Customer Experience in the Web 3.0 Era

Abstract

Modern disruption technologies such as the Blockchain and the Metaverse have promising features that can help businesses offer their products and services to customers in a better format. The Metaverse creates a virtual environment and a new communication path between the customer and the business. As a new marketing channel, it helps customers appear as virtual avatars and have a 3D preview/experience of goods and services before adding them to the shopping cart or signing up subscriptions. Blockchain-based systems allow making payments using wallet money, CDBC, or even cryptocurrencies and securely store personal data in a public immutable ledger transaction, which others will verify easily. Marketers have to address specific issues that come with deploying these systems – such as data privacy, amongst others - to give the best consumer experience powered by the confluence of various technologies. The book chapter will have managerial and practical implications for businesses during customer interactions.