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1、1Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations#GetTheFutureYouWant2Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introdu
2、ction Organizations are putting the improvement of their customer experiences at the top of their agendas.Mixed reality(MR),including augmented reality(AR)and virtual reality(VR),has allowed companies to provide a point of difference in their customer experience:a more immersive,sensorially engaging
3、 way of interacting with their products and services,before and after purchase.Such experiences foster an emotional connection to the brand and,by extension,strengthen customer loyalty and retention.Consumer AR,in particular,has gained a lot of traction in the past few years,with the popularity of A
4、R games such as Pokmon Go or Snapchats AR filters(63%over 200 million of Snapchats active users engage with its AR features).1Beyond customer experience,organizations have come to rely on these technologies to improve their industrial operations and even employee experience.Training,remote operation
5、s,and maintenance are just some of the applications where these technologies have proven beneficial.When combined with other burgeoning innovations such as digital twins,the benefits of immersive technologies can be amplified greatly.The extended reality(XR)market is poised to reach nearly$400 bn by
6、 2026,with a CAGR of 58%in 202126.2 over 200 million of Snapchats active users engage with its AR features.63%3Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introduction While organizations have been experiment
7、ing with these technologies and experiences for a few years now,the advent of the metaverse has lent impetus to the MR discourse.Across sectors,organizations are eagerly talking about what the metaverse could mean for their marketing,their operations,and their employees.Studies have projected the si
8、ze of the metaverse market to be anywhere between$500 million and$1 trillion by 2030.3 It is worth noting,however,that,while some aspects of the metaverse already exist the industrial metaverse,for example a complete and true metaverse(i.e.,an open network of decentralized 3D spaces,see definition b
9、elow)will take years to become a reality.In this context,we wanted to understand what consumers think about how AR/VR and other mobile/web-based immersive applications including the metaverse and how organizations are harnessing these immersive technologies for use in their internal operations.To an
10、swer these questions,we surveyed 8,000 consumers and 1,000 organizations across various sectors and geographies.We supplemented this research with in-depth interviews with executives from organizations working in this space;technology partners building these immersive solutions,as well as social lis
11、tening on certain social media channels(for details,please see the methodology in the appendix).4Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introduction 01020304How immersive experiences pave the way for an
12、augmented customer experienceHow organizations internal operations benefit from immersive technologies An examination of low consumer adoption the of metaverse to date,contrasted with burgeoning interest in the platformHow organizations can harness immersive technology for customers and operationsBa
13、sed on our research,we have divided the report into four parts:5Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introduction Defining the term immersive experienceFlat user interfaces(2D)An enhanced experience ac
14、cessed through a flat interface such as a smartphone/personal computer(PC)/app via 3D,AR,or VR applications such as an augmented camera for scanning QR codes,a virtual walkthrough of houses,cars,and locations(Google Maps Live view)or virtual try-on of cosmetics,glasses,and clothes or furniture place
15、ment(Amazon AR,IKEA AR).An immersive experience consists of one of the following use cases:Natural and spatial interfaces An enhanced experience realized through voice assistants(e.g.,Siri,Alexa);gestures or sensors(Microsoft Kinect,Nintendos Wii)or through smell/touch(e.g.,by using Nest thermostats
16、).Extended Reality(3D)Enhanced experience accessed through headsets which either enhance reality or simulate virtual environments.These headsets could enable augmented reality(Google Glass,heads-up display mounts on cars,etc.)or virtual reality(Oculus,SteamVR,etc.)or a combination of both.6Capgemini
17、 Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Introduction Fig.1Defining an immersive experienceSource:Capgemini.FLAT USER INTERFACE(2D)Smart devices(laptops,tablets,phones,TVs,windshields)NATURAL&SPATIAL INTERFACESEMOT
18、IONAL CONNECTIONEXTENDED REALITY(3D)Handheld or mounted displays&smart devicesBlended physical/natural&holographicFully virtual experienceARMRVRHapticWebNativeNeuralGestureSpeechSoundSmell7Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer E
19、xperience And Operations Introduction The metaverse is one such environment that offers an immersive experience that can be realized through one or more of the above interfaces.The metaverse can be defined as a“network of virtual worlds,”where people can play,shop,socialize,or work via their avatars
20、.Using an open network of decentralized 3D virtual and hybrid spaces,the metaverse exists in parallel to the physical world and is designed to combine online digital and real-life experiences,independent of place,time,or device.The metaverse enables more and stronger emotional connections with consu
21、mers,boosts creativity(giving ownership of intellectual property to individuals and communities,reinvents the employee experience and supports collaboration,and drives transparency and efficiency of supply-chain,manufacturing,and engineering processes.It doesnt require these spaces to be accessed vi
22、a VR or AR wearables;rather,PCs,smartphones,and web browsers can be used as entry points.The metaverse can be experienced right now via Web 2.0(the current internet)through games such as Roblox or Fortnite,and platforms such as Metas Horizon Worlds,Spatial,Decentraland,The Sandbox,and other real-tim
23、e 3D-featured environments.Web 3.0 will transition this experience layer to the mainstream,with improvements that mimic real-life sensations and co-presence.The virtual worlds will be interoperable,and infrastructure and governance models decentralized.Source:Capgemini.Defining the term metaverse8Ca
24、pgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Executive Summary Artificial reality(AR)and virtual reality(VR)technologies have been in use for more than a decade.The increased pace of digitalization and the advan
25、cements in headset design have made these technologies more accessible.An increasing number of organizations are using immersive tech on web and mobile to allow consumers to try cosmetics,furniture,or clothes virtually.At the same time,organizations find these technologies useful for internal operat
26、ions such as remote support and training.Consumers believe immersive technologies will be valuable to them during their buying cycleOur research indicates that consumers are interested in immersive experiences,made available through mobiles,web browsers,voice assistants,sensors,and extended reality(
27、ER)headsets.Half of the consumers we surveyed felt that immersive experiences could be both impactful and valuable in their buying journeys.This sentiment is particularly true for retail shopping and high-engagement products.Consumers also find these immersive experiences impactful in a training and
28、 education context.While organizations do realize the potential benefits of immersive experiences for consumers,scaling remains a challenge.We also found that three in five consumers that own AR/VR headsets,are willing to use these for applications beyond gaming,such as browsing products or experien
29、cing services,for instance via a virtual showroom,prior to purchasing.Furthermore,our research also shows that nine out of ten consumers are curious about the metaverse,with more than half saying that they would adopt the metaverse when it becomes(more)accessible to them.Interest in the metaverse li
30、es predominantly in its potential as a platform on which to interact with family,friends,and,in a work context,colleagues.There is also significant interest in gamification(employing gaming mechanics in non-gaming environments to promote engagement and interest),metaverse commerce,9Capgemini Researc
31、h Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations and virtual try-ons.Various sectors have the opportunity to build a new form of customer experience thats both more immersive and more personal.Both retail and manufacturing organiz
32、ations(particularly of high-engagement products such as cars,furniture,and household electronics)have seen the highest degree of consumer interest.Organizations realize the immense opportunity,however,find scaling a challengeFrom our industry survey of executives working in various sectors,we found
33、that organizations also realize the opportunity that immersive experiences and metaverse present,for their internal operations.The benefits gained from these use cases range from improved performance to more effective collaboration.Organizations have been investing in a number of pilots from virtual
34、 try-ons to product demos,remote operations to employee training.The scaling of these applications,however,remains a challenge.When it comes to the metaverse,organizations are taking a Executive Summary of the consumers surveyed mentioned immersive experiences could be impactful and valuable during
35、product/service selection and purchase58%10Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Executive Summary cautious approach.While they recognize the metaverse,as potentially,an important channel for them-with
36、marketing and advertising being the most-cited use case,followed by recruitment and onboarding-nearly three in five are taking a watch-and-wait approach.What are the prerequisites for successful deployment of immersive technologies?Our research found that immersive initiatives are largely decentrali
37、zed;while this is workable,and possibly even preferable,at pilot and proof-of-concept(POC)stages,a center of excellence within each organization would function as an accelerator for such initiatives once they are ready to scale.Such a body could focus on developing a roadmap,prioritizing the highest
38、-potential use cases,and building the necessary technical competencies.Secondly,use cases that have a clear benefit to either employees or consumers should be prioritized for scaling rather than rushing into the space,as seen in the case of a few NFT drops.So,prioritizing the right use cases is part
39、icularly important.Thirdly,our research highlighted consumer concerns around safety and security,particularly in the metaverse.While the metaverse is a promising channel for consumer experience,it also amplifies the issues that social media has engendered,with potentially even more serious consequen
40、ces.A focus 11Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations on building the digital assets and integrating omni-channel integration for a smooth consumer experience is also an essential step.Further,building a
41、community aspect to the immersive experiences will strengthen customer retention.Finally,organizations could benefit immeasurably from partnering with their peers and even consumers,to co-create their immersive experiences.Executive Summary 12Capgemini Research Institute 2022Total Immersion:How Imme
42、rsive Experiences And The Metaverse Benefit Customer Experience And Operations IMMERSIVE EXPERIENCES HAVE IMMENSE POTENTIAL TO ENHANCE CONSUMER EXPERIENCES 0112Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 13Ca
43、pgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Whether youre looking to explore the Great Pyramid of Giza or take a tour of the International Space Station,the possibilities are endless with immersive technologies
44、 and all from the comfort of your sofa or workstation.AR and VR headsets,along with smartphone applications such as AR filters on Snap or QR code scanners,are gradually gaining traction with consumers.A director of engineering at a global retail firm explains:In this context,we wanted to understand
45、consumers affinity with these technologies,how they can influence consumer decisions,and which sectors can gain a competitive advantage.“Immersive technologies are going to touch every aspect of our lives.Bandwidth is increasing;content quality is improving.Computing power is getting cheaper and mor
46、e ubiquitous.Barriers to entry are getting lower,and people everywhere will be able to create and experience these immersive experiences.As we bring these innovative technologies closer to the public,we have an opportunity to create bigger,better experiences.”Fig.2An average consumer has positive fe
47、elings about immersive technologiesSource:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.Percentage of consumers who are familiar with and have positive feelings for immersive technologies64%59%56%62%39%56%29%38%Voice assistants/gestures/sensorsMo
48、bile/PC/Web based immersive experienceExtended reality headsets/displaysMetaverseFamiliarityPositivityConsumers have an affinity with immersive technologies Our survey indicates that many consumers experience a sense of familiarity with immersive technologies.More than six in ten(64%)are familiar wi
49、th mobile/web/PC-based immersive experiences,while the familiarity with ER headsets/displays is lower,at 39%(see Figure 2).Although the degree of familiarity varies with the kind of immersive technology,our research has shown that consumers positive affinity for mobile/web/PC-based immersive experie
50、nces,voice assistants,gesture-or sensor-based applications,and ER headsets is not hugely different.More than half of consumers have expressed a positive affinity with these technologies,despite a lower degree of familiarity in some cases.The familiarity and positivity with the metaverse is slightly
51、lower than with the other immersive technologies.14Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Further,we found that this positive affinity could translate into positive outcomes for brands and organizations:
52、Our consumer analysis suggests that there is a 52-point improvement in net promotor score(NPS)for organizations providing immersive experiences over those that do not.Tweets highlighting the impact of immersive technologies on consumer experience“Amazing time at the Green Planet AR experience this m
53、orning.Make sure you go and visit if youre in London!So interactive and engaging:the future of science communication.“I hate buying a thing only to get it back to the house and see that it doesnt fit or doesnt look good.Augmented reality takes most of that guesswork away.”“One never knows with the a
54、rrival of AR/VR how an entirely unthought of dimension can be added to education.”“In Sacramento,went to the#VanGogh The Immersive Experience exhibition and,of course,had to pick up a couple of coffee mugs Ill rarely if ever actually use.Definitely worth the experience.VanGoghExp see it if you can.I
55、 especially enjoyed the virtual reality part.”Source:Twitter,August 2021November 2022.Tweets edited for clarity.15Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.3More than three in four(77%)consumers believe
56、 that immersive experience will significantly change their interactions with people/brands and servicesPercentage distribution of consumers opinions of immersive experiencesI will not be participating in immersive experiences/Immersive experiences will not significantly affect my interactions with p
57、eople,brands and services,23%Immersive experiences will have a significant impact on how I interact with certain or specific people,brands,and services,34%Immersive experiences will have a significant impact on how I interact with most people,brands,and services 43%77%Organizations providing immersi
58、ve experiences could realize a 52-point improvement in net promotor score(NPS)over those that do not.16Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Source:Capgemini Research Institute,immersive technology cons
59、umer survey,JulyAugust 2022,n=8,000 consumers.Fig.4Immersive technologies have a high impact on the consumer journeySource:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.The above numbers are the average of consumer responses for eight different c
60、ategories of products and services including banking and insurance,consumer products and household packaged goods,healthcare&medical devices,high engagement products,media and content,retail shopping,telecommunication services,and training&education.We also tried to understand where in the consumer
61、journey this impact will be most evident.Around half of consumers believe immersive technology will be valuable to themIrrespective of the stage of their consumer journeys,nearly half of consumers believe that immersive experiences will play an impactful and valuable role in their consumer journeys.
62、The majority(58%)expect these experiences to be impactful during product/service selection and purchase.This is followed by product/service awareness and consideration and product/service usage and support,for each of which nearly half of consumers believe they will make an impact(Figure 4).During p
63、roduct/service awareness and considerationDuring product/service selection and purchaseDuring product/service usage and supportPercentage of consumers who say immersive experience might be impactful and valuable48%58%49%17Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And
64、 The Metaverse Benefit Customer Experience And Operations 18Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations During product/service awareness and consideration:Canadian cosmetic brand MAC Cosmetics uses AR to enab
65、le the consumer to select cosmetics based on their skin tone,then to try out products virtually,getting a comprehensive understanding of the product in relation to their own preferences.“Our founding mantra at MAC is:All Ages,All Races,All Genders,”says Sonia Anand,Executive Director,Global Digital
66、Retail Innovation.“We needed AI and AR that could seamlessly adapt to different skin tones and face shapes.We require the same sense of inclusivity with our technology that we embrace in our products.”This has enabled MAC cosmetics to gain 200%more engagement and a strong conversion pipeline.4During
67、 product/service selection and purchase:Adidas partnered with Vyking to build a virtual try-on iOS app.By pointing their phone at their feet,the consumer can see instantly how a particular design would look on them,encouraging in-app purchases.The company hopes this will boost conversion rates and s
68、peed up consumer decision-making,and also reduce returns.5To showcase current adoption,we highlighted specific case studies below:During product/service usage and support:Nest Thermostat is a good example of the implementation of immersive technology during product usage.Using a voice assistant such
69、 as Alexa,customers can ask Nest Thermostat to adjust the temperature using voice commands and touch.6 This is an example of spatial or natural interaction.With immersive offerings including virtual showrooms,virtual product testing,and demos,customers can access products and services from any inter
70、net-enabled device,at a time of their choosing.We wanted to try to understand which sectors stand to benefit most from this opportunity.1819Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Immersive technologies c
71、an avoid the shortcomings of e-commerce Our research shows that consumers face many pain-points in their online-buying experiences;immersive technologies can help address these issues.This is particularly true for retail and high-engagement products.We define high-engagement items and services as th
72、ose that require considerable thought and,potentially,trials/demos before a purchase decision is made(e.g.,cars,household electronics,furniture,beauty products).Luxury brands tend to fall in the intersection of these two categories,and our research indicates that immersive technologies could be very
73、 impactful here.Gucci,Louis Vuitton,and Burberry are some of the brands that have successfully connected with their customer bases via AR.The current online formats(web,mobile,app etc.without the immersive experience)fail for high-engagement products and services.These categories of products and ser
74、vices,often involve higher expenditure and customization.Nearly two in three consumers state that shopping online is difficult due to the inability to interact physically with a product(see Figure 5).Thus,an immersive shopping experience could be valuable Fig.5Immersive technologies can enable high-
75、engagement online product purchases Percentage of consumers who agree with the following statementsI still purchase high-engagement items(cosmetics,furniture,clothes)in store for the ability to interact physically with the productMore interactive experiences would enable me to make better purchase d
76、ecisionsImmersive digital experiences will enable me to make a higher proportion of my current retail purchases onlineMaking an online purchase decision is difficult due to the inability to interact(feel,touch,see)with the physical product78%77%69%65%Source:Capgemini Research Institute,immersive tec
77、hnology consumer survey,JulyAugust 2022,n=8,000 consumers.20Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations for consumers who require more testing and persuasion before deciding on the purchase of a high-engageme
78、nt product or service.AR,in particular,is starting to overcome the barriers to selling high-ticket items online:a number of furniture retailers,for instance,have launched AR or MR apps that allow consumers to place digitalized,to-scale images of furniture in their living rooms virtually.Some include
79、 extensive room-design features.The high-engagement segment is the only area where consumers rated physical experiences as more important than digital experiences.More than two in three consumers(69%)believe the immersive digital experience will lead to them making more purchases online.Alongside th
80、is,77%of consumers agree that interactive experiences will enable them to make better purchase decisions.This has the potential to reduce return rates considerably in e-commerce.A significant benefit of this is improved sustainability;lower returns mean lower transportation miles and landfill use.21
81、Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Among the sectors in consideration,the majority of consumers believe that retail,training and education,and life sciences are the sectors where immersive experience
82、s would be impactful and valuable to them(see Figure 6).Several leading organizations recognize the opportunity that an immersive space presents and have been investing in this.Ikea,Wayfair,Home Depot,Amazon,and Warby Parker are some of the household brands already using AR to allow consumers to exp
83、erience products virtually in their homes.7 Luxury retail is another segment where immersive experiences can be very impactful.Immersive technologies are gaining traction in training and education.Immersive training improves comprehension and retention compared to existing online or classroom format
84、s.AR,VR,and MR,for example,can play a more significant role,allowing learners to develop their skills and knowledge in a non-judgmental,low-consequence environment,without expending significant resources.8 This would be particularly useful for professionals such as surgeons,nurses,and firefighters,f
85、or example.MR medical training using Microsofts HoloLens Tool has reportedly increased training efficiency by 60%in medical students,while saving$1,440 per trainee.9The Cincinnati Childrens Hospital Medical Center uses VR to find long-term solutions for patients by“virtualizing”a surgery prior to th
86、e actual operation10 or converting MRI scans into 3D representations for surgeons to manipulate in a virtual space to optimize the selection,size,and placement of ventricular assist devices in the surgical planning stage.1122Capgemini Research Institute 2022Total Immersion:How Immersive Experiences
87、And The Metaverse Benefit Customer Experience And Operations Fig.6A majority of consumers find immersive experiences in retail shopping,training,and education valuable and impactfulSource:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.The above nu
88、mbers represent the average of consumer responses from the various stages of buying cycle awareness and consideration,selection and purchase,usage,and support.60%improvement reported in training efficiency in medical students using Microsofts HoloLens9Organizations see the potential of immersive exp
89、eriences for consumers,yet scaling remains a challenge Organizations we surveyed recognize the opportunity immersive experiences present,as Figure 7 shows.Seven out of ten organizations believe that immersive experiences will be a key differentiator in the market.75%61%57%57%48%43%37%36%Percentage o
90、f consumers who state immersive experiences might be impactful and valuable in the sector stated Retail shoppingTraining&educationLife sciences healthcare,medical devices,etc.Consumer products and household packaged goodsHigh-engagement productsBanking and insurance Media and content(movies,streamin
91、g,TV shows)Telecommunication services23Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Room Planner by West Elm,the American consumer retail company,for instance,allows the user to map out a room,drag and drop it
92、ems from its catalog.12 Ben Houston,co-founder of Threekit,a 3D-product-configurator firm explains the impact of this use case:“The furniture market has been a massive adopter of AR.Organizations like IKEA have made their whole catalog virtual.They have lots of options;there might be 500 fabrics or
93、12 styles.And theyve learned that,if consumers can see the exact model theyre considering,theyre much more likely to buy.”Similarly,Nikes Nike Fit scans a customers feet through their smartphones camera to check their shoe size by collecting 13 data points that map the foots shape with high accuracy
94、.Cosmetics brands such as LOral,MAC Cosmetics,and Chanel allow users to try on their lipstick or eyeshadow virtually.13Fig.7Seven out of ten organizations believe immersive experiences would be a key differentiator in the marketSource:Capgemini Research Institute,immersive technology executive surve
95、y,JulyAugust 2022,n=1,000 organizations.70%64%45%Immersive experiences will shorten the customer buying cycleOur employees believe that the use of immersive technologies will improve consumer experienceImmersive experiences will be a key differentiator for our company in the market 24Capgemini Resea
96、rch Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations“The furniture market has been a massive adopter of AR.Organizations like IKEA have made their whole catalog virtual.They have lots of options;there might be 500 fabrics or 12 styl
97、es.And theyve learned that,if consumers can see the exact model theyre considering,theyre much more likely to buy.”Ben HoustonCo-founder of Threekit24Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 25Capgemini Re
98、search Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Despite the optimism and a number of pilots,we found that only a handful of organizations are scaling these initiatives(see Figure 8).We will look at a few reasons for this low
99、 scaling in the next section.Fig.8Very few organizations are scaling consumer-focused immersive initiativesv0.00.20.40.60.81.0PilotScale38%22%3%25%9%8%6%10%0%2%2%5%2%3%2%3%4%4%4%3%3%2%25%24%30%22%21%35%35%26%29%28%29%29%18%31%25%18%All sectorsCPRDMedia and contentDiscrete manufacturingLife sciencesT
100、elecomFinancial servicesDemonstrate organizations mission or purpose or educate customers through metaverseProduct advertisementsCreating consumer connection through experiencesUsing augmented reality to virtually look up home dcor,furniture,electronics,and physical itemsProduce immersive movies,sho
101、ws,and streaming content Enable consumers to develop/co-develop characters,art,environments,and storylinesCreate tokenized digital goods or NFTs of artwork,characters from movies,characters,and storylinesDevelop immersive catalogs and an instruction manualProduct advertisementsEnable third-party and
102、 DIY diagnosis and troubleshooting for productsProviding digital tools and experiences for improving patient care(e.g.,pain and anxiety reduction)Preventive care(e.g.,visualizing benefits)Patient education(animation of how drugs work)Enabling new content and format discovery for mobile and streaming
103、 applications and servicesPersonalized experiences for account managementEnabling immersive gaming through 5GEnable augmented-reality scenarios to test drivers safety and risk assessmentSubstitute in-person experience with immersive experience for high-value clientsDeliver interactive experiences fo
104、r retirement goals and insurance plans26Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Organizations have an opportunity to tap current AR/VR headset-owning consumers,but should prioritize web and mobile-based e
105、xperiences moreWe found that there is an opportunity for brands to engage with consumers who own AR/VR headsets.In our survey,out of the consumers that own a headset already:Three in five(62%)have used or would like to use their headsets for applications beyond gaming Three in five(60%)are willing t
106、o use their headsets for interacting with brands,companies,or their applications 59%would like to experience more products and services through these headsets(e.g.,browsing products or experiencing services before purchase)Fig.9Three in five(62%)of consumers that own AR/VR headsets would like to try
107、 applications beyond gamingSource:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2022,n=710 consumers in our survey with AR/VR headsets.Have you used your headsets for applications beyond gaming?Yes,21%No and I dontthink I will,38%No,but would like to,however havent fou
108、nd any application,41%62%27Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations This is a consumer segment that is familiar with the headsets and has already invested in the hardware,meaning a lower barrier to entry a
109、nd,therefore,an opportunity for organizations.They have the option of introducing product demos or immersive showroom experiences,or even gamification to engage with this segment.Our survey sample also includes consumers who do not own a headset or see any reason to.Yet three in five among this samp
110、le(61%)are willing to use an immersive application on mobile or the web.Furthermore,from our consumer study,we found that consumers are more excited about immersiveexperiences on the web or mobile(74%),compared to using AR/VR headsets(66%)(see Figure 10).However,when we probed industry respondents o
111、n the priority of these technologies for organizations,it was slightly higher for AR/VR at 54%compared to that of web and mobile experiences(51%).Consumer-product and retail organizations have aligned their implementation efforts with consumer expectations,with many brands launching mobile-based app
112、s or experiences.However,there needs to be a broad recognition of consumer hesitation and concerns about the use of headsets.Fig.10Immersive experiences for web and mobile,having high importance,are less prioritizedSource:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2
113、022,n=8,000 consumers;immersive technology executive survey,JulyAugust 2022,n=1,000 organizations.66%74%54%51%Consumer excitementPriority for organizationsExtended reality Immersive experiences for web and mobile28Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Met
114、averse Benefit Customer Experience And Operations IMMERSIVE EXPERIENCES ALSO BENEFIT ORGANIZATIONS INTERNAL OPERATIONS 0228Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 29Capgemini Research Institute 2022Total
115、Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations A few organizations are betting on immersive tech to deliver operational excellenceImmersive tech has been in operational use for more than a decade.Industries such as automotive,aerospace,and defense re
116、ly on MR for a variety of applications,including training,remote operations,and design collaboration.Our previous research found that AR is more widely implemented compared to VR,while the benefits from both these technologies range from higher productivity and efficiency to increased safety.14 Imme
117、rsive experiences facilitate access to expert assistance(remote support,training,or calibration/rollout)with less traveling.This allows organizations to bring specialized expertise to the shop floor.29Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefi
118、t Customer Experience And Operations 30Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Automotive:Ford and Bosch have developed a VR tool that allows Ford to train its technicians to service and maintain the all-
119、electric Mustang Mach-E.Technicians are trained using VR headsets on diagnosis and tasks such as installation,removal,and servicing of the main battery.Dave Johnson,Director of Ford Service Engineering Operations,says:“This new VR training tool allows technicians to understand the components and ste
120、ps required to service these high-voltage systems,then confidently perform diagnostics and maintenance.”16Aerospace and Defense:Airbus uses AR,VR,and MR across its operations.It has designed and deployed VR tools for the aircraft-design process and Airbus engineers use VR to visualize,interact with,
121、and adjust 3D digital models of aircraft before developing the physical parts.This allows them to simulate specific situations in a safe environment.Similarly,using AR glasses,electrical teams can look at the various parts of virtual harness cables superimposed onto the physical aircraft.This kind o
122、f hands-free guidance allows 25%faster installation.15As explained by an executive from an aerospace company,“Immersive technologies have been in our firm for a while,in maintenance solutions and training.With the advancements in technology and what is happening around us,its been accelerated more t
123、han ever.”How immersive experiences benefit operations 31Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Healthcare:A US-based startup,SentiAR,is working on an AR tool that can guide surgeons during cardiac and o
124、ther invasive interventions.Through a wearable headset,the system presents a 3D image of the patients heart and the position of catheters and has demonstrated up to 50%improvement in point-navigation accuracy.17Insurance:Allianz,the German multinational financial services firm,uses AR to improve its
125、 claims process.Its adjusters conduct live-video assessments of claims damage from remote locations using AR and AI,and collect the required data,such as photos,signatures,and geolocation.In less than a year of using this process,the company has processed over 100,000 remote claims;has cut down trav
126、el by more than 6 million km,and improved claim-resolution times,18 enabling considerable economic saving and improved sustainability.Allianz used AR to improve its claims process and cut down travel by more than 6 million km 32Capgemini Research Institute 2022Total Immersion:How Immersive Experienc
127、es And The Metaverse Benefit Customer Experience And Operations 32Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations“This new VR training tool allows technicians to understand the components and steps required to se
128、rvice these high-voltage systems,then confidently perform diagnostics and maintenance.”16Dave JohnsonDirector of Ford Service Engineering Operations33Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Organizations
129、recognize the opportunity immersive technologies presentIn our research,we found that organizations recognize the benefits provided by immersive technologies and want to take advantage of them.Two in three organizations(65%)have mentioned that their employees believe that immersive technologies will
130、 help them do their jobs better.The benefits cited by organizations range from improved collaboration and increased operational efficiency to reduced turnaround times and greater cost savings.Elaborating on the valuable use cases of immersive applications,Dr Hendrik Witt,chief product officer,TeamVi
131、ewer comments:“Immersive technology is about speeding up your processes,lowering your error rates and improving quality in the process.Oftentimes,this is achieved through wearable computing solutions.Moreover,you can make processes for frontline workers in different industries more intuitive and fle
132、xible if you let them wear the equipment they need.”“Immersive technology is about speeding up your processes,lowering your error rates and improving quality in the process.Oftentimes,this is achieved through wearable computing solutions.Moreover,you can make processes for frontline workers in diffe
133、rent industries more intuitive and flexible if you let them wear the equipment they need.”Dr Hendrik WittChief product officer,TeamViewer 34Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Based on our survey of 1
134、,000 organizations,we highlight below the two most implemented immersive use cases for internal operations,in selected sectors:SectorUse caseDescriptionConsumer products,retail and distributionRetail floor planningBy viewing the retail floor virtually,organizations can design store layout without te
135、ams having to travel to physical stores.Logistics and operations visualizationVisualizing the final product/network/route before deployment/embarkation.For example,drivers can check their routes using heads-up displays,reducing the risk of accidents while allowing more efficient route-planning.Withi
136、n warehouses,AR can help employees locate the product/part they want.Similarly,AR markers can help logistics teams track packages.Discrete manufacturingRemote operationsAR-based remote assistance allows operators to collaborate in real time,solve problems,and thereby improve operational efficiency.T
137、oyota has been able to improve safety and communication across its plants and increase security compliance through augmented remote assistance.19Testing and digital prototypingThe automotive industry,in particular,has relied on VR for design and engineering reviews.By reducing the number of prototyp
138、es built,organizations can save millions of dollars while enabling considerable environmental savings.20Financial servicesFinancial advising and supportInsurance companies are using AR-based solutions to collect images of insured property(cars,houses,etc.)that has claims against it with better accur
139、acy,and for faster claims processing,thereby improving customer satisfaction scores.Lercari Group,an Italian claims-management organization,saw an increase in its NPS scores from the mid-80s to over 90%through the use of interactive AR solutions.21Financial-data visualizationVR can make the data vis
140、ualization process more immersive.Financial information can be presented in a 3D visual space,enabling analysts to draw more intuitive,faster insights.22Life sciencesProcess-flow visualizationSimilar to data visualization,VR can make process-flow visualization easier and faster to access and underst
141、and.This can,for example,help to train surgeons in the use of new medical devices.A clinical validation study found that VR training improved overall surgical performance by 230%when compared to traditional training methods.23Training and education of medical professionalsA US startup enables surgeo
142、ns to plan and rehearse surgical procedures using Oculus headsets and 3D scans of patients.2435Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Based on our survey of 1,000 organizations,we highlight below the two
143、 most implemented immersive use cases for internal operations,in selected sectors:Source:Capgemini Research Institute,Immersive technology-executive survey,JulyAugust 2022,n=640 organizations globally,n=158 CPRD,n=73 media and content,n=213 discrete manufacturing,n=58 life sciences,n=64 telecom,n=74
144、 financial services organizations.SectorUse caseDescriptionMedia,Entertainment,and ContentUsing immersive technologies to develop facial and movement tracking for charactersHardware advances are allowing richer tracking of digital avatars.For instance,Apples ARKit allows motion capture of a person i
145、n real time with a single camera and even tracking of multiple faces on some devices.25Using AR/VR to develop set designs,avatars,and costume productionAR/VR can make designing studio sets,avatars,or even costumes much simpler by allowing designers to collaborate virtually and remotely without being
146、 on site.TelecomOn-field supportTelecom employees working on complex networks or machinery can access support from experts through XR.Similarly,technicians can scan components of machines they are working on through their AR headsets or AR-enabled smartphones and read detailed information about thes
147、e components.Remote assistanceWith the help of XR,telecom companies can enable field service engineers to handle a range of issues and ensure support is available as and when required.All sectorsTraining employees on safety,product features,and processesIndustrial training is a useful application of
148、 digital-twin-enabled XR.These tools can replicate workplace scenarios with the help of the data from digital twins,facilitating training in a safe environment.Immersive Field Simulator,a VR-and MR-based training tool,provides targeted,on-demand,skills-based training for workers by creating a digita
149、l twin of the physical plant.26RecruitmentMetaverse-based hiring has gained attention in recent months.Samsung Electronics uses the metaverse platform,Gather Town,to connect with jobseekers.27 Employee onboardingOrganizations can make the onboarding process more engaging through the metaverse.Wunder
150、man Thompson,a global advertising agency,had a metaverse onboarding event for employees hired during the pandemic.“Everyone remembers who they started with on their first day at work and,through the metaverse,these connections dont have to be limited to one geographic location during orientation,”ex
151、plains Bas Korsten,Global Chief Creative Officer at Wunderman Thompson.2836Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Two in three organizations have developed a short-term roadmap for immersive initiatives
152、Brands are increasingly incorporating immersive initiatives into their product roadmaps.Two in three organizations have developed a short-term roadmap(i.e.,for the next 12 years)for immersive initiatives.Wayfairs Co-Founder and Co-Chairman,Steven Conine,is keen to focus on the technology:“Ideally,I
153、think,in the future,every home in the US will have a 3D model associated with it.We could have a design-services team in our store who could give you a very personalized experience and help you visualize products in your space,help guarantee that it will fit,it will flow well,and its the look and st
154、yle you want.”29Steven ConineWayfairs Co-Founder and Co-Chairman36Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 37Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Ben
155、efit Customer Experience And Operations Industrial metaverse is further strengthening operationsManufacturers can take advantage of the benefits offered by the industrial metaverse,such as improved time to market and cost savings.The industrial metaverse harnesses various technologies,including XR,I
156、oT,and connectivity.Digital twins in an industrial metaverse,for example,allows organizations to conduct simulation-based scenario planning,reducing design time and time to operate.The Renault Group,for instance,is strengthening its digitalization with industrial metaverse.One hundred percent of the
157、 companys production lines(8,500 pieces of equipment)and 100 percent of supply chain data are hosted in the Renault Group Metaverse,and the company is able to monitor 90 percent of its supply flows.Through this and its digitalization efforts,the company is hoping to achieve a 60 percent reduction in
158、 vehicle delivery time,reduce the carbon footprint of its vehicle manufacturing by half,and also achieve a significant reduction in innovation cycle.30 Similarly,BMW created a digital twin of one of its factories and was able to optimize production time and cost.The company was able to simulate 300
159、chassis running on a conveyor belt and optimize employee safety.31 Ericsson is using Nvidias Omniverse platform to build virtual versions of real cities to determine the optimal placement of its antennas.32 100%300 of Renault Groups production lines(8,500 pieces of equipment)and 100 percent of suppl
160、y chain data is hosted in the Renault Group MetaverseBMW was able to simulate 300 chassis running on a conveyor belt and optimize employee safety.38Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations OUR CONVERSATION
161、 WITH PAULO MATOS,DIRECTOR GENERAL OF TOMMY HILFIGER,BRAZIL38Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 39Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit
162、Customer Experience And Operations What is the potential of the metaverse and immersive technologies?When we launch a new collection,we are looking to establish a strong brand presence.So,we try to bring our Tommy Hilfiger ambience to the location.We successfully created this brand experience in the
163、 metaverse.It saved us on cost of travel and building physical branding.Moreover,I was pleasantly surprised to see our commercial reps and sales team showcasing this metaverse experience on their personal Instagram.You can create whatever you think,whatever you dream.Then,it is cost:you can avoid se
164、veral trips to get everybody together,for sales training,for brand summit,for commercial launch.I see a lot of opportunities to make our companies hybrid with the metaverse.So,combining physical and digital worlds to spread your brand,to spread your communication,your thoughts,and your strategy.Inte
165、rnally,I also see a very big opportunity for training.It is a continuous process.Apart from internal operations,Tommy Hilfiger has also taken steps to develop the metaverse for consumers:As part of their presence at New York Fashion Week,it will livestream on Roblox its“See now,Buy now”collection.It
166、 includes avatars dressed from the collection walking through a virtual version of New York City.It is all part of its“phygital”fashion presentation.33Tommy Hilfiger also joined the Metaverse Fashion Week,where it established a pop-up in the virtual retail space in the Decentraland platform.Here,vis
167、iting consumers were able to see 3D incarnations of actual physical merchandise.As stated by Martijn Hagman,CEO of Tommy Hilfiger Global:“So far,consumers are showing an appetite for these interactions,and we are committed to being relevant on their journey.”34What are the benefits or outcomes that
168、you saw in developing the metaverse for internal operations?“So far,consumers are showing an appetite for these interactions,and we are committed to being relevant on their journey.”Martijn HagmanCEO of Tommy Hilfiger Global39Capgemini Research Institute 2022Total Immersion:How Immersive Experiences
169、 And The Metaverse Benefit Customer Experience And Operations 40Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Despite the benefits,only a few organizations are piloting initiativesWhile there is a clear interes
170、t across sectors,with more than one in three discrete manufacturing organizations and around 30%of other industries piloting the immersive technology initiatives shown in Figure 11,only a handful of organizations are scaling these initiatives.Some of the challenges that organizations have cited in r
171、elation to lack of scaling are shown in Figure 12.Lack of consumer adoption is a concern for more than 60%of organizations,followed by low technology maturity and affordability.These factors are probably driving the lack of management support for these initiatives,as cited by 62%of organizations.Fig
172、.11Very few organizations are scaling the immersive initiatives for internal operationsSource:Capgemini Research Institute,immersive technology executive survey,JulyAugust 2022,n=640 organizations globally,n=158 CPRD,n=73 media and content,n=213 discrete manufacturing,n=58 life sciences,n=64 telecom
173、,n=74 financial services organizations.0.00.20.40.60.81.0PilotScale7%All sectorsFinancial serviceTelecomLife sciencesDiscrete manufacturingMedia and contentCPRDTraining employees on safety,product features,and processesRecruitmentEmployee onboardingFinancial advising and supportFinancial data visual
174、ization On-field support Remote assistanceRetail store layout and design using virtual reality Enable telemedicine and remote diagnosis through immersive technologyTraining and education of medical professionalsProcess flow visualizationRemote operationsTesting and digital prototypingWorker-aided au
175、gmented assembly Using immersive technologies to develop facial and movement tracking for characters Using AR/VR to develop set designs,avatars,and costume productionProduce hyper-real human or humanoid charactersRetail floor planningLogistics and operations visualizationVirtualizing packaging instr
176、uctions33%29%35%6%5%6%5%3%2%2%23%2%36%5%3%3%2%4%3%3%3%1%0%38%28%18%8%31%38%36%29%28%27%29%29%16%27%22%22%41Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 41Capgemini Research Institute 2022Total Immersion:How Im
177、mersive Experiences And The Metaverse Benefit Customer Experience And Operations“We needed AI and AR that could seamlessly adapt to different skin tones and face shapes.We require the same sense of inclusivity with our technology that we embrace in our products.”4 Sonia AnandExecutive Director,Globa
178、l Digital Retail Innovation,MAC Cosmetics42Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.12Low consumer adoption and lack of management commitment results in a lack of scaling Source:Capgemini Research Inst
179、itute,immersive technology executive survey,JulyAugust 2022,n=1,000 organizations.62%62%60%56%58%56%56%58%Lack of management commitment to immersive initiativesLack of a clear vision and roadmapLack of technological solutions or platforms to develop immersive use cases and applicationsLack of invest
180、mentLack of computing platforms to store and analyze dataLack of connectivity infrastructureLack of adoption among consumers Immersive technologies and headsets still require more time for maturityStrategicOperationalTechnicalMarket Fit43Capgemini Research Institute 2022Total Immersion:How Immersive
181、 Experiences And The Metaverse Benefit Customer Experience And Operations Low adoption of mixed reality glasses is a challenge that organizations are dabbling with.On being asked,whether its worrisome to think about“how quickly were going to have the hardware to enable some of these metaverse experi
182、ences”,John Riccitiello,the CEO of Unity Technologies,responds,“The companies that are making platforms need to talk to us,because when they ship hardware,they need to be Unity-compliant long before launch.I am a massive believer that,by the end of this decade,AR/VR will be a normal part of our live
183、s.Will it be as big as mobile phones?I dont think so.Will it be as big or bigger than consoles?Probably.So,AR/VR in that time frame will be a very big niche in my opinion.”35In nearly 40%of organizations,immersive initiatives are still considered one-off projects,rather than one link in a chain of c
184、ontinuous improvement.Another probable reason for the lack of scaling is the absence of strong central governance.We found that two in three organizations have decentralized governance,with each business unit framing and governing its own initiatives.So,even if pilot projects are found to be success
185、ful,scaling them across the enterprise or in other locations could run into a number of function-specific challenges.44Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations CONSUMER INTEREST PROPELS THE METAVERSE TO TH
186、E FORE 0344Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations The metaverse is the intersection of various immersive technologies.It holds the promise of strikingly new consumer interactions and experiences,in the s
187、ame way that social media,HTML,and graphical user interfaces did before it.The core concept of the metaverse is not unfamiliar,however.Hollywood blockbuster TRON brought it to mainstream attention as early as 1982.While virtual interactive worlds have long been thought of as confined to science fict
188、ion and films,today,with ever-improving displays and computing capabilities,the metaverse is close to bringing these possibilities to our reality.To quote Satya Nadella,Chairman and CEO of Microsoft:“The metaverse is here,and its not only transforming how we see the world but how we participate in i
189、t from the factory floor to the meeting room.”36Industries such as media and entertainment have tapped into the metaverse to bring new experiences to consumers.The number of people attending virtual events soared after the pandemic.Epic Games,for example,hosted multiple rock concerts within its onli
190、ne game Fortnite,which were viewed by millions of viewers and boosted sales by the artists by millions of dollars.37 While meaningful interaction is currently only possible in relatively small groups,the potential for mass interaction is there.The metaverse is also gaining interest from sports organ
191、izations.The North American National Basketball Association(NBA),in collaboration with Niantic,the maker of Pokmon GO,has announced the launch of NBA All-World,which will overlay a video-game environment on a real-world map,using real-world basketball courts for virtual games,allowing players to cho
192、ose any location.38The metaverse has the potential to open new markets and create new ways of interacting and working.In this chapter,we seek to understand consumer preferences and challenges to adoption.45Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse B
193、enefit Customer Experience And Operations 46Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Nine in ten consumers are curious about the metaverseCurrently,the strongest wave of interest for the metaverse comes fr
194、om tech enthusiasts,who account for only 4%of our survey population(see insert “Who are the metaverses early adopters?”).We call this 4%of our sample population“metaverse-experienced consumers.”This lack of widespread adoption,however,does not imply a lack of consumer attention or interest.Today,93%
195、of adult consumers Consumers who would use the metaverse when it becomes accessible to them51%31%11%Consumers who would use it when their friends and family use it Consumers who would use it,but not in its current form surveyed are metaverse-curious(see Figure 13).They comprise the following categor
196、ies:Consumers who would use the metaverse when it becomes accessible to them 51%of the survey population Consumers who would use it once their friends and family use it 31%of the survey population Consumers who would use it,but not in its current form 11%of the survey population47Capgemini Research
197、Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.13More than nine in ten consumers are curious about the metaverse Source:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.Percen
198、tage of consumers and their experience with the metaverseMetaverse experienced,4%I have used the metaverse but am not using it currently,1%I am currently using the metaverse and plan on doing so,3%Im curious but would not use the metaverse in its current form,11%I would not use it until my friends a
199、nd family use it,31%I would adopt the metaverse when it is accessible to me,51%Metaverse skeptic,3%Metaverse curious,93%-Our survey also shows that more than half(55%)of consumers are excited about the metaverse.This concurs with findings from our analysis of 180,000 social media mentions of the met
200、averse:37%of tweets featuring the metaverse are positive with a mere 7%being negative,even though most consumers are currently not able to engage extensively with the metaverse,indicating a high level of anticipation.This presents a unique opportunity to organizations and brands to create a strong m
201、etaverse presence getting in on the ground floor and securing a distinct competitive advantage.As Hlne LABAUME,director of innovation at Carrefour,states:“If the metaverse succeeds and the numbers lead us to believe it will we can have a head start as first movers.”As our sample consumers are 18 and
202、 over,the proportion of metaverse-experienced consumers in our survey is only 4%.However,when we additionally consider the audience of gaming platforms(Fortnite,Roblox,etc.)who are under 18,this proportion could increase.For instance,a majority of consumers who use the Roblox platform today are belo
203、w 18,39 and they are not included in our survey population.Sixty-seven percent of Roblox users are under 16.The active users of these platforms indicate the potential scale of the metaverse as at the end of Q2 2022,Roblox had registered 52.2 million daily active users(DAU)and 11.3 billion cumulative
204、 hours engaged at the end of Q2 2022.40 There are estimated to be around 400 million monthly active users(MAU)of Roblox.A NOTE ON CONSUMER DEMOGRAPHICS48Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 49Capgemini
205、 Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations TWEETS HIGHLIGHTING THE EXCITEMENT ABOUT THE POSSIBILITIES OF THE METAVERSE“Seeing this avatar speak makes me want to be one in the Metaverse one day.”“So nice of adidasorig
206、inals to provide all new retail minters a truthfully ruggy experience of what its like to enter this space.Welcome to the metaverse indeed.”“It took the internet at least 15 years to dramatically reshape#banking and mobile phones less than half that time!Thus,it is reasonable to believe that VR-and
207、AR-enabled#metaverse banking will develop even faster.”“Gucci made a physical collection and a special experience in Roblox.Im not a gamer but the aesthetic is.Does the game of life count?”49Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer
208、 Experience And Operations Source:Twitter,August 2021November 2022.Tweets edited for clarity.Fig.14Canada,South Korea,and Japan have the highest number of metaverse-experienced consumersWHO ARE THE METAVERSES EARLY ADOPTERS?We analyzed our consumer demographics to better understand the early adopter
209、s/metaverse-experienced,where they are located,and their key characteristics.Our survey shows that a higher proportion of consumers from Canada,South Korea,and Japan are metaverse-experienced,while consumers from Spain,the UK,and the Netherlands show a lower adoption rate.Percentage of sample popula
210、tion,per country,that is metaverse experienced CanadaSouth KoreaJapanUnited StatesFranceGlobal sample averageAustraliaItalyGermanyNetherlandsSwedenUnited KingdomSpain2.7%2.3%2.3%4.7%4.3%3.8%3.5%3.4%4.2%3.5%5.4%5.4%6.9%50Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And T
211、he Metaverse Benefit Customer Experience And Operations Source:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=335 metaverse-experienced consumers.Fig.15Gen Z and Millennials are early adopters compared to older generations Source:Capgemini Research Institute,Imme
212、rsive technology consumer survey,JulyAugust 2022,n=335 metaverse-experienced consumers.4.2%global survey average Percentage of sample population,grouped by generation,that is metaverse experienced4.7%4.9%2.6%1.6%25 and below Gen Z2641 Millennial4257 Gen X5876 Boomer51Capgemini Research Institute 202
213、2Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.16The metaverse has significant early adopters among the middle-income bracketsSource:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=335 metaverse-experien
214、ced consumers.$140,000 or more$120,000$139,999$100,000$119,999$80,000$99,999$60,000$79,999$40,000$59,999Less than$20,000$20,000$39,9994.10%3.70%3.90%3.90%3.30%5.80%4.2%global survey average 4.40%4.60%Percentage of sample population,grouped by income (PPP corrected),that is metaverse experienced Our
215、survey shows us that,on average,the lowest annual income bracket($20,000)has the highest adoption rate.This metaverse-experienced group also comprises students and Gen Z.This shows that ownership of expensive AR/VR headsets need not be a stumbling block to experiencing the metaverse although it migh
216、t considerably enhance the experience.Mobile/PC applications,along with AR/VR gaming parlors,have enabled younger generations to experience the metaverse without actually requiring upfront investment in hardware.Full-time students and self-employed professionals are most eager to experience the meta
217、verse,while all other categories hover around the average,with the exception of retired consumers.One inference we could draw is that the early adopters of the metaverse are gamers who are more familiar with virtual environments and have time on their hands.52Capgemini Research Institute 2022Total I
218、mmersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Consumer interest in the metaverse focuses on social interaction and commerceMetaverse-curious consumers see it primarily as a platform for virtual social interaction.Consumers are most interested in inte
219、racting with friends and family(43%),followed by work colleagues(39%).However,even this notionally social interaction could have a strong commercial aspect,as it could make the metaverse a hotbed of influencing and word-of-mouth recommendations.Another interesting use case is gamification.A good exa
220、mple is Wendys,the US fast-food restaurant chain,which is targeting gamers.In partnership with gaming platform Fortnite,which has a game mode called“Food Fight,”Wendys entered the game as a mascot character that smashed freezers to highlight Wendys positioning as a user of“fresh,never frozen”meat.Te
221、ns of thousands of gamers joined the same mission,destroying burger freezers.This snippet of Wendys destroying in-game 53Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 53Capgemini Research Institute 2022Total Im
222、mersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 54Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations freezers amassed more than 1.5 million minutes watched.It was live-
223、streamed and was viewed more than 250,000 times on Twitch.Subsequently,mentions of Wendys on social platforms increased by 119%.41Beyond social and entertainment features,consumers are also interested in commerce and brand interaction(see Figure 17).More than a quarter of consumers have expressed in
224、terest in experiencing/trying and possibly purchasing products and services via the metaverse.Interestingly,only 18%expressed interest in purchasing NFTs.The metaverse has potential to influence the spending habits of the Gen Z and under-21 age groups.As per Roblox Corporation,their under-13 demogra
225、phic has grown by 13%,while the over-13 demographic grew by 30%,year on year,for Q2 2022.42 Metaverse could become the platform of choice for social and brand interaction for these demographics.Fig.17Source:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=7,426 met
226、averse-curious consumers.Interacting with friends and familyInteracting with work colleaguesGamificationMetaverse commerce and purchasingTrying and experiencing products and servicesExploring new ideas,concepts,people,and artVisiting/exploring virtual concerts and showsPurchasing virtual real estate
227、Purchasing NFTs43%39%33%25%22%20%18%28%27%Percentage of metaverse-curious consumers(93%of sample)and the features they are interested inminutes watched of Wendys Food Fight in Fortnite promoting their message of fresh,never frozen meat1.5 millionCommerce and brand experiences rank next to the social
228、 aspects that consumers are interested in55Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Retail and manufacturing can use the metaverse to align their offerings with consumers interestsOur survey shows that con
229、sumers have a strong preference for particular metaverse sectors,in particular retail and product organizations.This closely follows the overall trend for immersive technologies(see Figure 6).Consumers would like to experience products and services that enable them to make better purchase decisions.
230、The metaverse also enables consumers to express their identities and opinions to their peers.Nike is tapping into the metaverse through its Roblox virtual world,Nikeland,which is modelled on its physical headquarters in Oregon,US and allows users to dress their avatars in Nike products.It also has a
231、 gamification angle:users with accelerometers in their mobiles can use their real-world movements to power their virtual movements.43 As John Donahoe,CEO of Nike,explains in the organizations earnings call in March 2022:“Since its launch,a total of 6.7 million players from 224 countries have visited
232、 Nikeland on Roblox and we plan to continue driving energy there with virtual products,such as LeBron 19 styles,which are exclusive to Roblox.”4456Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.18Retail shop
233、ping and product organizations attract the highest interest from consumers More than three quarters of consumers showed interest in seeing or experiencing brands from retail shopping and product organizations(78%and 77%,respectively see Figure 18).So,these industries must act faster to capture consu
234、mer interest.Enthusiasm is still significant for most other sectors,with half of consumers showing interest in financial services and life sciences.In the former,organizations can use immersive experiences to explain financial products or handle claims.Similarly,beyond training surgeons and nurses i
235、n various medical procedures,life insurance companies can educate consumers on the efficacy and side-effects of different drugs.Retail shoppingProduct organizations cars,house-hold electronics,furnitureBanking and insuranceLife sciences healthcare,medical devices,etc.Training and educationConsumer p
236、roducts house-hold packaged goodsTelecommunication services78%77%56%50%44%55%51%Which brands or industries would you like to see or experience in the metaverse?Source:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.57Capgemini Research Institute 20
237、22Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations“If the metaverse succeeds and the numbers lead us to believe it will we can have a head start as first movers.”Hlne LABAUMEDirector of innovation,Carrefour57Capgemini Research Institute 2022Total
238、 Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 58Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations The metaverse amplifies consumer concerns around social mediaWhi
239、le most consumers are curious about the metaverse,many also harbor considerable concerns,similar to those that have arisen around“traditional”social media.As immersive experiences become more realistic,and the physical environment more intimate,any negative impact on a user can be more greatly ampli
240、fied more than in traditional text-and web-based environments.A hostile environment on social media,for example,could result in abusive messages,posts,or tweets.However,in the metaverse,this threat can be more personal and physical a groping problem has already been reported,for example.45 All this
241、could lead to a harmful experience for users and negative associations with brands as a consequence.Our limited sample of metaverse-experienced consumers suggests that consumers perceive the metaverse to be a hostile environment.Among these consumers,two in three stated that it was hostile to women,
242、people of color,and sexual and gender minorities.Further,three in ten(29%)users mentioned that they had personally been cyber-stalked,bullied,harassed,and/or faced hostile actions in the metaverse,while one in four mentioned they knew friends and family who had undergone such experiences.According t
243、o Pew Research,one in four US consumers experience online harassment(physical threats,sexual harassment,stalking,and sustained harassment).46three in ten(29%)users mentioned that they had personally been cyber-stalked,bullied,harassed,and/or faced hostile actions in the metaverse29%59Capgemini Resea
244、rch Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.19Metaverse-experienced consumers have faced hostile environments and experiencesWe also analyzed over 180,000 conversations on social media about the metaverse;Figure 20 pres
245、ents a word cloud from this analysis illustrating the primacy of consumer concerns about sexual harassment,safety,and privacy issues.The key outcomes from our social scan of the metaverse were the following:Among women users,there is a concern that they might be sexually harassed in the metaverse Me
246、ntal-health concerns,especially the fear of metaverse addiction and isolation from the real world,are common talking points Individuals are also talking about interoperability between different metaverse platforms,as well as integration between the virtual and real worldsThe metaverse is hostile to
247、women,people of color,and sexual and gender minoritiesI have been personally cyber-stalked,bullied,harassed,and/or have faced hostile actions in the metaverseI know friends or family that have been cyber stalked,bullied,harassed,and/or have faced hostile actions in the metaversePercentage of metaver
248、se-experienced consumers who have stated the following(N=335 metaverse-experienced consumers)27%29%67%Source:Capgemini Research Institute,Immersive technology consumer survey,JulyAugust 2022,n=335 metaverse-experienced consumers.60Capgemini Research Institute 2022Total Immersion:How Immersive Experi
249、ences And The Metaverse Benefit Customer Experience And Operations Fig.20Social media conversation about the metaverse highlights consumers concerns Source:Capgemini,social listening study,conducted in August September 2022 for the period August 2021 July 2022.61Capgemini Research Institute 2022Tota
250、l Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Most of the technology and user-interface challenges with the metaverse are teething issues common to current and emerging platforms or services.However,the ethical and safety issues are noteworthy and
251、 call for action from all metaverse players to avoid the kind of negative brand association that could render the medium ineffective as a consumer interface.The top-most concerns among consumers are data collection(76%)and control of personal assets(72%),followed by traditional concerns about social
252、 media(60%).62Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Source:Capgemini Research Institute,immersive technology consumer survey,JulyAugust 2022,n=8,000 consumers.Percentage of consumers who state the follo
253、wing challenges in their use of the metaverse76%72%60%56%51%41%38%There is far too much personal information being collectedThere is a lack of control over personal assets(avatars,digital personas)and dataThere are considerable concerns about the use of social media,which would prevent me from using
254、 the metaverseLike social media,immersive experiences have the possibility of creating echo chambers and polarizing populationsI do not want to invest in and get locked into a certain ecosystemI do not want to experience any more advertisements or promotionsI would not be willing to allow children t
255、o use the metaverseFig.21Metaverse challenges include a lack of control over personal assets 63Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Most of the technology and user-interface challenges of the metaverse
256、 will be addressed as the technology matures.However,the safety and ethical threats could impede the development of a safe community environment for the metaverse,which would be a prerequisite for the participation of the majority of brands.Moderating these spaces will need to balance interactivity
257、with privacy and security issues,all of which needs to be addressed by brands at the design stage.64Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Thoughts on the metaverseWhat is the biggest challenge that orga
258、nizations face with the metaverse applications?A major challenge for organizations with customers moving to a 3D environment is understanding the power thats now at their disposal.There was a similar learning curve when companies were first being transformed by the internet.As organizations now have
259、 3D virtual worlds within reach,the biggest hurdle they face is likely understanding all the new capabilities to which they have access.What is your view of the metaverse?At NVIDIA,we see the metaverse as the next generation of the internet,which will be 3D.In the way that people can go from website
260、 to website today,theyll be able to seamlessly transport between virtual worlds exploring,interacting,and even teleporting between the physical and the digital.Our conversation with Richard Kerris,Vice President,Omniverse Development Platform at NVIDIAMany companies are opting for their own virtual
261、worlds in the metaverse.Is there still a need for interoperability among these virtual worlds?Yes,interoperability is needed to preserve consumer convenience,just as its needed between websites today.Setting specific requirements for each world would become a barrier to adoption.64Capgemini Research
262、 Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 65Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Which part of the organization will drive th
263、is metaverse adoption?Were seeing a large set of enterprise customers now designating a Chief Metaverse Officer.This is happening at major studios,design houses,and marketing firms.This role constitutes understanding how metaverse technologies can affect the different parts of the business,as well a
264、s the depth and breadth of various use cases.Will the metaverse be open or will it be a walled garden?Like the internet,the metaverse must be open.There will be major players,similar to Google and Salesforce,which have become almost synonymous with what the web stands for in their particular line of
265、 business.We expect to see similar patterns in the metaverse with major virtual worlds for industry and entertainment experiences.What is the potential of the metaverse?The internet is far more impactful than the world first dreamed it could be,and we believe the metaverse will be,too.Its anticipate
266、d to be a multi-trillion-dollar opportunity.65Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations 66Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experi
267、ence And Operations Outside the consumer experience,organizations are taking a watch-and-wait approach to the metaverseMany organizations(72%)we surveyed only started looking into the metaverse after Facebooks rebranding to Meta in October 2021.We found that two in three organizations believe the me
268、taverse is going to change the way people interact with brands in the long term,as seen in Figure 22.Brands need to define a purpose for their presence in the metaverse,design and develop their individual experiences,and bring in consumers to engage in this new world.They also need to develop the sk
269、ills to animate and manage such a universe.Fig.22Organizations expect the metaverse to be an important channel for consumer and for employee experience as well65%63%60%55%Metaverse is the place to be for brandsMetaverse is going to change how people interact with brands in the long termMetaverse is
270、a great tool for improving internal employee experienceMetaverse will be another important channel for us,similar to digital and social media Source:Capgemini Research Institute,Immersive technology executive survey,JulyAugust 2022,n=1,000 organizations.67Capgemini Research Institute 2022Total Immer
271、sion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations However,with consumers being curious but also wary about fully immersing themselves,organizations are taking a cautious approach to their entry into the metaverse.In our survey,8%of organizations mentioned th
272、at they already had some sort of metaverse presence,while another 15%plan to have one within a year.Nearly half(45%)believe that the metaverse will become mainstream within three years.Further,with the metaverse market expected to be worth more than$500 million by 2030,47 organizations are planning
273、to increase spending on the metaverse.In our research,organizations stated that,three years from now,the metaverse could account for nearly 10%of their marketing and advertising budget.This would mean tens of billions of dollars in metaverse spending in the US alone,where organizations have spent ne
274、arly$300 bn on media advertising in 2022 to date.48 We probed organizations on their preferred applications for the metaverse.Virtual events for demonstrating new products/features are the most popular planned use case(73%),followed by recruitment,which is preferred by 60%of organizations(see Figure
275、 23).Fig.23Marketing and advertising,followed by recruitment,are the top use cases 73%60%56%52%50%45%42%What kind of presence do you already have or plan to have in the metaverse?Marketing and advertising events for new products/fea-tures(such as theme parks or fashion shows)For recruitment&on-board
276、ingCollaboration for our internal employeesFor employee trainingSetting up virtual stores for product displaySelling virtual goodsSelling metaverse twins for physical goodsSource:Capgemini Research Institute,immersive technology executive survey,JulyAugust 2022,n=452 organizations.68Capgemini Resear
277、ch Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations The metaverse could take event marketing to a whole new level,wherein customers can interact virtually with hosts and peers,rather than just chatting or watching on screens.These v
278、irtual spaces could also be excellent venues for immersive and interactive advertising.The majority of organizations also see a metaverse presence as essential to competing effectively in the new jobs market.Nevertheless,many organizations we surveyed also expressed concern about investing in the me
279、taverse.A large percentage(59%)say they are taking a“watch-and-wait”approach.Of the organizations not planning to have a metaverse presence,52%believe investing now could be a waste of resources.This may be explained by low metaverse adoption among paying consumers(Roblox and Fortnite users excepted
280、).Both Decentraland(a 3D browser-based virtual world,where users can buy virtual land,among other transactions)and The Sandbox(a metaverse platform that allows players to create and monetize gaming experiences)saw low DAU of 38 and 522,respectively,in October 2022.49 Even if we see these as isolated
281、 dips,DAU for each is under 1,000.50 Further,organizations are concerned about whether the metaverse will be an open ecosystem or a“walled garden.”We found in our research that the domination of the metaverse by a handful of players(such as Meta)would be a huge concern for 68%of organizations.of org
282、anizations are concerned that the metaverse would be dominated by a handful of players(such as Meta)68%69Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations However,our research notes that,while the potential of the
283、metaverse is still in question,various organizations regard it as a way to innovate and to differentiate themselves.This approach is driven by senior management.A good example is Kering,the French group that owns luxury brands Gucci,Saint Laurent,Bottega Veneta,and Balenciaga,among others.Their chai
284、rman,Franois-Henri Pinault,speculates:“Will it happen?Its too early to say.We are very active.Well see if its justified later.It is more a philosophy of innovation in the group that makes us work in this way.”He noted that its already playing a role in the art world.“Will it become a universe in a w
285、ider economic environment?I think it will happen.It will become both an opportunity and a disruptive phenomenon.”51HOW CAN IMMERSIVE TECHNOLOGY REIMAGINE THE CUSTOMER JOURNEY AND INTERNAL OPERATIONS?0470Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Bene
286、fit Customer Experience And Operations 71Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Fig.24Delivering immersive experiences Source:Capgemini Research Institute analysis.Delivering immersive experiencesIdentif
287、y and select use cases based on value delivered while maintaining consistency in brand presenceBuild a center of excellence to drive the immersive initiatives at scale Design measures to promote consumer privacy and safety from the beginningLeverage external agencies,partners,and end users to co-cre
288、ate and establish a presence Enrich the community aspect in order to build customer retentionStrengthen digital assets and omni-channel integrationWhile there are a variety of applications,both at the consumer end and in internal operations,large-scale immersive technologies implementations are limi
289、ted,and metaverse applications are only now emerging.To complicate matters further,headset specifications are continuously evolving as technology infrastructure improves.To ensure long-term value to their organizations and customers,organizations should make a carefully and comprehensively planned e
290、ntry,analyzing the most efficient use cases from both operational and human perspectives in order to maximize the effectiveness of their positioning.In this section,we suggest the following focus areas for organizations to develop and harness these technologies(see Figure 24).72Capgemini Research In
291、stitute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Identify and select use cases based on value delivered to consumers and employees while maintaining consistency in brand presence Our survey shows that most use cases are scaled only to
292、 a limited degree.Unsurprisingly,38%of organizations in our survey mentioned that immersive technology initiatives were considered one-off projects,rather than continuous implementation initiatives.Selecting the right use case to be deployed at scale is critical.Valentin Heun,VP of Innovation Engine
293、ering at PTC the American industrial software developer,innovation engineering firm comments:“You research your use cases that you find interesting and its probably a matter not of feasibility but applicability;it just needs some momentum to put them into the right context.”Steve Dertien,EVP&Chief T
294、echnology Officer of PTC,further adds:“The use case matters in the sense that it really comes down to how much value its providing to the user.If you have a high-value use case,like a critical safety-training application or operations application,the more likelihood there is to use it.”While priorit
295、izing the identification of the correct use cases,organizations need to focus on the areas of application and the benefits for front-line employees and consumers,rather than force-fitting the technology to a problem.It is critical to understand key pain points and challenges for end users,and how im
296、mersive technologies can mitigate these concerns as well as enhance their experiences.An over-emphasis on technology as a strategy,rather than viewing it as an enabler,could lead to issues with large-scale deployment in such a fast-evolving market.Most organizations focus on using these technologies
297、 and use cases to generate additional revenue,without considering outcomes for employees and consumers.This can be seen,for example,in the vast majority of NFT drops(or launches)that organizations deploy and the fizzling out of these at the expense of loyal consumers.One of the interviewees we spoke
298、 to highlighted this:“I always think about this FMCG brand,and another beverage brand,both of which did 10,000 item drops that made a little bit of money up front and then just died and went away without utility,without alignment,without anything.”Immersive technologies and metaverse use cases shoul
299、d start by ensuring proper alignment with a business objective,and benefits for employees and consumers.Only when there is consistency of brand messaging will it become easier for consumers to maintain their ongoing connection with the brands.Immersive technologies require change management.For inst
300、ance,use cases like remote support and augmented working require a significant change in work methods and shop-floor culture.Change management must highlight the benefits of the initiative and work towards overcoming employee resistance.At the same time,the use cases selected should be backed with s
301、ufficient investment and support.Build a center of excellence to drive the immersive initiatives at scale A central team(an innovation hub or a center of excellence)could drive the scaling of initiatives.An aerospace executive describes the approach their firm has taken to the metaverse:“A few month
302、s ago,we did not know what the metaverse was.So,our approach is very different than,say,technologies 73Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations Source:Capgemini Research Institute,Immersive technology exec
303、utive survey,JulyAugust 2022,n=900 organizations with immersive initiatives.Fig.25Governance for immersive initiatives is largely decentralizedGovernance and implementation structure of immersive technologies in organizationsEach immersive initiative is decided on a case-by-case basis based on its s
304、cope,13%Centralized governance model that oversees all the immersive initiatives of the organization,21%Decentralized distribution model with each business unit framing and governing their initiatives,66%74Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse B
305、enefit Customer Experience And Operations where we have loads of use cases already implemented.We tried to understand legally what others are doing,and what patents theyre claiming for.And then weve scouted globally on the metaverse,and we have tried to collect inputs and reports from all immersive
306、technology teams internally.So,we are trying to understand today what metaverse in aerospace is,and what it will bring to us once we implement it.After this,we are going to choose a strategy.”Our survey shows that only one in five(21%)organizations have taken this centralized approach.The vast major
307、ity(two-thirds)have a decentralized,distributed model.Further amplifying these challenges,our survey showed that 62%of organizations show a lack of management commitment to immersive initiatives,and 56%state their organization lacks a clear roadmap to adoption.More than half(55%)also state there is
308、a lack of cross-functional collaboration.A central team not only helps in scaling but also in educating the rest of the organization(for example,marketing,HR,and operations)about the potential of new technologies.For example,with the metaverse,this central body will also need to cover allied trends
309、and technologies social commerce,NFTs,gamification,digital twins,etc.This requires an understanding of these complex technologies and the opportunities they present,along with their likely impact on existing functions.NFTs,for example,require new forms of accounting,an understanding of legal complic
310、ations,and close attention to product design pre-launch.Similarly,AR/VR applications require collaboration with product/service design teams,along with efforts towards monetization.Organizations have recruited talent from the gaming industry to bridge gaps in internal competencies.However,what is la
311、cking is a cross-functional culture and internal marketing expertise that can position services for specific targets.A similar challenge lies in building the required data competencies.The central body should be the backbone of immersive-technology implementation.However,these initiatives should be
312、designed around product-and demand-led decisions,rather than over-centralized strategy.Key roles include:Identifying and prioritizing use cases,together with a roadmap Selecting the technology and vendor platforms for specific use cases Defining the KPIs for success and establishing the baseline for
313、 these metrics Establishing a budget and accounting for immersive technologies and the metaverse Enabling the scaling and adoption of use cases and specific technology Establishing a center of excellence,ethical framework,and technical competencies within the organization Supporting individual busin
314、ess unitsDesign measures to promote consumer privacy and safety from the beginningOur research confirms that ethical and privacy concerns are significant among consumers.Brands that become associated with less-than-acceptable content in other channels(including news and social media)have felt a 75Ca
315、pgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations backlash,including calls for boycotting.Organizations should take the following steps,right from the design phase,to ensure a positive experience for consumers:Select
316、 platforms and technologies with strong content and equally strong moderation Create a strong ethical framework for your organization and use it to create guidelines for selecting platforms and technologies Ensure associated platforms adhere to brand values and standards Build portals and channels t
317、o address consumer grievances Establish dedicated teams for quick action,response,and resolutionUltimately,any platform that organizations choose to use/partner with should support the values of the brand.This is best described by a consumer product executive working in the space:“I think the most i
318、mportant thing is a clear understanding of your brand strategy,which says:this is who we are;this is who we want to connect with;this is what we want them to do;and this is how we go about telling them why they should do it with us.”76Capgemini Research Institute 2022Total Immersion:How Immersive Ex
319、periences And The Metaverse Benefit Customer Experience And Operations Strengthen digital assets and omni-channel integrationTo deliver immersive experiences at scale,organizations should start investing in the necessary digital assets:the hardware infrastructure required for the creation and delive
320、ry of these experiences.This could mean building and storing 3D models,adapting them for different platforms,and building integrations around these experiences.For instance,if the organization wants to showcase a particular product in 3D,it will first need a digital representation of the product wit
321、h all possible configurations.Once it has a library of such products,these can be easily ported onto a web-based AR or a platform such as Unity or Unreal Engine.Omni-channel integration ensures that the experience is smooth across different channels.Say a consumer goes to the website and finds a pro
322、duct they are interested in.They can then proceed to the organizations virtual world in the metaverse and interact with the product.The consumer can choose to purchase the product online and have it delivered to their home address.This involves integration across the various consumer touchpoints,ord
323、er management,and inventory-management systems.Without seamless integration across these various channels,the experience will be disjointed for the customer.Enrich the community aspect in order to build customer retentionWhile the novelty of the immersive experience will attract consumers,the greate
324、r challenge is retention.The answer,partly,lies in building a strong community aspect to your experiences and content.The virtual Nikeland world on Roblox had received more than 21 million visitors as of September 2022.Nike is able to maintain interest through the introduction of new items.Further,d
325、uring NBA All-Star Week,the company commissioned US basketball star LeBron James to visit Nikeland,around which they built competitions and events.52 Vans,the California sportswear brand known for its skateboarding shoes,replicated a real-world Californian skate park in the metaverse,allowing its co
326、nsumers to virtually practice skateboarding skills with friends.53 These kinds of experiences and social interaction boost retention.Leverage external agencies,partners,and end users to co-create and establish a presence Immersive technologies are a dynamic market with immense opportunities;however,
327、organizations and brands may not have the internal capabilities to take advantage of these opportunities.Building competencies while committing to a certain platform and use case requires time,which,in an evolving market,could result in opportunity loss.Brands and organizations should,therefore,harn
328、ess external capabilities and partners to deploy and test potential quickly.External technology firms are best positioned to fill the expertise gap,allowing the organization to focus on use-case selection and designing a roadmap.These external agencies will have considerably more experience in the d
329、esign and deployment of immersive use cases.The metaverse also allows consumers to co-create and build upon the brands and platforms of organizations.77Capgemini Research Institute 2022Total Immersion:How Immersive Experiences And The Metaverse Benefit Customer Experience And Operations This is curr
330、ently untapped potential;consumers and end users could be given access to an organizations assets to co-create without legal jeopardy.This would foster a sense of community around the brand,building consumer loyalty.This co-creation would also ensure that brand values are supported and adhered to;he
331、nce,content moderation is an essential part of this.Organizations can also choose to partner with peers to create engaging experiences for the audience.Hlne LABAUME from Carrefour shares an example:“We co-created with P&G a metaverse experience with their product,Mr.Clean.The goal was to create a fi
332、rst bridge between metaverse and e-commerce.P&G had a metaverse house dedicated to this product,that people can enter to as an avatar and see how the product works.Next to the product,visitors could click on a Carrefour bubble in order to purchase the product on Carrefour e-commerce.We also had a so
333、lo gaming experience where people had to clean as fast as they can in order to win points and vouchers from Carrefour to spend on our e-commerce.”CONCLUSIONOur research has shown that consumers are excited about immersive experiences.Around half of consumers see immersive experiences as a positive influence on their product-buying cycle.Immersive experiences will help organizations to differentiat