Par Matthias Goehler, CTO EMEA, Zendesk
On match day, football clubs usually sell tickets to about 40,000 people and these fans usually frequent the stadium for a few hours and maybe buy a shirt at 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 provide to these people? How does he interact with them? And not just for the duration of the match, but continuously, if they want to spend more time there?
The arrival of the Metaverse is starting to raise these kinds of questions on corporate boards around the world.
The metaverse concept has dominated the tech and business landscape this year – computing devices can now connect people, via virtual reality headsets or even just through their browser, to a digital space for real-time virtual experiences that users really want to interact with.
Although still in the beta phase, use cases from brands and professionals are now being added to the gaming and entertainment industry use cases. Brands like H&MAnd the Heineken And the BMW Each of them has recently launched projects in this field.
Commerce will soon take root and bring with it a whole new and exciting world of brand experiences and ways of buying and selling as businesses seek to connect with consumers in an entirely new paradigm.
Thanks to the creation of 3D models, travel agencies It can be found in digital quality hotels, tourist sites and transportation.
This can make vacation planning and your shopping experience a lot easier, saving you from spending hours reading endless online reviews to see if places are worth a visit before you book.
like that, real estate sector It could soon offer 3D guided tours of real estate, eliminating the need to travel for endless personal tours.
For these new customer experiences to be more than just a fad, it will be equally important for brands to think about the customer service strategy they will support.
But where do you start?
Here are some areas you might consider.
What is the best way to integrate customer service agents into the metaverse?
The metaverse is all about immersion – once you’re there, you don’t want to quit the platform and go back to traditional support channels, like email, if you run into a problem.
As more and more of us meet in the metaverse, customer support will become even more important to delivering a positive experience.
We’ve seen this before in games, where chat devices allow you to get help from the platform.
chat service – With agents in the form of avatars – it will be necessary to solve problems efficiently without having to leave the experiment space.
Brands should think about how they view the metaverse as New support channel Where agents or even help items can “emerge”.
If done correctly, the first users to explore virtual worlds will soon be turned into brand ambassadors.
How does metaverse integration into customer service change the buying process?
The metaverse may change the way we purchase certain products and services in the future.
can create Experiences are freed from stock constraints To experience a product roughly before buying it and give more power to consumers, especially in comparing prices.
For a car purchase, for example, it can allow shoppers to visit one dealership to view multiple brands, explore the cars they are actually interested in, and shortlist and pre-configure them.
But what should a company’s customer service look like when the products are being sold by a third-party distributor? How do you make sure your service is set up in time, if a buyer needs more information?
It’s by thinking about these questions too The potential impact on how merchandise is purchased in the real worldthat we can make sure the service is set up in the metaverse the right way from the start.
How will we find brands we don’t know yet?
Virtual worlds will create a new way for consumers to search for goods and understand how products work — just as the arrival of Alexa from Amazon did several years ago.
This is a will Changing the way we communicate with brands But it would also allow us to circumvent a trademark by going through a third party – just as we can do with Amazon on the web.
So retailers should study the digital revolutions that have already occurred in order to think intelligently about the next ones.
Businesses must prioritize customer service as if their growth depended on it.
Sooner or later, this will also include customer service in the metaverse.
We must start planning for this development now, especially since at this point less than a third (30%) of European companies have included 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 marks the next stage of digital transformation : It is a new version of the Internet.
And as brands start to notice this new virtual world, the worst thing they can do is do nothing, ignore it, and not start thinking about a strategy, even if they haven’t done so yet.
After all, we’ve seen what happened to brands like Kodak and Blockbuster that neglected previous digital leaps.
It remains to be seen if the metaverse will embody the same level of subversion, but there is no doubt that it opens up a whole new world of opportunities that are hard to ignore…