What is Webcalling?

What on earth is webcalling?

90% of customers visit a company's website as their first point of interaction with a business.

Yet voice calling is still the dominant form of communication between business and customer.

However, this voice calling is done entirely over the telephone.

As customers, you have to use a separate device, describe what you're hoping to achieve, and hope that you get connected to the right person. Forget what you've done on the website up until that point - you are effectively starting a second customer journey. We can all relate to the pain of having to rehash information that we've already typed into a website.

As a contact centre agent, you have no indication what the call is about, who the caller is, and no influence over the customer's website session.

As a marketer, you don't know what causes people to call you, or where calls are coming from. You also have limited control over how you offer contact to your customers.

These reasons all stem from a simple fact. Calls are currently made using a separate device. A telephone call carries no context from a website session. The two are entirely disjointed.

Is there a better way?

Imagine if you could call a company from within their website.

Webcalling is a new form of communication that allows exactly that. Webcalling is voice calling, but embedded into a website. This has a wide range of implications.

This means, as a customer, you can be browsing a website and start a voice call. Just 1 click required. No plugins, downloads, or need for a separate app or device. No need to type in a number. Calls are free globally. All you need is an internet connection.

The context of your browsing session is sent with your call. This real time insight allows contact centre agents to help you more effectively. Agents can see where you are calling from, and even help guide you around the website.

Because webcalling is embedded into a website, the context of your call is used to route the call to the right agent at the right time. Already logged in to your account? Your account number will be presented to the agent. Browsing for holidays in Australia? You'll be connected to a travel agent who's an expert in Australian holidays.

Marketers can finally understand where calls come from, and more importantly, why calls were made. This information can be used to strategically offer calls to customers at key points in their website journey. Since webcalling is part of the website, it can be dynamically presented, unlike a static phone number.

Companies can offer webcalling with ease. No new equipment is needed. In fact, you can pick up webcalls using your existing phones and telephony systems (routing, reporting and recording).

It's hard to think of a business that doesn't have a website as its main marketing tool. Why not communicate through it?

As individuals, we all use WhatsApp, Skype and FaceTime to communicate with each other. But between business and customer, things are more antiquated.

A telephone call is fundamentally limited to being a voice channel. A webcall can be extended with other tools (video, web-chat, co-browsing) to redefine what a customer contact session can be.

Here is a simple thought experiment for judging the worth of new technology. Ask yourself this: "If the roles were reversed, would we switch from the new system back to the old system?" This forces you to ignore the human desire to cling to the known, and evaluate things objectively. For example, imagine if webcalling was ubiquitous today. How would we judge a proposed new system of customer contact (the telephone) that requires a separate device, needs you to type in a long number, is geographically restricted, and is answered by someone who has no idea who you are? It would be dismissed immediately.

Once the benefits of Webcalling have been seen and experienced, we will never look back.


Read more about Webcalling, and how it is implemented.