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April 24, 2013

WebRTC is Causing Companies to Rethink Customer Service, Future of Telecommunications


Real-time communications has become the norm for communicating over mobile devices, the Internet and apps. It’s also contributed to the on-demand culture we see from businesses and consumers alike; if we want something, we want it now. Thanks to technology innovations, that is now possible. WebRTC is a disruptive technology that is taking real-time communications one step further; it enables users to communicate through video, voice or messaging via a Web browser with no plug-ins or software required.

“There’s potential to change the way people interact and communicate in places and contexts we’ve never imagined,” said Frédéric Boulanger, founder & CEO of Macadamian, in a statement.

Macadamian is a user experience design and software development firm that’s been working with WebRTC technology for the past year. In a blog post about a year ago, Matthew Hately of Macadamian explained just how much of game-changer WebRTC is. The key factor to WebRTC’s success is the lack of programming that is required. Voice and video chat inside the browser hasn’t taken off before this because it’s difficult and expensive to implement, and it’s challenging to convince customers to install the plug-ins or clients required, Hately explained.

Rethinking Customer Service

WebRTC doesn’t just change the way we communicate with each other; it enables an entirely new method for businesses communicating with customers, and vice versa. Connecting through the browser enables customer service representatives to know and easily access information like customers’ browsing history, account information and what products they have been looking at, offering a more personalized experience.

Video chat also eliminates a huge barrier in customer service today by adding a visual element. Customers calling for product support can actually show what isn’t working with equipment or explain an issue with a physical object rather than having to explain an issue and risk miscommunication. They can also share their screen to ensure the agent knows exactly what they are talking about and seeing.

“This is a potentially pervasive technology that can deliver real value to consumers – and that’s where we fit in,” said Boulanger. “Macadamian works with businesses to help them bridge the gap between cutting-edge technologies such as WebRTC and stellar user experiences.” 

The Future of Telecommunications

We’ve seen communication come a long way in just a few years. Mobile devices like tablets and smartphones have enabled constant access and real-time communications over the Internet and service provider networks. WebRTC hopes to bring instant browser-to-browser chat as a preferred communications medium.

By the end of this year, millions of people will be able to use the WebRTC standard to click on a link in their browser and connect to a business or a friend using either voice or video. No subscription, no special client – just a Web browser.

If you want to learn more about this disruptive technology, the WebRTC Conference and Expo will take place this June in Atlanta, GA. Offering a chance to network, learn, attend workshops and discuss key areas of WebRTC, such as the business impacts, standards, development tools and economic impacts. This is a perfect opportunity for applications developers and business professionals involved in B2B, B2C, contact centers, unified communications and social and Web apps looking to take advantage of how WebRTC can transform their business.




Edited by Stefania Viscusi
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