New technologies open up great opportunities for building customer loyalty and generating profit from customer service, but enterprises should prepare for future changes now.

The report titled focuses on technologies such as augmented reality, messengers, and dual streaming video, which will greatly enhance customer care in the near future.

New technologies can act as a “cementing” factor in building user loyalty and using new ways to make a profit.

Dual streaming video

While the possibility of playing HD-video on smartphones is far from new, Forrester looks further and claims that the new habitual reality for users will be a two-sided video chat with brands.

For companies, this can bring tangible benefits – it will be easier for them to understand the needs of users and learn about what products they are talking about by direct visual contact with the interlocutor.

It is not a secret that the assimilation of information from the video broadcast is much higher than from ordinary printed text, because it involves the entire range of human feelings. This will be especially important in areas that require a high degree of customer confidence – for example, in the banking and finance industry or legal services.

Augmented and virtual reality

Companies’ costs of augmented and virtual reality will increase every year. And a logical and effective solution will be to integrate new opportunities in the process of communication with customers. This will open up new horizons to ensure quality service in meeting customer needs.

We recommend that companies start testing new opportunities right now. For example, the U.S. multinational company Genesys has created a demo version of VR, which allows users to visualize, analyze and interact with data from five different contact centers in the virtual environment.

Business can move to the level where the augmented and virtual reality capabilities will allow customers who are going to take out a mortgage to “see” their future apartment. Such communication increases the chances of making a purchase decision several times.

Virtual assistants

Although there are already a number of virtual “helpers” such as Amazon’s Alexa, Apple’s Siri, Google Now and Microsoft’s Cortana, the technology is still limited. In the future, we are looking forward to improving speech recognition, natural language and machine learning technologies, which will bring us a new class of virtual conversation assistants. Customers will be able to explore in more detail the issues that are important to them and immerse themselves in the specifics.

We recommend that companies focus on the service, which offers speech recognition technologies that can be integrated into mobile applications. For wearable and connected devices, this can bring tangible benefits. For example, enterprises will be able to use such virtual assistants when filling in applications from clients.


Predicts that by 2021, instant messaging applications such as WhatsApp will have reached its peak and become a major customer service tool.

Customer service professionals are just beginning to experience the ability to communicate with consumers. The key benefit of this channel of interaction is the ability to integrate virtual helpers and trackers directly into messages.

Connected devices

As the number of connected devices grows day by day, so do consumer expectations of customer service quality. Brands can make the most of this trend by collecting data from connected consumer devices on a regular basis. It will also help to prevent technological malfunctions during operation.

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