Customer Support Virtualization: Customer Experience in the Metaverse
The smartphone has changed everything. The way people interact with each other. How we buy products. Our expectations. This has brought about the most significant change in the interaction between the brand and the consumer. But could the metaverse have an equally big impact? Looks like it might.
The metaverse is quickly becoming a playground for brands.
People can play’the floor is lava in NIKETOWN where to meet “Wendyvers”. Coca-Cola auctioned off virtual “loot boxes” and Chipotle gave away $1 million in free burritos during its Halloween “Boorito” promotion. The creativity and brand engagement we see on platforms like Rolobox and Decentralized is inspiring, not to mention downright cool.
The interest of brands in making a name for themselves in the virtual world makes sense.
Rolobox alone at 50 million daily active users. With potentially $1 trillion up for grabs through things like social commerce and events, brands are betting big on the metaverse (and hire like crazy‘ to realize the ambitions of the metaverse).
JMetaverse platforms are also preparing. Second Life, for example, recently hired its first-ever CMO to market the opportunity for brands in the virtual world.
The Brand Opportunity in the Metaverse
Brand presence in the metaverse goes beyond gadgets, campaigns and games. There is a burgeoning digital economy, a place where goods and services are purchased for consumption in both the digital and physical world. Ralph Lauren, Forever 21 and PacSun are brands selling digital clothes for people customize their avatars.
Several iconic fashion houses, including Selfridges and Giuseppe Zanotti, held the very first metaverse fashion show where fans could purchase physical items (to be shipped in real life) and virtual items in the form of non-fungible tokens (NFTs) in stores. It’s not just retailers. On Spotify Island, fans can now buy virtual goods.
But as more and more brands move into the metaverse, what does this all mean for customer service? How will relationships with customers and brands evolve in the virtual economy?
The customer experience in the metaverse
As soon as brands begin to establish themselves in these worlds, a new type of support will be necessary within these virtual universes. But, of course, with any new behavior, questions arise. Add to that commerce (both virtual and products delivered physically in real life), and the complexity and questions only increase.
Keep people engaged
As we’ve learned from major game publishers, in-app and in-experience support is key to keeping users engaged and reducing the risk of churn or shifting the focus elsewhere. For brands, the metaverse is about eyeballs and attention. Offering support at the exact moment it is relevant is the key to success, capturing short-term attention and long-term loyalty. How will this be scalable and possible? With AI.
Programming brand avatars
Within these virtual stores and grounds, brands will have 1:1 personal shoppers and “in-store associates,” much like in the real world, to answer product questions, recommend items, and even help follow up. the condition of items purchased virtually and delivered in real life.
So, for example, if a customer returns to the virtual store asking to return a pair of sneakers they purchased, brands will need to be able to effortlessly provide the information customers need, when and where they need it. wish.
This will require programming branded avatars to leverage back-end systems and continue interactions with people leveraging conversational AI as we see today in the form of chatbots and virtual assistants.
Customer Relationship 2.0.
In a few years, the metaverse will be its own booming economy – a combination of digital and physical worlds that will drive some of the most exciting changes in consumer behavior since the smartphone. The bar is even higher in the metaverse because it is an “opt-in life”.
I would encourage brands not to get caught up in the shiny new thing that is the metaverse, but to think holistically about customer experience.
So, in addition to focusing on the engineering, merchandise, and creative aspects, it will be essential to think about how the entire customer journey can be supported in the metaverse. After all, the most intimate, profitable and exciting customer relationships are at stake.
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