Part of a utopian future or a near reality? The metaverse concept is much debated; however, if it depends on the big technology companies, this future is getting closer to today.
It’s surprising to imagine the possibilities the metaverse offers to improve the customer experience. It’s practically a rewrite of everything known about best practices in a call center.
But what does all this futuristic idea have to do with customer service? Much more than you can imagine! And that’s what you’ll find out below.
What Is The Metaverse?
If today the metaverse is still seen as something far away, almost three decades ago, it was even more so. It is not something that has been suggested recently, as the concept itself has been proposed, but it has only intensified now.
The term was first addressed in 1992, in the science fiction book Snow Crash, by author Neal Stephenson. However, it became popular in 1999 with the release of the movie The Matrix.
Perhaps the author did not imagine that his idea, hitherto fictional, could one day dictate the course of technology in the world and completely change how companies advertise their products and services.
In practice, the metaverse promotes an immersive user experience; it is like a change of plan, where everything observed results from the union of disruptive technologies, such as augmented reality, virtual reality, and artificial intelligence.
For this experience to be lived, users need to rely on the support of particular gadgets, such as virtual reality goggles, headphones, and even helmets that already have everything they need.
Since Mark Zuckerberg, CEO of Meta (formerly Facebook), announced the company’s plans to integrate its products into the metaverse, large companies worldwide have started to prepare for this new digital age.
Companies That Are Already Part
Some companies have already started the metaverse race. Delighting the customer with the latest technology has been these brands’ goal.
Below you can see some of these companies:
P&G
The giant responsible for beauty and hygiene products is one of the visionaries who is already changing how they present their solutions to customers.
They recently released a dynamic 3D experience to the public using 360º video. In the video, users can follow the narrator’s explanation and actively participate in the production, indicating the viewing angles of the material.
Microsoft
The level of effort to foster the metaverse used by Microsoft matches that of Meta. Both are entirely focused on delivering a fully immersive and dynamic experience.
The person responsible for the most used operating system in the world is also the one who wants to change the context of meetings with the arrival of Mesh for Microsoft Teams.
The system foresees using avatars based on holograms to allow people to meet in the same environment, even if they are very far from each other.
The Fundamental Technologies Of The Metaverse
The metaverse can be explained in different ways, but a pattern of technologies is commonly used so that this alternate reality can make sense.
Understand that the metaverse is not just a single technology but a set of different disruptive tools that, if put together, can offer many possibilities.
Virtual Reality (VR)
Regarding virtual reality, know that this is the foundation technology for making the metaverse a reality. It is a tool that simulates an alternative reality with computer graphics support and allows visual and sound stimulation.
The technology is generally used with the support of special glasses or even helmets, accompanied by a headset and glasses.
Augmented Reality (AR)
Augmented reality creates a semi-realistic experience by adding digital elements to the physical world. Commonly dependent on smartphone or tablet camera.
Just point the camera at a particular environment, and then any digital object of your choice will be present in the scene around you.
Mixed Reality (MR) And Holography
Taking a step forward in exploring these new technologies, it is possible to relate mixed reality accompanied by holography as advanced tools, also part of the metaverse.
This concept differs from augmented reality; unlike the previous one, digital elements are displayed in the physical world, not on the mobile device’s display.
It is a technology that relies on holography to operate at its full potential. It is essential to mention that this is still a developing technology and that there are no cases that have used the full potential of holograms.
Metaverse And The Customer Experience (CX)
It is no exaggeration to say that the metaverse is entirely related to customer experience (CX) and that this is indeed its ultimate goal.
Based on Meta, which intends to invest US$ 10 billion in its applications, including the former Facebook Reality Labs (FRL), its VR hardware unit, as well as other large companies, it is possible to understand that the retail trade is much more committed to entering the metaverse for good than other sectors.
This is perfectly justifiable if you consider a crucial factor for a customer to make a purchase decision: the time they stay connected with your brand.
With immersive solutions, in addition to providing an experience capable of leaving the customer amazed, it will also be possible to keep their attention for extended periods.
The metaverse is highly strategic for companies as it will allow them to start a new era of customer service. In which absolutely everything can be customized to gain the customer’s identity.
The New Customer Service Model
Very soon, the market will be very different from what it is currently known for. Customers will likely start to frequent large malls without even leaving home and looking at a sea of products customized to their particular tastes.
There is no doubt that the metaverse has the potential to change the customer experience completely. But, far beyond this new digital universe, other technologies also promise to transform customer service.