Real Time Communications Featured Article

Customers Expect Personalized, Omnichannel Interactions - Can You Deliver?

February 10, 2016

The expectations around customer service are an interesting challenge for those companies that serve a variety of consumers. For those who only pay attention to millennials, it’s easy to assume they want real-time communications through technologies like WebRTC. If the target is someone like my father-in-law, you better have a physical location and a competent sales associate or customer service rep with which he can interact.

The challenge for him generally stems from a failure to communicate. When on a customer service call, he expects the person on the other end of the line to be easy to understand and provide him with a quick solution to his problem. He doesn’t mind so much if he needs to wait on hold or be transferred to the right individual – as long as the right individual solves his problem.

When resolution doesn’t happen, it’s a call to my husband and they need to go to the store to get the problem addressed properly. Could this be a situation where WebRTC could make a difference? The man wants real-time communications, but not through the channels we generally use. He scoffs at any type of social media and he owns a computer, but really only runs one program on it. If you ask him to press a button to instantly connect with someone who can help him online, he’ll resist the convenience simply because he doesn’t understand it.

Therein lies the challenge for widespread WebRTC adoption in support of the demand for real-time communications. While not all consumers are going to be as challenging as my father-in-law, most will still demand simple and intuitive. Companies aiming to achieve this end through the omnichannel experience can use WebRTC to accomplish the goal, as long as they educate the consumer along the way.

In a podcast recorded at ITEXPO, Will Melendez, EVP Global Sales for Voice4Net, and Gary Audin focus on the benefits to using WebRTC in the contact center. The ultimate goal is efficiency, providing the customer what they need through quick and personalized interactions. Voice4Net developed a software solution that encompasses WebRTC, allowing for the creation of customized widgets so the agent has a single interface for customer interactions. Regardless of the purpose of the call, the agent has the information available on-screen to personalize the experience for that caller and deliver resolution right away.

As Melendez and Audin stated very simply, you have to give customers what they want, which often means you have to meet them where they want to meet you. That approach requires agents who are ready to hit the ground running no matter the type of call, and provide quality interactions without the need to educate the consumer. Voice4Net makes that happen with optimized real-time communications. Will it be powerful enough even to please someone like my father-in-law? That remains to be seen.

Edited by Stefania Viscusi

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