Why VR, AR, and Gamification Aren't the Future of CPQ – At Least, Not Yet!

"Gamers or Manufacturers?"

It's a phrase that often catches me off guard whenever I hear it in the Configure, Price, Quote (CPQ) sphere. While many are hyping up the intersection of virtual reality (VR), augmented reality (AR), and gamification with CPQ, I stand on the other side of the bridge. It's not about dismissing innovation, but rather focusing on genuine, actionable insights.

Let's clear the mist and see why we should be wary of jumping into this trend without a parachute.

The Essence of CPQ

The fundamental nature of CPQ revolves around simplifying complex configurations, optimizing pricing, and streamlining quoting processes. While the flashy allure of VR and AR is tempting, it's essential to question: "Does it enhance the core value of CPQ?" Instead of virtually walking through a factory floor, isn't the primary objective to deliver accurate, efficient quotes and configurations?

Gamification – A Double-Edged Sword

While gamifying processes can enhance engagement, it's a delicate balance. Imagine gamifying a quoting process. Yes, it's more interactive, but at what cost? Adding game-like elements could dilute the seriousness and precision of the task, leading to oversights and errors. A leaderboard for fastest quotes might sound fun, but does speed trump accuracy in this scenario?

The True Power of CPQ

CPQ shines in its ability to make the complex simple. Take, for instance, a manufacturer producing specialized heavy machinery. A sales representative can easily configure a machine tailored to a client's specific needs, optimize the pricing based on current rates and discounts, and send out a professional, error-free quote in record time. This streamlined efficiency is the heart of CPQ. Do VR and AR elements enhance this? Or could they potentially clutter and complicate the process?

The Potential Misdirection

With great innovation comes the potential for great distraction. The story of a business diving headfirst into a VR configuration module comes to mind. While visually stunning, users found it cumbersome and time-consuming. The novelty wore off, and the system was eventually reverted. It became a beautiful but inefficient detour.

Not a 'No,' but a 'Not Now'

I'm not advocating for a tech-free CPQ approach. Quite the opposite! Tech integrations that enhance the CPQ process's efficiency and accuracy should always be welcomed. But it's crucial to discern between what's beneficial and what's merely buzz. Maybe there will come a time when VR, AR, and gamification seamlessly integrate into the CPQ landscape. But as of now, the focus should remain on refining what we have, rather than chasing after the shiniest new toy.

As we loop back to our starting point, the question remains: "Gamers or Manufacturers?"

While the blend of gaming and manufacturing is an intriguing concept, it's crucial to prioritize functionality over flash. Let's keep our eyes on the prize: a streamlined, efficient, and effective CPQ process.

After all, isn't that what it's all about?