As Web 3.0 technologies march towards maturity, the next stage of the evolution of the internet is rewriting the first principles of winning customers. Here’s how customer experience
strategies will need to adapt to the dynamics of Web 3.0.
From a technical standpoint, Web 3.0 differs from Web2 in two crucial ways: first, it enables users to not only read and write through its interface, but also own various assets in a verifiable fashion. Second, it tilts the balance of power further towards the user, as they own their data and presence, and take control of the narrative through micro-communities.
For businesses, the AR/VR interface of the Web 3.0 unlocks a new channel for engaging customers and delivering new experiences. But winning with Web 3.0 goes deeper than that. In a cookieless world, marketers are already losing a grip on the identities and behavior of their customers – and without the right strategy, Web 3.0 will only make it worse.
But those who understand the driving principles of Web 3.0, will be able to unleash a new paradigm of customer engagement, loyalty, and retention. So, what are these principles? Let’s have a look at them.
Web 3.0: yet another channel?
When Web 2.0 evolved after the static search and e-com capabilities of Web 1.0, it did not make the latter irrelevant. Instead, businesses could leverage the social, mobile, and cloud capabilities of Web 2.0 to operationalize new ways of connecting to their customers. New definitions of customer experience came into being, and content became the king as businesses set inbound strategies into motion.
Similarly, the emergence of Web 3.0 will not make Web 2.0 capabilities irrelevant either. This means that mobile, web apps, and e-com will maintain their importance in the channel mix. Web 3.0, however, will become an important part of this channel mix, because it will redefine ways of delivering experiences with an additional dimension much like how digital added a new dimension to physical. Platforms like the Metaverse will add yet another dimension to the flat experiences delivered by smartphones and large screens.
The end of selling
Web 3.0 will be primarily community and interactions driven. These communities will not only be more intimate than social networks like Facebook (Meta), but also focused on niche interests. In these virtual worlds where highly immersive experiences are on offer, brands will have to do away with the traditional approach to marketing in which selling is the end-goal.
Marketers will be tasked with the purpose of creating, nurturing, and participating in communities that are relevant to their products. For example, a headphone maker may offer exclusive access to virtual concerts for rock fans, or an SUV-maker could demonstrate off-roading capabilities of their vehicles via VR experiences to adventure enthusiasts. In Web 3.0, community strategies will become as important as customer personas in Web 2.0.