The metaverse. It is supposed to be a digital world. Some say it will combine social media and virtual reality (VR), like a more complex VR chat. Some say it will be the next level of online interaction where anything can happen. Others are confused by what it is and what it means. Some call it Mark Zuckerberg’s pipe dream. We think it is the future of Customer Experiences.

Immersive experiences are part of the metaverse, leveraging the power of augmented reality (AR) and VR. While they have to this point largely been dominated by games and entertainment, these immersive technologies are poised to change how people interact with brands’ products and services in more everyday ways.

In this episode, we invited Dobrian Dobrev (@DobrianDobrev), a User Experience Designer and a speaker at UX conferences and author on UX Design and Information Architecture to tell us how the metaverse will change things in brand marketing. Dobrev takes us through the ways Coca-Cola has been using these technologies in their customer strategy to great success.

Key Ideas to Improve your Customer Experience

The metaverse is in its infancy. Few organizations really know what it is or how to use it in their customer strategy, perhaps thinking of it as a “gamer thing.” However, Dobrev sees enormous potential for brands to use these technologies beyond entertainment, which he has written about in the past. Coca-Cola has been one of the first brands that gets it and Dobrev gives us a front-row seat to their strategy and success.

Here are a few key moments in the discussion:

05:29 Dobrev to defines the immersive technologies that Coca-Cola uses, and the differences between AR and VR.
07:41 Colin gives a layman’s example of what a metaverse is using a science fiction example and Dobrev explains how AR, VR, and the metaverse will leverage immersive technology to real-world applications and change customer interactions.
13:04 We learn about an entertainment VR project Coca-Cola used to promote their Fanta brand and how that evolved into a campaign, called Hydr8 AR prototype that ventured outside entertainment and what it was designed to do for customers.
17:02 Dobrev shares the concepts behind an early VR project where Coca-Cola made their packaging convert to a VR headset.
18:48 Dobrev explains how Coca-Cola used AR to help small businesses reinvigorate their business after the first global shut down with “Open Like Never Before.”
20:50 We ask Dobrev what he sees as the future and what brands can do to get started creating immersive experiences for their products and services.

Want more stuff like this? Don’t miss CXN Live: Voice of the Customer 2022 for more great ideas on leveraging customer feedback to enhance customer understanding, optimize key touchpoints, identify friction points, and drive culture change.

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Customer Experience Information & Resources

LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 289,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy LLC as one of the best management consultancies for the last two years. Follow Colin on LinkedIn and Twitter.

Click here to learn more about Professor Ryan Hamilton of Emory University.

Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 22,000 subscribers.

Experience Health Check: You already have an experience, even if you weren't deliberate about it. Our Experience Health Check can help you understand what you have today. Colin or one of our team can assess your digital or physical Customer Experience, interacting with your organization as a customer to define what is good and what needs improving. Then, they will provide a list of recommendations for critical next steps for your organization. Click here to learn more.

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