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.