Automation solutions and virtual technologies such as augmented reality (AR) and virtual reality (VR) are completely changing the way organizations and manufacturers are now interacting with customers. Much of this shift is to drive more efficiencies and enhance the overall customer experience. As the COVID-19 pandemic continues and cases of the virus return in large numbers, however, this type of technology is also helping medical device manufacturing companies interact with customers, albeit from a distance.

Automation and AR/VR solutions offer the ability to virtually present or overlay and share physical objects, spaces, and images on a user’s view of the actual world. Further, with increased and expanded mobile device capability, health organizations have tremendous potential to interact three-dimensionally with their customers through these devices. Customers can now experience their products virtually and digitally—almost life-like—through a fully immersive, interactive journey.

With this capability, the relationship between brand, manufacturer, and customer has the chance to become stronger, with enhanced value added along the customer journey through research, design, production, and now, post-sales in customer support.

New data show these technologies are increasingly being implemented. A recent survey reported in TechRepublic found 56 percent of businesses have implemented some form of mobile AR/VR technology, and another 35 percent are considering doing so. Furthermore, a quarter of those surveyed said they have fully deployed solutions and are looking to scale up AR/VR use, especially given the challenges posed by the COVID-19 pandemic.

Virtually Demonstrating Value Before the Sale
Even before becoming a customer, virtual technologies can help build the right relationship today. The pre-sale phase involves initiating contact with a prospective customer, identifying their unique needs, formulating an offer, overcoming any objections, and closing the sale. For example, healthcare organizations leveraging new technologies can get a glimpse of these devices ahead of time virtually and work with their medtech manufacturing partners to make refinements during the buildout.

It is important to engage with the prospect here to build rapport, offer proof points, and develop confidence to foster a stronger customer journey.

“Try Before You Buy” Visualizations
AR/VR can be effective in helping customers not only visualize the blueprints or designs, but more specifically, they can get a glimpse of how those specific designs will fit perfectly into their world. Virtual overlays illustrate how new technologies would appear in an OR to help modernize the facilities.

Virtual Customer Support Post-Sales
After the sale is made, the relationship with a customer becomes even more important. Everything from warranties, upgrades and repairs, additional installation, and other troubleshooting is often required by the customer—no matter the product or industry. This is where customer loyalty is formulated and cemented as a long-term relationship.

Healthcare companies and their manufacturing partners are now developing VR- and AR-enabled self-service tutorials and guides to help users find everything they need. Enhanced technologies like artificial intelligence (AI)-driven solutions are also being utilized. Through smartphones, health organization customers can quickly access an entire product center with AI-enabled FAQs, manuals, training materials, and detailed videos where AR overlays are used. For example, specially designed equipment for new COVID-19 vaccines can be viewed and virtually imagined ahead of time, and design adjustments made even post-sale during virtual customer visits with pharmaceutical companies.

Today, it’s not just about getting the customer the answer they need. It’s about doing it efficiently and remotely to minimize human touch points as much as possible. Virtual support enables customers to hold up their mobile device to a product and each part can be scanned and identified in real time by a computer on the other end. Agents and chatbots can immediately identify either the malfunction and solution or can easily identify each component that needs to be replaced, enabling a seamless resolution.

Leveraging the Cloud
The critical component in all of this is cloud technology, which enables manufacturers to access product designs in real-time, or allowing customers to access virtual FAQs, manuals, and videos quickly. This easy access is not possible when manufacturers keep all data and records stored at their location (on-premise) since this type of legacy technology is either too slow to handle real-time interactions or there is not enough space to house all necessary data.

Customer relationships with brands are quickly evolving, and CX (cloud experience) is today’s differentiator. Brands have recognized the game-changing abilities of introducing AR into their pre-sales, point of sale, and post-sale support operations for the ultimate customer journey. With this type of advanced technology, organizations will develop stronger, more successful long-term relationships with their customers in a pandemic-safe environment.

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Dijam Panigrahi is co-founder and COO of Grid Raster Inc., a leading provider of cloud-based AR/VR platforms that power compelling high quality AR/VR experiences on mobile devices for enterprises. For more information, visit www.gridraster.com.