It’s time for businesses to embrace the immersive metaverse

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The two strongest innovation trends right now are immersive experiences and the development of metavers. Forrester predicts that 2022 is the year when investing in organizations’ immersion experiences will turn browsing into a virtual habitation. The new vision for the Metavers version of the consumer tech industry, which includes the Speech-Generated Virtual World, generates headlines every day.

There is not much discussion about how the combination of immersive and metaversal technology and experience design will expand the effects of each. As the development of immersive and metaversal technology accelerates, organizations have no time to wait and see what happens. Instead, they now need to focus on bringing about change.

When thinking about metaversal experiences, it is important to understand that while technology may be in the early stages of development as a specific set of experiences within or outside the company-owned space, real-world metavers are expanding peacefully over time. . Most of us don’t think of technology-driven, connected experiences as metaversals, but they are.

Consider the philosophical question of where the mind ends and the rest of the world begins. It is argued that every method of recording, sharing, and analyzing data, information, knowledge, and wisdom (DIKW) is metaversal, except for people’s own minds and person-to-person interactions. By that standard, humans have been slowly building a metavers for thousands of years, from cave paintings to the printing press to the telephone.

Now, due to the Internet, wireless connectivity and new technology production capabilities, the pace of Metawars expansion is accelerating. Advances in technology also have the potential to make Metavers less intrusive and more seamless. For example, today a field service technician could point a tablet at a piece of equipment and obtain an AR image showing an arrow pointing toward the part needed to remove them.

It’s helpful, but it can still go a long way. Just as landline telephone users were limited to making calls from specific locations where the phone was available, current metaversal experiences require an intrusive headset to provide an immersive experience. Future experiences will be more like interacting with a smartphone, no matter where you are and what you are doing.

The difference between tomorrow’s immersive metavars and today’s tools for sharing experiences is the number of sensations and the friction or roughness of wearables that guide the experience. For example, in immersive metavars experience, the technician’s spectacles will direct their vision to one part, and when they see that part, they will hear a pleasant sound or smell pleasant. The gloves they wear will guide their hands towards the right tools and help them use those tools properly. If the technician does something that could injure them, the wearables will take advantage of the proper senses to keep them safe. In immersive metavores, technicians interact intuitively with reality to perform their work safely and effectively.

Right now, there are some obvious use cases for immersive metaversal experiences that go beyond the coolest and compelling brand connections. Handles the first task, such as our immersive metavars example involving a field technician. In these cases, customer experiences can be made more cost-effective on a scale with enhanced, optimized and immersive metaversal solutions.

For example, maybe a bank that delivers customer service through apps and phone calls will develop an immersive process that warns customers in real time about potential problems and takes them through the solution of whatever device or platform the customer chooses?

Immersive metaversal customer experiences can also accelerate the pace of B2B ecommerce and big-ticket customer purchases. We want to render 3D models of automakers builds as the customer chooses online options. What if the customer could choose their options and then virtually move around the car, look under the hood, sit in the driver’s seat and smell the leather? On the B2B side, what if a plant manager could have a similar immersive interaction with an industrial motor, instead of flying or driving to see the manufacturer before placing an order?

Companies need to understand what is possible in metavars, what is already in use, and what customers or employees would expect as more organizations create immersive experiences to differentiate their products and services. Possibilities could include improvements in what companies are currently doing, as well as radical changes in the way companies operate, engage and engage with customers and employees to increase loyalty.

How can leaders begin to recognize opportunities in metavers? As always, start with less hanging fruits, such as commerce and brand experiences that can benefit from immersive support. Also consider technology that can enable what you need. From an architectural point of view, it is helpful to think of immersive experiences as a three-tiered cake. The top level is where users gain access through connection systems. The middle level is where messages are sent, received and delivered to the right people through a system of integration. The following levels include databases and transactions – systems of records.

When companies consider new options for user interface (UI), user experience (UX) and customer experience (CX), they need to consider how evolving metavarsal technology and user expectations may affect those systems of connectivity. For example, future connections may include desktop, mobile and wearable experiences, as well as experiences that have not yet been developed, such as headset experiences or synthesized experience on all devices.

The possibility of rapid and dramatic experience changes requires thinking outside of Silos. How will users fluidly move between entry points in those systems of connection? The organizations that it finds can change the way users engage with a more immersive, consistent experience. We are already seeing some organizations adopting this approach.

For example, for many years, customers who had problems with a product or service would call the company’s customer support line as a first step. Very few people enjoy calling customer service because it takes time and can be frustrating. Many companies do not like customer service call fielding as it is an expensive way to solve customer problems. Now, some organizations have moved most customer service processes into their app, so customers only need to talk to a service representative when they have a problem that the app can’t solve – and they can call from the app. Expect to see that kind of liquidity increase at engagement points, especially as more immersive technology becomes available.

The key concept for organizations to keep in mind is that we already live, work and play where metavars meet reality. Now, we look forward to seeing how these new technologies will make Metavers less intrusive and more immersive, but the basic building blocks for creating and delivering richer Metaversal user experiences already exist to work for visionary organizations.

Andy Forbes Capgemini is America’s Salesforce Solutions Architect. Michael Martin is the Enterprise Architect of Mobile Solutions Capgemini America,


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