Transforming Customer Experience: Digital Business & Technologies

This report delves into the transformative impact of digital business and new technologies on customer experience, with a specific focus on Asos, a leading international fashion company. It highlights the importance of adopting emerging technologies to enhance customer satisfaction and organizational productivity. The report discusses the use of augmented reality and virtual fitting rooms within Asos, detailing the technology's functionality, associated platforms and software (such as augmented reality content management systems and AI), and its effectiveness as a business tool. It also examines the challenges of implementing these technologies, including cost, potential for inaccuracy, and cybersecurity risks. The report further relates these digital advancements to digital marketing strategies, customer relationship management, and digital business infrastructure. Finally, it connects the practical application of these technologies to relevant business theories such as quantitative theory and the marketing mix, and project management principles.

Digital Business &
New Technologies

Table of Contents

Part 1................................................................................................................................................1
Introduction............................................................................................................................1
Why you deem this topic to be of importance........................................................................1
How this topic has developed.................................................................................................1
A detailed description of the technology used in this topic and what it is used for?.............2
What technological platforms and software are used in the topic e. What type of business and
organisation uses the technology?..........................................................................................2
How is it used as a business tool and is this effective?..........................................................3
Part 2................................................................................................................................................3
Relation to this course content and discussion on the nature of the relationship between digital
technologies and both old and newly emerging theories on business and management
structures and practices?.........................................................................................................3
Conclusion..............................................................................................................................5
References........................................................................................................................................6

Part 1
Introduction
Digital business and new technologies are transforming the economy of the nation at a
very good pace. It is important to adopt the emerging technologies because it not only benefits
the economy but also the individual organisations as well in order to provide the rich experience
to the customers while shopping from the brands (Hoyer, Kroschke, Schmitt and Shankar, 2020).
Topic chosen for the current report is the transforming of the customer experience through new
technologies. Organisation chosen is Asos. It is one of the leading international fashion
companies established in 2000 and headquartered in the United Kingdom. The following
discussion is based on the customer experience from the company via new technology. The
report covers the importance and different technological platforms of the new technology and
how it is related to different theories and practices within the organisation.
Why you deem this topic to be of importance
Transforming the customer experience through new technologies is an important topic for
the organisations. The reason being is that the major motive of the organisation is to satisfy the
customers and make the experience while the shop with the particular brand. Nowadays
Technology is majorly adopted by the organisation so that they can enrich the customer
experience in a more enhanced manner. This helps the customers in getting the standardized
experience and also supports companies in increasing their productivity with a large number of
sales and revenue generation. In the current report virtual fitting room technology is chosen to
enrich the customer experience in the fashion company of Asos. This helps the company that the
customers do not touch the product on a physical basis but just stand in front of the screen and
drive the selected dress from every angle they move. This also helps the customers to not to
change the dress again and again in order to figure out the fittings as they can figure it out on the
screen with the help of augmented reality Technology in the form of virtual meeting rooms in the
stores. It also mutually works in an online manner as well if customers do not want to physically
visit the stores but want that product at the doorstep by sitting at home (Batat, 2019).
How this topic has developed
The topic of customer experience through digital technologies is developed in Asos. It is
developed because the company has identified the problem of physical touch of the product by
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the customers again and again because of the trials which consumes time and also the quality of
the product as well. Therefore this new invention is introduced so that without touching the cloth
the customer can figure out their fitness and other criterias to purchase the particular cloth.
Company has introduced augmented reality and video screening Technology. This technology
helps customers to figure out the fitness of the cloth without trying it in a physical Manner.
Customers just need to stand in front of the screen and show the cloth they want to purchase. It
helps the company to enrich the customer experience and also supports the customer to save that
time of not trying again and again but simply standing in front of the screen and figuring it out
what to purchase and what not to purchase. This is how the customer experience in fashion
industry entrance forms due to the digital technology in regards to augmented reality and virtual
fitting rooms in stores and in an online manner as well (Chylinski, Heller, Hilken and de Ruyter,
2020).
A detailed description of the technology used in this topic and what it is used for?
Technology used to enrich the customer experience while transforming with the help of
digital technology is the augmented reality which has helped in the introduction of the virtual
fitting rooms in the fashion stores of clothing. This technology basically works with the help of
the large screen and the customer stands in front of them in which the customers find the live
video of themselves wearing the clothes they have selected. Customers can easily figure out the
styles and style along with the fitness of the item in the video before they buy it. The use of this
technology helps the shoppers to try the clothing without any physical touch. This ultimately
saves the time of both the organisation and the customers by using this technology. It helps the
organisation in increasing the productivity and the advancement of Technology in order to
provide the rich experience to the customers while shopping from the brand (Zaki, 2019).
What technological platforms and software are used in the topic e. What type of business and
organisation uses the technology?
Technology platforms and software used in virtual fitting rooms are mainly augmented
reality and artificial intelligence. There are various software of augmented reality which provides
the technological platform such as augmented reality content management systems and
augmented reality remote collaboration software along with the augmented reality visualisation
software and industrial augmented reality platforms. Such software and platforms have features
for example in terms of editing and hardware integration along with the drag and drop
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methodology. It was also supported in the analytics and uploaded content along with the
augmented reality advertising in the form of Android and Apple mobile sales as well. It is
flexible and scalable in nature and the most important feature of mobility. Virtual fitting rooms
in order to enrich the customer experience uses a combination of artificial intelligence and
augmented reality so that they can maintain the long-term relationship with the customers by
giving them the rich experience of shopping with the help of advanced technology adopted by
Asos (Flavián, Ibáñez-Sánchez and Orús, 2019).
How is it used as a business tool and is this effective?
A virtual fitting room with the help of augmented reality and artificial intelligence is used
as a business tool for Asos because it has supported it in providing the rich experience to the
customers. This is done while transforming themselves from the traditional way of customer
servicing to the technical way of customer servicing. This transforms the customer experience of
shopping from a particular brand either from a physical store or in an online manner. This has
proved an effective tool for the company because it has helped the organisation in its better
operations and Management. It is cost and time efficient and also has a large rate of return on
investment. It has helped in the good interaction with the customers and customer loyalty as well
towards the brand. it has enhanced and improved the productivity of the company with large
sales and revenue generation. It has further helped in maintaining the stability in the marketplace
and good reputation in the industry by adopting the advanced and emerging Technology into
their stores in order to provide the rich experience to the customers while shopping from Asos
(Tabrizi, Lam, Girard and Irvin, 2019).
Part 2
Relation to this course content and discussion on the nature of the relationship between digital
technologies and both old and newly emerging theories on business and management
structures and practices?
There are several challenges of using the virtual fitting rooms with the help of augmented
reality and artificial intelligence. Till now there are no virtual fitting rooms which are perfect and
show the accurate results to the customers. This imperfection distracts the customers in getting
the rich experience of shopping and can also have the bad reputation of the organisation in the
marketplace. Moreover the technology used is augmented reality and artificial intelligence are
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highly expensive and time-consuming to implement and use. This is because there is a higher
risk of return on investing in the emerging technologies because the working of it is uncertain in
future. Moreover nowadays cybercrime is increasing day by day which attacks the big data of the
organisation which mainly includes the personal credentials of the customers (Ameen, Tarhini,
Reppel and Anand, 2021). But it highly supports organisations in effective digital marketing and
maintaining the customer relationship management along with the electronic environment and
also to manage the digital business infrastructure. There are various platforms of digital
marketing such as Facebook and Instagram along with Twitter and LinkedIn and many more.
These technologies can be used to enrich the customer experience while promoting the goods
and services with the help of digital marketing. This ultimately manages the long-term
relationships with the customers with the loyalty towards the brand. It also puts in maintaining
the electronic business environment in an online manner. Digital business infrastructure not only
includes the management of the online websites of the company but also the physical stores
which use advanced technologies such as virtual fitting rooms. All such areas of advanced
technology assist the company in a vast way in getting the customer's attention and attention
towards the technology used by the company so that they can use the technology and receives the
rich experience of shopping from the brand (Kamalaldin, Linde, Sjödin and Parida, 2020).
There are different theories used by the company while managing the virtual fitting
rooms with the help of augmented reality and artificial intelligence so that it can be managed in
an appropriate manner. Quantitative theory is one of the theories which is used by the company.
It is mainly used by investigators of the Research and Development department. It is deductively
tested with the help of specific statistical methods. It is mainly done to logically identify the
feasibility study of time and cost along with the scope of the project in order to implement the
virtual fitting room. It provides the specific statistical facts and figures which helps in further
decision-making to develop the augmented reality and artificial intelligence within the stores of
the company. Company also uses the theory of marketing mix which is a particular set of actions
through which the company promotes their product or service. It has mainly four P's that is the
price and product along with promotion and place (Brown and Katz, 2019). Product is the virtual
fitting room which is developed with the help of advanced technology that is augmented reality
and artificial intelligence by the technical expertise of the company. Promotion done by the
company is with the help of social media applications and search engine optimisation techniques
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of digital marketing. This service is available in the stores of Asos and also in an online manner
as well. It also includes the other 3 P's that is the physical evidence and process along with the
people. physical evidence of the service is in the form of mobile phone and video of the
consumer wearing the dress which they have selected. Process is very simple which is in the
form of a touch screen and easy to use by the customers as well as for the organisation also.
People who are involved in this are the technical expertise of the company who update the
system on a frequent basis and also have good security concerns. Project management principles
used by the company in developing the virtual fitting rooms with the help of augmented reality
and the artificial intelligence as such that it has followed the formal project management
structure with the systematic way of following all the stages of project management. Moreover
the company has invested and engaged the project sponsor as well with the clear and objective
goals and outcomes. They have documented all the roles and responsibilities of each and every
stakeholder participating in the development of the project and also have strong change
management strategies as well. Furthermore the company has also evaluated the risk
management which has the maturity in value delivery capabilities and also has a performance
management baseline with proper communication plan (Keiningham, Aksoy, Bruce and
Kearney, 2020).
Conclusion
It is concluded that enriching the customer experience with the help of advanced
technology is an important concept to learn and study so that its applications can be applied in
real world organisations. This is because customers are considered the priority of every business
because they are the ones through which the business runs and makes profit in the near future.
Therefore the above discussion covers the transformation of the customer experience with the
help of new technology. Different types of technological platforms and software are used along
with the benefits and importance the company is also covered in the above report.
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References
Books and Journals
Ameen, N., Tarhini, A., Reppel, A. and Anand, A., 2021. Customer experiences in the age of
artificial intelligence. Computers in Human Behavior, 114, p.106548.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Brown, T. and Katz, B., 2019. Change by design: How design thinking transforms organizations
and inspires innovation (Vol. 20091). New York: HarperBusiness.
Chylinski, M., Heller, J., Hilken, T. and de Ruyter, K., 2020. Augmented reality marketing: A
technology-enabled approach to situated customer experience. Australasian Marketing
Journal (AMJ), 28(4), pp.374-384.
Flavián, C., Ibáñez-Sánchez, S. and Orús, C., 2019. The impact of virtual, augmented and mixed
reality technologies on the customer experience. Journal of business research, 100,
pp.547-560.
Hoyer, W.D., Kroschke, M., Schmitt, B. and Shankar, V., 2020. Transforming the customer
experience through new technologies. Journal of Interactive Marketing, 51, pp.57-71.
Kamalaldin, A., Linde, L., Sjödin, D. and Parida, V., 2020. Transforming provider-customer
relationships in digital servitization: A relational view on digitalization. Industrial
Marketing Management, 89, pp.306-325.
Keiningham, T., Aksoy, L., Bruce, H.L. and Kearney, T., 2020. Customer experience driven
business model innovation. Journal of Business Research, 116, pp.431-440.
Tabrizi, B., Lam, E., Girard, K. and Irvin, V., 2019. Digital transformation is not about
technology. Harvard business review, 13(March), pp.1-6.
Zaki, M., 2019. Digital transformation: harnessing digital technologies for the next generation of
services. Journal of Services Marketing.
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