The document discusses how mixed reality technologies like virtual reality (VR) and augmented reality (AR) can improve the mobile customer experience and customer journey. It provides examples of how mixed reality could be used in operations, service, marketing and sales activities to provide more engaging and personalized experiences for customers. Specifically, it suggests mixed reality could allow customers to virtually try out products before buying, enhancing the discovery and consideration phases of the customer journey. The goal is to understand how mixed reality solutions can be contextualized to drive customer engagement and improve the digital customer experience.

1. Mobile CustomerMobile Customer
ExperienceExperience
&&Mixed RealityMixed Reality
Patrick Petersen - #clinic # Thesis MA MSc
1
Welkom! Ik ben Patrick Petersen @Onlinemarketeer
9.30-11.30 clinic

2. (@Onlinemarketeer)
Docent-spreker-columnist..
Ondernemer..
Patrick Petersen?Patrick Petersen?
Auteur..
Docent-spreker-columnist..

3. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

4. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

5. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

6. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

7. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

8. 3x Misverstanden3x Misverstanden
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Why?

9. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

10. Storytelling = missie!Probleemstelling:
“ … “
2 van 3
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

11. Storytelling = missie!Probleemstelling:
“ … “
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

12. Storytelling = missie!Content in de aware fase? VIDEO!
“ … “
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
https://youtu.be/Oz2_K_7lGcI?t=2m45s

13. Storytelling = missie!
Contentberg Engagementmarketing
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Stop met kwantiteit…

14. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

15. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

16. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
VIDEO!

17. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

18. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

19. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

20. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

21. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

22. Dus?
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
….

23. Probleemstelling:
“ … “
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Dus!

24. Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis

25. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
2017: kantelpunt VR en AR

26. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
2017: kantelpunt VR en AR
•Persoonlijke behandeling en content
•Interactie en engagement
•Techniek > boost > customer experience
•Mixed Reality

27. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
2017: kantelpunt VR en AR
•Educatief (artsen)
•Kostenverlagend
•Reputatie
•Events: VR productpresentatie
•VR lab

28. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Touch = experience = mobile customer
experience

29. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
2017: kantelpunt VR en AR

30. Storytelling = missie!
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Toelichting missie.. Richting strategie en
engagement

31. We can discuss that for all of the innovative technologies offered organisations it
has also declined vital components of the consumer experience. Mapping the
framework and elements of Porter’s value chain activities into roles of mixed
reality technologies (Technology Development) on the business'
Primary Activities gives us:
• Possibilities to integrate mixed reality solutions in day to day Operations like
pre testing,
virtual chat rooms and messaging solutions plus product prototyping.
• Service like simulating locations to solve problems, educational purposes and
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
• Service like simulating locations to solve problems, educational purposes and
creating virtual environments with relevant digital information with options to
grab information from virtual objects around us.
• Marketing and Sales activities by means of cognitive recognition increasing
customer engagement and consumer experience. For example putting virtual
products in the "hands“ of the consumer using virtual shopping experiences. The
high end mixed reality content can also provide in making personal offers in the
Consideration g = missie!

32. Storytelling = missie!A 2017 study (Jeff Booth, 2017) published by Time Magazine learns us that
the mixed reality revolution has started offering big challenges to the
shopping experience. His study entitled "How Virtual Reality Will Change the
Way You Shop" explains that mixed reality innovations in VR and AR make
digital shopping more "than the real thing". Mixed reality experiments make
it really possible to virtually try out goods and services before buying and
consuming:
• Converting mobile consumer experience: mixed reality shopping experience faces the
ultimate desire to "try before we buy".
• VR and AR is not just about seeing the product but offers ways of "holding, wearing
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Digital customer experience
• VR and AR is not just about seeing the product but offers ways of "holding, wearing
and trying out" changing the Discovery/Awareness and consideration phases of the
customer journey.
• The immersive interactivity will lead to outstanding immersion and "that immersion
leads to conversion".
Awesome

33. Storytelling = missie!
CEXCEX
>>MobiEXMobiEX> CJ> CJ
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Hoofdonderzoek
>>MobiEXMobiEX> CJ> CJ

34. Storytelling = missie!
CEX
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Digitale transformatie = technieken inzetten om
de CEX in de CJ te verbeteren

35. Storytelling = missie!
CEX
The goal is:
1. Not to forget the purpose of the mixed reality solution and
characteristics.
2. Understanding the contextual dimension of digital experiences
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Digitale transformatie = technieken inzetten om
de CEX in de CJ te verbeteren
2. Understanding the contextual dimension of digital experiences
related to mixed
reality solutions:
• What makes customers engage?
• What is the role of mixed reality experiences in today’s digital
marketing approach?
• What phase of the

36. Storytelling = missie!
CEX
Patrick Petersen - #clinic @Beeckestijn – MA MSc thesis
Digitale transformatie = technieken inzetten om
de CEX in de CJ te verbeteren

37. Patrick@atmost.nl
www.MobileCustomerExperience.nl
@Onlinemarketeer