Customer service: what if the future is in the metaverse?

Par Matthias Goehler, CTO EMEA, Zendesk

On the day of a match, football clubs usually sell tickets to around 40,000 people and these fans usually visit the stadium for a few hours and possibly buy a shirt from the souvenir shop.

Now imagine that 800,000 other people are watching the same game, but in 3D in the virtual world.

What experience can and should the club offer these people? How should he interact with them? And not just for the duration of the game, but continuously, if they want to spend more time there?

The arrival of the metaverse has begun to raise these kinds of questions in corporate boardrooms around the world.

The concept of the metaverse has dominated the technology and business landscape this year – computer networks can now connect people, through a virtual reality headset or even just through their browser, to a digital space of real-time virtual experiences where users actually want to interact. .

Although still in the experimental stage, use cases from brands and professionals are now being added to use cases in the gaming and entertainment industry. Brands like H&M, Heineken and BMW each has recently launched projects in this area.

Commerce will soon take hold and bring with it a new and exciting world of brand experiences and ways of buying and selling as businesses seek to connect with consumers in a completely new paradigm.

Thanks for making the 3D models, travel agencies can be displayed in high digital quality hotels, tourist places and means of transportation.

This makes planning the vacation and shopping experience much easier, saving you from spending hours reading endless reviews on the internet to find out if places are worth visiting before you go. book.

Also, the real estate sector will soon offer 3D guided tours of real estate, eliminating the need to travel for endless personal tours.

In order for these new customer experiences to be more than a passing fad, it is equally important for brands to think about the customer service strategy that will support them.

But where to start?

Here are some areas you might want to consider.

How do you integrate your customer service agents into the metaverse?

The metaverse is all about immersion – once you’re there, you don’t want to have to leave the platform and go back to traditional support channels, like email, if you have a problem.

As more and more people enter the metaverse, customer support will become more important in delivering a positive experience.

We’ve seen this before in gaming, where chat devices allow you to get help from the platform.

conversation service – with agents in the form of avatars – necessary to solve problems effectively without having to leave the space of experience.

Brands should think about how they view the metaverse as a new support channel where agents or even help objects can “pop up” to appear.

If done right, early adopters who are already exploring virtual worlds can soon become brand ambassadors.

How has the integration of the customer service metaverse changed the buying process?

The metaverse may change the way certain products and services are purchased in the future.

He can experiences released from holding stocks to virtually try a product before buying it and give more power to consumers, especially when comparing prices.

For car buying, for example, it could allow shoppers to visit a dealership to see multiple brands and virtually explore, shortlist and pre-configure the cars they want.

But what does a company’s customer service look like when products are sold by a third-party distributor? How do you make sure you set up your service at the right time, when a buyer needs more information?

It is by pondering these questions, as well the potential impact on how things are bought in the real worldthat we can ensure that the metaverse service is set up correctly from the beginning.

How do we find brands we don’t know yet?

Virtual worlds will create a new way for consumers to research things and understand how products work – like the arrival of Amazon’s Alexa a few years ago.

This will changing the way brands connect but it will also allow us to avoid a brand by going through a third party – like we can do with Amazon on the web.

So retailers need to study the digital revolutions that have already taken place to think wisely about the next one.

Businesses must prioritize customer service as their growth depends on it.

Sooner or later this will also include metaverse customer service.

We need to start planning for this evolution now, especially because at this stage, less than a third (30%) of European companies include conversational customer service in their toolkit and Only 40% are able to integrate customer service with other business channels.

In many ways, the arrival of the metaverse represents the next phase of digital transformation : this is a new version of the Internet.

And while brands are starting to notice this new virtual world, the worst thing they can do is not do anything, ignore it, and not start thinking about a strategy, even if they don’t have one yet. .

Then, we see what happened to brands like Kodak and Blockbuster that ignored past digital leaps.

It remains to be seen if the metaverse will contain the same level of subversion, but there is no doubt that it opens up a new world of opportunity that is hard to ignore…

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