Seven out of ten businesses say they think immersive experiences will be a key differentiator in their markets, especially in relation to the customer journey, according to a new report from the Capgemini Research Institute titled "Total Immersion: How Immersive Experiences and the Metaverse Benefit Customer Experience and Operations." 77% of consumers expect immersive experiences to change how they interact with people, brands, and services. Three-quarters of the tiny sample of customers with experience with the metaverse[1] say they are using it now and will keep using it, indicating there is room for companies that can capitalise on the power of this highly publicised immersive experience. To better understand what potential customers and companies think about these immersive and metaverse experiences, whether delivered by headsets, mobile/web browsers, etc., the Capgemini Research Institute polled 8,000 consumers and 1,000 enterprises in 12 countries in July and August 2022. While the decentralised "metaverse" itself, based on blockchain technology, is still under development, the paper shows that the vast opportunities it brings to drive value across the organisation are already being realised.