A WebRTC Enhanced Customer Service Experience

Posted on July 22, 2013 by Andrea Mocherman

It’s 2013 and a phone call to customer service is still regarded as one of the most burdensome experiences. There are numerous services like LucyPhone or GetHuman that advertise a better way to connect with a real person, but that only solves a small portion of the big customer experience problem.

In a WebRTC-enabled world, companies can take large strides towards providing customer service that doesn’t leave your most valuable consumer cursing and putting a voodoo hex on your staff. Here are some suggestions:

Enable WebRTC to start

If the concept of click-to-dial and saving your customer’s time sounds appealing, then enable WebRTC. Trust me, you’ll thank me for this suggestion a year from now.

A very simple WebRTC integration that all companies should seriously consider is click-to-dial (aka click-to-call). There are numerous groups that are developing click2dial widgets (example: click2dial project), and you can either directly integrate the connection into your PBX or have the client run a SIP call over the PSTN to your PBX.

Shorten your customer’s wait time

Put your customer directly in touch with the right person in your organization without creating IVR-friction. Implement specific call groups for different areas of your website. If a customer is reading up about a new product, their next click should get them talking to your sales team and not an IVR system. Keep the harmony of the sale and smooth out the transition into the next step of your funnel.

Apply this idea with the other sections of your website such as support, product lines, and back-office accounts. By doing so, you’ll empower your support, sales and account teams with happier customers and relevant data.

Remember their details

We live in a world of metrics. These systems can be your best friend or your worst enemy, but no one can deny the fact that they provide insight. In order to improve the customer experience that you offer your customers, you will want to have as many of your systems talking to each other to provide relevant data.

I highly recommend writing up a few scripts to instantiate statistics in your favorite analytics services. Here’s a simple idea to get things started:


When the call starts, you should already have some of your customer’s data in front of your team so that there’s no need to ask for that first and last name again (and again and again and again…). I highly recommend passing through the referral page information (URL, time on page, previous page history, etc.) as well so that your team knows the context of the call before they say “hello”.

Analyze your statistics and insights

Now you have all this amazing data, so put it to good use. Get creative with where you want to record these signals and remember that everything you collect will only help you with your BigData initiatives. Take advantage of the insights that you gather and implement larger scale changes within the organization.

Implementing WebRTC in your organization will shorten the total time it takes for your customers to get the answers they’re looking for, tighten customer relationships, and drive them closer to the sale. Improving the customer experience that your company offers results in happier customers, and sales numbers that make you smile too.