Organisations that use WebRTC provide customers with a smooth method of contacting them and also prompt the agent with relevant information about the call before they start speaking to the customer.

Customers browsing an organisation's website are provided links to click in order to place a call to the organisation. When a customer clicks a Call link, the customer's browser is effectively turned in to a softphone which can activate a voice or video call across the internet to the organisation. The parameters defined within the setup of the WebRTC call will enable it to pass through the organisation's firewall and connect securely with the organisation's contact center.

The gateway can simply treat the WebRTC call like any other SIP call and using the details received it will direct the call to the appropriate queue, where it is subject to service level agreements accordingly.

WebRTC links are easily added and removed from any web page and can even be generated dynamically. The organisation no longer has to manage and maintain large volumes of potentially expensive phone numbers. Depending on how the organisation chooses to direct calls, each link could result in the call being passed to a specific queue where agents handling those calls are knowledge experts; alternatively it may be directed to a general queue. When an advertising campaign has expired and the WebRTC link is removed from a webpage no more calls can be made to that destination, unlike traditional phone calls where a customer may have noted down the number for future use.

Not only can the gateway pass the WebRTC call to specific queues but it can direct the call to an external number. For example, a website that sells second hand cars may have both commercial dealerships and private sellers advertising their cars on the website and each car advertised could have a WebRTC call link associated with it. If the call is destined for a dealership then the gateway could pass the call to the contact center agent who will be able to greet the customer knowing the specific car the customer wants to discuss. However, if the call is a directed to a private seller then the call can be directed to that person's number and the potential customer is unaware of the seller's personal details.

Amazon has led the WebRTC charge with their Mayday button, driving up their customers' satisfaction to new heights. Customers using certain types of Kindle see a Mayday button that when clicked will connect the customer directly to an Amazon agent in a matter of seconds. This type of service should definitely be on every contact center's list of plans.



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