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How to Create Phygital Experiences

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In the past, customer experiences were either physical or digital. But today, more and more brands are adopting a phygital approach, which combines the best of both worlds. Phygital CX offers a seamless and integrated experience that can be accessed across multiple channels.

But before getting into it, you may be wondering, "What's the meaning of 'phygital'?"

What is phygital?

The word "phygital" is a portmanteau of the words "physical" and "digital." It is used to describe the convergence of the physical and digital worlds. Phygital experiences are those that blend the two worlds together, creating a seamless and integrated experience for the user.

Some examples of phygital experiences include:

  • Using a mobile app to scan a product in a store and see additional information about it, such as reviews, ratings, or how-to videos.
  • Using a virtual reality headset to try on clothes or furniture before you buy them.
  • Using a self-service kiosk to check out at a store without having to interact with a cashier.

Phygital meaning and definition

Phygital experiences are becoming increasingly common as technology advances. They offer a number of benefits for both businesses and customers. For businesses, phygital experiences can help to improve customer engagement, increase sales, and reduce costs. For customers, phygital experiences can provide a more convenient, personalized, and immersive experience.

Benefits of Phygital Experiences

Here are some of the key benefits of phygital experiences:

  • Convenience: Phygital experiences can make it easier for customers to get what they want, when they want it. For example, a customer can use a mobile app to order food from a restaurant and have it delivered to their home.
  • Personalization: Phygital experiences can be personalized to the individual customer. For example, a customer can use a virtual reality headset to try on different clothes or furniture before they buy them.
  • Immersion: Phygital experiences can be more immersive than traditional digital experiences. For example, a customer can use a mobile app to scan a product in a store and see additional information about it, such as reviews, ratings, or how-to videos.

How to Improve Phygitality

If you're looking to improve your customer experience, a phygital CX strategy is a great place to start. Here are some tips on how to design a successful phygital CX strategy:

  1. Start with your customers. What do your customers want and need from their experiences? What are their pain points? Once you understand your customers, you can start to design a phygital CX strategy that meets their needs.
  2. Use technology to your advantage. There are a number of technologies that can be used to create phygital experiences. For example, you can use augmented reality (AR) and virtual reality (VR) to create immersive and interactive experiences. You can also use artificial intelligence (AI) to provide personalized recommendations and support.
  3. Create a seamless experience. The key to a successful phygital CX strategy is to create a seamless experience that flows seamlessly between the physical and digital worlds. This means making sure that your customers can easily access the same information and services no matter which channel they're using.
  4. Personalize the experience. One of the biggest benefits of phygital CX is that it allows you to personalize the experience for each customer. You can use data and analytics to understand your customers' individual needs and preferences, and then use this information to create a more personalized experience.
  5. Measure your results. It's important to measure the results of your phygital CX strategy so that you can see what's working and what's not. This will help you to make necessary adjustments and improvements over time.

Phygital Examples in Real Life

Here are some examples of phygital CX strategies that are being used by brands today:

  • IKEA: IKEA uses a phygital CX strategy to help customers design their dream kitchens. Customers can use the IKEA app to scan products in-store and see how they would look in their own homes. They can also use the app to create a 3D model of their kitchen and make changes to the layout.
  • Sephora: Sephora uses a phygital CX strategy to help customers find the right beauty products. Customers can use the Sephora app to scan their faces and see how different products would look on them. They can also use the app to get personalized recommendations from beauty experts.
  • Nike: Nike uses a phygital CX strategy to help customers create their own custom shoes. Customers can use the Nike app to design their own shoes, and then they can pick them up in-store or have them shipped to their home.

These are just a few examples of how phygital CX can be used to improve customer experiences. If you're looking to create a more engaging and personalized experience for your customers, a phygital CX strategy is a great place to start.

Phygital Experience: Where to Begin

When increasing phygitality of your brand, the first thing to consider is your exisiting customer service process. Many businesses have an IVR or chatbot answering calls and texts from customers. Upgrading to an intelligent virtual agent (IVA) creates new opportunities to create phygital experiences.

Phone-and-text-based virtual agents can create phygital experiences that improve customer service in a number of ways. Here are a few examples:

  • Provide information and support to customers who are in-store. A customer can call a virtual agent to ask about a product or to get help with a purchase. The virtual agent can then provide the customer with the information they need, or they can direct the customer to a store associate who can help them.
  • Help customers to complete transactions. Customers can call a virtual agent to place an order, or to make a payment. The virtual agent can then help the customer to complete the transaction and send their order to their preferred location. No waiting to speak to a store associate.
  • Give personalized recommendations. If they need help making a decision, your customers can call a virtual agent to ask for recommendations for products or services. The virtual agent can then use the customer's purchase history and other data to provide personalized recommendations. This type of service was previously only possible by talking to an employee.
  • Collect feedback from customers. After a customer visits one of your brick-and-mortar locations, a virtual agent contacts them asking for feedback about their experience. The virtual agent can then interpret, store, and share the feedback with the local management team.

By providing these and other services, IVAs can help create phygital experiences that improve customer service. These experiences can be more convenient, personalized, and immersive than traditional customer service experiences.

How virtual agents support phygital customer service

Here are some additional benefits of using IVAs to create phygital experiences:

  • Supplement the work of human customer service representatives. This can help to free up human representatives to focus on more complex tasks.
  • Provide 24/7 customer service. This can be especially helpful for businesses that operate in multiple time zones.
  • Reduce the cost of customer service. This is because virtual agents can handle a large volume of customer inquiries without the need for human intervention.

Overall, IVAs can be a valuable tool for businesses that are looking to create phygital experiences that improve customer service.

Mosaicx Helps Create Phygital Customer Service

Phygital CX is the future of customer experience. By combining the best of the physical and digital worlds, brands can create seamless and immersive experiences that meet the needs of today's customers.

If you're looking to improve your phygitality, a Mosaicx IVA is a great place to start. Request a demo to see what an IVA can do, and discuss phygital customer service with someone on our team.

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