Call centers, online retailers and content providers are among the key groups identified by industry experts as being primed to benefit from early adoption of Web Real-Time Communication (WebRTC) technology. WebRTC represents an opportunity for businesses to humanize Web software in order to develop customer relationships like never before. The technology enables video, voice and text communications, as well as screen-sharing, between Internet browsers – without the trouble of proprietary software plug-ins.
WebRTC is rapidly becoming available, prompting many businesses to start integrating the technology within their existing customer service models or at least thinking strategically about how it might be used to better engage stakeholders;
The power of WebRTC lies in its ubiquity as it’s easy for software developers to implement and simple for the general public to use;
There are exciting opportunities for businesses to integrate WebRTC technology into software applications and websites to create richer, more personalized customer experiences that take place in context – in real time, and possibly at lower cost
The disruptive potential of WebRTC is hard to predict but it will ultimately be determined by how businesses decide to use the technology – existing online activities will evolve in unpredictable ways to deliver customized experiences for consumers.
Low cost, high quality audio , video or even just peer to peer data. Web of connected WebRTC devices that can communicate in real time just by loading a web page.
Use of WebRTC looks like a natural use for the contact center and implementing many of the WebRTC use cases in the modern contact center is a matter of normalizing the media and signaling streams between systems to interface with the existing service. The telco perspective in this context doesn’t mean exclusively carriers or service providers, but a wider view of enabling WebRTC endpoints to access known communication services or solutions, such as a contact center.
A click-to-call WebRTC use is already be emerging in the market, along with a practical application in the area of agent login and soft-clients. IP contact centers have been using SIP soft-clients on agent workstations with USB headsets for a long time as an efficient way of equipping agents with their login endpoint and voice channel. But each soft-client comes with a cost, even to the solution provider, often in form of licenses to third parties that own the SIP stack, or a SIP soft-client OEM. It can be a significant cost across a group of agents, and of course, must be passed to the organization subscribing to, or otherwise procuring the contact center service.
By applying the no cost, open source, browser based soft-client capability of WebRTC, even just as a simple narrowband voice channel for agent connectivity sounds really appealing. It has a relatively low impact to contact center operations, and does not require any change to the customer facing element of the contact center. This is not earth shattering innovation, more of an incremental and practical use to make the contact center more competitive, and realistically a way to start utilizing WebRTC technology without taking a major risk.