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4 ways WebRTC will boost the power of contact centers

Tsahi Levent-Levi, Consultant,, special to Network World | Jan. 7, 2016
WebRTC enables web browsers to support voice and video calling without special software on the client.

This is most suitable for sites where transactions tend to be of high value and agents are more sales oriented, rather than for service or support.  WebRTC closes the loop. All the other technologies in play – the website, CRM and analytics – are already built over Internet technologies. So voice or video calling using WebRTC is a natural fit.

4. Calls via self-service applications with a WebRTC dial option. WebRTC is making inroads with mobile applications. Being an open source technology, WebRTC can be ported to iOS and Android and embedded within specific applications.

To some extent, this is how Amazon implemented Mayday – its video-based support service for the Kindle Fire. It is also what AMEX did to add video support from their iPad self-service application.

As more and more businesses add messaging to their self-service applications, more will adopt WebRTC to initiate mobile calls rather than reverting to toll free numbers. The main advantage: introducing useful context to the interaction which means reducing average handling time.

If 2015 was the year of WebRTC for contact center agents, then 2016 is going to be the year of in-app WebRTC for self-service contact center applications.

Why is this important?  Contact centers are evolving. Many are shifting focus towards social networks and omnichannel solutions. WebRTC plays a significant role in this transformation by taking the humble contact center phone call to a whole new level by making it a flexible and powerful tool for businesses to engage with customers.

With businesses striving to maximize customer service and consistently improve the customer experience, WebRTC-powered contact centers will gather momentum as the ideal choice to make this happen.


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