As conversation continues about the metaverse, it’s now time to start contemplating CX implications.
Experiences elevated by virtual or augmented reality may be on the horizon, but unless brands can solidify the actual reality of their current CX delivery, they won’t be moving to the metaverse.
As 2023 continues, there’s still no clear or universally accepted definition of what the metaverse is or what it will deliver.
Instead, the coming year should be the moment when organizations start thinking in three dimensions about how virtual reality, 5G mobile internet speeds and connected devices could elevate the customer experience.
For instance, 26% of consumers are excited about the prospect of using video chat to engage with a customer service representative, and 18% like the idea of CX being augmented through the use of IoT.
Also, after a number of false starts, premium VR headset shipments hit 11.2 million in 20222 and 15% of consumers think using them for customer engagement is something they’d like to try.
2 - IDC, “AR/VR headset shipments grew dramatically in 2021,” idc.com.
of consumers are interested in virtual reality’s potential to improve the customer experience.
Any combination of these technologies could serve up countless potential opportunities for creating new products, services and experiences and for engaging with customers.
But “potential” is the operative word.
Organizations need to make sure that all the groundwork to support the move to the third iteration of the web is already in place before taking such a huge step forward. Existing channels need to be optimized and constantly meeting customer expectations.
Genuinely insightful, operationalized first-party data needs to be flowing freely through the business.
Employees need the skills, autonomy and access to the right technologies to use that data for the good of the organization.
And if much of the metaverse exists as a virtual, social community, brands need to start preparing for that community now through solidifying their presence on today’s social networks, before they evolve into the platforms of tomorrow.