This article is condensed and originally appeared in VMblog.
As technology evolves, the way consumers prefer to interact with businesses also changes. In order to stay ahead of these changing demands, businesses continue to identify ways to personalize communication options for their customers to deliver the next generation of customer experience.
One way businesses are differentiating themselves is by tailoring their customer support and contact center communications using real-time communications tools like Web Real-Time Communication (WebRTC).
WebRTC Explained
WebRTC is a technology that enables cross-platform and context-based support to improve interactions between customers and support services. Introduced in 2011, WebRTC has been used to enhance deployment of voice and video tools within browsers and apps. Enterprises that leverage WebRTC can deliver personalized experiences to customers because they gather the relevant data and context on a customer’s interaction with the business. For example, a customer service representative can see which platform (i.e. via a phone call, web browser or in-app) the customer prefers to use when interacting with support. Armed with this data, enterprises are better equipped to resolve questions and issues quickly, while also feeling more engaged and connected to their customers.
Since WebRTC is an open source standard, it helps browsers and mobile apps communicate directly with others in real-time, from any device, without extra plugins or CSPs. Using WebRTC, developers can create contextual apps that provide the information to users through the right channel.
WebRTC is also a proven way to simplify and enrich direct communication and collaboration. As it becomes more deeply enmeshed in the landscape, WebRTC will someday take the place of most native apps on mobile phones and tablets. This shift would take it beyond a web-based application and anything that would apply about connecting web users would be true when connecting mobile users.
Outlined below are two ways developers and IT departments can deploy WebRTC to give customers better control over browser behaviors for web-based telecom tools.
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