. Stel je voor: je richt je telefoon op een lege muur en ineens zie je precies hoe een nieuwe kast daar zou passen. Het zijn deze toestellen die de klantreis revolutionair maken door de grens tussen de fysieke en digitale wereld te vervagen.
Beslissingen zonder twijfel
Een belangrijke stap in de klantreis is de afweging: is dit product of deze dienst echt iets voor mij? VR en AR maken het makkelijker om een weloverwogen keuze te maken. Een bedrijf in vastgoed kan bijvoorbeeld virtuele rondleidingen aanbieden, waardoor potentiële kopers meerdere huizen kunnen bekijken zonder fysiek aanwezig te zijn. Dit maakt de keuze veel tastbaarder en vermindert twijfel.
Niet alleen in de B2C-sector, maar ook in B2B-omgevingen kunnen deze technologieën bedrijven helpen om complexe producten of diensten beter te presenteren. Van technische installaties tot uitgebreide dienstpakketten: klanten kunnen deze producten letterlijk "zien werken" nog voordat ze tot aankoop overgaan.
"XR-technologie biedt een diepere connectie en creëert ervaringen die verder gaan dan enkel informatieoverdracht; het maakt de beleving tastbaar."
– Kevin Alderweireldt
(BUREAU BÉATRICE)
Van eenmalige klanten naar loyale fans
D
e klantreis stopt niet na de aankoop, en dat is precies waar VR en AR kunnen blijven schitteren. Bedrijven kunnen klantenservice en aftersales naar een hoger niveau tillen door gebruik te maken van AR om ondersteuning te bieden. Stel je voor: richt je telefoon op je nieuwe apparaat en krijg stap voor stap uitleg hoe het werkt.
In sectoren zoals de gezondheidszorg kunnen bedrijven VR gebruiken om gedetailleerde trainingen en uitleg te geven aan hun klanten, bijvoorbeeld over hoe een medisch apparaat werkt. Dit zorgt voor minder fouten en een betere ervaring voor de gebruiker. Ook kunnen bedrijven klanten blijven betrekken door middel van VR-evenementen of -ervaringen, zoals virtuele open dagen of productdemonstraties. Dit zorgt niet alleen voor tevreden klanten, maar ook voor een hogere retentie en loyaliteit.
Grenzen en kansen
VR en AR zullen de komende jaren een cruciale rol zullen spelen in de manier waarop bedrijven met hun klanten omgaan. Toestellen zoals VR-brillen en AR-apparaten worden steeds toegankelijker, en de toepassingen blijven groeien. Toch waren er ook enkele kanttekeningen: privacy en dataverzameling blijven een punt van zorg. Deze technologieën verzamelen veel persoonlijke informatie over hoe gebruikers omgaan met producten en diensten, en bedrijven moeten transparant zijn over hoe ze met deze data omgaan.
De kosten van VR- en AR-technologie zijn nog steeds hoog, wat het voor kleinere bedrijven lastig maakt om hierin te investeren. Bovendien is de technologie nog in ontwikkeling en zijn er soms technische beperkingen, zoals de noodzaak van een snelle internetverbinding of de complexiteit van het opzetten van VR-simulaties.
De toekomst begint nu
VR en AR zijn meer dan gadgets: ze vormen de toekomst van klantinteracties. Bedrijven die deze technologieën nu omarmen, kunnen een voorsprong nemen op de concurrentie door hun klanten een unieke, meeslepende ervaring te bieden. Of het nu gaat om het creëren van nieuwe belevingswerelden of het verbeteren van bestaande klantrelaties, één ding is zeker: de klantreis zal nooit meer hetzelfde zijn.
Bibliografie
Abraham, M., Saeghe, P., Mcgill, M., & Khamis, M. (2022). Implications of XR on Privacy, Security and Behaviour: Insights from Experts. NordiCHI '22: Nordic HumanComputer Interaction Conference: Article No.: 30, Pages 1–12, https://doi.org/10.1145/3546155.3546691. Adhabi, E., & Anozie, C. B. (2017). Literature review for the type of interview in qualitative research. International Journal of Education: Vol. 9(3), 86-97. doi:10.5296/ije.v9i3.11483. Agius, A. (2023, May 4). Customer Journey Maps: How to create really good ones (examples + template). Retrieved from HubSpot: https://blog.hubspot.com/service/customer-journeymap#:~:text=take%20a%2….- ,Customer%20Journey%20Stages,Decision%2C%20Retention%2C%20and%20L oyalty. Ahn, S., Han, S., & Hussein, M. A. (2019). 2D Drawing Visualization Framework for Applying Projection-Based Augmented Reality in a Panelized Construction Manufacturing Facility: Proof of Concept. Journal of Computing in Civil Engineering: 33(5), 04019032–. doi:10.1061/(ASCE)CP.1943-5487.0000843 . Aichner, T., & Gruber, B. (2017). Managing Customer Touchpoints and Customer Satisfaction in B2B Mass Customization: A case study. International Journal of Industrial Engineering and Management (IJIEM): Vol. 8 No 3, pp. 131-140. Akyildiz, I. F., & Guo, H. (2022). Wireless Extended Reality (XR): Challenges and New Research Directions. ITU J. Future Evol. Technology: 3(2), 1-15. Alcañiz, M., Bigné, E., & Guixeres, J. (2019). Virtual Reality in Marketing: A Framework, Review, and Research Agenda. Frontiers in psychology, 10, 439498. Alizadehsalehi , S., Hadavi, A., & Huang, J. C. (2020). From BIM to extended reality in AEC industry. Automation in Construction: Volume 116, 103254. Alvarez, J., Léger, P. M., Fredette, M., Chen, S. L., Maunier, B., & Senecal, S. (2020). An Enriched Customer Journey Map: How to Construct and Visualize a Global Portrait XI of Both Lived and Perceived Users’ Experiences? Designs: 4, 29. https://doi.org/10.3390/designs4030029. Ameen, N., Cheah, J. H., & Kumar, S. (2022). It's all part of the customer journey: The impact of augmented reality, chatbots, and social media on the body image and self‐esteem of Generation Z female consumers. Psychology & Marketing: DOI: 10.1002/mar.21715. Andrade, T., & Bastos, D. (2019). Extended Reality in IoT scenarios: Concepts, Applications and Future trends. 5th Experiment@ International Conference: 107– 112. doi:10.1109/expat.2019.8876559. Andrews, C., Southworth, M. K., Silva, J. N., & Silva, J. R. (2019). Extended Reality in Medical Practice. State of the art informatics: DOI 10.1007/s11936-019-0722-7. Anshari, M., Almunawar, M. N., Lim, S. A., & Mudimigh, A. A. (2019). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101. Apple. (2024). Levis Visualizer. Retrieved from Apple App store: https://apps.apple.com/be/app/levis-visualizer/id515946191 Arena, F., Collotta, M., Pau, G., & Termine, F. (2022). An Overview of Augmented Reality. Enna, Italy: Computers 1(2):28. https://doi.org/10.3390/computers11020028. Arslan, I. K. (2020). The importance of creating customer loyalty in achieving sustainable competitive advantage. Eurasian Journal of Business and Management, 8(1), 11- 20. Bailenson, J. (2018). Experience on Demand: What Virtual Reality is, how it works, and what it can do. WW Norton & Company. Bansal, K. (2023). Customer Experience: Creating value through transforming customer journeys. International Journal of Advances in Engineering and Management (IJAEM): Volume 5, Issue 9 Sep 2023, pp: 715-725. Barwitz, N., & Maas, P. (2022). Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice. American Marketing Association, Volume 43, Issue 1, https://doi.org/10.1016/j.intmar.2018.02.: Journal of Interactive Marketing. XII Baxendale, S., Macdonald, E. K., & Wilson, H. N. (2015). The Impact of Different Touchpoints on Brand Consideration. Journal of Retailing: Volume 91, Issue 2, Pages 235-253. Berglund, Å. F., Gong, L., & Li, D. (2018). Testing and validating Extended Reality (xR) technologies in manufacturing. Procedia Manufacturing: Volume 25, Pages 31-38. Bernard, G., & Andritsos, P. (2017). A Process Mining Based Model for Customer Journey Mapping. Forum and doctoral consortium papers presented at the 29th International Conference on Advanced Information Systems Engineering: Vol. 1848, pp. 49-56. Bialkova, S., & Bigné, E. (2019). Virtual Reality Marketing: Optimizing Opportunities. Proceedings of the European Marketing Academy. Bischoff, A. (2024, April 3). Customer journey map: The key to understanding your customer. Retrieved from Delighted - Qualitrics: https://delighted.com/blog/guideto-customer-journeymapping#:~:text=A%20… eds%2C%20and%20perceptions. Buhler, V. (n.d.). How to create a customer journey map in 9 steps. Retrieved from Actito: https://www.actito.com/en-BE/blog/digital-customer-journey-mapping/ Cassell, C., & Bishop, V. (2018). Qualitative Data Analysis: Exploring Themes, Metaphors and Stories. European Management Review: DOI: 10.1111/emre.12176. Chen, Y., Wang, Q., Chen, H., Song, X., Tang, H., & Tian, M. (2019). An overview of augmented reality technology. Jounral of Physics: Conference Series: DOI 10.1088/1742-6596/1237/2/022082. Chermi, H., Nicolas, S., & Métayer, N. (2021). Using virtual reality treadmill as a locomotion technique in a navigation task: Impact on user experience – case of the KatWalk. International Journal of Virtual Reality: Vol. 21 No. 1, 1-14, DOI: https://doi.org/10.20870/IJVR.2021.21.1.3046. Chong, Y., Sethi, D. K., Loh, C. H., & Lateef, F. (2018). Going Forward with Pokemon Go. Journal of Emergencies, Trauma, and Shock. XIII CIM. (2022, September 1). Five stages of your customer's buying journey. Retrieved from The Chartered Institute of Marketing: https://www.cim.co.uk/content-hub/blog/fivestages-of-your-customers-buy… Clua, E., Porcino, T., Trevisan, D., Cardoso, J., Lisboa, T., Peres, V., . . . Oliveira, E. (2021). Workshop: Challenges for XR in Digital Entertainment. Springer International Publishing.: Entertainment Computing–ICEC 2021: 20th IFIP TC 14 International Conference, ICEC 2021, Coimbra, Portugal, Proceedings 20 (pp. 489-498). D'Arco, M., Presti, L. L., Marino, V., & Resciniti, R. (2019). “Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing: 15(4), 102-115, doi:10.21511/im.15(4).2019.09. Delinikolas, D., Hapek, M., & Wójciak, M. (2022). THE SPECTRUM OF XR MARKETING – COLLECTIVE CASE STUDY. Zarządzanie Mediami: 10(4). Döringer, S. (2021). ‘The problem-centred expert interview’. Combining qualitative interviewing approaches for investigating implicit expert knowledge. International Journal of Social Research Methodology: 24:3, 265-278, DOI: 10.1080/13645579.2020.1766777. Durán, V. J., Berges, I., & Illarramendi, A. (2021). Towards the implementation of Industry 4.0: A methodology-based approach oriented to the customer life cycle. University of the Basque country: Computers Industry. Fadzli, F. E., Kamson, M. S., Ismail, A. W., & Aladin, M. Y. (2020). 3D telepresence for remote collaboration in extended reality (xR) application. IOP Publishing.: IOP Conference Series: Materials Science and Engineering (Vol. 979, No. 1, p. 012005). Fahmi, F., Tanjung, K., Nainggolan, F., Siregar, B., Mubarakah, N., & Zarlis, M. (2020). Comparison study of user experience between virtual reality controllers, leap motion controllers, and senso glove for anatomy learning systems in a virtual reality environment. IOP Conference Series: Materials Science and Engineering: DOI 10.1088/1757-899X/851/1/012024. Farah, M. F., Ramadan, Z. B., & Harb, D. H. (2019). The examination of virtual reality at the intersection of consumer experience, shopping journey and physical retailing. XIV Journal of Retailing and Consumer Services: DOI: https://doi.org/10.1016/j.jretconser.2019.02.016/. Faria, A. P., & Cunha, J. (2023). Extended Reality (XR) in the Digital Fashion Landscape. Cham: Springer Nature Switzerland.: International Conference on Fashion communication: between tradition and future digital developments (pp. 49-56). . Fierro, J. C., Redondo, Y. P., & Trifu, A. (2021). Short-term and long-term effects of touchpoints on customer perceptions. Elsevier: Volume 61, 102520. Flavián, C., Sánchez, S. I., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research. Franco, M. G., & Lanier, J. (2017). Model of Illusions and Virtual Reality. Frontiers in Psychology: Volume 8, https://doi.org/10.3389/fpsyg.2017.01125. FutureBusinessTech. (2021, September 15). Customer Journey Mapping Explained. Retrieved from FutureBysunessTech: https://www.futurebusinesstech.com/blog/customer-journey-mapping-explai… Gleeson, A. (2024). What are the 5 stages of the customer journey? Retrieved from ClickDimensions: https://clickdimensions.com/strategy/what-are-the-5-stages-ofthe-custom… Greengard, S. (2019). Virtual Reality. United States of America: The Massachusetts Institute of Technology. Guo, X., Guo, Y., & Liu, Y. (2021). The Development of Extended Reality in Education: Inspiration from the Research Literature. MDPI - Sustainable Education and Approaches: 13(24), 13776; https://doi.org/10.3390/su132413776. GVR. (2021). Market Analysis Report: Virtual Reality (VR) Market Size And Share Report, 2030. Retrieved from GrandViewResearch: https://www.grandviewresearch.com/industry-analysis/virtual-reality-vr-… Hajipour, B., & Esfahani, M. (2019). Delta model application for developing customer lifetime value. Marketing Intelligence & Planning: https://doi.org/10.1108/MIP-06- 2018-0190. XV Hallikainen, H., Alamäki, A., & Laukkanen, T. (2019). Individual preferences of digital touchpoints: a latent class analysis. Journal of Retailing and Consumer Services: Volume 50, Pages 386-393. Hamilton, F. (2024, February 2). What content should you add for each stage of the customer journey? Retrieved from Custify: https://www.custify.com/blog/contentcustomer-journey-stage/# Hayes, A. (2022, August 23). Word-of-mouth marketing: meaning and uses in business. Retrieved from Investopedia: https://www.investopedia.com/terms/w/word-ofmouth-marketing.asp Hayes, A. (2024, February 4). Augmented Reality (AR): Definition, Examples, and Uses. Retrieved from Investopedia: https://www.investopedia.com/terms/a/augmentedreality.asp Hennink, M., & Kaiser, B. N. (2022). Sample sizes for saturation in qualitative research: A systematic review of empirical tests. Social science & medicine, 292, 114523. Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty formation for different customer journey segments. Journal of Retailing : Volume 95, Issue 3, September 2019, Pages 9-29. HexIQ. (n.d.). Digital Touchpoints: Definitions & examples for customer journey succes. Retrieved from HexIQ: https://hexiq.com/digital-touchpoints-definitions-andexamples2/#:~:text… %20media%20and%20websites. heyTony. (2024, January 22). 5 stages of the customer journey. Retrieved from HeyTony: https://heytony.ca/5-stages-of-the-customer-journey/ Hillmann, C. (2021). UX for XR: User Experience Design and Strategies for Immersive Technologies. Apress: https://doi.org/10.1007/978-1-4842-7020-2. Hilmersson, T., & Lindström, E. (2023). Capturing the XR Market: Examining Strategies to Reach the Broader Market. Lund University. Hilmersson, T., & Lindström, E. (2023). Capturing the XR Market: Examining strategies to reach the broader market. An exploratory study of commercialization of XR enabled by 5G. Lund University. XVI Höfling, S. (2018, October 27). How to integrate physical touchpoints in your digital customer journey. Retrieved from Medium: https://sophiahoefling.medium.com/how-to-integrate-physical-touchpoints… Hojoong, K., Young, K. T., Hyo, L. R., Jong, K. H., Yun, K. S., & Woon, Y. H. (2020). Recent Advances in Wearable Sensors and Integrated Functional Devices for Virtual and Augmented Reality Applications. Advanced Functional Materials: doi:10.1002/adfm.202005692 . Hollebeek, L. D., Clark, M. K., Andreassen, T. W., Sigurdsson, V., & Smith, D. (2020). Virtual reality through the customer journey: Framework and propositions . Journal of Retailing and Consumer Services. Hussadintorn Na Ayutthaya, , D., & Koomsap, P. (2018). Embedding Memorable Experience to Customer Journey. In I. Moon, G. M. Lee, J. Park, D. Kiritsis, & G. von Cieminski, Advances in Production Management Systems: Production Management for Data-Driven, Intelligent, Collaborative, and Sustainable Manufacturing (pp. 244-251). vol 535. Springer, Cham. https://doi.org/10.1007/978-3-319-99704-9_27: IFIP Advances in Information and Communication Technology. Imarc. (2024). Extended Reality (XR) Market. Market Research Report: Impactful Insights. Indeed. (2022, June 25). 4 types of marketing touch points (with definition and benefits). Retrieved from Indeed: https://www.indeed.com/career-advice/careerdevelopment/touch-point-mark… Inituit. (n.d.). Customer Lifetime Value: Why it matters & how to calculate it. Retrieved from Intuit Mailchimp: https://mailchimp.com/resources/clv/ Inter IKEA. (2017, September 12). IKEA Place app launched to help people virtually place furniture at home. Retrieved from IKEA: https://www.ikea.com/global/en/newsroom/innovation/ikea-launches-ikea-p… IoDigital. (n.d.). From awareness to advocacy: mastering the 5 steps of the customer journey. Retrieved from IoDigital: XVII https://www.iodigital.com/en/history/raak/customer-journey-from-brand-a… Irlitti, A., Piumsomboon, T., Jackson, D., & Thomas, B. H. (2019). Conveying spatial awareness cues in xR collaborations. IEEE Transactions on Visualization and Computer Graphics, (), 1–1. doi:10.1109/TVCG.2019.2932173 . Izard, S. G., Juanes, J. A., Peñalvo, F. J., Estella, J. M., Ledesma, J. S., & Ruisoto, P. (2018). Virtual Reality as an Educational and Training Tool for Medicine. Journal of Medical Systems: Volume 42. Javaid, M., & Haleem, A. (2020). Virtual reality applications toward medical field. Clinical Epidemiology and Global Health: Volume 8, Issue 2, Pages 600-605. Joosten, D. (2024, January 9). Customer journey stages. Retrieved from GrowthLoop: https://www.growthloop.com/university/article/customer-journeystages#:~… %20order. Kaliyur, R. (2024, February 29). 5 stages of the customer journey. Retrieved from factors.ai: https://www.factors.ai/blog/stages-of-the-customer-journey#1- awareness Kavanagh, S., Reilly, A. L., Wuensche, B., & Plimmer, B. (2017). A systematic review of Virtual Reality in education. Department of Computer Science, University of Auckland, New Zealand: Themes in Science and Technology Education. Keiningham, T., Aksoy, L., Bruce, H. L., Cadet, F., Clennell, N., Hodgkinson, I. R., & Kearney, T. (2020). Customer experience driven business model innovation. Journal of Business Research: Volume 116, Pages 431-440. Kim, H. K., Park, J., Choi, Y., & Choe, M. (2018). Virtual reality sickness questionnaire (VRSQ): Motion sickness measurement index in a virtual reality environment. Applied ergonomics, 69, 66-73. Krodel, T., Schott, V., & Ovtcharova, J. (2023). XR Technology Deployment in Value Creation. Applied Sciences: 13(8), 5048. Krompiec, P., & Park, K. (2019). Enhanced Player Interaction Using Motion Controllers for First-Person Shooting Games in Virtual Reality. IEEE Access: vol. 7, pp. 124548-124557, doi: 10.1109/ACCESS.2019.2937937. XVIII Kumar, V., & Rajan, B. (2020). Customer Lifetime Value. In The routledge companion to strategic marketing: (p. 27). Business, Management and Accounting: Routledge. Kumar, V., & Reinartz, W. (2018). Customer Relationship Management. Third Edition: Springer Texts in Business and Economics. Kuver, P. M., & Rashedi, E. (2023). Alterations in Physical Demands During Virtual/Augmented Reality-Based Tasks: A Systematic Review. Annals of Biomedical Engineering, 51(9), 1910-1932. LaFleur, G. (2022, June 6). 5 customer journey phases for businesses to understand. Retrieved from TechTarget: https://www.techtarget.com/searchcustomerexperience/tip/5-customer-jour… LaValle, S. M. (2023). Virtual Reality. United Kingdom: Cambride University Press & Assessment. Lee, B., Dwyer, T., Baur, D., & Veira, X. G. (2018). Watches to Augmented Reality. In Data-Driven Storytelling (p. 15). Taylor & Francis Group. Lee, Y., & Yoo, B. (2021). XR collaboration beyond virtual reality: Work in the real world. Journal of Computational Design and Engineering, 8(2), 756-772. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience throughout the Customer Journey. American Marketing Association, Volume 80, Issue 6, https://doi.org/10.1509/jm.15.0420: Journal of marketing. Leva, M., & Ziliani, C. (2018). The role of customer experience touchpoints in driving loyalty intentions in services. The TQM Journal: Volume 30, Issue 5. Levis. (n.d.). Levis decoratietips en advies - Levis visualizer app. Retrieved from Levis.info: https://www.levis.info/nl/decoratietips-en-advies/levis-visualizer-app Lew, G. (2017). The importance of customer lifetime value in determining their profitability. The Business and Management Review: Volume 8, Number 4 . Li, H., Yu, L., & He, W. (2019). The Impact of GDPR on Global Technology Development. Journal of Global Information Technology Management: 22(1), 1–6. https://doi.org/10.1080/1097198X.2019.1569186. XIX Li, X., Yi, W., Chi, H. L., Wang, X., & Chan, A. P. (2018). A critical review of virtual and augmented reality (VR/AR) applications in construction safety. Automation in Construction: Volume 86, Pages 150-162. Lin, K. Y., & Huang, T. K. (2024). Shopping in the digital world: How augmented reality mobile applications trigger customer engagement. Technology in Society: Volume 77, https://doi.org/10.1016/j.techsoc.2024.102540. Lindberg, D. F., & Vermeer, T. (2019). The never-ending story: discovering touch points and customer experiences along the customer journey. Digitala Vetenskapliga Arkivet. Litvak, E., & Kuflik, T. (2020). Enhancing cultural heritage outdoor experience with augmented-reality smart glasses. Personal and Ubiquitous Computing: Volume 24, pages 873–886, doi.org/10.1007/s00779-020-01366-7. Livas, C., Skarparis, E., & Skotis, A. (2022). Consumer reliance on alternative digital touchpoints throught the buying process. Expert Journal of Marketing: pp. 1-10. Lucassen, S. (n.d.). Wat is de customer journey en hoe breng je hem in kaart? Retrieved from Icm: https://www.icm.nl/extra/wat-is-de-customer-journey-en-hoe-breng-jehem-… Maechler, N., Neher, K., & Park, R. (2016). From touchpoints to journeys: Seeing the world as customers do. McKinsey&Company. Marr, B. (2019, August 12). What is extended reality technology? A simple explanation for anyone. Retrieved from Forbes: https://www.forbes.com/sites/bernardmarr/2019/08/12/what-is-extended-re… Martínez, P. J. (2023, November 13). Extended Reality: Exploring the Future of Immersive Technologies. Retrieved from Onirix: https://www.onirix.com/extendedreality/#:~:text=Extended%20Reality%3A%2…% 20Immersive%20Technologies,- Contents&text=Extended%20reality%20(XR)%20represents%20a,mixed%20realit y%20(MR)%20technologies. XX Maruyama, K., Watanabe, E., Kin, T., Saito, K., Kumakiri, A., Noguchi, A., . . . Shiokawa, Y. (2018). Smart Glasses for Neurosurgical Navigation by Augmented Reality. Operative Neurosurgery: p 551-556, DOI: 10.1093/ons/opx279. Matusz, B. (2016). POKEMON GO! Mele, C., Spena, T. R., Tregua, M., & Amitrano, C. C. (2021). The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences. Journal of Consumer Marketing: Volume 38, Issue 4. Micheaux, A., & Bosio, B. (2018). Customer Jounrye Mapping as a new way to teach data-driven marketing as a service. Journal of Marketing Education: Vol. 41(2) 127-140, doi:10.1177/0273475318812551. Moedristscher, G. (2022). LINKING CUSTOMER JOURNEY TO CUSTOMER LIFETIME VALUE - TOWARDS A DEEPER UNDERSTANDING OF CUSTOMER VALUATION. In I. Press, Proceedings of the international conferences (pp. 132- 139). International association for development of the information society (iadis). MordorIntelligence. (2024). Augmented Reality Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029) . Retrieved from Mordor Intelligence: https://www.mordorintelligence.com/industry-reports/augmented-reality-m… MordorIntelligence. (2024). Extended reality market size & share analysis - growth trends & forecasts (2024-2029). Retrieved from MorderIntelligence: https://www.mordorintelligence.com/industry-reports/extended-reality-xr… Muthaffar, A., Montero, S. V., & Olavarria, R. B. (2024). From digital touchpoints to digital journeys: How shopping mindsets influence appraisal of omnichannel journeys. International Journal of Information Management: Volume 77, 102778. Navarro, V. G., Gomez, H. G., Badenes, R. O., & García, J. S. (2021). Customer relationship management and its impact on innovation: a literature review. Journal of Business Research: Volume 129, Pages 83-87. Neumann, D. L., Moffitt, R. L., Thomas, P. R., Loveday, K., Watling, D. P., Lombard, C. L., . . . Tremeer, M. A. (2017). A systematic review of the application of interactive virtuality to sport. Virtual Reality: 22, 183–198. https://doi.org/10.1007/s10055-017- 0320-5. Onirix. (n.d.). Spatial AR. Retrieved from Onrix: https://www.onirix.com/spatial-ar/ XXI Orús, C., Sánchez, S. I., & Flavián, C. (2021). Enhancing the customer experience with virtual and augmented reality: The impact of content and device type. International Journal of Hospitality Management: Volume 98, 103019. Park, M. J., Kim, D. J., Lee, U., Na, E. J., & Jeon, H. J. (2019). A Literature Overview of Virtual Reality (VR) in Treatment of Psychiatric Disorders: Recent Advances and Limitations. Frontiers in Psychiatry: Volume 10, https://doi.org/10.3389/fpsyt.2019.00505. Pfeiffer, J., & Weiss, J. (2023). Diving into a New Reality: How Immersive Experiences along the Customer Journey Succeed. NIM Marketing Intelligence Review: 15(2), 54-59. Pirker, J., Pojer, M., Holzinger, A., & Gütl, C. (2017). Gesture-Based Interactions in Video Games with the Leap Motion Controller. Kurosu, M. (eds) Human-Computer Interaction. User Interface Design, Development and Multimodality: pp 520-633, vol 10271, https://doi.org/10.1007/978-3-319-58071-5_47. Pitt, B. (2019). The study of how XR technologies impact the retail industry, now and in the future. Doctoral dissertation, Ph. D. thesis, University of Dublin. Piumsomboon, T., Lee, G. A., Hart, J. D., Ens, B., Lindeman, R. W., Thomas, B. H., & Billinghurst, M. (2018). Mini-Me: An Adaptive Avatar for Mixed Reality Remote Collaboration. Proceedings of the 2018 CHI conference on human factors in computing systems (pp. 1-13). Pladere, T., Svarverud, E., Krumina, G., Gilson, S. J., & Baraas, R. C. (2022). Inclusivity in stereoscopic XR: Human vision first. Frontiers in Virtual Reality, 3, 1006021: Volume 3 - 2022, https://doi.org/10.3389/frvir.2022.1006021. Podolsky, M. (2019, July 19). Structured Versus Unstructured Interviews. Retrieved from Forbes: https://www.forbes.com/sites/theyec/2019/07/19/structured-versusunstruc… Pozza, I. D., Goetz, O., & Sahut, J. M. (2018). Implementation effects in the relationship between CRM and its performance. Volume 89, August 2018, Pages 391-403: Elsevier: Journal of Business Research. Pradhan, S., Patel, G., & Priya, P. (2021). MEASURING CUSTOMER LIFETIME VALUE: APPLICATION OF ANALYTIC HIERARCHY PROCESS IN DETERMINING XXII RELATIVE WEIGHTS OF 'LRFM'. International Journal of the Analytics Hierachy Process: 13(3). https://doi.org/10.13033/ijahp.v13i3.892. Pringle, J. K., Stimpson, I. G., Jeffery, A. J., Wisniewski, K. D., Grossey, T., Hobson, L., . . . Rogers, S. L. (2022). Extended reality (XR) virtual practical and educational eGaming to provide effective immersive environments for learning and teaching in forensic science. Science & Justice: Volume 62, Issue 6, Pages 696-707. Qayyum, A., Butt, M. A., Ali, H., Usman, M., Halabi, O., Fuqaha, A. A., . . . Qadir, J. (2023). Secure and Trustworthy Artificial Intelligence-Extended Reality (AI-XR) for Metaverses. ACM Computing Surveys: https://doi.org/10.1145/3614426. Qualtrics. (2023, August 29). What is customer lifetime value (CLV)? Retrieved from Qualtrics: https://www.qualtrics.com/uk/experiencemanagement/customer/customer-lif… =Customer%20lifetime%20value%20(CLV)%20is,but%20across%20the%20whole %20relationship. Qualtrics. (2024). Customer journey stages: Your ultimate guide. Retrieved from Qualtrics: https://www.qualtrics.com/uk/experiencemanagement/customer/customer-jou… Quantilope. (2024, January 29). Data Saturation in Qualitative Research. Retrieved from Quantilope: https://www.quantilope.com/resources/glossary-data-saturation-inqualita… Rantala, I., Colley, A., & Häkkilä, J. (2018). Smart Jewerly: Augmenting Traditional Wearable Self-Expression Displays. Association for Computing Machinery, New York: Article 22, 1–8. https://doi.org/10.1145/3205873.3205891. Rauschnabel, P. A., Felix, R., Hinsch, C., Shahab, H., & Alt, F. (2022). What is XR? Towards a Framework for Augmented and Virtual Reality. Computers in Human Behavior: Volume 133, 107289. Raybourn, E. M., Stubblefield, W. A., Trumbo, M., Jonas, A., Whetzel, J., & Fabian, N. (2019). Information Design for XR Immersive Environments: Challenges and Opportunities. In J. Y. Chen, & G. Fragomeni, Virtual, Augmented and Mixed Reality: Multimodal Interaction (pp. 153-164). vol 11574, XXIII https://doi.org/10.1007/978-3-030-21607-8_12: Lecture Notes in Computer Science. Robledo, L. A., Uribe, Ó. H., Reta, C., & Ceballos , J. A. (2022). Extended reality applications in industry 4.0. – A systematic literature review. Telematics and informatics: Volume 73, 101863. Roesner, F., & Kohno, T. (2021). Security and Privacy for Augmented Reality: Our 10- Year Retrospective. School of Computer Science & Engineering. Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey. Business Horizons: Volume 60, Issue 1, Pages 143-150. Saccoccio, S. (2021). Towards enabling storyliving experiences: how XR technologies can enhance brand storytelling. Politecnico. Salesforce. (n.d.). What Are Customer Expectations, and How Have They Changed? Retrieved from Salesforce: https://www.salesforce.com/resources/articles/customer-expectations/ Salesforce. (n.d.). What is CRM? Retrieved from Salesforce: https://www.salesforce.com/eu/learning-centre/crm/what-iscrm/#:~:text=C… mer%20service%2C%20and%20increase%20profitability. Santouridis, I., & Tsachtani, E. (2015). Investigating the Impact of CRM Resources on CRM Processes: a Customer Life-Cycle Based Approach in the Case of a Greek Bank. Greece: ScienceDirect: Procedia Economics and Finance. Schwab, P. N. (2020, October 26). Kwalitatief onderzoek: 3 soorten interviews. Retrieved from IntoTheMinds: https://www.intotheminds.com/blog/nl/kwalitatief-onderzoek-3- soorten-interviews/#het-semigestructureerde-interview-91384080-9eaf-43d3-91e9- dd84f95e5fef Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libal, B., Andrews, M., . . . Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing Science: Original Empirical Research: Volume 50, pages 1257–1276. Senso. (n.d.). THE BEST CONTROLLER FOR AR/VR. Retrieved from Senso: https://senso.me/ XXIV Shiratori, E. K., Trevisan, A. H., & Mascarenhas , J. (2021). The customer journey in a product-service system business model. Procedia CIRP: Volume 100, Pages 313- 318. Shukla, D. (2020). AR And VR Market Size Likely To Grow Exponentially. Market Survey, February, 84-87. Simoni, M., Sorrentino, A., Leone, D., & Caporuscio, A. (2022). Boosting the prepurchase experience through virtual reality. Insights from the cruise industry. Journal of Hospitality and Tourism Technology: Vol. 13 No. 1, 2022, pp. 140-156, DOI 10.1108/JHTT-09-2020-0243. Soltani, Z., Zareie, B., Milani, F. S., & Navimipour, N. J. (2018). The impact of the customer relationship management on the organization performance. Journal of High Technology Management Research. Speicher, M., Hall, B. D., & Nebeling, M. (2019). What is Mixed Reality? In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems (CHI '19). Association for Computing Machinery: Paper 537, 1–15. https://doi.org/10.1145/3290605.3300767. Stacchio, L., Angeli, A., & Marfia, G. (2022). Empowering digital twins with eXtended reality collaborations. KeAi - Virtual Reality & Intelligent Hardware: Volume 4, Issue 6, Pages 487-505. Stanney, K. M., Nye, H., Haddad, S., Hale, K. S., Padron, H. K., & Cohn, J. V. (2021). Extended reality (XR) environments. In Handbook of human factors and ergonomics (p. chapter 30). https://doi.org/10.1002/9781119636113.ch30. Straker, K., Wrigley, C., & Rosemann, M. (2015). Typologies and touchpoints: designing multi-channel digital strategies. Journal of Research in Interactive Marketing: SSN: 2040-7122. Sultan, A. J. (2018). Orchestrating service brand touchpoints and the effects on relational outcomes. Journal of Services Marketing: doi:10.1108/JSM-12-2016-0413. TechTarget. (2024, February 23). 4 virtual reality ethics issues that need to be addressed. Retrieved from TechTarget: https://www.techtarget.com/searchcio/tip/4-major-virtual-reality-ethics…- XXV addressed#:~:text=Areas%20of%20immediate%20concern%20involve,for%20the %20companies%20using%20them. Tepper, O. M., Rudy, H. L., Lefkowitz, A. B., Weimer, K. A., Marks, S. M., Stern, C. S., & Garfein, E. S. (2017). Mixed Reality with HoloLens: Where Virtual Reality Meets Augmented Reality in the Operating Room. Plastic and Reconstructive Surgery 140(5):p 1066-1070: DOI: 10.1097/PRS.0000000000003802. TheMarketingBlog. (2023). The importance of physical touch points in marketing. Retrieved from TheMarketingBlog: https://www.themarketingblog.co.uk/2017/05/the-importance-of-physical-t… ocations%20for%20maximum%20reach. Tordjman, K. L., & Bertini, M. (2023, March 20). High-Tech Touchpoints Are Changing Customer Experience. Retrieved from Harvard Business Review: https://hbr.org/2023/03/high-tech-touchpoints-are-changing-customer-exp… Triviño, J. B. (2023). The Effect of Firm-Controlled Store Type Touchpoints on Customer’s Discrete Emotions: An Exploratory Study on Physical Store & Online Store. Philippine Academy of Management E-Journal: 6(1), 53-67. Vannucci, V., & Pantano, E. (2019). Digital or human touchpoints? Insights from consumer-facing in-store services. Information Technology & People: doi:10.1108/itp-02-2018-0113. Venkatesan, R. (2017). Executing on a customer engagement strategy. Academy of Marketing Science: 45:289–293, DOI 10.1007/s11747-016-0513-6. Waisberg, E., Ong, J., Masalkhi, M., Zaman, N., Sarker, P., Lee, A. G., & Tavakkoli, A. (2023). Apple Vision Pro and why extended reality will revolutionize the future of medicine. Irish Journal of Medical Science: Volume 193, pages 531–532. Wallgrün, J. O., Masrur, A., Zhao, J., Taylor, A., Knapp, E., Chang, J. S.-K., & Klippel, A. (2019). Low-Cost VR Applications to Experience Real World Places Anytime, Anywhere, and with Anyone. IEEE 5th Workshop on Everyday Virtual Reality (WEVR) (pp. 1-6). XXVI Warin, C., & Reinhardt, D. (2022). Vision: Usable Privacy for XR in the Era of the Metaverse. EuroUSEC '22: Proceedings of the 2022 European Symposium on Usable Security: Pages 111–116, https://doi.org/10.1145/3549015.3554212. Weir, M. (2021, December 27). What Is A Customer Journey Map And Why Are They Important? Retrieved from LinkedIn: https://www.linkedin.com/business/marketing/blog/content-marketing/cust… Wieland, D. A., Ivens, B. S., Kutschma, E., & Rauschnabel, P. A. (2024). Augmented and virtual reality in managing B2B customer experiences. Industrial Marketing Management, 119, 193-205. Wohlgenannt, I., Simons, A., & Stieglitz, S. (2020). Virtual Reality. Springer Link: Business & Information Systems Engineering. Xi, N., Chen, J., Riar, F., & Hamari, J. (2023). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. Information Systels Frontiers: 659–680, https://doi.org/10.1007/s10796-022-10244-x. XRGURU. (2023, February 7). Extended realitt statistucs, facts, and trends you need to know. Retrieved from XRGURU: https://www.xrguru.com/blog/2023/02/extendedreality-statistics-facts-an… Yamakami, T. (2020). A Privacy Threat Model in XR Applications. Advances in Internet, Data and Web Technologies: Lecture Notes on Data Engineering and Communications Technologies: vol 47. Springer, Cham. https://doi.org/10.1007/978-3-030-39746-3_40. Yasar, K. (2023, July 25). What is a Customer Journey Map? I Definition from TechTarget. Retrieved from TechTarget: https://www.techtarget.com/searchcustomerexperience/definition/customer… Yazici, A. M., Özkan, A., & Öskan, H. (2024). Meta: XR-AR-MR and Mirror World Technologies Business Impact of Metaverse. Journal of Metaverse: Volume:4, Issue:1, Pages:21-32, Doi: 10.57019/jmv.1344489. Ziker, C., Truman, B., & Dodds, H. (2021). Cross Reality (XR): Challenges and Opportunities Across the Spectrum. In J. Ryoo, & K. Winkelmann, Innovative XXVII learning environments in STEM higher education: Opportunities, challenges, and looking forward (pp. 69-91). https://doi.org/10.1007/978-3-030-58948-6_4#DOI: SpringerBriefs in Statistics. Zimmerman, R., Weitzl, W., & Auinger, A. (2022). Identifying Sales-Influencing touchpoints along the omnichannel customer journey. Volume 196, 2022, Pages 52-60: Procedia Computer Science.
