Benoit Soucaret is a Metaverse expert and Chief Experience Officer at Merkle, the leading data-driven customer experience management agency. In the episode, Benoit, Greg and Valentina unpack the truth behind the Metaverse and explore its implications for the B2B world.

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Episode Summary

The metaverse has been a buzzword for some time, but what is it really? According to Benoit, the metaverse is a 3D virtual environment with immense creative and professional applications. It can be accessed through devices like smartphones and VR glasses, and it represents the next phase of the internet (Web 3.0). The metaverse has two layers: the visual layer, which encompasses the 3D, VR, and AR experiences available in worlds like Roblox, Decentraland, and Fortnite, and the transactional layer, which refers to the blockchain technologies that underline the metaverse structure.

While the metaverse presents vast new opportunities for brands, they must have a meaningful reason for entering it. Brands should be able to create and deliver value through metaverse applications for a specific, customer-driven purpose beyond simply raising awareness. For example, sustainable practices could be demonstrated through virtual factory tours, and customer service can be elevated by virtual interaction hubs.

Although the issue of regulation is a concern. The metaverse’s deregulated, decentralised nature aims to place users, rather than corporations, at the forefront of all activities, leading to a purposeful lack of regulation. But where can we draw the line between what is socially unacceptable and illegal in the physical world, but not the virtual one? As the metaverse evolves, these conversations need to continue developing.

This article summarises podcast episode 76 “Business and the True Metaverse” recorded by CX Insider. For more information, listen to the episode, or contact Benoit on his LinkedIn profile.

Written by Marcell Debreceni