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WebRTC's Impact on Customer Service Proves Powerful

September 23, 2015

Customer service these days is a major part of any operation. Keeping customers happy improves the chances that these will be repeat customers, and repeat customers help ensure long-term cash flow. But poor customer service can do a lot of damage, and turn even repeat customers into former customers, an occasionally poisonous condition that can spread and make a lot more former customers. Some are therefore looking to Web-based real time communications (WebRTC) to make the big difference and help keep repeat customers in the fold.

With customers being passed around from department to department, and every department needing to get brought up to speed before addressing the customer's needs, customer service can be an unpleasant experience. This has led customers to try different contact channels like email, but these can be unreliable. But WebRTC, meanwhile, is posing some interesting new options, and that's got some companies trying it out.

Since WebRTC doesn't require downloads or plug-ins, essentially working right from the browser itself, the end result means that regular users can access it more readily, and it thus becomes a handier option. With many companies already providing at least some level of multichannel support, like click-to-call options or Web chat, adding WebRTC to the roster becomes simpler, and thus more likely to be added. With WebRTC in place, companies can offer up “live assist” functions, and that means customers get faster answers, which tends to leave such more satisfied as a result. This also means improvements in such key metrics as overall call handling time and first call resolution.

The connections are generally rapid, can be accomplished with most bandwidth levels and Internet speeds available to customers, and can be done without having to bring in a lot of new software for either the call center or for the customer. It basically allows the customer to just click to talk, which is valuable for the customer. Meanwhile, the call center can get access to the customer's records—profiles, location, browser activity and the like—which makes the call move faster even if transfers are necessary. But transfers become less necessary with WebRTC, as context-based routing options become available as well.

In a time where Amazon can readily route customers to customer service via its extremely popular Mayday button—which some believe works using at least a variant of WebRTC—the idea of using WebRTC to connect customers rapidly to customer service is a powerful one that seems obvious in retrospect. When customers can quickly access customer service, and quickly get answers, customers are more satisfied with the company as a result. Customers satisfied with a company's responses to issues are likely to be repeat customers in the future, as well as tell others about the company, if in nowhere near so high numbers as such would have had it been a bad experience.

Using WebRTC in customer service, therefore, seems like an idea too good to pass up. Easy to use, easy to put in place, and offering a wide variety of options for both customer service and customer alike means this is a tool that really delivers.

Edited by Stefania Viscusi

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