Augmented Reality and Customer Engagement

This assignment delves into the effectiveness of augmented reality (AR) as an experiential marketing tool to boost customer engagement. It examines relevant research studies, explores various AR applications in marketing, and analyzes how AR can transform customer experiences. The review considers the role of AR in fostering customer interaction, brand loyalty, and purchase behavior.

LITERATURE REVIEW
Literature Review: Customer Engagement Optimized Across Smartphones, Tablets,
Virtual Reality Devices
Name of the Student
Name of the University
Author’s note

1LITERATURE REVIEW
Executive Summary
The customer engagement plays an important role in furnishing the business activities and the
sales activities of the companies. The customers stay connected to the smartphone, tablets
and virtual reality devices. Thus the companies by developing lucrative apps for a
smartphone can engage more and more customers for their business. Various aspects of
customer engagement via digital media have been discussed in the report. The Cloud
Solutions from Oracle Live Experience Cloud has the capability to ease the customer
engagement. The virtual device technology and the Samsung’s Oculus has been discussed in
the report. The literature review has detailed the customer engagement across smartphones,
tablets and virtual reality devices.

2LITERATURE REVIEW
Table of Contents
Introduction................................................................................................................................2
Concept of customer engagement across smartphones and tablets............................................2
Rising consumer demand for the digital engagement............................................................3
Legacy contact centres cannot meet the evolving customer demands...................................4
The Oracle Live Experience Cloud........................................................................................5
Mobile Banking......................................................................................................................6
Improve business results and boost customer satisfaction.....................................................6
Consumer Electronics............................................................................................................8
The Business Advantages of a cloud-based service...............................................................8
Zero Touch claims processing...............................................................................................9
Contextual, in-app customer engagement..............................................................................9
Virtual reality devices enriching customer engagement............................................................9
Samsung’s Oculus................................................................................................................10
Conclusion................................................................................................................................12
References................................................................................................................................13

3LITERATURE REVIEW
How is the customer engagement optimized across different devices (e.g. smartphones,
tablets, virtual reality devices, such as Samsung’s Oculus) throughout the customer
journey?
Introduction
The customer engagement can embellish the business activities as well as the sales
activities of any company. The companies are now focused on developing smartphone apps
that can engage more and more customers.
The report will focus on the various aspects which can be followed to engage more
and more customers. The report will showcase the cloud technology concepts that can be
helpful for customer engagement. Oracle Live Experience Cloud will be discussed in the
report. The virtual reality devices will be detailed in the report as well.
Concept of customer engagement across smartphones and tablets
The literature review shows the mobile engagement and the and the mobile usage.
The mobile subscribers are increasing day by day. With the advent of network connectivity,
and with the advent of 4G technology the customers remain engaged to the smartphone
devices and tablets all the time. According to Moreno-Munoz et al. (2016), the customers
have become tech-savvy nowadays. They use the apps on their phone to purchase the
products and order the products online. The customers also stay connected to the social media
thus stay attached to each other. The digital technology can assist companies in eliminating
all the boundaries. The companies can enhance their sales, can reach to each and every
customer. That is why the companies should not act in an unprofessional manner instead they
should act in a more responsible way, should respond to customers’ queries all the time,
should connect to the customers all throughout day and night. In this way, the customers can

4LITERATURE REVIEW
remain engaged in the enterprise all the time and this can, in turn, the productivity of the
companies.
Rising consumer demand for the digital engagement
The digital engagement has enhanced a lot due to the advent of smartphone and
internet technology. Zhang et al. (2017) have stated the virtual devices are also enhancing the
customer engagement as well. The customers always stay connected to the smartphone. The
companies by developing certain apps can attract the customers and can fulfil their demands,
in this way they can stay connected with the customers.
The customer preference is changing every day and that is why the contact centre is
reshaping according to the customers’ demands. The customers are not preferring voice but
they are preferring smartphone and smartphone applications. The customers remain engaged
with the smartphone for entertainment, for ride-sharing and for online shopping. The
customers prefer to stay in touch with the companies 24x7 and want to know the details of
their products and to get further assistance on how to use the services. According to King,
Sparks and Wang (2016), the companies seeing this trend must take initiatives. They must
prepare separate individual channels so that both the customers and the company themselves
can communicate with each other in efficient and effective manner via those channels. This
approach can be suitable for the companies to enhance their products’ sales. In this way, the
rising demand for the customers’ digital engagement can be met.
The business who are looking to move forward and want to prosper i0n future much
give importance to the customer engagement to the company, that is the reason the
communication over the digital media must be enhanced, the business must incorporate the
contextual multimedia communications to the existing mobile apps. De Vries and Carlson
(2014) have discussed that the contextual mobile communications can satisfy each and every

5LITERATURE REVIEW
demand of the customers. The sales of the company, as well as the productivity of the
company, can get boost up due to this approach.
Legacy contact centres cannot meet the evolving customer demands
The traditional contact centres or the conventional contact centres are not the suitable
choices for the modern mobile generation. The customer demand is increasing so, the contact
centres have now initiated the web chat, however, all the contact centres are not adopting the
multichannel communication facility. The contact centres are not also adopting the enhanced
collaboration features like the remote control features for tablets and smartphones, the video
capture and the screen-sharing features. Dinner et al. (2015) have showcased that the contact
centres do not rake up the CRM systems in their premises, other than the CRM systems the
contact centres do not have any back-office applications installed. The contact centres are
creating efficiencies across the customer journey due to various kinds of efficiencies. The
contact centres are only dependable on the voice calls; this voice call facility creates a lot of
problems for the customers. Zhang, Kandampully and Bilgihan (2015) have showcased that
the customers repeat the order number, account number as well as the security numbers
numerous times and the errors still exist, the representatives of the contact centre often copy
those numbers wrong. Also, as the contact centres are not technically equipped with
advanced tools, the representatives of the contact centres face problems while communicating
with the customers it takes a lot of time to understand and recognize the problems sometimes.
The customers face problems to understand what the representatives are actually
speaking about. As a result, the companies sometimes loose customers base and this results in
loss of the company. Thus it can be concluded that the legacy contact centres deliver poor
customer service and the customers often remain dissatisfied. The impersonal interactions
between the customers and the representatives of the contact centres and the repetitive
exchanges between the two can delay the business operations. Wanqiang (2016) has detailed

6LITERATURE REVIEW
that the customers get frustrated and dissatisfied at times. Thus to enrich the customer
engagement and the customer interactions the contact centres must get modernized and must
enhance the sales opportunities.
The Oracle Live Experience Cloud
The cloud technology helps in enriching the customer engagement via various cloud
applications. The Oracle Live Experience Cloud is one such technology which helps in
enhancing the customer engagement. The customer loyalty can be obtained by the cloud
services that Oracle offers. The Oracle Solution thus provides the deeper insights into the
customer engagement. The Oracle Solution provides multiple solutions for better customer
engagement. The Oracle Solution encourages collaborative service; this collaborative service
includes the associates and the higher team officials. Carlson et al. (2017) have highlighted
that the associates solve the minor issues, whereas the higher team officials handle the large
complicated issues. The Oracle Solution provides numerous multimedia services like screen
sharing, voice, video and annotation via smartphones and the tablets; all these services can
make the customers happy and satisfied and they can communicate with the agents of the
contact centre. According to the Oracle Solution, the customers can be given further
assistance. As suggested by Wang, Malthouse and Krishnamurthi (2016), the search history
of the customers can reveal the customers’ demands, the customers’ wish list, the nature of
the customers, the agents knowing all the details can communicate accordingly with the
customers. In this way, via Oracle Cloud Solution the customers can carry out their
communication with the agents over smartphone devices.
Mobile Banking
The customers also prefer mobile banking, they make all the transactions online via
their smartphone and the tablets. The customers open accounts in their bank of choice via
smartphone and tablets. The customers use to capture video to provide the identification

7LITERATURE REVIEW
procedure. The video must correspond to the satisfaction of the government policies. The
Oracle Solution can save time and effort of the company, this approach can help to enhance
the customer appeal and this can enhance the growth of the new account.
The banking industry is cautious about the customer security measures and
customers’ privacy. As per Blasco et al. (2017), the customers can transact money online in
safe and secure manner, thus the online banking assists in customer engagement. The
customers can shop, can conduct online courses, can remain engaged to various websites via
online banking. The Oracle Cloud Solution help to provide solutions so that it can meet the
EU compliance needs. The Oracle Solution provides enhanced security and privacy.
Improve business results and boost customer satisfaction
The enterprises must adopt the technology that can enhance the customer engagement
i. Deliver better customer experience: The younger generation wants agile and
effective Internet technology and thus they want lucrative mobile experience. The
smartphone technology provides variant real-time communications. The technology includes
the voice call, video call and the screen sharing. Kim, Kim and Wachter (2013) showcase that
the video call prevents the repetitions and the retelling stories. The customers can present
their queries in a well-presented manner. Again, in turn, the agents of the enterprise can
understand the queries of the customers well.
ii. Streamline product support and training: The customers can be provided with the
enhanced collaboration features such as video recording, enhanced troubleshooting by means
of video streaming and live annotations. The historical data, as well as the contextual data,
can assist in solving issues and queries online.

8LITERATURE REVIEW
iii. Driving business results: The contact centre representatives must be converted to
the trusted specialists. Also, the service call of the customers must be converted to sales calls.
Since the customers are all connected digitally via smartphone and tablets, the live “in-app
experience” must be provided.
iv. Providing more meaningful relationships: Venkatesan Petersen and Guissoni
(2018) have highlighted that the cloud technology can be helpful to establish a more
meaningful relationship between the customers and the agents. The smartphone, the Internet
technology can open doors for interactive customer engagements.
v. Enhance conversion rates and revenues: The contextual business logic to the
smartphones and mobile websites can be useful for conducting the sales and enhancing the
customer service and experience. Dube and Helkkula (2015) have highlighted that certain
enterprises send notifications about their products, send pop-ups and alerts about their
products to the customers, the customers watching the products visit their app, thus they get
engaged. The enterprises also avail discounts that can help them to maximize their
productivity.
vi. The improvement of contact centre as well as the agent productivity: The advent
of technology can help in conducting the customer service more efficiently. The better
interactions can significantly reduce the lower waiting times. Derks et al. (2015) have
elaborated that the lowering of the waiting times can lessen the frustration of the computers.
This approach can help the agents in acquiring more and more information from the
customers.
vii. Maintaining tight control over the interactions: Palmatier, Kumar and Harmeling
(2017) have proposed that the customers have the opportunity to choose between the voice
call and the video call. Therefore, they can have the control to interact with the agents. In this

9LITERATURE REVIEW
way, they can ensure their privacy. The privacy, as well as the advanced technologies both,
can be achieved with the advent of the Internet technology.
Consumer Electronics
Consumer Electronics is the electronics manufacturer has taken a significant approach
to enhance the customer engagement. The enterprise uses one-way video and remote control
to cater the best customer service. Sharma, Huang and Krishnan (2016) have proposed that
Consumer Solution following the approach solves the customers’ queries and can give
assistance in the best way possible. Thus, it can be concluded that one-way video and remote
control in smartphone and tablets can prove to be an effective tool for customer engagement.
The Business Advantages of a cloud-based service
i. Huge benefits can be achieved as a result of the Internet technology. The technology
enhances the deployment and the execution of the applications. Ooi and Yazdanifard (2015)
have proposed that the upfront investment can be lessened with the advent of the Internet
technology and cloud computing and smartphone.
ii. The expenses for the ongoing business operations can get enhanced with the aid of
smartphones and the Internet technology.
iii. The business operations can get enhanced incorporating the new technologies in the
cloud.
iv. The IT staff must be focused on the strategic tasks and must deploy and execute the
solutions.
Zero Touch claims processing
Zero Touch is a European Insurance company centralizes insurance claims. The
policyholders of the company use a phone app to conduct the business activities. They use the

10LITERATURE REVIEW
app to share data with the claims agents. Palmatier, Kumar and Harmeling (2017) have stated
that the mobile app has enhanced the claims; the phone app has significantly reduced the
processing expenses of the company. Thus it can The smartphone app has helped to gain the
satisfaction as well as Zero Touch.
Contextual, in-app customer engagement
Cheung et al (2015) have proposed that the Internet technology and the cloud
computing has embellished the customer engagement; it also helps in strengthening the brand
loyalty of any company. Therefore, it can be stated that the smartphone app and tablets and
the Internet innovation has been successful in fulfilling the needs of the customers.
i. The Internet technology and the cloud computing has improved the customer experience.
ii. The smartphone apps help to engage the customers by several means, by several modes, it
helps to provide a detailed overview of all the interaction modes.
iii. The smartphone and the tablets connected to the Internet helps in enhancing the digital
transformation. The digital transaction assists in creating an environment so that the
customers can connect through the right channel at the right time.
Virtual reality devices enriching customer engagement
The virtual product design can be the best solution to cut down the heavy costing of
the products and it can enhance the productivity and efficiency as well. Venkatesan (2017)
have elaborated that the customers can have the opportunity to test the application
beforehand. The customers can test drive the application from a 360 perspective.
The customer service can get embellished, the agents can communicate with the
customers can showcase the visual diagrams of the products. Parise, Guinan and Kafka
(2016) have shown that the agents can provide step by step instructions and can give them

11LITERATURE REVIEW
suggestions on how the product will work and how the customers will use the product. Thus
virtual reality can enhance the customer engagement. Likewise, the virtual reality device can
enhance the customer engagement as well. The customers can get entertained by the virtual
reality devices found in the market.
Samsung’s Oculus
Samsung’s Oculus is one such reality device that can give the customers the real-time
entertainment. The Oculus virtual reality device, Gear VR has been brought into the market
by tech giant Samsung in collaboration with Oculus VR. The Samsung Galaxy phones are
compatible with the device. The Gear VR has multiple features so the customers can play
games and watch movies. The entertainment device also let the customers view the 3D
movies. The device has the capability to view reality tours of locations and the locations can
be both imaginary or real. Huang et al. (2016) have highlighted that the device has some
attractive features like the proximity sensor, the accelerometer and the gyro sensors. The
accelerometer sensor will let the customers know every kind of tilting motion as well as the
orientation of the device. The proximity sensor is still there on the Gear VR device and the
sensor is capable to detect the human ear.
The Samsung Gear VR devices can be used for the enhancement of the business
activities as well. The enterprises are using the VR devices of Samsung for their business.
Sotheby’s International Realty is one such enterprise has adopted the Samsung Gear VR to
showcase their luxurious homes located in Los Angeles, Hamptons and New York City.
According to Islam and Rahman (2017), the agents of Sotheby’s International Realty have
decided to film a 360-degree video of the home by a stationary camera. The 3D scans of the
luxurious homes will help the customers to walk through the house. The customers all over
the world can view and feel those homes with the help of Gear VR device. The customers can
view those homes and can purchase those luxury homes instantly.

12LITERATURE REVIEW
Like Sotheby’s International Realty, other enterprises are adopting the Gear VR
device for their benefits, they are using the device to showcase the products on their website,
the customers can choose their product, they can view the product online in 3D mode, thus
the customers can buy the products instantly. The companies thus can provide better
customer satisfaction. The companies can attract those customers who prefer physical stores
rather than online retailing. Thus the advent of Gear VR can be a serious challenge for the
physical stores. Thus the online retail industry can get benefits, can increase their
productivity and sales with the help of Samsung Gear VR. There are certain benefits
associated with the VR devices and the benefits are emotional resonance, information
accessibility and hypothetical experiences. The emotional resonance helps in building
intimacy with the objects. According to Scholz and Smith (2016), the information
accessibility gives a detailed overview of the particular object or the product so the customers
can know the size, colour and texture of the product. Again, the hypothetical experiences help
the customers to experience different scenarios of the same product, thus the customers can
get the real-time experience of the product and they will not have to make ambiguous
judgements. VR devices can be used as a flexible e-learning tool. The VR devices have the
capability to provide realistic sales training. The companies can use the VR devices and the
VR technology to enhance customer engagement, thus enhancing their business activities and
sales activities.
Conclusion
It can be concluded from the above discourse the customer engagement can
significantly enhance the business activities and the sales activities of the companies. The
Internet connectivity and the smartphone has a larger impact on the customers’ lives. The
companies thus focus on developing applications that can use the smartphone and tablet

13LITERATURE REVIEW
platform to enrich their business activities. The report has highlighted the concept of
customer engagement across smartphones and tablets, the customer demand rising for the
digital engagement has been showcased in the report. The report has also detailed that the
legacy contact centres do not have the requisites to meet the evolving customer demands and
thus the report has recommended what measures the contact centres should adopt to engage
more and more customers. The Cloud Solutions from Oracle Live Experience Cloud has been
elaborated in the report. Also, the impact of Samsung’s Oculus and Samsung Gear VR has
been discussed. The VR device’s benefits that can be used for customer engagement has been
discussed as well in the report.

14LITERATURE REVIEW
References
Blasco, L., Alexander, M., Chen, T., Jonas, J., Raithel, S. and Sörhammar, D., 2017, June.
Exploring business actor engagement in service systems through engagement platforms.
In International Research Symposium on Service Excellence in Management.
Carlson, J., Rahman, M.M., Taylor, A. and Voola, R., 2017. Feel the VIBE: Examining
value-in-the-brand-page-experience and its impact on satisfaction and customer engagement
behaviours in mobile social media. Journal of Retailing and Consumer Services.
Cheung, C.M., Shen, X.L., Lee, Z.W. and Chan, T.K., 2015. Promoting sales of online games
through customer engagement. Electronic Commerce Research and Applications, 14(4),
pp.241-250.
De Vries, N.J. and Carlson, J., 2014. Examining the drivers and brand performance
implications of customer engagement with brands in the social media environment. Journal
of Brand Management, 21(6), pp.495-515.
Derks, D., Duin, D., Tims, M. and Bakker, A.B., 2015. Smartphone use and work–home
interference: The moderating role of social norms and employee work engagement. Journal
of Occupational and Organizational Psychology, 88(1), pp.155-177.
Dinner, I.M., van Heerde, H.J. and Neslin, S., 2015. Creating customer engagement via
mobile apps: How app usage drives purchase behavior.
Dube, A. and Helkkula, A., 2015. Service experiences beyond the direct use: indirect
customer use experiences of smartphone apps. Journal of Service Management, 26(2),
pp.224-248.
Honeyman, D. and Walker, D., 2015. Evolving customer engagement: Using mobile
technology and gamification to improve awareness of and access to library services.

15LITERATURE REVIEW
Huang, Y.C., Backman, K.F., Backman, S.J. and Chang, L.L., 2016. Exploring the
implications of virtual reality technology in tourism marketing: An integrated research
framework. International Journal of Tourism Research, 18(2), pp.116-128.
Islam, J.U. and Rahman, Z., 2017. The impact of online brand community characteristics on
customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics
and Informatics, 34(4), pp.96-109.
Kim, Y.H., Kim, D.J. and Wachter, K., 2013. A study of mobile user engagement (MoEN):
Engagement motivations, perceived value, satisfaction, and continued engagement
intention. Decision Support Systems, 56, pp.361-370.
Moreno-Munoz, A., Bellido-Outeirino, F.J., Siano, P. and Gomez-Nieto, M.A., 2016. Mobile
social media for smart grids customer engagement: Emerging trends and
challenges. Renewable and Sustainable Energy Reviews, 53, pp.1611-1616.
Ooi, J. and Yazdanifard, R., 2015. The Review of the Effectivity of the Augmented Reality
Experiential Marketing Tool in Customer Engagement. Global Journal of Management And
Business Research.
Palmatier, R.W., Kumar, V. and Harmeling, C.M. eds., 2017. Customer Engagement
Marketing. Springer.
Parise, S., Guinan, P.J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital
technology can transform the customer experience. Business Horizons, 59(4), pp.411-420.
Scholz, J. and Smith, A.N., 2016. Augmented reality: Designing immersive experiences that
maximize consumer engagement. Business Horizons, 59(2), pp.149-161.

16LITERATURE REVIEW
Sharma, A., Huang, Y. and Krishnan, M.S., 2016. Learning in a Disruptive Customer
Engagement Platform: An Empirical Analysis in the Banking Industry.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in
building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), pp.64-78.
Venkatesan, R., 2017. Executing on a customer engagement strategy.
Venkatesan, R., Petersen, J.A. and Guissoni, L., 2018. Measuring and Managing Customer
Engagement Value Through the Customer Journey. In Customer Engagement Marketing (pp.
53-74). Palgrave Macmillan, Cham.
Wang, R.J.H., Malthouse, E.C. and Krishnamurthi, L., 2016. How Mobile Shopping Affects
Customer Purchase Behavior: A Retailer’s Perspective. In Let’s Get Engaged! Crossing the
Threshold of Marketing’s Engagement Era (pp. 703-704). Springer, Cham.
Wanqiang, L., 2016. The Xiaomi Way: Customer Engagement Strategies That Built One of
the Largest Smartphone Companies in the World.
Zhang, M., Hu, M., Guo, L. and Liu, W., 2017. Understanding relationships among customer
experience, engagement, and word-of-mouth intention on online brand communities: The
perspective of Service Ecosystem. Internet Research, (just-accepted), pp.00-00.
Zhang, T., Kandampully, J. and Bilgihan, A., 2015. Motivations for customer engagement in
online co-innovation communities (OCCs) A conceptual framework. Journal of Hospitality
and Tourism Technology, 6(3), pp.311-328.