Customer Experience and Metaverse: potential and challenges

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The metaverse is defined as an immersive and interactive 3D virtual environment that is always active, where people can work, play, socialize and shop. As the ecosystem evolves, the metaverse is raising a fundamental question about the prevailing business model on the Internet: Will the Web continue to be driven by advertising or are we at the dawn of a new model?

The metaverse is part of the global transformation of the current Web 2.0 into Web 3.0, which will be completely decentralized thanks to the development of the blockchain and the emergence of applications such as cryptocurrencies and NFTs. Although all of these technologies are linked, we still don’t know how each of them will evolve. But what is certain is that their creative and immersive possibilities allow brands to transform their customer experience. This technology also used in real money online casinos.

New use cases in the customer experience industry

While the evolution of the metaverse has so far been driven by games, we are now seeing a surge in new uses and use cases. Music is historically one of the sectors (if not the first) in which a rupture occurs, but initiatives are also emerging in the fashion and luxury industry, with new opportunities to design immersive and innovative experiences to encourage brand involvement.

The intelligent use of the metaverse allows brands, firstly, to take engagement with consumers to new levels and, secondly, to reach people who would be left out of contact through traditional ways. In very near future online casino like casino en ligne francais will use this updated technology for better customer experience.

Another use case is based on the greater effectiveness of learning in an immersive space than in the real world. One of the reasons given to explain the power of immersive learning is that virtual reality and augmented reality (VR and AR) stimulate the parts of the brain dedicated to memory and emotions.

Application to the Customer Experience

Taking all of this into account, the possibilities of customer experience are vast and extend to all stages of the customer journey. Brands can, for example, design differentiated and gamification experiences to increase brand awareness, taking into account the fact that brand engagement will be driven by consumers themselves, as part of the growth of the creator economy.

Another possibility will be to increase sales by using the metaverse as a new channel, for both virtual and physical goods. A third option will be being able to offer more engaging and personalized customer service and technical support options. Collecting data through this engagement via the metaverse can also be used to broaden customer knowledge, creating a virtuous circle for brands that use data correctly.

Either way, it’s time for brands to take a test and learning approach and be open to experimentation.

Challenges to overcome

To seize these new opportunities, brands and their partners face a number of challenges, in addition to the technological barriers that currently limit their widespread adoption of the metaverse.

The first challenge concerns the moderation and regulation of content in this new complex and decentralized world. Behavioral regulation may also be needed, in which case the question is who will determine which behaviors are acceptable.

The second is about trust. Issues such as privacy and data security, child protection and scams must be handled appropriately to ensure that the metaverse is seen as a place of positive rather than negative experiences.

The third challenge concerns interoperability, i.e. the ability to transfer digital goods across multiple worlds. With the metaverse evolving and the different actors moving in different directions, we still don’t know which platforms or economic models will prevail. Without interoperability, consumers could lose out.

Merging old and new

Generation Alpha and Generation Z can embrace the metaverse with ease and enthusiasm, while other generations may come slowly or partially, still preferring to interact with brands through stores, social media or voice.

For brands, this means only one thing: being omnichannel. Even more than today, consumers will want to switch from one channel to another continuously, depending on the occasion and their preferences: from chatbots to WhatsApp, from virtual to voice, from avatar to human touch.

Now more than ever, brands will need experienced partners, innovators and creators to help them experiment and manage the metaverse customer experience possibilities.

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