How does today’s hyper-connected lifestyle translate to the customer experience? This question is one that continues to challenge organizations in their daily operations. In previous posts, we wrote about how thanks to web and mobile devices, the first call into a call center generally isn’t a customer’s first attempt at problem resolution. However, studies show that even though customers may go to a company’s website first, the preferred method of communication is still the telephone. So the question is now: how do we meet the customers at their first point of contact?
Enter Web Real Time Communications, or WebRTC for short. WebRTC allows customers to access voice and video communications via a standard browser, without having to download an application or plugin. In essence, WebRTC allows consumers to make voice calls and play videos directly from a standard browser, without having to download and log in to another program, such as Skype or Google Hangout. In other words, by employing such technology, customers will be able to easily reach out to your contact center agents through voice or video without leaving the comfort of their browsers!
Let’s take a look at three practical applications of WebRTC:
- A more seamless experience. Imagine you’re having a problem with your printer. You head to your computer to do a quick Internet search to find the manufacturer’s website and contact information. In the past, you might have then picked up your phone or signed in to Skype to call, but thanks to WebRTC, you simply click a button to initiate an IP-based phone call or video conference.
- Get help that’s needed, faster. Whenever we reach out to a contact center, we generally want our problems addressed as quickly as possible. With WebRTC, the opportunity opens up for an agent to see exactly what customers is seeing on their browsers, which simplifies the process of identifying the customers' needs. WebRTC will also allow for an agent to control navigating the browser for a customer if need be.
- Provide customers more options. Some people like to talk on the phone. Others prefer instant messaging. Whatever the case, WebRTC gives you the ability to choose your preferred communication tool to reach the contact center.
The contact center applications for WebRTC are nothing short of exciting. With the next series of Google Chrome and Mozilla Firefox browsers having WebRTC built in, this allows companies to enable video communication with their customers at a lower cost than before. As your increasingly customer-focused organization continues to enhance the customer experience, embracing new technologies and determining how they can help you accomplish that goal should always be top of mind.
Research indicates that by 2020, the customer experience will be the most important factor considered when choosing which businesses to support. By embracing WebRTC and understanding its implications, your business moves closer to strengthening those experiences.