Simulation technology has broken free of its barriers and reputation as something reserved purely for entertainment applications. Everyone’s familiar with the concepts of virtual reality (VR) headsets and interactive, motion-capture video games, but that’s not all that simulations have been resigned to be. Now, it’s common to find the same underlying technology spread across a wealth of business technology applications, including training programmes, product launches, customer engagement, sales cycles, lead generation, and more.
Simulation technology itself is eye-catching, appealing, and customisable to suit a range of applications. This has paved the way for businesses sector-wide to rethink and revitalise how they operate, deliver value to their audience and guide them further down the sales funnel and journey, to achieve a number of their key goals with greater ease and efficiency. One of the main selling points of simulation technology is how they can be controlled and manipulated to suit various functions and applications, thus reducing the need for extensive training costs, accelerating knowledge learning and sharing, and facilitating the decision-making process. Other research suggests that simulation technology can improve customer retention rates significantly, translating well into businesses that thrive on technological innovation and maintaining a competitive advantage.
With that in mind, let’s explore applications for simulation technology and consider how it can elevate a business, whatever it considers to be a ‘success’.
Contemporary simulation systems generate large amounts of user interaction data that unlocks powerful insights into customer behaviours, preferences, and choices. A popular and accessible example is the simulation software and hardware offered in Golf Swing Systems’ golf launch monitor technology, which incorporates radar and camera-based tracking systems. Simulation hardware captures specific, intricate performance metrics like swing analysis, ball impact, speed, and other data that would otherwise be guessed without such technology.
This is a unique selling point for the company in their sales cycle, allowing golfers to precisely identify their game flaws. This data is what many amateur and professional golfers are after, but simultaneously, it illustrates how intuitive it is at capturing information in a short space of time. This makes it highly useful in sectors like retail and hospitality, where businesses are entrusted to optimise and personalise user experiences and predict customer needs, making this simulation technology vital for business intelligence.
A common requirement for most businesses (mainly those classed as corporations with a wide coverage area and large staff numbers) is immersive and impactful training material. Simulation technology is widely used in this type of application, pioneered and popularised largely by flight simulators. However, the same core programmes are now integrated into healthcare, construction, manufacturing, and even interior design contexts.
On one hand, medical professionals can practice complex procedures in interactive, virtual environments using tools like Body Interact, manufacturers can learn how to operate equipment safely without affecting real production lines, and kitchen or bathroom design businesses can visualise project spec and made-to-measure products so prospective buyers can see what their new space will look like post-installation.
Interactive simulations like these can enable management teams industry-wide to validate decisions and test different variables in risk-free environments, refining approaches before they are implemented in the real world. This can help streamline decision-making for prospects who may be more visually driven (e.g. homeowners investing in a new bathroom), or workers who may be enhancing their skills but aren’t ready to test their metal in real procedures, yet.
Simulation technology can augment and accelerate product development cycles by enabling virtual prototyping and realistic testing environments. For example, car manufacturers use sophisticated simulations to test vehicle performance, repair procedures, safety systems, aerodynamics and diagnostics, before physical prototypes can be built. This methodology reduces overheads in development while enabling faster testing cycles.
Similarly, consumer goods companies use virtual simulations to test product concepts with focus groups, gathering feedback on areas such as product design, features, and end uses without extensive manufacturing costs.
Ambitious, forward-thinking businesses are uncovering new uses for simulations in how they can elevate customer engagement and lead generation. Estate agents can use VR reality tours such as Immersion VR to showcase properties to geographically dispersed buyers, potentially increasing the market reach of the property, rather than staying predominantly local.
Furniture stores can also adopt the interior design ethos of visualising products within customer homes, with many leading retailers like Dunelm offering augmented reality (AR) applications where 3D product visuals can be ‘placed’ in photos of an existing space, making visualisation easier and more immersive.
Integrating simulation technology requires businesses to methodically consider a few technical requirements and explore the long-term benefits as opposed to the upfront costs. High-quality, top-level installations require, understandably, a larger initial investment, but organisations that are prepared to invest that by prioritising user experience, product testing, lead generation and other business functions, will see success that spans months and years.
Artificial intelligence (AI) represents another growing area of investment in business technology. While this is more common knowledge, integrating AI with simulation systems has the potential to transcend user experience even further, offering more in-depth, personalised experiences and ideas and educational outcomes.
Success is a different journey for every business, and so too is whether simulation technology is a good investment. Instead of a simple “yes” or “no”, there’s a strong need to look at the data and metrics. An analytical mindset is key to understanding how effectively technology is helping you achieve your specific goals, and provides the clarity needed to make smart decisions and maximise your investment.