Physical events set to reappear with digital integration Sabbas Joseph Co Founder Director Wizcraft International
Reinventing yourself, reinventing your business, reinventing everything around you, your salespeople, your partners, your community, your ecosystem, is an art, says Joseph.
The global pandemic has affected the operations of many industries, all of which have transformed in order to survive. The event industry is no different. With an unexpected and immediate switch to digital, brands and their customers have entered a new territory, defined by new rules. It’s now clear that the event industry’s virtual avatar is here to stay and will transform everything we know about the customer experience.
In a pre-pandemic world, surveys have shown that brands place a top priority on customer experience, even above product and price, says Sabbas Joseph, co-founder and director of Wizcraft International in his opening speech at the BW Businessworld Event Tech Summit. He notes how the pandemic has disrupted normalcy leading to a new normal where we embrace digital tools regardless of age in order to connect with our family, friends and work, thus propelling us towards the adoption of a technology that would have otherwise taken a decade.
âSome might say we’re all going to get back to normal, physical events are going to come back. And there is another school of thought that virtual events are going to die. Both are wrong. And both are correct. Physical events will be back. But they will not come back in the same form we knew them before 2000, ânotes Joseph. Explaining the future of events as Phygital – a fusion of the digital and the physical, he believes the customer experience will become location agnostic, putting us in the midst of an era where we can access brand experiences. anywhere and everywhere.
Top 5 trends
Joseph offers 5 trends as his predictions for the future of the phygital customer experience.
- The Social Experience Enterprise – where virtual medium is used to create memorable connections through micro social experiences.
- The Ubiquitous Experience – Inspired by AI and data tracking, customer experiences will be data-driven, personalized, engaging and hybrid, making it location independent.
- 5G Experience – Content and data consumption are undergoing dramatic changes with 5G connectivity, making immersive experiences more common.
- Global Experiences Delivered Locally – where technology bridges the miles and enables access and delivery of global experiences.
- Redesigned in-person experience – Physical events will return and they will reappear with digital integration
âReinventing yourself, reinventing your business, reinventing everything around yourself, your salespeople, your partners, your community, your ecosystem, is an art. Either you can let it evolve, learn and reform. Or you can set guidelines for yourself and for everyone else and put in place the safeguards for this reinvention, âconcludes Joseph.
It’s clear that in the future of new customer experiences, technology will be a catalyst, time will be the new currency, data will be a defining element, and content will remain a powerful driver. The only differentiator will be the acknowledgment speed; because the sooner brands accept it, the more ready they will be for a post-pandemic world.