Web RTC and the Transformative Impact on Future Real-Time Communications | CPI's Blog

Web RTC and the Transformative Impact on Future Real-Time Communications

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Chris Dellen

What is Web RTC? Simply, Web RTC stands for "Web Real-Time Communications." In other words, it is an open framework for the web that enables real-time communications in a web browser. Currently, Web RTC is supported in Chrome, Firefox, Opera, Android, and iOS.

I know we have started out a little "technical" but stick with me, the impact of this will be transformative over the next couple of years.

Why should you care about it?

Imagine you are a customer on a website and have a specific question on a product you are about to purchase. If you call the 1-800 number, you will have to navigate an IVR and maybe, (if it's poorly designed) 2-3 people to get your question answered.

So, let's rewind our previous example and imagine you are asking for help from an organization who is providing real-time support via Web RTC. As you are trying to decide whether to purchase an item or not, a web pop-up asks if you have any questions and if you would like to have a conversation with a product specialist. You click "yes" and are connected immediately and routed to precisely the right agent. No phone is required, no dialing, you literally click and talk through your browser/app directly with the agent.

Because, the communication is initiated directly through your browser, the company knows what products you have looked at, how much is in your shopping cart, and if you are signed into their site, they may even have your previous purchase history accessible as well. All of this information can provide routing context and equip the agent to have a meaningful interaction.

This same type of experience can be embedded into your applications, mobile apps, and devices to provide the same type of customer experience discussed above.

Web RTC's ability to add additional layers of context for organizations and its ease of use for customers, will make it a powerful and transformative CX tool.

What are some ways you could leverage Web RTC in your organization? I hope this posts help you and your contact center team start identifying ways to use this valuable CX tool.



Please reach out with your questions...and as always, thanks for reading!


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