Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

Safwan Khatib
Managing Director
Diana Syahriyanti
Contact Center Departement Head
Nikola Cocovic
Head of Partnerships
Sefanaia Silimaibau
Supervisor Quality Assurance & Trainer
Richard Roberts
Adviser and Consultant

Article : What Is WebRTC And How Will It Impact Customer Service?

You're on a web site looking to buy a holiday. After registering personal details you search through flight/villa/car combinations for the perfect family break. But what about parking? Does the villa have wheelchair access? Does the insurance cover you for sailing? You probably have a million and one questions, many of them unique to your set of circumstances.

How much easier life would be if you could simply click on a single web page button and instantly connect to an adviser who knows who you are, what you’ve been searching for, your holiday preferences from previous bookings, and what feedback you’ve previously given. And how much better would that customer experience be?

Sounds like the contact centre of the future. But in fact it’s all possible today thanks to a new technology called Web RTC.

WebRTC, or Web Real-Time Communications, is a communications standard developed by the W3C and supported by Google, Mozilla, storm(R) and others. WebRTC allows Web browsers and other HTTP-based applications to send and receive real-time media with the aim of allowing browsers, mobile platforms, and Internet of Things (IoT) devices to communicate via a common set of protocols.

Using WebRTC-enabled applications, consumers can make audio or video calls from Web pages, with the media sent directly and securely from one device to another - and without the need for them to download an application or use a browser plug-in like Flash.

For software developers WebRTC is major news. It means they can now simply and securely integrate real-time communications into mobile and web applications and, like in the example above, interact with greater context, creating a much more efficient information exchange. It also means developers can control telecom and other comms applications without requiring detailed knowledge of telecom technologies and protocols. All they need is web development know-how.

WebRTC and customer service

One area where WebRTC is predicted to have a massive impact is customer service. And there has already been plenty of activity in this area.

As early as 2013, Amazon took live agent support to the next level with its WebRTC-enabled Mayday ‘video contact centre’ for Kindle HD users. Mayday is a single-click support solution that lets users work with remote tech support personnel to solve problems with their tablets. The service enables users to see the remote tech support people in a small window on their screens - and remote tech staff to see users’ screens on their computers. Remote staff can not only watch what users are doing online but also co-browse, annotate their screens and tap through their interfaces.

WebRTC developers have also been active in communications-enabling Customer Relationship Management applications - giving CRM users quick and easy access to live agent support via phone and web chat - as well as using WebRTC to integrate WebRTC with other media streams such as PSTN or SIP to provide more unified customer communications.

The success of these initiatives has already gone some way towards proving the potential worth of WebRTC to service operators. However, we’ve really only scratched the surface of what is possible.

Developers are now looking to use WebRTC to:

  • Enable customers (or prospective customers) browsing a website, whether on a mobile device or at their computer, to initiate a chat or call with an agent by clicking a single button.
    Turn text chats into calls or video chats by sending URLs to customers via text
  • Launch Visual IVR apps (i.e. to send mobile users visual IVR trees that appear as apps on their devices)
  • Create in-app customer service features (i.e. enabling app users to directly talk to - or web chat - an agent, without leaving the application or its context)
    Integrate multiple data streams and share screens to facilitate greater collaboration - and even introduce augmented reality into the customer experience
  • Combine client information with communications, enabling incoming calls initiated from a browser to be automatically matched with customer information such as personals details and account history
  • Close the ‘context gap’ - i.e. the gap that exists when customers have to re-explain issues to an agent after providing the same details to another agent (via phone, email, web chat, text etc.) or previously entering them into an IVR, web site, CRM or other system

When it comes to creating faster, seamless and more personalised customer experiences, WebRTC is clearly a potential game changer.

About Content Guru:
Company LogoContent Guru is a global provider in cloud communications solutions. We deliver off-the-shelf and bespoke customer engagement and cloud contact centre services, through the 𝘀𝘁𝗼𝗿𝗺® platform. 𝘀𝘁𝗼𝗿𝗺 Customer Engagement and Experience platform brings together intelligent automation, third-party systems integration, and on-demand scalability to enhance all customer communication functions. With true omni-channel engagement capabilities, 𝘀𝘁𝗼𝗿𝗺 gives organisations the power to create consistent and seamless experiences for customers, inspiring loyalty and powering success.
Company Facebook   Company Twitter   Company YouTube   Company LinkedIn   Company Profile Page

Today's Tip of the Day - Every Contact Counts

Read today's tip or listen to it on podcast.

Published: Monday, January 25, 2016

Printer Friendly Version Printer friendly version

2024 Buyers Guide Visual Communications

Premium Listing
SJS Solutions

Optymyse - Digital Employee Engagement
Optymyse is a completely new way to empower, engage, motivate and retain your contact centre, call center and helpdesk agents. Optymyse is a unique neuroscience-based approach which takes care of your most valuable asset - your people and is focussed on improving mental health, wellness, wellbeing, motivation, happiness and reducing stress in the workplace.


Co-Browsing Integration
Co-Browsing is the practice of web-browsing where two or more people are navigating through a website on the internet. Software designed to allow Co-Browsing focuses on providing a smooth experience as two or more users use their devices to browse your website. In other words, your customer can permit the agent to have partial access to his/ her screen in real-time.

About us - in 60 seconds!

Submit Event

Upcoming Events

The 19th Asia Pacific Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...
The 19th World Final Annual Best Practices Conferences are here! Meeting Point for the World's Best Contact Center & CX Companies Read More...

Newsletter Registration

Please check to agree to be placed on the eNewsletter mailing list.
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total = 1
session page-view-total = 1
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =