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Total immersion: How immersive experiences and the metaverse benefit customer experience and operations

Organizations are putting improvement of their customer experiences at the top of their agendas. Mixed reality, including augmented reality and virtual reality, has allowed companies to provide a differentiated customer experience. In our newest Capgemini Research Institute report, Total immersion: How immersive experiences and the metaverse benefit customer experience and operations, we examine the potential and impact of these technologies.

As part of our research, we surveyed 8,000 consumers and 1,000 organizations across various sectors and geographies. We supplemented this research with in-depth interviews with executives and technology partners in this space, as well as social listening. We found that there is high customer interest in immersive technologies and organizations are able to benefit from these in their internal operations as well.

Looking to the future, the potential of immersive experiences is immense. Consumers are excited about immersive technologies, being particularly curious about the metaverse, and immersive experiences will ultimately help brands to differentiate their customer experience and strengthen their operations.

Several factors, however, are holding back the widespread adoption of immersive experiences and the metaverse. Significant concerns remain on the consumer side surrounding issues like privacy and safety, while organizations are faced with scaling challenges. In this report, we analyze the current state of immersive experiences in detail and also offer concrete suggestions for how organizations can develop and leverage them going forward.

Download the report to learn more about immersive experiences and the metaverse, as well as how organization and customers can benefit from these transformative developments. 

Meet our experts

Alexandre Embry

VP – CTIO – Head of Capgemini’s Metaverse-Lab
Alexandre Embry is CTIO, member of the Capgemini Technology, Innovation and Ventures Council. He is leading the Immersive Technologies domain, looking at trends analysis and developing the deployment strategy at Group level. He specializes in exploring and advising organizations on emerging tech trends and their transformative powers. He is passionate about enhancing the user experience and he is identifying how Metaverse, Web3, NFT and Blockchain technologies, AR/VR/MR can advance brands and companies with enhanced customer or employee experiences. He is the founder and head of the Capgemini’s Metaverse-Lab, which helps clients shape and execute their metaverse strategies on various horizons, while contributing to build the future Metaverse and Web3 involving key partners. He is also the founder of the Capgemini Andy3D immersive remote collaboration solution.

Darshan Shankavaram

Executive Vice President, Digital Customer Experience Global Practice Leader
“I have close to 30 years of domain experience, with more than ten years within Digital and Mobile. I have led product concept-to-sell, business development, pre-sales, solutioning and technical implementation of CX transformation programs.”

Alex Smith-Bingham

Executive Vice President, Group Offer Lead for Customer Experience; Digital Customer Experience Lead for UK
“Customer Experience covers all the support and help our clients need between them and their customers. This will range from changing their purpose, their propositions, new capabilities in sales/service/marketing and commerce, immersive experiences, new operating models, and new ways of working and ecosystems. We harness our global capability in strategic innovation (frog), business consulting, DCX solutions, Insight & Data and run operations in technology and business services.”

Jiani Zhang

Chief Software Officer at Capgemini Engineering

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