a new channel for customer relations … and maybe more

The thing is, it’s been shaking the high-tech planet lately. Some companies are talking about revenues of hundreds of billions of dollars by 2030. Its impact on customer relationships is shaping up, even if many tools have yet to be invented.

The metaverse, a 3D virtual world

Metaverse is a 3D virtual world where the Internet user immerses himself through an avatar in his image, and nurtures the ambition to be the future of the Internet. If the classic screen can be enough, the ideal peripheral to enter this new world is the virtual reality headset, supplemented with peripherals that are allowed to interact with the environment, to manipulate virtual objects, even to touch them. . In contrast, augmented or mixed reality promises an analogy between real and virtual worlds.

Metaverse does not agree with the singular because there is not yet any standard that will allow every company or individual to expand this virtual universe by realizing interoperable spaces, with the possibility of jumping from one to the other. one, while keeping the same ongoing avatar. In short, Metaverse does not yet have HTML. Meanwhile, many players are trying to impose their vision. This is the case with giants like Meta or Microsoft, but also for many players (some of whom are from the gaming world) like Fortnite, Decentraland, The Sandbox or Altspace. Most of them promise the possibility of communication – in the way of social networks – but also to build and personalize one’s own space – the end of Metavers. Some like Google or Amazon are still cautious but Apple’s announced arrival could cause a click.

Why should we be interested in this?

Pessimists would argue that Metavers is a trend and bellows are falling easily – they are already falling apart. For others, the Metaverse of 2022 is the Internet of 1992. The technologies are in their youth and we have a vague idea of ​​their applications. But the simple possibility of modeling in 3D and with precision, the real world, an infinite imaginary worlds, as well as the users themselves, should promise unique tools, most of which remain. invention. Metaverse can be more than just an additional medium. It feeds the ambition to cover everything, including the face to face.

In the likely risky game of prediction, the firm Grand View Research estimates that Metavers will represent a market of 678 billion dollars by 2030. McKinsey even mentioned 5000 billion dollars (!) At the same time.

What could be Metaverse applications?

For now, we can only imagine the tools derived from what we now know in current digital channels: collaborative work, training, design, simulation, maintenance or even games-no matter where Metaverse has been sketching for a few years. . In terms of recruitment, Metavers can reduce hiring segregation, free up the labor market and facilitate the participation of candidates in remote and underserved areas, as well as the disabled or minorities, in particular. by allowing them to focus attention on their skill.

What about the impact of Metaverse on customer relationships?

The customer experience is ahead. Metavers will represent a social space where brands need to be present to convince prospects, communicate with their customers, respond to their requests. Metaverse can also transform e-commerce by allowing customers to replicate themselves in virtual shopping areas (modeled or not in real stores) and manipulate the products they want. In contrast, in real stores, sellers may show them products they don’t have in stock. In addition, thanks to 3D avatars modeled in millimeters, customers can virtually try on clothes and other fashion accessories. The Metaverse is also the ideal environment in which NFTs (authenticated digital assets) thrive. For example, users will be able to purchase from well-known brands, virtual clothes to wear with their avatars.

When are you going?

It is a question of entering now the stage of active strategic monitoring, by studying the possibilities of Metavers and by launching experiments. Luxury brands as well as high-end real estate are already starting to buy and adapt spaces to emerging public metaverse players or create their own private metaverse. Gucci and LVMH have even put together dedicated teams. Gary Brandeleer, senior director of product management, new technologies and products at Salesforce, for his part recently stated that “as clothing brands enter the metaverse, they consume more consumers. »

Beyond fashion and luxury, all sectors are likely to be concerned. In insurance and retail, AXA France and the Casino group have purchased metaverse spaces at The Sandbox. American bank JP Morgan for its part stepped into Decentraland. To do what? Right now, it’s above all a question of expressing a presence, of novelty, of imagining tools. Unya? Applications are still under review. One thing is for sure, the Metaverse of 2030 is no longer relevant today.

Jérôme Lebrun, Associate Director of Almavia CX

About Almavia CX (Nextedia Group)
Almavia CX is an ESN (Digital Services Company) that supports digital transformation of companies throughout the Customer Experience value chain. With more than 200 experts, Almavia CX provides its customers with real-time business and technology expertise, coupled with an end-to-end support capacity from consulting to implementation. first solution on the market.

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