Why WebRTC Is Going To Revolutionize Business Communications

Currently, the customer service sector is immersed in a constant change. In the era of omnichannel, in which the customer is the protagonist of all business loyalty strategies, a technology is becoming the new standard for companies as a means of customer service: WebRTC (Web Real-Time Communications). In fact, according to a Technavio consultancy report, the WebRTC market will reach 3 trillion dollars in 2020. 

WebRTC, the ‘game changer’ of corporate communications

If, with VoIP, communications went to the Internet as a means to establish voice calls, with this technology a further step is taken and extended to multimedia communications (voice, video, chat, file sharing or combinations of these) between devices connected to the Internet, whether computers, smartphones or tablets.

In this way, this technology converts web browsers (such as Chrome or Firefox) into audio and video streaming applications in real time. Thus, users can make voice calls, video calls or share screens directly from the browser or mobile application without the need to download, install or configure any special plug-in. Therefore, companies and customers can communicate more quickly, directly and fluently.

Use cases

The development of applications based on 100% web technology means more convenience for contact center agents thanks to the simplification of their desk, since it does not require a physical terminal to handle calls. You do not even have to use a ‘softphone’ to answer calls, but you can manage them from your browser.

Likewise, working 100% web facilitates the integration between the call center agent application itself and the internal systems of the company (CRM, ERP…). In this way, agents do not need to open multiple applications but can answer calls and perform all their actions and management from the browser, even from the same tab.

In business environments, audio or multi-conferencing services are well known. With WebRTC technology, you can organize a video call simply by sharing a link that allows you to immediately join the conference without installing additional plug-ins and with browser-guaranteed compatibility (since is supported by 80% of the browsers most used by Internet users).

In the area of customer service or sales, its use facilitates contact with customers through the company’s own website. In this way, users can establish direct contact by voice or video from their browser. You can even send specific information of the section of the web where the client is so that the agent that answers the call has context information.

In social networks, this technology can be implemented the realization of voice and video calls to contacts or instant messaging in a very natural and appropriate, ensuring the correct operation to be based on the browser.

These examples or use cases are just a few samples of serviceable types that can be developed and demonstrate the enormous potential offered by this technology to unified communications solution providers. This technology makes it possible to natively and easily incorporate the browser as a “terminal” of your solution and thus offer services comparable to those provided by a proprietary application or a physical terminal. In addition, getting a consistent user experience in all channels.

What does WebRTC bring to the unified communications industry?

The “webification” of communications facilitates the development of services faster and easier than in traditional communications services. From the point of view of the service developer, the power comes from the fact that a web application developer can build communication applications in real time without needing knowledge of telecommunications (VoIP) or network protocols. In addition, security and robustness are not penalized; both aspects are very well covered from the base.

Thanks to this technology, the browser can be incorporated not only services comparable to those provided by a proprietary application or a physical terminal, but other innovative and differentials taking advantage of the possibilities offered by the web world. All this, generating a global and satisfactory user experience of unified communications in the different channels. WebRTC makes a difference in the evolution of business communications and in the way that customers relate to organizations.