The integration of mixed reality (MR) and simulation technologies is increasingly expanding, transforming the customer journey in the commercial special vehicle market. These advanced technologies are improving the way customers interact with products by offering immersive and informative experiences that transform how customers engage and make decisions. Although the use of mixed reality and simulation is growing across different industries, there is still a noticeable lack of research focusing on their effects within the commercial special vehicle market. Despite expanding application of MR and simulation across various sectors, there remains a significant gap in research specifically regarding their impact on the commercial special vehicle market. This thesis addresses this gap by exploring how these technologies alter traditional customer interactions and improve the buying experience within this niche market. The investigation focuses on how MR and simulation technologies can optimize the customer journey and enhance decision-making, with particular attention to which stages of the customer journey are most affected and the specific types of MR and simulation applications that drive transformation. The methodology of this study involves a mixed-methods approach, combining a comprehensive literature review with qualitative interviews from industry experts. The literature review establishes a foundational understanding, while interviews provide practical insights into the applications and effects of MR and simulation technologies in the market. Findings from this research indicate that MR and simulation significantly enhance customer engagement, particularly in the pre-purchase and operational phases, by enabling more informed decisions through detailed virtual simulations and interactive models. This leads to increased customer satisfaction and loyalty. However, the study acknowledges certain limitations, including a limited number of interviews which may not fully represent the broader industry perspective. Hence, future research should involve a wider variety of participants to strengthen these findings. Looking forward, the continuous advancement in MR and simulation tech-nologies promises to further revolutionize the customer journey in the commercial special vehicle market. As these technologies evolve, they are likely to open new avenues for enhancing customer interaction and operational efficiency, underscoring the importance of continued innovation and adoption in this field.
How mixed reality and simulation does transform the customer journey in the commercial special vehicle market
Kirule, I. (Author). 2024
Student thesis: Bachelor's Thesis