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SAP Adds WebRTC to its Applications

June 10, 2014

In the world of customer relationship management (CRM) and field service, SAP continues to lead. The company is transforming its software into services and adding the social media depth that younger customers are expecting out of call center companies.

“Next generation customers are twenty-first century customers, all digital, all social,” said SAP Senior Vice President Nayaki Nayyar. “They connect with their vendors and service providers through various channels. When they call an agent, they expect the agent to know everything about them, all likes, dislikes, every interaction through the call center via Twitter, through Facebook. It doesn’t matter which channel, they expect the company to have a single view.”

Nayyar said this is a fundamental shift happening in the marketplace, defining CRM as a category into customer engagement. Companies such as T-Mobile listen to their customers on social media channels such as Twitter and Facebook.

“T-Mobile completely gets it and listens to its customers on social channels,” she said, “Every channel is complaining or praising them, they are right there. They’re very much into it and it impresses people, makes them not just a customer, but a fan.”

SAP’s next step is to use WebRTC to integrate click to call, click to video chat, and instant messaging into the CRM process. The company is participating on a WebRTC panel at GENBAND’s Perspectives 14 event in Orlando this week, so it’s a safe assumption that SAP is working with GENBAND’s WebRTC products.

Integrating WebRTC into CRM adds another interactive layer between the customer and the call center, with the customer able to directly contact an agent via IM, voice, or video chat seamlessly through a Web page, rather than having to start up a separate client or pick up the phone to have a conversation.

SAP’s field service software is also getting a WebRTC boost. The basic field service software provides a database repository for all actions taken on a particular item – in this case, the “customer” is a piece of machinery. A full record of maintenance, including who and what was done to an item is kept on file, with additional help added thorough a 3D CAD graphic tool to illustrate how a particular piece or part needs to be replaced.

In case of difficulties, a technician can use WebRTC from the service page to call the dispatch office for assistance, opening up a video chat to provide a direct illustration of a problem. If necessary, subject matter experts can be brought into the discussion for consultation – think of it as Google Hangouts for fixing things.

“Field service is a mature and thriving business,” Nayyar stated. “We’re moving it into the cloud and making it available customers to access it from the cloud.”

Edited by Rory J. Thompson

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