Embracing CX in the metaverse

This scenario demonstrates omnichannel customer experience (CX) in the very near future, as it seamlessly integrates many different physical and digital retail modes. Today, customer interactions occur across mobile, desktop, email, artificially intelligent chatbots, social messaging, and more, but in the metaverse, customer touchpoints will be more interactive and communicative.

“The metaverse will be available in many different ways – VR/AR glasses, smartphones, tablets and computers, chat rooms with video, but also most likely via modern things like holograms, digital signage, digital assets, and digital content,” says Ramon Lamas. , Director of Research at IDC’s Augmented Reality/Virtual Reality (AR/VR) team.

There’s been a lot of hype lately about companies “migrating” to the metaverse, but that’s a bit of a misnomer. Brands don’t move into the metaverse as much as they expand into it – connecting them to their traditional 2D channels. However, the potential for the metaverse to reshape how customers and brands engage cannot be overstated. Over the next decade, the metaverse will transform the customer experience in the same way that e-commerce rocked retail in the 1990s and reimagined social interactions on mobile in the early 2000s.

“The metaverse is a whole new virtual world – just like social media introduced a new CX channel 15 years ago,” says Sidharth Mukherjee, chief digital officer of Teleperformance, a global digitally integrated business services company. “We are starting to see reverse adoption across industries such as retail, consumer goods and healthcare, as well as social media, gaming and the broader technology industry.”

Customer Experience Evolution

Right now, the omnichannel CX experience is more than just a “nice experience” – it adds tangible value to companies’ bottom lines. according to “Connected Consumer Situation Report 2021” By Salesforce, 76% of customers want to use different channels to interact with brands based on the context of their needs or inquiries. The International Institute for Management Development reported that retailers You lose between 10% and 30% of sales If they fail to deliver a robust enough multi-channel shopping experience.

Omnichannel is a growing trend in marketing too – a system distinct from CX but with significant overlap. in Analytics Among more than 135,000 campaigns, automation software company Omnisend found that companies employing three or more marketing channels had a 494% higher demand rate than those relying on just one channel.

In addition to offering more ways to reach customers, there is the potential for the metaverse to address real operational pain points. “The world is a 3D place — or 4D if you add time. It’s not a 2D experience, and in fact, 2D experiences look kind of artificial,” says David Truog, Vice President and Principal Analyst at Forrester Research. that takes advantage of 3D, from touch and manipulation, where the metaverse would be appropriate.”

Graphic consumers want to interact with brands in the metaverse

Take employee recruitment and training. Remote work, a shift accelerated by the COVID-19 pandemic, looks set to last in the long run — according to a Gallup survey, nine out of 10 employees Want to continue working remotely? In some capacity after the pandemic. As traditional definitions of “office” continue to evolve, the metaverse can provide an ideal location for hiring and training geographically dispersed employees, as well as hosting team-building activities and company-wide events.

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