Why Human Behaviour Is VR’s Biggest Challenge for Customer Experience
Dr Clare Mutzenich explains why successful virtual reality experiences start with psychology, social norms and what customers truly value — not the novelty of a headset.
The episode at a glance
- Human behaviour in virtual spaces may differ from face-to-face behaviour.
- Luxury value depends on narrative, meaning and personal context.
- Brands must test expectations, etiquette and trust before scaling VR services.
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Key insights from Dr Clare Mutzenich
Design for people, not a device specification
Clare asks how customers will actually behave in immersive environments. A technically impressive experience can fail if it ignores social comfort, personal boundaries and the way people already interact with a brand.
Social rules are still emerging
Physical environments have familiar norms for distance, conversation and trust. Virtual spaces do not automatically inherit those norms. The interview suggests that brands will need research and carefully designed boundaries as new forms of interaction develop.
Luxury is more than photorealism
The discussion explores why the story and emotional value attached to a premium item may differ enormously between customers. A beautiful 3D rendering cannot replace understanding what the purchase signifies or the quality of the conversation around it.
Choose the right channel for the job
A brand with stores, remote advisers and online services should ask what role VR would actually play. For some customers it may enrich discovery; for others, a straightforward video appointment or physical visit provides a more respectful, accessible experience.
A practical takeaway
Interview customers about comfort, trust and social expectations before building an immersive journey. Include a conventional video or in-person alternative in the test.
Virtual Appointments for Better Access and Flexibility — eGuide
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