Three Ways WebRTC Can Improve Customer Service

Modern technology is keeping us all on our toes, as well as giving us wings to reach new heights when it comes to organization-wide communications and collaboration. One such new technology that is driving improved business processes is WebRTC, or Web real-time communications. Supported by leading Web browsers Google, Mozilla and Opera, amongst others, WebRTC enables any Web server to deliver a unique real-time communications experience to users.

The open project is garnering lots of interest among today’s corporate leaders because it is easy to use, cuts costs and offers users a better communications experience. These factors are driving the growth of WebRTC; in fact, the 2015 Webtorials State-of-the-Market Report shows that 47 percent of IT professionals have used WebRTC or plan to use it within the next 12 months.
What this could mean for your contact center is an opportunity to foster better relationships with your consumers. Since WebRTC is offered directly on the Web, contact centers can reach customers on all channels (e.g., social media, chat, SMS, email, video and voice) without additional plug-ins or downloads, thereby expanding and streamlining workflow. By leveraging the technology, customers can enjoy better engagement with companies on a glitch-free basis, particularly since WebRTC is browser-neutral.

Contact centers that are not yet taking advantage of an omnichannel strategy can easily make the transition using WebRTC, without forfeiting the quality of agent-customer interactions. For example, brands can begin assisting customers that are perusing their company websites by offering live chat. This vehicle of communication allows brands to connect straight away with their customers and resolve queries expediently.

As such, this game-changing technology is enabling enhanced customer service in the following areas:

1. Web conferencing: WebRTC enhances Web conferencing by enabling video and voice communications to take place through the Internet browser. This allows participants to seamlessly join meetings without having to download additional software or plug-ins.

2. Customer-to-Web-agent interactions: In these interactions, the customer uses a non-WebRTC channel to get in touch with the contact center. The agent uses the company browser and WebRTC to complete the connection. The exchange is effortless for customers in that they interact with the agent in the usual way. For example, agents can manage calls to and from anyone connected to the Internet with the click of a button.

3. Web-agent-to-customer interactions: Here, the salesperson contacts a customer directly from the customer relationship management system without picking up the phone. Furthermore, since the contact center is fully virtualized—with no equipment that needs to be purchased, installed or operated—businesses utilizing WebRTC are afforded greater flexibility and agility in both onboarding new employees and penetrating new markets, as no CAPEX considerations are involved.

The rapid connectivity enabled by WebRTC allows customers to build greater trust in companies as their problems are solved more efficiently. As a result, your contact center will improve the customer experience and improve customer retention rates for your company.

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