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Why WebRTC will shake up the contact center

By callstats on August 8, 2017

When was the last time you used a landline telephone to communicate overseas? Exactly - instant messaging, chat and multi-party video calls have already revolutionized the consumer market, and the same is fast happening to the enterprise world, including inbound and outbound contact centers.

WebRTC, or Web Real Time Communication, has made a swift entrance into the contact center landscape. Current estimates of WebRTC enabled CC software are in the small hundreds (source: BlogGeek, 2017), and the number is expected to keep growing rapidly in the coming years. Many factors contribute to the WebRTC success story, from compatibility with all major web browsers and reliable performance to low setup costs (most of your agents already have a laptop, right), and the often flexible and SaaS based platform pricing.

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Unlike in the past when VoIP calls happened over e.g. Java based plug-ins, WebRTC enabled web browsers are essentially click to call: End users can jump on a call directly on their browser, without having to first download plugins or specific applications. WebRTC allows for a more contextual support where e.g. the customer’s history can be presented more accurately as well as richer interactions and interactive functionalities. WebRTC is, thus, driving the change to a so called omnichannel customer experience.

Omnichannel customer experience means a profound change in how the customer journey is designed. Compared to the rigidly single directional information flows of the past, omnichannel offers many possibilities for touch points for both inbound and outbound contact centers: e.g. real time chat messaging, email, phone, ‘show-me’ walkthroughs & screen sharing, file transfer and many more. For contact centers, the technological switch also means that customer facing processes, CRM’s and service quality become central KPI’s that simply must be met.

Monitoring and analytics for contact centers

New customer contact touch points require a carefully measured, data driven approach to product development. This is where product analytics comes into play.

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With, we help contact center platforms and end clients alike to measure and monitor their WebRTC application performance. Streaming, multimedia and WebRTC tend to have their own unique set of challenges: continuous monitoring is typically the first step to taking data driven measures to improve the WebRTC customer experience.

For platform developers, detailed analytics in the application development phase help guide product vision. For apps already in production, WebRTC insights and ongoing monitoring efforts help identify, diagnose and fix issues before they cause pain for the customer. Gathering longitudinal data on app health, performance and usage also feeds back to the big picture of how contact center agents can provide better service to end customers.

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Tags: WebRTC, WebRTC Verticals, Contact Centers