Combe International: A Case Study In Immersive Transformation
With all the changes in technology and consumer behaviors and expectations in the post-pandemic world, Maurici-Arnone stressed the heightened importance of corporate agility. "Disruption now is relentless," Maurici-Arnone noted. "We've had recessions before. We've had headwinds from the geopolitical perspective before. It's now all happening at warp speed. But we don't allow it to distract us from our goals."
Even with all the new digital tools, Maurici-Arnone and Combe continue to stress the human element as the primary focus, customer service in particular. She and her colleagues regularly read correspondence about how much their products mean to its customers.
"You have to have the human relationship with humans," she noted. "You can automate some aspects, chat and things like that. But when you're in a very sensitive part of your life, you need support. It's part of the loyalty. You've got customer service, you got your online challenge, you've got communities that have formed around these very discreet personal care concerns that support one another, and we amplify that. Embracing that aspect of creating communities, that's an extension of this ‘Everywhere Commerce’ idea."
It's the marriage of old-fashioned human contact with the right application of new technologies such as artificial intelligence at the metaverse to expand the immersive experience that intrigues Maurici-Arnone.
"The metaverse lends itself really well to the types of personal care experiences that we've been talking about today, because people want to be somewhat anonymous and maybe play with different personas when they're extra busy with their grooming," Maurici-Arnone explained. "We just have to determine what's the right timing and different product launches and campaigns that we might want to go into. It's definitely part of this idea that you have to be constantly where they're at."