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Three steps for building customer trust in the metaverse

A recent survey conducted by EY teams suggests that businesses must prioritise digital customer experiences to build trust in the metaverse.


In brief

  • The EY Trusted Metaverse Survey shows that many UK businesses remain cautious about the metaverse, although early movers are seeking competitive advantage.
  • Trust and security are perceived by executives to be the most important aspects of growth, but more than a third fear that ethics could be overlooked.
  • To understand the risks, leaders should engage with ethics specialists to manage their online presence and develop their digital customer experience protocols.

The metaverse is a persistent, 3D virtual realm that merges various technologies, including virtual reality (VR), augmented reality (AR), artificial intelligence (AI) and blockchain. A typical use of the metaverse is in enabling users to interact through avatars in virtual environments. Whilst most often associated with gaming, businesses, governments and other institutions are now considering how to create their own metaverse experiences. As these initiatives gain traction, the metaverse will impact not only business growth but also shape how regulation, taxation and sustainability affect organisations.

What are businesses doing?


According to the EY Trusted Metaverse Survey (PDF), most of the executives expressed limited to moderate interest in the metaverse, with 47% already investing or soon to be active in this emerging domain. Business leaders, particularly in real estate, hospitality, construction, automotive, transportation, financial services and advanced manufacturing, are cautiously optimistic about the potential opportunities it presents. In the ‘early-mover’ segment, 40% of businesses have already started recruiting specialists, 39% are forming strategic partnerships and 38% have assigned senior leadership to spearhead their metaverse efforts. Despite the enthusiasm, though, most executives believe that the metaverse is still years away from creating real market disruption, and challenges remain in harnessing its growth and encouraging users to adopt metaverse apps.

Step 1 - Understand the risks

The metaverse offers immense potential – for example, 62% of early movers identify its potential to provide a competitive advantage – but building trust is vital for widespread adoption. Business leaders must prioritise security, inclusiveness, and accessibility whilst addressing ethical concerns. Trust issues could emerge due to data privacy concerns or failure to prioritise user rights, such as accessibility, diversity, and inclusion. To avoid exacerbating existing digital divides or creating new ones, companies must balance their business interests with a commitment to equitable and ethical metaverse customer experiences.

Discover the EY Trusted Metaverse Survey

Download our report in collaboration with The Economist exploring the importance of prioritising DE&I within the metaverse. 

Step 2 – Give ethicists a voice
 

The metaverse presents both opportunities and challenges when it comes to diversity, equity, and inclusion (DE&I). Whilst it offers a chance to create inclusive environments and transform the workplace, it also carries the risk of perpetuating existing social inequalities and introducing new forms of harm. 


Over a third (37%) of executives say there is a risk that ethical considerations could be overlooked as companies compete to build dominant positions. Working with ethics specialists will help businesses be mindful of these digital divides and identify potential risks. Currently, despite recognising DE&I implications, 39% of survey respondents say there is a risk that business interests will trump user rights like accessibility, diversity and inclusiveness. Without focussed support from ethicists, many companies may therefore fall short in their efforts to translate codes of conduct into effective action in virtual realms and create positive digital customer experiences that will enhance mainstream adoption. 


Business leaders must always consider the safety and wellbeing of customers when developing digital customer experience protocols to ensure a more equitable and inclusive metaverse for all.

Step 3 – Don’t reinvent the wheel


The potential benefits of the metaverse for businesses are numerous, including strengthening customer retention and attracting younger generations, establishing new revenue streams and keeping employees engaged and motivated. 


Early movers are already pursuing various use cases, such as customer support, sales and brand-building, internal and external collaboration, human resource applications in recruitment, onboarding, and learning and development. 

 

all activities, 60% of business leaders insist that the experiences they build will have clear protocols for reporting discriminatory behaviour, but 62% also say they would launch a metaverse application even if it was clear that the design would exclude some groups. Although efforts to deliver social equity in the metaverse are top-of-mind, innovating at pace continues to be of chief priority, particularly within sectors where there is an abundance of early movers. Despite understanding the importance of creating equitable digital spaces, it appears businesses are willing to take risks with their DE&I strategy in order to establish an early presence in the metaverse.


Many early movers already have experience of giving their customers great experiences using technologies such as AI and social media. To strengthen trust in new metaverse experiences, businesses should adapt and extend their current governance approaches, rather than inventing new ones, to ensure that they take a holistic approach to the entirety of their online presence. When innovating, it’s also important to take a fresh look at relationships with regulators, industry bodies and not-for-profit organisations to learn from and influence the standards for operating in the metaverse.

The metaverse is poised to revolutionise the way we interact with our physical and virtual worlds. However, it also presents challenges and opportunities for businesses. Though many executives remain cautious about its potential, early adopters are forging ahead, investing in metaverse technologies, and prioritising user trust and excellent digital customer experiences. 

To create truly immersive and engaging experiences, businesses must focus not only on safety and security but also on fostering diversity, equity, and inclusivity. By addressing these concerns, organisations can unlock new opportunities for growth, innovation, and positive societal impact.



Summary

The metaverse presents both challenges and opportunities for businesses. For those bold enough to embrace metaverse, building trust to enhance consumer confidence and digital customer experience should be the first priority.

To learn more about the metaverse and take the temperature of other industry leaders, download the EY Trusted Metaverse Survey for an in-depth view of this emerging technology.

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