The metaverse has been growing in popularity for its ability to create immersive virtual worlds, and companies are quickly catching on to its potential. Creating a metaverse customer experience is one of the most interesting ones.
What is the metaverse?
In simple terms, it is a three-dimensional digital universe that people can explore and interact with.
To enter this digital world, users need different tools: augmented reality (AR) and virtual reality (VR) devices, super-fast internet connections, cryptocurrency wallets, and so on. Furthermore, they have to choose one of the various platforms available, such as Decentraland or Meta. Within the platforms, users are represented by avatars. Each platform has its own rules and structure, so an avatar in a platform may not be compatible with other platforms. In any case, the Metaverse Standard Forum is working on the definition of common rules to favour interoperability.
In the metaverse, people can explore different virtual places, interact with other people from around the world, work, go to the doctor or visit a bank, and participate in many different leisure activities. Of course, they can also go shopping in brands' virtual shops. The particularity is that users can buy:
- totally virtual objects (for example, digital fashion for their avatar or NFT),
- digital twins of real objects,
- real objects that they would find in the brands' brick-and-mortar stores.
In the same way, brands can build imaginative virtual stores, or digitally replicate the real ones.
The metaverse goes beyond the limits of the physical world
Those who work in marketing know how important customer engagement, customer loyalty, and customer satisfaction are. To reach them, brands focus on the personalization of both products and communication through an omnichannel approach that includes a websites, social networks, newsletters, push notifications, and any effective channel. Furthermore, brands are aware of the importance of customer service and after-sales support. However, the management of all these activities is complex, since each of them requires its own tools. Instead, the metaverse allows for a holistic interaction with the customer through a single portal. Does a customer want to shop? They go into the metaverse. Do they want to participate in a game challenge to win a coupon? They go into the metaverse. Do they want to contact an assistant to solve a problem? They go into the metaverse. The customer doesn't leave the house but, at the same time, they can interact with the brand’s employees face to face, without using apps, visiting websites, sending emails, or phoning. In other words, the metaverse is a mixed reality that combines the best aspects of the real world and the digital technologies.