1、1Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations#GetTheFutureYouWant2Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introdu

2、ction Organizations are putting the improvement of their customer experiences at the top of their agendas.Mixed reality(MR),including augmented reality(AR)and virtual reality(VR),has allowed companies to provide a point of difference in their customer experience:a more immersive,sensorially engaging

3、 way of interacting with their products and services,before and after purchase.Such experiences foster an emotional connection to the brand and,by extension,strengthen customer loyalty and retention.Consumer AR,in particular,has gained a lot of traction in the past few years,with the popularity of A

4、R games such as Pokmon Go or Snapchats AR filters(63%over 200 million of Snapchats active users engage with its AR features).1Beyond customer experience,organizations have come to rely on these technologies to improve their industrial operations and even employee experience.Training,remote operation

5、s,and maintenance are just some of the applications where these technologies have proven beneficial.When combined with other burgeoning innovations such as digital twins,the benefits of immersive technologies can be amplified greatly.The extended reality(XR)market is poised to reach nearly$400 bn by

6、 2026,with a CAGR of 58%in 202126.2 over 200 million of Snapchats active users engage with its AR features.63%3Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introduction While organizations have been experiment