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Theres been so much discussion concerning the metaverse recently, as companies make an effort to understand what this means because of their engagements with customers and employees, and how their brand could be extended involved with it. As the metaverse is really a complex technological concept, the initial step in understanding the potential impact would be to define it. May be the metaverse a virtual place or network of places online created and run by tech companies? Could it be the technology-mediated experiences we curently have daily combining physical and digital journeys, like location-based offers that appear on our phones and interactive displays in museums and stores?
Both views are correct. The metaverse may be the next (not final) iteration of the web where human interactions is a mix of virtual, real-time, three-dimensional, and physical experiences. Our means of working, creating, buying and consuming already are radically changing. The impact of the change will undoubtedly be deeper compared to the impact of the smartphone.
We have been still in the beginning stages with regards to real ROI for businesses, however now is the time and energy to experiment and invest and innovate in metaverse-based use cases.
The main element for organizations would be to focus on the business enterprise outcome and goal for creating metaverse experiences, whether or not they happen online or in a hybrid digital-physical space. For instance, while theres been a solid business and media concentrate on the marketing- and revenue-generating potential of the metaverse, theres also an evergrowing recognition of all of the potential metaverse use cases. Along with entertainment, for instance, organizations might use the metaverse to optimize business operations and enrich employee collaboration and training experiences.
Its also vital that you observe how digitally enabled human experiences are evolving, also to expect them to keep to evolve, to be able to plan strategically. For instance, many of us are accustomed to 2D flat user interface-based interactions with tablets, phones, computers and monitors. Actually, we expect those forms of interactions and could be surprised if theyre unavailable in stores to greatly help with tasks like planning room dcor.
Now, were seeing more of what we call natural or spatial user interfaces, where users and the physical environment interact. Some technologies that support natural interfaces include beacons, biometrics and 3D extended-reality environments that users experience by way of a headset.
Other senses could be engaged by natural user interfaces through touch (haptics), audio, and also olfactory experiences, to produce a more immersive interaction.Experiences range from augmented or virtual reality (AR/VR) to improve or create new capabilities or methods to interact. The effect can be an experiencethat combines visual, natural/spatial, and traditional interfaces enabling a multisensory experience.
But we still have much to understand with regards to the specific human-machine-human interaction. User experience and interface design skills are going to radically change. Ultimately, the knowledge will need to feel trusted, secure and private when required.
Engagement blueprinting for metaverse experiences
The interesting thing concerning the metaverse is that the technologies that support it arent new they’re just maturing and becoming more accessible and affordable. Engagement blueprinting is an efficient methodology to arrange for and design the art of the possible. The procedure involves considering each moment in a journey to see what an individual experience is currently and to consider how new real-time 3D and spatial technology can improve it.
For instance, look at a consumer contacting a person support call center. The client doesnt start to see the behind-the-scenes service design that switches into that experience, from the telephone menu to the hold music to the conversation with the client service representative. Those elements were organized years as well as decades ago, plus they may will have a brandname impact thats completely different from if they first launched.
Engagement blueprinting brings a brand new eye to the knowledge to understand the client or employees feelings concerning the brand because they move through the procedure. For instance, long hold times negatively affect customers views of the brand, while slow interactions create frustration that stresses front-line employees.
By reviewing the stack of technology, processes, and training that induce that experience, blueprinting can identify areas for improvement to produce a better experience for customers and employees throughout their journeys so that they retain a confident impression of the brand and remain loyal advocates.
Increasingly, metaverse experiences provides answers to these challenges. For instance, a person could connect to a real-time 3D style of the merchandise through the companys help portal to pinpoint a concern before talking with a representative. Then your employee may also start to see the same product model to walk the client by way of a troubleshooting process thats simpler to navigate and much more effective when compared to a standard phone conversation.
Along with improving service interactions for customers and employees, metaverse-based solutions can support far better training, field service and sales. For instance, in lots of industries, companies are getting ready to lose a big part of their retirement-age workforce and these employees will probably take a massive amount institutional knowledge using them. How can these lenders effectively capture that tacit knowledge, organize it, and present it to employees that require that information to work better? Virtual and augmented experiences using headsets, 3D models and haptic feedback help capture and preserve that knowledge and share it without counting on tedious one-to-one training interactions. Using virtual reality for training purposes helps employees retain 75% more knowledge.
Once trained, something technician could work better with usage of product diagrams, guided installation walk-throughs, along with other virtually augmented experiences which can decrease the time of calls, increase client satisfaction and drive employee retention. Additionally, these solutions can generate customized cross-sell and upsell tips for the field technicians to talk about with customers.
Finding out how to take full advantage of the metaverse might seem complicated, nonetheless it follows exactly the same arc as any technology application. First, start experimenting. Apply traditional structured innovation and identify the candidate business use cases to resolve for. Next, blueprint the procedure involved to comprehend how customers and employees experience it. Then, think creatively about how exactly to leverage and combine existing and new technologies to boost the knowledge. Finally, monitor emerging technologies so that you can revisit the procedure because the metaverse evolves and customer and employee expectations evolve alongside it.
Charlton Monsanto is executive vice president, digital customer experience atCapgemini Americas.
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