Reinventing the customer experience with smart venues

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  • Smart venues are physical spaces incorporating connected technologies to help enhance visitor experience and optimize operations.
  • Customer preferences for personalization opens up new opportunities for brand interactions and experiences.
  • Technology like Microsoft Azure and Dynamics 365 can enable new experiences across industries and venue types.

Connected technologies are rapidly reshaping and rewiring the way we interact with buildings, spaces and people. Sensors, data, machine learning (ML) and artificial intelligence (AI) are able to analyze our behaviors and identify patterns at any given moment — and can transform them into meaningful experiences. 

Smart venues are becoming conduits for data and gaining rich interactive capabilities. These spaces are redefining the way people and systems interact. A convergence of digital technologies — sensors, ML, AI, digital twins, the emerging metaverse and web3 — are allowing us to apply technology in an ambient manner that’s invisible to visitors, while allowing operators to improve venue experience.

Building a more connected world

These smart technologies extend from the places we visit every day — from apartment buildings and commercial offices to large arenas and amusement parks. Our experiences in these spaces can now be transformed by connected technologies.

For instance, people at a rock concert who can hold up their phones and through augmented reality (AR) see digital overlays of artist videos, and then get personalized offers to similar shows at the venue. Or an office building that can detect occupancy and movement to help increase comfort and sustainability by adjusting temperature, air and ambient noise levels using machine learning. Or a community equipped with sensors that can track heavy traffic in popular areas and alert visitors to open parking spots. 

Today’s connected technologies and smart venues introduce hyper-personalized and super-contextualized experiences. It’s now possible to help elevate both customer experience and user experience into a new level: the total experience.

Behind this holistic experience is the opportunity to help increase engagement and loyalty — all through data. In PwC’s 2022 Customer Loyalty Survey, 82% of consumers told us they’re willing to share some type of personal data for a better customer experience. This preference for personalization opens up new ways for your customers to interact with and experience your brand.

“With customer acquisition costs higher than ever before, we have to think about the category of experience, and how we can use common data platforms to find insights and better deliver on the brand promise for customers. ”

Ashley Haynes-GasparExecutive Vice President of Customer Success, Wholesale and International, Lumen Technologies

New data, new experiences

It’s no secret that IoT can introduce new and completely different connection points — both physical and digital. Think about how popular travel apps combine diverse data points within a single place — things like geolocation, a digital wallet and rating systems. This can introduce a simpler and more secure way for businesses and consumers to help connect and transact. 

For businesses, the total experience for customers represents a critical change and opportunity as we rapidly evolve into the realm of value exchange. In a highly connected world, benefits like ease-of-use and convenience become de facto currencies. And technology like Microsoft Azure and Dynamics 365 can enable this new experience across industries and venues.

What does this look like in the real world?

At connected stadiums and arenas, attendees can use apps to find parking, order food, find the shortest lines and upgrade their seats. Venue operators can increase efficiency and lower costs by monitoring and predicting equipment and venue maintenance. With Azure IoT and ML, we can have a winning data point.

"Connected stadiums are improving fan experiences by bringing together data, smart technology, and sports. With PwC, we're helping teams and venues analyze their data, achieve cost savings and operate a more sustainable and secure facility.”

Frank MesaGM Sports & Entertainment — US Enterprise Commercial, Microsoft

A visitor to an amusement park can schedule ride times and quickly go through turnstiles with a QR code or Bluetooth on a smartphone. The use of data and sensors can also help keep the rides within the park up-to-date and help reduce equipment downtime, through Microsoft Dynamics Preventive Maintenance monitoring and reporting.

"As our attractions and the experiences we deliver become more complex and customized, we need actionable data to understand what will be the next theme park of the future.”

Howard MallTechnical Program Manager, Universal Creative

Today’s healthcare consumers can receive personalized care through enhanced telehealth, virtual reality (VR) immersive treatments and quicker access to their providers through timely mobile messaging. Facilities can offer next-generation outpatient and in-hospital treatment experiences through the convergence of Azure Mixed Reality Services, robotics and patient data analysis.

"Through data and insights, we are connecting the thread across patients and providers to provide an integrated view of the patient. This enables providers to deliver better whole-person care and the patient is more informed and involved in their care plan.”

Brijesh KalidindiSenior Director of Data Services and Solutions, Blue Shield of California

Real estate is evolving to be much more of a service rather than a single product. In a master-planned community and entertainment destination, developers are utilizing the latest technologies, like identity graphs, to help collect and use data in various ways. This data can be used to engage visitors, help local merchants and even improve sustainability practices by using Microsoft Sustainability Cloud.

Banking in the digital age provides greater security with AI-driven Microsoft Dynamics 365 Fraud Protection across products and increased privacy by helping to give customers control over how their data is stored and used. Customers can also conveniently process loans online with Microsoft Power Platform and Adobe Sign, or securely set up new accounts from any location without having to visit a branch.

Smart tech means smart business

Smart venues power connected experiences that can help drive value for customers, new engagement opportunities and additional revenues. By leveraging these technologies and the insights they bring, you can deliver the total experience and enable customers to reimagine where they work, live and play.

Why sustainability matters to your smart venue

Explore this infographic for six ways next-gen technology can drive sustainable outcomes in your physical space.

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PwC Smart Venues built with Microsoft

Customers demand more now. Here’s how to exceed their expectations with smart technology.

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