Use Virtual Reality to Improve Customer Experience in Financial Institutions: A Metaverse Impact Study

The objective of this chapter is to analyze the contribution of virtual reality to customer experience in financial institutions. Indeed, improving customer experience is a major challenge for financial institutions operating in a highly competitive context and constantly seeking to differentiate themselves and retain their customers. In this context, its use appears as an innovative and promising solution to offer an immersive, specific, accessible and more interactive customer experience compared to traditional financial marketing methods. It allows prospects to visualize products in three dimensions, manipulate and customize them, and even test them in a completely virtual environment. This experience is more engaging and generates interest from the customer, who better understands the characteristics and benefits of the proposed financial products. Virtual reality thus allows for a customization of the customer experience based on the specific needs and preferences of each prospect. It strengthens the trust relationship between financial institutions and customers by allowing them to simulate their credit by integrating their desired amounts, costs, and maturities. It offers increased accessibility to financial products through the use of mobile applications or websites, allowing secure access, remotely and at any time. It also represents a solution for people with disabilities, thereby reinforcing financial inclusion. This article analyzes the contribution of virtual reality to improving customer experience in financial institutions that constantly evolve in a dynamic and changing environment.