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WebRTC's Top 5 Benefits for Online Customer Service

WebRTC is a technology meant to revolutionise the online communication and the relationship between brands and consumers. Embedding communication services within your business’ website is the new prerequisite for customer satisfaction, as 50% of customers go online before engaging with a contact centre.

Even though not fully developed and still facing certain limitations, the unified communication platform presents an exciting opportunity for online businesses to provide seamless, end-to-end user experience across different media channels. With WebRTC, you can:

-Integrate a Click-to-Call feature that enables clients to connect with customer support agents directly from the website

-Engage in video calls and offer a co-browsing feature to clients, following their buying journey and tracking their on-site experience.

-Reach out to prospect customers browsing the website through real-time web chat messaging.

Read more: An Introduction to WebRTC & What it Means For You

Good customer service has become one of consumers’ main requirements, who now expect to receive personalised and engaging treatment from the businesses they rely on. To reduce customers' frustrations and increase their employees' efficiency, a wide range of business have employed solutions for real-time online communication.

Here are the top 7 reasons why your company should implement the WebRTC technology into its customer service operations:

1. Simple, straightforward deployment- One of WebRTC’s biggest advantages is that it can be integrated within an already existing communication infrastructure for transmitting voice and video. The majority of the existing voice and video providers are using standard protocols which support WebRTC devices, meaning that there’s no need for you to purchase additional equipment for the implementation of the feature.

Thanks to the 3 main APIs WebRTC utilises- MediaStream, PeerConnection and DataChannel, your customers’ data can be easily transferred between the browsers. What’s more, customers don’t need to leave the website or use a different communication software to connect with agents. WebRTC gives greater capabilities to the browser by unifying video, audio calls and webchat interactions for a simplified on-site user experience.

2.Unified, real-time communication across multiple channels – with the ability of unified communications to ‘redirect a voice, text or e-mail message to the device closest to the independent recipient at any given time’, WebRTC allows for the development of an end-to-end integrated customer journey.

Providing customers with the necessary support from the moment they enter the website up until the finalization of their purchase is now possible through WebRTC's integrated communication network. The web and video calling features automatically collect and transmit information about the calling customer, which helps agents respond promptly and resolve their issue. Moreover, the prospect of unified communications helps reduce the complexity and the duration of the interactions between agents and customers.

The flexibility of real-time video and audio communication can help resolve more elaborate client issues in a timely manner, regardless of the communication devices being used. If you are providing a complex product or service, the purchase of which requires further clarification and personalisation, using a platform for unified communication such as WebRTC can be the perfect solution for realising sales and meeting the customers’ needs.

The implementation of WebRTC-enabled communication tools also allows for the seamless and collaborative interaction between contact centre agents, in the form of video conferencing. As a research led by Cisco has found,over 75% of user organizations experience improved productivity of employees across geographically-dispersed locations due to voice and video conferencing.

3.Improved user experience- Supported by both iOS and Android operating systems, WebRTC gives customers the opportunity to reach out to a business from a device of their choice, through the most convenient communication channel. The WebRTC-powered interactions happen entirely within the browser, which decreases the customers’ efforts in the interaction and aids for a seamless on-site experience. The in-browser communication combines efficiency and convenience together, both of which are deciding factors for people’s future purchasing decisions, since over 66% of B2B and 52% of B2C customers stopped buying after a bad customer service interaction.

The integration of WebRTC-enabled communication features, such as co-browsing and web calling, allows businesses to:

-deliver personalised customer experience, tailored towards each client’s preferences and purchasing history

-get a better understanding of the customers’ buying journey and optimise the presented up-selling opportunities.

-decrease shopping cart abandonment rates

-boost website traffic

-improve the lead conversion rates

These improvements are due to the fact that customers are no longer required to leave the website in order to contact an online support agent and are the main factor for a seamless on-site user experience.

4.Reduced contact centre costs- this unified communication technology can save your contact centre a lot of money, since it works with open-source APIs and its installation doesn’t come along with subscription fees or additional hardware. Plus, because it doesn’t require any extra bandwidth or resource, you can use your pre-existing server for all customer interactions. Say goodbye to the toll-free numbers and the per-minute fees accompanying them!

The level of WebRTC’s employability allows agents to communicate with customers without being confined to a contact centre office, which eliminates the need for hiring a large number of full-time call agents. Instead, the resources can be utilised for the employment of experts that’d handle more complex customer cases.

5.Protect your customers’ personal information- WebRTC provides a secure way of transmitting information, since an in-browser communication can be established only if the customer allows for the use of their microphone and camera:

Because there’s no need for any supplementary software to be installed, you don’t need to worry about potential threats in the form of malware or viruses corrupting the data being shared between browsers. WebRTC comes with in-build security features that work to protect the in-browser communication on all levels:

  • End-to-end encryption- serves to protect the peer-to-peer communication and data transmission
  • Secure Real-Time Protocol (SRTP)- guards video and audio data from hackers
  • Secure WebRTC-enabled Voice over Internet Protocol (VOIP)- in order to protect all private conversations, this technology employs encrypted signalling channels that allow for the verification of the interaction, ensuring that there’s no risk of unauthorised third party accessing the conversation.

Learn more: What is WebRTC and is it safe?

Embedding communication services within your business’ website is the new prerequisite for customer satisfaction, as 50% of customers go online before engaging with a contact centre. With the technology for unified communication, reaching out to customers across various communication channels has never been easier, and so is understanding their buying journey and pain points.

The WebRTC technology will help you bridge the gap between online communications and telephony, delivering seamless on-site experience for the customers and improving the efficiency of the online support agents.