The Metaverse offers a new facet of the customer experience. The virtual world looks like a giant mall, making shopping easier.
In this new era of consumption, virtual reality seems to be taking over. In the past, smartphones and tablets were used to make online purchases easier. Recently, we announced the advent of a brand new way to get our needs without moving. This is the metaverse, this virtual world which is already widely used in the video game world. The pioneers aim to make it more than a playful universe by gradually introducing other things to do. However, one wonders if the metaverse is able to accumulate all these products and services without any problems. On the other hand, can consumers get a good customer experience by venturing there? Focus!
From buying online to shopping in the metaverse
The period of the Covid-19 pandemic was mainly characterized by social distancing. Remote working has gained a lot of traction, especially during periods of confinement. But the world of work is not the only one to be upset, online shopping has also experienced a craze.
Of course, many consumers have already made their purchases via trading platforms. But with the post-pandemic crisis, the number of clicks to buy has increased significantly. The various shopping platforms were able to offer a good customer experience.
On the other hand, the metaverse has grown with the advent of augmented reality and virtual reality. Without forgetting the blockchain technology and NFT. VR gaming enthusiasts are no longer strangers to this virtual world. With the various dedicated gadgets such as VR headsetplayers can enjoy a beautiful immersive experience.
Today, you can both play and shop in different virtual worlds through one avatar. Decentraland, Sandbox, etc. offer the ability to play and buy different things inside their respective metaverse. But it is still within the scope of the game. Companies are also considering using the metaverse to improve the customer experience by translating these facts real world.
But what is the metaverse?
In short, the metaverse defines a virtual world where users are represented by their avatar. It is available with the technology from augmented reality or virtual reality.
If AR changes vision, VR enables a fully immersive experience in a digital world. The avatar can even perform the actions of the real person using specific sensors. Either way, the metaverse offers a new way to experience real life in an entirely digital world. You can consult metaverse folder to know more.
However, a clarification is in order. This is to distinguish the metaverse from the metaverse. The metaverse as defined above is a virtual world created by a company. You can play it, trade digital assets like NFTsor buy plots.
On the other hand, the Metaverse is unique in that it brings together the existing metaverses. In the Metaverse, one must thus be able to interact with other users of other virtual universes. Today, the latter is still a difficult concept to understand. Nevertheless, there are many who strive to achieve this in the more or less near future.
The metaverse at the heart of all attention
The metaverse is increasingly in the spotlight, especially after Facebook took its latest step to become a metaverse company: Meta. Mark Zuckerberg’s words describing the metaverse as “the future of the mobile internet” are so optimistic. In fact, this virtual world is growing to the point where it is attracting more and more users.
In addition to Meta, other companies have turned to the metaverse. Epic games for example, has spent $1 billion as an investment to develop its metaverse. On their side, Microsoft and Nvidia strives to build technologies worthy of the metaverse beyond software and hardware. That Nvidia’s Omniverse platform is now able to create full-fledged virtual spaces.
These invested billions testify to the importance of the metaverse and its bright future. Which leads to say that in a few years we can with augmented reality and virtual reality to be everywhere without being. This concept makes the metaverse the center of all attention.
Currently, apart from games, big brands are starting to venture into the metaverse by offering users to buy wearables from their brand (case of Decentraland). This turns the metaverse into a giant shopping mall that promotes a great customer experience.
How do you define the customer experience in the metaverse?
Today, when you plan to buy a product, you have the opportunity to test it before you finally buy it. This will also be valid for the metaverse.
In fact, customers can use their avatar in the metaverse to perform one digital testing. They can also chat directly with the seller or the technical team for help. In this case, it is not necessary to write an email to the attention of customers to show them how to do it, holograms are enough for that.
For example, if a person wants to buy a piece of furniture, the store can make one virtual space where the customer can consider the possible scenarios for the placement of the piece of furniture in question. This avoids the embarrassment of choice and provides a holistic look inside the customer before the product is purchased.
Footwear and clothing brands can also create virtual dressing rooms for their customers and 3d models. This saves them from having to go to physical stores to see the actual product.
A glimpse of the metaverse in the future
Although we strive for the emergence of a single metaverse, we are still far from it today. However, we can see what the metaverse would look like in the future. One can imagine a world where every company has its own virtual world and where its customers can make their purchases. They can do that too express their opinion on any product or service and interact with other customers via their avatar.
With this in mind, the metaverse is dedicated to enabling a customer experience that resembles reality while taking place in a virtual universe. So instead of visiting websites one after the other, customers can discover everything they want in one simple world.
Today, aside from gamers, many people are already willing to spend their money inside the metaverse. This is proven byvirtual economy which they create using the obtained virtual land parcels and NFTs. This trend goes hand in hand with the emergence of blockchain technology and cryptocurrencies which is also known to many of us.
To what extent could the metaverse provide a good customer experience?
In order for the metaverse to provide a good customer experience, it must first function in the same way as the internet. It is then necessary open standards and technologies to build it. In this way, companies can control it according to their purpose.
On the customer side, it is clear that they are far from preferring omnichannel support. Studies have shown that 89% of customers are retained through omnichannel engagement strategies. So to allow for a good customer experience, you need to keep the same strategies within the metaverse. In other words, we must create a virtual universe where consumers can move fluidly to visit other parts of the metaverse (other brands).
In addition, customer loyalty is also a requirement to be fulfilled. If VR users today are only satisfied with a modest rate of 55%, the metaverse must ensure a larger number of users.
Between closed and interconnected metaverse: the challenges for a good customer experience
It is clear that with the development of AR/VR technology, the metaverse as a trading platform is no longer a utopia. However, there are still a few questions to raise:
A closed or interconnected metaverse?
Each company designs its own virtual space in a closed manner. This seems obvious, since we must always remember that competition is also present in this universe. Creating its own metaverse also allows the company to keep all profits for itself.
However, such a metaverse can disrupt the customer experience by preventing consumers from accessing the entire virtual universe. Which refers to the traditional online purchase, where you disconnect one to be able to access the other. Therefore, companies should consider a interconnection to allow free movement of customers: Metaverse.
In addition to this, a virtual space must be created where users can interact with each other. The metaverse should not only be a universe of expensive exchanges, it should allow users to feel comfortable as in the real world.
Discuss the legal aspect
In terms of technological development, the legal aspect tends to be neglected, even though it represents a real obstacle. Augmented reality and virtual reality are not immune to confidentiality and privacy security issues. Currently, 49% of companies pose risks related to these technologies.
When a user logs in to access the metaverse, there is no guarantee that their personal information will be exposed to the company or other users. If companies use certain information for marketing purposes, other bad guys can use it for malicious purposes.