The Metaverse isn’t here to mimic our current CX

By Miyoshi Tamashiro, Digital Marketing Executive Calendar Icon 29 June 2022

By 2026, 25% of people will spend at least an hour per day in Metaverse. However, users won’t be joining to watch TV with friends in the Metaverse. Truth is that this new technology is here to open new opportunities, not mimic existing ones. In fact, according to Statista, the main reason why 40% of users join the metaverse is to experience things they can’t in a physical reality.

So, what will the future of customer experience (CX) look like in a metaverse environment?

Replicating physical reality won’t work

Watching sports on the telly with your friends in a physical environment sounds like a lot of fun. In fact, brands prepare for months for events like the World Cup, the Super Bowl or the final F1 Grand Prix; they survey and look for creative ideas to improve the experience. However, an idea that worked brilliantly on a physical realm won’t necessarily work in the metaverse. Users don’t want to watch TV on the Metaverse, they want to experience those things that aren’t possible in a physical space.

 

Users want to communicate with others in ways that a physical environment won’t allow, such as going back in time and playing the first World Cup final with their friends or maybe jumping off a plane in the middle of the Atlantic. The Metaverse is here to deliver experiences that delight customers in a way where the physical world creates barriers.

 

Think of furniture shopping as an example. In reality, you can’t just pop to IKEA, take multiple pieces of furniture home to see what fits well and buy the best one afterwards. You have to go to the shop, use all your imagination, wish that you got the right measurements and hope for the best. In the metaverse, users do not want an IKEA shop; the best user experience in the metaverse could be to scan and create a virtual version of your home, and be able to move IKEA furniture around. This way the metaverse is adding value to the physical by seeing how the table matches the lounge area or if the lamp gives the lighting required to the studio.

Data privacy will change customer segmentation

In Web3 it is all about user-centric control over their identity and related information.

Web 2.0 is all about cookies. You never owned your data, and companies continue to profit greatly from that. The general theme of Web 3.0 is to give back power over your own data. In this new era of the internet, information is encrypted and decentralised. Which means that you decide what you want to do with your information. 

 

Traditional marketing relies heavily on age, geographic location, gender or race. Adverts in social media are shown based on what you have searched for in the past, your age and what type of stuff you like. Web 3.0 is completely different. 

 

In this new era, you decide how you want to portray yourself. It’s up to you whether you remain completely anonymous, if you create a new digital identity or if you show your IRL identity in these new spaces. 

 

This control over one’s identity and data will change the playing field for consumers and brands.  Consumers will be the ones reaching out to brands in this space. Therefore, companies will have to be creative and create a relationship with consumers to improve their positioning in the metaverse. The metaverse provides every business with the opportunity to envision and productize experiences. In the future, it will likely have an enormous impact on customer loyalty, far outpacing short-term wins.

Global barriers will seize to exist

Have you ever seen how a brand does a really cool activation but it’s on the other side of the world? The metaverse is here to break any barriers between different economies and bring people from different parts of the world to the same place.

Customers can log into a metaverse platform to discover and access different experiences with whichever brand they want. This type of accessibility could revolutionize purchasing journeys by making the metaverse one of the CX channels. 

The movement restrictions during the pandemic were the genesis of the rise of the metaverse. Giving users the opportunity to experience concerts and social events while keeping a physical distance. During this time we saw an exponential increase in the value of platforms like Roblox and Decentraland. 

The COVID period has changed how we work, play, buy, and engage in social activities. So it was expected that the future of CX would adapt to consumer trends. Allowing remote customer experiences that mimic in-person interactions’ engagement and intimacy levels.

Where to start?

The first step is to fully immerse yourself in the metaverse and what this means for your consumers. Take time for your team to explore the technology, understand how it works and find ways where it matches your brand. Learn how this technology can blend physical and virtual worlds to transform digital experiences into metaverse experiences. 

 

But most importantly, do it for your customers. While you are researching new opportunities, ask yourself: 

 

-What problems has this campaign set out to solve?

-How is it directly related to a brand’s pre-existing purpose and values?

-How can customers interact and engage with it?

-And most importantly, why should anyone care?

 

Launching a metaverse campaign without a clear strategy and communications is set for failure. Rather than positioning your brand as tech-savvy, it might look opportunistic – like the old guy who is trying to fit in with the younger crowd. This is a fine line to tread. It will take practice, and it will almost certainly involve a few stumbles, but that’s okay. Missteps are a part of the process, and all brands can be expected to make them in one form or another.

 

When they do, the best way that brands can respond is to be honest and humble: we made a mistake, we’re figuring this out (just like the rest of you), we’re grateful for the learning experience, and we thank you for your patience. 

 

However, you can reduce the learning curve with our metaverse blog selection or contact us to find out how your brand can adapt to the metaverse. 

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