Personally Connect to Your Customers with WebRTC
If you’ve ever worked in or with a Call Center, you understand the importance of First Call Resolution (FCR). If you are less familiar with Call Centers, you probably understand that customer satisfaction plays a critical role in customer loyalty, positive word of mouth or willingness to recommend, and has an impact on business results. First Call Resolution is when a Call Center agent properly addresses the customer’s need the first time they call, thereby eliminating the need for the customer to follow up with a second call or being transferred to another agent. Simply put, FCR is widely accepted to be the #1 driver of customer satisfaction in Call Centers.
Unfortunately, FCR rates are in decline. In the last five years, FCR rates have dropped 14%, which results in customer frustration and dissatisfaction. The decline in FCR rates has translated to an increase IN A contact center’s operational costs by 30% as they need to hire more agents to answer repeated or transferred calls from the same customer. What’s more, market studies show that 30% of customers who have a poor FCR experience leave a company for its competitors!
The great news is that WebRTC has proven to reverse the decline of FCR in call centers!
How WebRTC Can Improve First Call Resolution
Let me back up. WebRTC, short for Web Real Time Communications, is an open-source W3C evolving standard API and is becoming one of the most disruptive communication technologies available in recent years. Simply put, WebRTC enables voice and video calling between browsers without the use of plugins. That means that any device with a WebRTC-compliant browser can now make an audio or video call by simply clicking a button in a browser.
Companies such as Plantronics and American Express have implemented versions of WebRTC in order to lend a more personal touch to customers through ‘click-to-call’ functionality on their websites and apps (read the white paper). American Express recently released some interesting statistics about customer care usage through WebRTC in their mobile app (yes, WebRTC can also be implemented within a native mobile app). American Express found that 67% of their customers chose to use the WebRTC two-way video option, which increased their first call resolution rates by 17% vs. those customers who used the audio-only option – which is a staggering improvement!
Plantronics has implemented the AT&T Enhanced WebRTC API into its Call Center in order to enable ‘click-to-call’ functionality on the support section of its website. In this case, a button appears on the Plantronics support site that that allows the customer to launch a WebRTC call from within the browser, and then connects into the Plantronics contact center. As part of this implementation, Plantronics tags each user session with a unique “ID” (a virtual telephone number obtained from AT&T). This virtual phone number becomes the caller ID when the call reaches the contact center platform. Based on this phone number, Plantronics support teams can identify which browser session launched the call as well as which page the person was on when the call was initiated. Although it is early in the process for Plantronics, the company is pleased with the results and recently nearly tripled the number of agents who answer WebRTC based calls. Plantronics has implemented WebRTC in a way that required no additional training for call center reps – a win in not only improving customer satisfaction but also in call center agent utilization!
Learn more about the AT&T Enhanced WebRTC API, and sound off in the comments below on how else you think the WebRTC framework can be used to help in the contact center.