Customer experience means a lot more for businesses today than it did before, when it would be simply referred to a customer service. 

Now, it can be seen as a key strategy for businesses. The interpretation of it has changed as customers’ expectations are driven by aspects such as personalization, quality of service, technological innovation, globalization, and digitalization. This challenges companies as they have to constantly improve, transform and innovate.

It is not hard to imagine that future customer experience will be mainly shaped by technology. Already today, most of the businesses are willing to change their tactics and strategies to new models in order to become more digital. According to Gartner, more than 66% of CEOs plan to change their business model in the nearest 3 years.

Some main drivers that are changing customers´experience and expectations.

One of the biggest trends have been VR and AR devices and applications.It represents a revolution in terms of our interaction with computers. Virtual reality (VR) represents the immersive experience that excludes the physical world. Devices such as HTC Vive, Oculus Rift or Google Cardboard transports people into an imagined reality.

Pokemon go on smartphone


The popularity of VR boomed when Microsoft introduced their mixed reality HoloLens headset in 2016. Their goggles introduced a see-through feature that allowed users  to look at a room and see an aquarium and fish swimming around you, creating new realities.It was stated that 53% of consumers are more likely to purchase from brands with VR experiences. Augmented reality (AR) adds digital elements when using the camera on a smartphone. For example, Snapchat lenses or Pokemon Go. At WWDC (Apple Worldwide Developers Conference) in 2016, Apple announced its focus on AR and introduced the first version of AR Kit. Since then, hundreds of AR apps have been created.

Exploring outer spaces, stepping inside the history or future, connecting with others through VR or AR leads to meaningful social changes. Apple, for example, is planning to launch a combined VR and AR headset in 2022.

Companies blurred the lines between the digital and physical world and it became quite clear that the relationship between humans and machines will be even closer and brand success will depend on emerging technologies. Going forward, we will continue to see business shedding their old skin to become more “technology-friendly.”