There are plenty out there who believe in the old proverb about how a physician should heal thyself, and when it comes to customer service, having a note of “customer, serve thyself” in the mix certainly doesn't hurt matters. Making simple solutions to common problems readily available for customers' use is a great way to improve customer satisfaction, and though it's not a silver-bullet response, it can certainly be a part of the mix, and Web-based real-time communications (WebRTC) can make all the difference with a “click-for-assistance” mechanism.
While indeed, interactive voice response (IVR) systems have commonly found a place in terms of the customer service equation—though many customers hate “the runaround” that only “a machine” can provide—the key to using such devices is to allow for easy access to a real person who can often solve problems in a way no machine can. While in IVR systems, accessing a real person can be directly built in or otherwise worked around, the same can't always be said for Web-based systems. Sending an email is an option, but responses may not be rapidly forthcoming if available at all. Some places have instant messenger systems built in, but that's not universal. However, WebRTC is stepping up to bring a new opportunity to allow easy access to live person help from a website with little more than a click-to-call-style function.
With WebRTC, a company can add the “click-for-assistance” button—or title said function as the individual company prefers—and then, with just a click, users can get access to a live person right from the website. A little extra hardware in place, and users can use a microphone and get instant audio chatting capability, or even step all the way up to a webcam and get easy access to instant video chatting.
Admittedly, in this case, companies have something of a motivation to proceed slowly. WebRTC is not yet a truly universal platform, being largely available through Google and Mozilla systems. Apple's Safari browser and Microsoft Internet Explorer are both staying out of WebRTC, at least for now and for different reasons. Of course, some would say that more widespread use of WebRTC would power further adaptation of the platform on different browsers, but that may not prove out in the end.
However, there's serious possibility here in terms of integrating WebRTC into a complete customer service package. Using the click-to-call-style capabilities that WebRTC can bring into a system means the potential for better customer service, and better customer service commonly means more sales. WebRTC, of course, can also offer potential for communications within the business.
Making it as easy as possible for as many customers as possible to make the decision to buy commonly pays dividends for all involved, so even though WebRTC is not yet universal, using a click-for-assistance function, powered by WebRTC, is likely to still make some customers happy. Some newly-happy customers, meanwhile, even potentially means making sales that otherwise wouldn't have been made.
Edited by
Rachel Ramsey
