The metaverse can be mainly understood as an interconnected, virtual environment. While much has been said about how it can offer a wide variety of immersive experiences for users, the potential benefits for brands have been less explored. Despite most metaverse-related applications remaining conceptual, the truth is the metaverse is here to stay and companies that don’t embrace it will be left behind. This paper offers a broader look at the potential of the metaverse as a new customer engagement channel, including exclusive findings from the award-winning Teleperformance CX Lab.