How the Metaverse Can Revolutionize Customer Experience – with Clemens Behrend

Today's guest is Clemens Behrend. He helps Web3 companies to improve their Customer Experience. Clemens holds a BSc degree in Economics and has a rich background in building customer-facing support solutions in Web 3. He spent over five years building Bitpanda's customer support/community department from scratch and scaling it from pre-seed to unicorn. 

The world of customer service and success is changing rapidly, particularly in the digital landscape. As companies move towards decentralized technologies such as Web3 and the Metaverse, new challenges and opportunities arise for customer service. In this article, we explore the insights and opinions of an experts in the field of customer service and customer success Clemens Behrend, on the future of customer service in Web3 and the Metaverse.

Clemens Behrend, founder of, emphasizes that customer service is critical to the success of any business, especially in Web3. He notes that many companies in the gaming industry are not doing well when it comes to customer service. In Web3, customer service needs to be frictionless and integrated within the Metaverse product. This means that customers should be able to get help without having to leave the virtual world or take off their VR headset.

How the Metaverse Can Revolutionize Customer Experience – with Clemens Behrend

Moreover, customer service can be a valuable tool for building a strong community. By solving customers' pain points and providing excellent service, companies can turn customers into loyal advocates for their brand. Community management is a critical aspect of customer service in Web3, and by solving customer issues, companies can foster positive experiences and encourage long-term engagement.

According to Clemens, community management should be done differently from traditional marketing agencies. Instead of creating hype and promoting the token or product, companies should focus on solving customers' pain points and providing value to the community. By doing so, companies can turn community management into an extended customer service function, leading to happier and more loyal customers.

In Web3, customer success will be all about protecting customers from risks and educating them about the market. Trading platforms need to provide stability within the cryptocurrency protocol and teach customers how to manage risk. Companies need to focus on educating their customers, providing strategies, and teaching them when high-risk events are coming up. By doing so, they can protect their customers from losses and build stronger relationships with them.

However, one of the biggest challenges facing companies in Web3 is ROI management. Many CFOs don't understand the return on investment in customer experience or customer service. Companies need to translate the numbers into financial terms that are easily understood by the CFOs. Instead of reporting the number of complaints, companies need to report on the financial loss that the company could face if customers leave.

The Metaverse is a rapidly growing concept in the tech world, with incredible potential for community building. Joeri highlights that it can bring people from all over the world together to share ideas and experiences. However, there are challenges that need to be overcome before the Metaverse can reach its full potential, particularly in customer service.

Clemens emphasizes that customer service is often lacking within the Metaverse, with users forced to exit the product and contact customer service via traditional methods. He stresses the importance of providing a seamless customer service experience within the Metaverse to encourage adoption and testing from users. Additionally, the Metaverse has the potential to revolutionize workforce management by setting up virtual offices that can monitor employees just as they would in a physical office.

In conclusion, the future of customer service and success in Web3 and the Metaverse is evolving rapidly. By prioritizing pain point resolution, education, and stability, companies can provide customers with a seamless experience within this new virtual world. Companies need to focus on educating their customers, providing strategies, and teaching them when high-risk events are coming up to protect them. With these efforts, companies can pave the way for a bright future in the Metaverse.

Clemens Behrend

Clemens Behrend

KEY HIGHLIGHTS   (see clickable version on

[00:18] Who is Clemens Behrend?

[01:23] How did you get into the field of the Web3 space?

[05:42] What are the current customer support trends for Web3 companies?

[08:37] How can businesses leverage customer support to maintain competitiveness other than using the omni-channel approach?

[09:16] What are the unique customer support challenges that need to be solved in the Web3 space?

[13:37] What are your thoughts on artificial intelligence for customer support?

[14:54] Have you encountered or worked on any customer support projects in the Metaverse for your clients?

[18:15] What are your thoughts on community and customer success, and how do they impact a company's overall success?

[20:34] What are some common mistakes to avoid when trying to improve customer experience in the Web3 space?

[22:24] What upcoming developments in the customer support/customer experience field are you most excited about?

[24:41] How can listeners connect with you if they want to learn more about your advice and stories?


"Customer service is not just a cost center, it's a profit center. If you do it right, you will actually make money with customer service." - Joeri

"If you cannot create this culture of customer-centricity within your company, it will never work. It will always be a side task." - Clemens

"The biggest mistake companies make is they assume that they know what the customers want." - Joeri

"Customer service should be seen as an investment, not an expense." - Clemens

"The future of customer service is conversational AI. That's where it's heading." - Joeri

"Community management is not just about creating hype; it's about solving pain points from your community members." - Clemens

"The main challenge for trading platforms in Web 3 is educating customers, providing strategies, and protecting them from high-risk events." - Clemens

"Translating customer service numbers into financial numbers is key for CFOs to understand the value of customer service." - Clemens


W3X Mastermind



About the author, JoeriBillast

Fractional CMO
Web3 Marketing Strategist
Bestselling Author on Amazon
Host of the Web3 CMO Stories podcast