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The Human Element is Most Important Component of WebRTC Applications

August 01, 2014

When it comes to WebRTC’s application for improved customer experiences, human interaction is the key to success. Startup video chat marketplace company LiveNinja has built their business around the value of simple human communications and the huge amount of data that may be derived from them.

The company hosts a marketplace through which customers may buy and sell video chat sessions on various topics. Their Katana B2B product uses WebRTC to enable video chat on any website through a simple Javascript snippet. Will Weinraub, co-founder and CEO of LiveNinja, demonstrated the offering at the recent WebRTC Conference & Expo in Atlanta.

Weinraub put in a video chat call to CountryFarm Insurance through their website, immediately initiating a collaborative chat session so the agent could walk him through the complex questions many customers must answer in real time. The solution offers a variety of features for agents as well, including a simple GUI and statistics on the number of calls answered, the number in queue and the ability to perform hot call transfers for sales and marketing leads.

“The great thing about WebRTC is that you can integrate with the applications businesses are already using,” said Weinraub. “[Katana] integrates directly with Salesforce, you can integrate directly with Zendesk or any of these other applications.”

He added that for all of its advances, WebRTC can still be a little clunky and is often implemented through a very basic interface that is not intuitive for non-technical users. LiveNinja has made sure its application is very people friendly to promote the best levels of customer interaction possible.

The company isn’t ready to stop there though. LiveNinja just announced a partnership with IMRSV, a company that has developed the Cara facial recognition technology. Their offering analyzes a range of human emotions and derives massive amounts of data on every second of a customer interaction. That data can yield some interesting analytics about the highs and lows of a customer interaction that, as Weinraub demonstrated, may be used in a number of valuable ways.

“We talk about context and how we can add this really exciting layer on top of existing call centers and how people do business in real time,” said Weinraub. “This provides really important data. It’s the evolution of ‘this call will be recorded for quality assurance purposes.’”

That data can be used to better understand customer interactions, contact center agents’ strengths and weaknesses and the overall effectiveness of the transaction. Facial recognition can also pull in important general demographic information on gender, age and even the customer’s attention span.

While the companies are still working to develop an integrated offering, facial recognition certainly has the potential to take WebRTC to the next level of growth.

Edited by Maurice Nagle

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