Customer experience – The 5 major assets of WebRTC

WebRTC is one of the major trends of 2019. Easy to use and implement, it provides a seamless customer experience with excellent ROI prospects. Here are 5 main advantages.


1- WebRTC is the most natural voice solution for the customer

It's easy: a user sees a button, on a web page or in a mobile app, that offers to talk to an advisor. Click, it's done!

WebRTC technology is the protocol that enables this browser-to-browser communication. Voice passes through the PC microphone, then through the Internet, instead of through the telephone. And there is no plugin to download in the browser.

Note that this vocal connection with an agent is immediate, which is not the case with click-to-call or webcallback, which generally presupposes leaving your number to be called back.

 2- Well designed, a WebRTC button is attractive to the customer

The WebRTC call buttons have only one purpose: to make it clear to the client that they can call an advisor if necessary. The creation rules to be applied are the same as for designing a Call To Action (CTA) button: adapted positioning, visible colors... as many criteria to be tested to optimize engagement.

It is also possible to customize this button to provide the user with information before, during and after the call and thus guide its use.

 3- The response provided via WebRTC is faster and more pertinent.

At the time of the call, the agent is aware of various parameters:

- the identity and history of the client (when identified),

- the page or product consulted by the customer

This better knowledge of the client and its context makes the conversation more efficient and quicker. This contributes to the creation of a satisfying and seamless experience. The brand is perceived as being more attentive, empathetic and rewarding (see Personalization of the relationship).

On the brand side, this context page also significantly reduces the call time between agent and customer.

Finally, it is possible to go even further in the digitisation of the call by proposing to the customer to switch to co-browsing to guide his use of the site.

4- Improved ROI: reduction of additional costs and sales

To reduce the number of calls to client advisors, it is possible to limit the use of WebRTC buttons.

They will only be displayed selectively:

- on some strategic pages (to avoid a shopping cart abandonment, for example),

- on the pages consulted by a typology of prospects or high-potential customers (privileged customers, geomarketing, sociostyle, etc.),

- if the subscription process is sufficiently advanced to maximize the chances of conversion.

In practice, in an e-commerce context, we see the success of additional sales of services and products.

The button can also be integrated into a mobile application, in order to provide a value-added service to the brand's customers.

 5- It is very easy to implement a WebRTC button

Technically, a WebRTC button is easy to implement in a web page or application: a few lines of javascript provided by a SaaS solution such as Snapcall, Webhelp's technology partner.

Brands will thus be able to benefit from advanced functions, detailed analytics and an optimized and secure interface with their site, application and infrastructures (API).

WebRTC simplifies the relationship and increases customer engagement. For brands, this technology appears to be an obvious source of optimizationt for customer experience, with a positive ROI, without technical complications. Good reasons to implement or test it… in 2019!

For more information, contact Mathieu Jougla, Webhelp's technology accelerator business developper.

If you want REAL value, think South Africa

Recently  we attended TradeSSA’s official launch of the Global Business Services (GBS) Incentives at South Africa House in London. Before I cover the highlights announced on the day, it’s worth noting that the current investment scheme has already borne fruit: the Business Process Services (BPS) industry is growing at c.22% annually, which is 3 times faster than India and the Philippines.

The new measures announced have been carefully designed to sustain this strong growth, whilst introducing modifications so that South Africa creates the right environment and workforce to remain competitive over the longer term. In short, they aim to grow the sector 10 fold and ensure that South Africa remains competitive with both established and emerging competitor countries.

I’ve summarised the key highlights of the new incentives below:

  • The yearly Opex based incentives will continue, but they will give companies greater flexibility in how they use their incentives (e.g. for training, telecom rentals). Given the operational nature of the bulk of expenditure, this is welcomed.
  • An incentive is payable for 5 years per job created. While these incentives will taper-down marginally over time, the long term nature of the incentive does demonstrate the support and commitment to investors, and will help them drive operational improvements (e.g. productivity, automation) over time.
  • The incentives will encourage job creation of high-complexity jobs by introducing three tiers of incentives for jobs, with varying degrees of complexity. This will increase the competitiveness of high value jobs, and help niche skills move up the value chain. This will lead to the transition of the sector upwards in the value chain, and cover areas such as complex customer management, social media, and analytics; and more investment in industry capability to include legal, banking and financial services. I believe that SA is ready to take on and flourish with these capabilities, having matured over the last decade.
  • There will be the possibility to maintain incentives for committed jobs beyond 2023 for applications approved before the end of 2023. This measure will further increase investor confidence, which is a critical fuel for the growth the SA economy is pursuing across all sectors.
  • The bonus cut off (in terms of number of jobs) will be increased for non-complex jobs. As the segment is relatively established in South Africa, and given the changing nature of our industry, it makes sense that the bulk of the incentives are focused on work and jobs of the future.
  • The incentive measures have been designed with strong eligibility criteria in mind. For instance, 80% of jobs should be for 18-35 year olds and medium/high complexity jobs; a minimum wage needs to be respected to protect workers; and eligibility criteria have been modified to enable domestic companies – especially outsourcers – to scale and compete more effectively.

Some of the world’s biggest brands are already in South Africa, which without a doubt, is testament to all that South Africa has to offer and supported by the incentives to date. And when I think about the overall value proposition South Africa has to offer vs. other offshore locations, it’s clear that a sustained focus in key areas have helped to make it really powerful. There’s an aligned focus on our sector from a number of the key players: BPeSA (Business Process enabling South Africa), Harambee (youth employment accelerator), the Department of Trade and Industry (DTI), and InvestSA, which is resulting in strong national coordination and mobilisation, the development of a clear and differentiation value proposition and a coordinated strategy around supply and demand.

However, to my mind, the real ‘magic’ of South Africa lies in its young talent – and there’s no shortage of it. 1 million students are enrolled in University at any one time, with c.192,000 graduating each year. Across the country, c.150,000 people are employed in the Global Business Services Sector – our talent pool has a reputation for  a more neutral accent vs. other offshore destinations, which is giving us a clear edge.

The UK and Australia have leveraged South Africa’s talent for customer support for many years, and this work is now evolving to include end-to-end customer experience management (upselling, retention, chats/social media and customer analytics, etc.). Companies in the US are also increasingly lured by South Africa, thanks to the quality of the talent and lower operational costs. And the huge investment in skills – industry, Customer Experience (CX) & Business Process Outsourcing (BPO) specific – and Future Skills, things like applied knowledge, people and workplace skills, is giving clients confidence that South Africa is a great long term solution for their CX and BPO requirements.

South Africa also offers a real opportunity to make a difference for young people and their communities. c.25-30% of 2017 hires in global services come from “Impact Sourcing” championed by BPeSA and the Rockefeller Foundation. Webhelp has successfully implemented impact sourcing in partnership with Harambee and not only are we proud to support this worthy cause, it’s actually paying dividends. The punctuality, attendance and attrition amongst our impact workers all compare favourably to the  average across our estate, and their performance was just as good as the average.

Other key factors contribute to magical South Africa:

  • Our first world infrastructure and ‘enabling environment’ combines a high quality business and operating infrastructure with government support designed to drive inward investment and global contact centre standards (ISO 18295)
  • Strong industry ‘savoir faire’. Above and beyond the contact centre, the country has developed capability in non-traditional areas of work, such as financial services, legal processes, insurance and healthcare
  • An investment in next-generation services for the digital contact centre is being driven by strong customer demand, and there are many examples of high quality multi-channel experiences – particularly at Webhelp South Africa! - supplemented by deep customer analytics
  • The country has a high number of quality locations, some of which can be reached by direct flights from the UK (Johannesburg, Cape Town, and Durban)
  • And last but not least, significant cost savings (c. 50-60%) in the cost of operations vs the UK and Australia for both voice and non-voice work, really do make South Africa a ‘no brainer’

To conclude, with everything that South Africa has to offer, and the new incentives to do business here, it’s hardly surprising that it was awarded the Global Sourcing Association’s “Offshoring Destination of the Year” for the second time in 2018.

So if you want to get REAL value from your CX and BPO, think South Africa, and call Webhelp!  Drop me a line, I’d love to talk! E:





Author: Brandon Aitken

Webhelp Employees Saddle Up For Charity In Virtual Cycle To India

Teams at Webhelp, one of the country’s leading business process outsourcers (BPO), have raised £2,119.96 for ultra-athlete and cystic fibrosis warrior Josh Llewellyn Jones through a virtual cycle from Larbert to Guragon in India.

On January 31st 2019 staff from across all the Webhelp UK, South Africa and India sites were out in force to take part in their World Charity Cycle Challenge, attempting a virtual distance of 4,270 miles, which would reach from Scotland to India. They managed an outstanding 3,351 miles, with some cyclists hitting the 40 mile per hour mark in the process.

Gillian Perry, Lead People Consultant – Communications and Engagement UK, South Africa and India, said, “We didn't quite make it from Larbert to Gurgaon in the end, but we virtually arrived just north of India. It was a great effort though and an incredible achievement for the teams.”

Webhelp has supported Josh through a series of remarkable fitness feats, including an attempt to lift 1,000,000 kilos in 24 hours in 2018. In 2019 he will attempt to cover 381 miles over five days, with a 21-mile Channel swim, 200-mile London cycle, and 160-mile Welsh run, all without sleep.

Josh said, “These events are great because they raise awareness about cystic fibrosis and encourage those who have it to pursue exercise and not give up on their dreams. Exercise is so good for the body and for mental strength – it was a great morning down in Cardiff and I was blown away by how many people got involved!”


Press information:

Ewan McKay, Marketing and Communications Manager at Webhelp, on +44(0)7980 411230,