Web Real Time Communication (WebRTC) is beginning to gain commercial traction, cropping up for both consumer and business use cases. Because it supports audio and video capabilities natively via compatible browsers, WebRTC can be used without plug-ins, like Flash, or third-party applications, like Skype—and as such, it boosts interoperability across devices and platforms.
For businesses, embracing WebRTC has a number of benefits, not the least of which is better customer care.
Implementing care options like “click to call” or “click to chat” from a customer service portal is one aspect of how this can play out; and to boot, companies can provide an omnichannel customer engagement experience without requiring those customers to download anything, have any specialized software installed or otherwise go out of their way to interact with a business.
This seamlessness is useful when trying to transition site visitors to customers as well; companies can integrate smooth up-selling and cross-selling methods into the pre-sales process, and can add video product presentations directly to the mix. It offers a way to capitalize on impulse-buying behavior as well.
And, integrating video speeds up efficiency during a pre-sales call or customer support request.
Internally, WebRTC is useful for many things, including bolstering employee engagement. Managing internal projects or connecting with employees in remote offices becomes simpler with a native Web-based approach—and offers far less overhead than rolling out a full-fledged unified communications system. It’s also possible to incorporate features like video chat in a much more cost-effective way, allowing employees at all tiers of the business to tap advanced collaboration features, speeding project completion times and avoiding long, time-wasting e-mail exchanges.
Further, WebRTC offers easy integration with in-house Web platforms or mobile applications; and, because the WebRTC code is open-source, the code itself can be modified to better fit within specific business needs, such as integration with a call-recording system. Once implemented, WebRTC services require no special knowledge to run and maintain, meaning that the ongoing costs of these services are minimal.
This extends to security as well: The cost of setting up a simple security gateway can exceed the complete costs of setting up a WebRTC deployment. WebRTC uses the Secure Real-Time Transport Protocol (RTP) to facilitate calls and video sessions with encryption.