The number of WebRTC devices continues to expand as consumers become more comfortable with ‘video calls’ in their daily lives. As a result, companies that run call centers are increasingly striving to offer customers new channels to connect on the device of their choice, at the time of their choice.
Organizations of all sizes that offer call center services for their constituents want to continue to increase efficiencies and the level of customer service, satisfaction, and loyalty. WebRTC now consistently makes the short list of technologies that enterprises consider to meet these goals. WebRTC enables real-time communications through supported web browsers and mobile applications. This enables customers to browse a website or open an app and receive a variety of information quickly and easily – from details on a product itself, or where to find additional background materials.
Agents on the other side of these connections can offer text, voice, or video sessions to customers. They may offer any or all of these to any set or subset of customers. Additionally, agents may co-browse with customers (if the customer grants permission) to provide a customized experience. These connections give customers the information that they need before, during, and after transactions with their favorite organizations.
So what is the benefit to the organization providing WebRTC channels to customers?
Today more than ever, customers want to receive critical information without needing to make a phone call. They want access to an easy to use ‘self-help’ process on a company website – such as a knowledge base with clear articles and well thought-out FAQ documents. Customers also need an easy way to learn how to use these online resources – that’s where WebRTC comes in.
For example, a customer might quickly find the knowledge-base but then struggle to find the right article. WebRTC enables agents to monitor these online activities and offer guidance through a text session. A phone call is not required; the agent just points customers in the right direction to their desired resource.
In addition to helping customers through other channels (outside of phone calls), WebRTC also introduces the possibility of moving voice calls from a traditional time-division multiplexing/public switched telephone network platform to a web platform. Hosting voice calls via the Internet directly reduces costs on enterprises’ bottom line by eliminating monthly recurring charges for connections such as toll-free, local, and long distance.
WebRTC can also reduce operational costs for enterprises. For example, reducing the amount of foot traffic a bank branch receives while still growing the number of customers through online banking. In Spain, a large bank now enables new customers to open accounts using a video connection through a WebRTC-enabled browser. Government Identification can be verified over video and the rest of the process can be completed over the video session. This enables new customers to open accounts without physically going to a branch. The bank saves money by centralizing this ‘new account’ function.
For those organizations that will continue to offer contact center services, WebRTC will give them the option to expand service offerings; increase customer satisfaction, loyalty, and spend; and drive down costs. WebRTC is offered today in more places than you might think – just look for click-to-text, voice call, or video call when you are browsing your favorite vendor or service provider websites or mobile apps.
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