According to a recent survey by TELUS International, a digital customer experience (CX) innovator, 72% of respondents indicated they believe that brand interactions in the metaverse will one day replace brand interactions in the real-world or that brands will use a hybrid approach of both metaverse and in-person interactions.
“Like we’ve seen with digital environments that have come before it, the metaverse is unfortunately not going to be immune to users who abuse these spaces, putting brand reputation and their customers at risk” Discussions about the metaverse have gained traction over the past few years and consumers appear to be ready to explore the metaverse’s virtual worlds. In fact, 65% of respondents believe the metaverse will be considered mainstream in the next five years. Half of respondents said they would choose one brand over another if it offered a superior experience in the metaverse. Additionally, more than a quarter (27%) of respondents indicated they would pay a 5% premium for a product or service that was supported by a quality metaverse experience, and 22% would pay up to 10% more. Consumers look to do more and do it better in the metaverse Respondents indicated they expect interactions with brands in the metaverse to be more engaging (53%) and better customized to their interests (49%). Consumers also said they expect to be able to discover new products/services (47%) in the metaverse and that brands will resolve their issues more efficiently in these virtual worlds (29%). When asked what would encourage respondents to interact with brands in the metaverse, the top response was the ability to realistically try out or try on products and services (41%). There is, however, a limit to what surveyed consumers feel comfortable doing and purchasing in the metaverse even with these enhanced experiences. Only 35% would buy a house or rent an apartment in the real world through the metaverse. Similarly, only 36% said they would feel comfortable purchasing a vehicle in this way. This is in stark contrast to survey respondents saying they would feel comfortable gaming (79%) or engaging with a brand’s customer service (68%) in the metaverse. “Just as the internet and mobile apps revolutionized the way we interact with brands and consume information, goods and services, the metaverse offers brands exciting opportunities to interact with consumers in entirely new ways,” said Michael Ringman, Chief Information Officer at TELUS International. “Unlike physical environments which are limited by geographic and other barriers, these immersive digital 3D worlds open up a window of opportunity for brands - it offers them a space that’s accessible, allowing them to connect with consumers globally in unique and interactive ways, providing consumers with an enriched customer experience.” Full story here
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