“The metaverse drives a seamless fusion of service and support, of customer and brand.”

Lars Formanek

The business world is about to take a huge leap forward with the emergence of the metaverse. This cutting-edge technology has already started to have a major impact on aspects such as first-party data, anything-as-a-service, automatic integration and seamless service. According to predictions, seamless service enabled by AI and predictive data analysis will be crucial in shaping the future of companies.  

Digital assistants are becoming increasingly prevalent in our lives, allowing us to access a growing number of features and data points. From voice-activated home devices that play music and perform searches to integrated networks that offer notifications and activate functions, these technology solutions have made it much easier for us to interact with our environment. 

AI is already being widely adopted by businesses to offer better customer service and a more convenient user experience. This trend is only set to get bigger as AI technology continues to evolve, further amplifying the adoption and capabilities of digital assistants in all industries. 

The meaning of “Seamless Service” 

Automation has already transformed customer service by introducing chatbots capable of answering basic questions or providing general help. Digital assistants and other tools are seen as the primary source of support for customers, and that trend is likely to grow in the future. Messaging and self-service resource platforms have become increasingly popular with younger users. However, there is still considerable potential for improvement in this area of service offering. 

While customer service and support are still largely handled by humans, AI is slowly starting to play a bigger role. We are already seeing success stories of AI being used to facilitate smoother customer service; one example is biometric identity verification which streamlines security processes and saves both customers and businesses time and money. Moreover, advanced language models allow AI to interact with customers in a more natural way, decreasing waiting times as well as freeing up resources for more challenging tasks. 

Bridging the gap with AI  

AI is increasingly being leveraged as a tool for providing customers with an effortless experience. Digital assistants powered by AI allow customers to access personal data stored in the system quickly and easily, giving them the power to manage their data and solve their problems with minimal time and effort. Businesses must meet customer expectations by seamlessly integrating AI into their systems, thus allowing customers to enjoy a smooth journey from purchase to support. 

The goal must be to find AI solutions that are more than just predictive. Data analysis is the foundation for new, better tools and systems that combine human interaction with automation. This powerful combination of human and automated elements reduces the “traffic jams” in answering data and customer problems and promotes a learning understanding of customer problems. Finally, it speeds up processes and frees up important resources.   

Of course, larger companies have generally benefited more from AI and digital automation than smaller companies. Nevertheless, advances in digital tools will provide businesses and customers with more access in the future. Some of the most exciting Metaverse predictions envision a fully immersive and seamless experience from initial customer engagement to purchase. In parallel, highly trained staff can provide ongoing support across all channels, combined with responsive, automated systems. 

The fusion of customer and brand  

The metaverse is set to become an integral part of the customer service and experience landscape in the future. AI-powered digital assistants will provide customers with increased access to valuable first-party data, advanced language and learning models, and more user-friendly interfaces. This will result in a seamless fusion of services and support between customers and brands, transforming how businesses interact with their consumers. 

With virtual and augmented reality applications also under constant development, the Metaverse creates a future model in service and marketing where customers can potentially reach their favourite brands or find the assistance they need for a product or service anywhere. Shorter waiting times with non-critical functions delegated to automated, adaptive assistants will help reduce frustrating waiting times. 

We envision a world where AR overlays and VR displays give customers new ways to buy products without leaving their homes. Smaller companies can save space in their shop windows by offering their customers access to a virtual catalogue or online showrooms with virtual product trials, complemented by haptic feedback – digitally supported sensory impressions – for the customer. This interaction gives companies more accurate insights into customer behaviour and consumers more control over their participation in the customer experience. 

More than just data and trends – a foundation for the future  

At Acxiom, we are fascinated by the metaverse and its myriad possibilities. We study data and champion the ethical use of technology to improve the customer experience. The Metaverse is expected to revolutionise commerce and connectivity in unprecedented ways. Today’s innovations and tomorrow’s iterations are based on observable trends, but one thing always remains the same: brands are made by people. 

Customers need their favourite brands to satisfy their material and emotional needs. Brands, of course, need customers to grow and thrive. Acxiom helps drive positive change that improves the interaction between consumers and businesses. Understanding customer needs is about more than just looking at numbers. It’s about understanding how all these factors shape the customer journey and how you can use technology-driven insights to improve that experience.