We’ve been hearing about the “metaverse” for a while now. But maybe you’re not exactly sure what to make of it. How should brands prepare for it? 

Simply put, the metaverse is a union, of sorts, of the physical and digital worlds that allows people to interrelate with people and brands. Probably the most familiar example of the metaverse is gaming – specifically, multiplayer virtual reality games. Over one-third (38%) of Gen Z users are gamers.

Organizations are beginning to use the metaverse for new employee onboarding and virtual events. But there are more opportunities to be found, and product discovery, inspiration and purchases will increase as those opportunities are utilized. Thanks to the metaverse, there are new ways to connect with both new and returning loyal buyers, build brand awareness and open new growth channels. Insurance provider Allstate has even produced a TV ad connecting the metaverse to choosing an Allstate policy bundle.

A recent survey by Talkdesk found that almost 70% of their survey respondents had visited the metaverse in some form recently. The lingering effects of pandemic lockdowns and forced isolation have people hungering for interpersonal connections and interactive experiences. The metaverse can assist with safe and convenient connections.

According to the Talkdesk survey, metaverse users are a diverse group. While early adopters are mostly younger generations, Boomers are users as well.

There is some disagreement on when the metaverse will become a mainstream entity. Many analysts and even Meta say it will take at least another decade to mature. One-third of the Talkdesk study respondents believe the metaverse will come to maturity in the next five years.

Consumers spend 2 hours and 27 minutes per day on the internet for gaming, social media and shopping. It’s predicted that these activities will eventually move to the metaverse.

With its origin in gaming, the concept of purchasing virtual items is already out there. Making the leap to purchasing real goods and services should come with time. Just over one-fifth (21%) of Talkdesk survey respondents said a metaverse experience could affect their buying decisions at a physical location or a website.

As navigating the metaverse becomes more mainstream, it will be important for organizations to adjust their customer service/contact center entities to connect with customers where they are. AI-powered virtual agents will be important to provide personalized service. However an organization tries to adjust to metaverse customer connection and engagement, it’s important to remember that consumers expect digital customer service to be better than real-world CS. Younger users, in particular, have higher expectations for high-quality CS. Half of Gen Z would stop buying from a brand after just one bad experience. One-quarter of the Talkdesk survey respondents indicated a willingness to engage with an avatar to have a more effective and interactive experience.

Even though the metaverse is still relatively new, organizations need to start now to think about what it will mean to their brand and their customers and start testing and learning how to utilize it.