This article is condensed and originally appeared in CloudTweaks.
With rising customer demand for personalized online experiences, businesses have sought new ways to stand out among the competition while also delivering the next generation of customer experience.
Offering customized service and customer support is one way that enterprises are meeting this demand. As an example, some businesses are tailoring their customer support and contact center situations using real-time communications tools such as Web Real-Time Communication (WebRTC)—a technology that enables cross-platform and context-based support to improve interactions between customers and support services.
Using WebRTC, enterprises can gain important historical data and context on a customer, such as their preferred platform for contacting customer service (i.e. via web browser, in-app or phone call). This type of approach enhances the customer’s ability to resolve their question or issue while also making it easier for the business to provide support.
WebRTC has been around since 2011. Over the years, it has been used to enhance deployment of voice and video tools within browsers and apps. Because it is an open source standard, WebRTC enables browsers and mobile apps to communicate directly with others in real-time, from any device, without extra plugins or communication service providers. Using WebRTC, developers can create contextual apps that provide the information to users through the right channel.
WebRTC is 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.
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