The world of customer experience (CX) is transforming. Traditional avenues are becoming more interactive and digitized, while new channels are opening up all the time. We’re entering the next phase of online interaction, and it’s called Web 3.0.
Gartner describes Web 3.0 the next generation of internet enhancements, including:
- user-friendly interfaces
- increased security, and
- a greater degree of privacy
The result is a more personalized and interactive customer experience, with customers having far greater digital ownership. Web 3.0 Educator Brian Piper describes it as “a strong and engaged community, where transparency and verification can build trust and personalization capabilities that we have never had before.”
What is Web 3.0?
The previous iteration of the web was monopolized by a handful of technology giants, with huge sway over what was and wasn’t allowed. Web 3.0 is democratizing the web by creating computing networks that run on independent servers, rather than a centralized server owned by a business.
Web 3.0 will be open to more people to both use and create. In the coming years, we’re going to see an explosion in new services that impact not only computing and networking, but business models, entire industries, and even society as a whole.
And for CX leaders, Web 3.0 promises to be awash with opportunities to engage with, problem-solve for, and dazzle customers in ways that simply weren’t possible before.
Why should you care?
In this new world where the customer has all the power, CX experts have an obligation to understand how to give customers the most relevant and exciting experiences.
- Because this blockchain, crypto, NFT, DeFi, metaverse stuff is real—and will change the way you interact with customers.
- Because it may well disrupt your company and market—as decentralized (and hybrid) models replace centralized ones; as trust becomes something you can code for and as ownership of digital things becomes second-nature.
- Because the opportunities for out-of-this world customer experiences have just seriously leveled-up—both in scope and scale.
“CX professionals should understand Web 3.0 and blockchain technology to give their customers peace of mind. Since there is no central server, their information is a lot less likely to get hacked. Plus, the users have full control over their data.”
Challenges for CX in Web 3.0
Web 3.0 may be a gradual evolution, but you need to be ready for what’s coming. Here are three challenges (or opportunities) we foresee:
- Digital CX expectations will rise sharply. When it comes to user experience, we expect all our digital interactions to be high-quality, sophisticated, intuitive, and fast. And when interactions don’t hit those heights—customers bounce. Literally. Web pages that load within two seconds have an average bounce rate of 9%, compared with 38% for pages that load in five seconds. So naturally, if people encounter slow speeds or complicated journeys in Web 3.0 (where the potential is so much higher), they’ll become easily annoyed and vote with their feet. UI/UX designers must meet these standards.
- Internet of Things (IoT) accessibility. Web 3.0 will allow access from any touchpoint and location at any time. So, when designing for the internet of things, making sure that platforms perform seamlessly on smart devices, such as smart TVs and watches with low processing capability is vital. User interfaces (UI) need to be optimized for this. And for designers to achieve results, they’ll need to establish more rapid and flexible processes.
- Speed of innovation. “The challenge of Web 3.0 is reflected in the fact that for each generation of technology, much of the wealth has been created by entirely new entrants,” explains Salesforce Global Innovation Analyst, Brian Solis. If existing brands want to innovate CX in Web 3.0 to become a major player in the space, “the ‘digital-first’ model has to be reimagined, and Web 3.0 preparation has to start now. You have to get back to basics and look at the construct of how you are connecting with your customers, and just find some pilots to test.”
The bottom line
Web 3.0 is unfamiliar, but exciting. Businesses everywhere are trying to figure out what it means for them.
If you want to stay ahead of competitors, it’s time to start laying the foundations for how you can use Web 3.0 to deliver outstanding CX.
- Expanding your knowledge of blockchain technology
- Exploring the possibilities in terms of quality, speed, and engagement
- Considering how it will change the way you connect with customers
A great place to start this journey is our Customer Experience page.
Navigating the future of CX, requires a forward-looking partner that can combine the lessons of the past with the innovations of tomorrow.