Apr 16 2020

Online Event – Techruption Ideation on AR & VR Customer Interactions

09:00 - 11:00
Register here  →

Create a competitive advantage by offering unique digital customer experiences.

Customer interactions are getting more and more digitized and Augmented Realities (AR) and Virtual Realities (VR) find their way into customer environments. These new realities augment and simulate real-life situations with virtual content, for example in job interviews, legal case scenarios or online behavior.

A well-known example is IKEA who uses an AR app that allows customers to trial furniture in 3D at home. AR and VR are shaping customer digital interactions and redefine how products are sold and services are delivered. AR and VR technologies are innovative tools that have the power to enhance customer experiences. However, current use of these tools is still limited due to a variety of challenges. For now, many experiments are conducted in artificial laboratory settings, but we are yet to fully experience how AR and VR affect customer experiences.

To comply with the coronavirus (COVID-19) safety measures, this event will take place online. You will receive a link to enter our Microsoft Teams online meeting room, which you will be able to access easily via your current e-mail address.


Date: 16th of April 2020
Time: 9:00 – 11:00
Location: Online. You will receive a link to join our Microsoft Teams online meeting room.



  • 09:00 – Welcome – Pieter Custers, Brightlands Techruption
  • 09:10 – AR & VR in Customer Interactions explained – Jonas Heller, BISS / UM
  • 09:40 – Latest VR tech demo – Hans Stokking, TNO
  • 09:50 – Discuss applications & Techruption use cases – Lisa Bruggen, BISS/UM
  • 10:30 – Discuss follow-up – Lisa Bruggen, BISS/UM
  • 10:50 – Wrap up
  • 11:00 – End of session


On April 16 we will conduct an ideation session in which we will develop an interesting use case together with Techruption partners. Within this use case, we will test the effects of AR or VR on customer behavior and the resulting effects for organizations. Together with you, we will determine the type of industry and exact setting for experiments.

For inspiration, here are two examples:

1. The use of VR in financial advice

Many financial institutions have reduced the number of local offices over the years. Advising customers is often done at the customer’s location, which is both expensive for the organization and includes unproductive travel time. Alternatively, communication via phone limits non-verbal communication, and thereby it hampers customer experience. AR and VR could, in an efficient way, provide richer interactions between customers and advisors. This could apply also to doctor-patient and citizen-government interactions. Additionally, it would be interesting to investigate the commonalities as well as differences between various sectors.

2. The use of AR and VR to link people to their future self, their future living situation or future financial and health situation.

Many financial or health related decisions have a long-term impact. People have to decide now to save more money, eat healthy or stop smoking, and they will only see the results of their actions in the future. This time distance stimulates procrastination – meaning people post-pone their actions, and do not engage in these behaviors. Researchers from Stanford have established that when people see age rendered pictures of themselves, they are more inclined to save money. A possible use case could apply this principle and use AR and VR in combination to create immersion in how a possible, desirable, or avoidable future could look like. This could be related to saving money and retirement planning, but also to health decision-making (eating habits, smoking, etc.).

Jonas Heller is researcher at BISS, the Brightlands Institute for Smart Society. His research focusses on the effect of emerging visualizing technologies, specifically AR and VR, on customer experiences, behaviour, and its impact on organization. You find more information about his research at https://www.augmented-research.com/.

During the first part of the ideation session, Jonas Heller and Hans Stokking (TNO) will share insights from several use cases of both AR and VR and how these affect customer interactions. They will discuss the opportunities and challenges for various industries to optimize customer interactions and experiences with the help of AR and VR. In the second part of the ideation session, we will discuss with the participants the possibilities for use cases.

This event is open for Techruption partners and other organizations that are interesting to innovate and cocreate with within the AR and VR space. To ensure a manageable online meeting, you are invited to register one additional colleague. However, you are kindly asked to limit the total number to two participants per organization.