WebRTC part of a multi-channel strategy for customer careGuy Redmill, IMS World Forum 2015

About Redmill Marketing AssociatesInnovative marketing services for the technology and telecoms sectors

• Marketing and strategic consultancy services for the TMT sector

• Strategy• Communications• Analysis

• Deep knowledge of marketing and strategic needs of the TMT industries

• Strategic planning and consultancy• Clear, insightful communications and actionable marketing

programmes• An experienced team to complement your resources

Commercialising WebRTCEverybody has a use case....

There are tons of demonstrations

• It’s cool, but...

• Where is the money?

• Who benefits?

• How do they benefit?

The Call CentreMoving to a new model for the call centre

Customer relationship management

• Purchasing - I want to buy things

• Support - I need help

• Agents need information, Customers need identity, account details and authentication

•Standard call / called model is history

What is Multi-Channel?

Management Portal

Agent and Supervisor Apps

Workflow Designer

Reporting and Statistics

Advanced ACD

Unified Queue

Multichannel ACD

Inbound and Outbound

IVR with Natural Language

Backoffice

ApplicationServer

Phone SMS

Email

Fax andPaper

Supervisors

Chat

Management

Developers

Social Media

AgentsWeb Portal

Management Portal

Agent and Supervisor Apps

Workflow Designer

Reporting and Statistics

Advanced ACD

Unified Queue

Multichannel ACD

Inbound and Outbound

IVR with Natural Language

Backoffice

ApplicationServer

Phone SMS

Email

Fax andPaper

Supervisors

Chat

Management

Developers

Social Media

AgentsWeb Portal

What is Multi-Channel?Moving to a new model for the call centre

Linear relationship between agent and customer has vanished...• Call Centre must: - Manage multiple communucation channels - Measure and respond to feedback from multiple sources and across multiple channels - Constantly evaluate agent delivery - Track transactions

• It is an Omni Channel experiece - Integrated communications management

Online and Contact Centre Converging the experience

• Internet shopping abandonment rates are high...• 10 years’ data yields and average of 68.53% abandonment

Online and Contact Centre Converging the experience

• Internet shopping abandonment rates are high...• 10 years’ data yields and average of 68.53% abandonment

25%

50%

75%

100%

2006 2007 2008 201420132012201120102009 2015

Shop

ping

Car

t Aba

ndon

men

t Rat

e

Source: http://baymard.com/lists/cart-abandonment-rate

25%

50%

75%

100%

2006 2007 2008 201420132012201120102009 2015

Shop

ping

Car

t Aba

ndon

men

t Rat

e

Online and Contact Centre Converging the experience

• Internet shopping abandonment rates are high...• 10 years’ data yields and average of 68.53% abandonment• It’s getting worse...

68.53%

25%

50%

75%

100%

2006 2007 2008 201420132012201120102009 2015

Shop

ping

Car

t Aba

ndon

men

t Rat

e

Online and Contact Centre Converging the experience

• Internet shopping abandonment rates are high...• 10 years’ data yields and average of 68.53% abandonment• It’s getting worse...

• We need a way to help customers buy more of the things they apparently want

• And to support them when they need help

• Even a marginal change in completion can have a profound impact on a retailer or service provider’s business

Pain Points in the Contact CentreWhat is going wrong in the current model?

• Web click to call does exist, but...• It doesn’t preserve the context

• People do not like complex IVR menus• Too many options confuse and bewilder• Design is often poor

• They hate re-entering autentication details

• They may like help with complex transactions• Obtain more details• Get help

Web RTC

WebRTC in the Call CentreThe benefits of human intervention

• Human interventionbringsmanybenefits• Problem solving• Assistance

• Transition from web session to real person but with rich data

• WebRTC enables context to be preserved• Once logged in, this status is maintained when a voice/ video

session is established• No further need to verify

Web RTC

PseudoIVR

WebRTC in the Call CentreThe benefits of human intervention

Rev

erse

Pro

xy

MediaGateway

SignallingGateway

PBX

ACD

CustomerDBWeb

Portal

Co-browseServer

Customer

AgentRTP

REST

SRTP/ DTLS + STUN

WSS

HTTPS REST

SIP

WSS

JTAPI

DMZ

Source: Robert Welbourn, https://webrtchacks.com/webrtc-contact-center/

Why does WebRTC Matter?Ubiquitious communications channel

• WebRTC will (eventually) be a ubiquitously available communications channel

• WebRTC is present in most browsers• Desktop and mobile

• WebRTC provides a much better experience when compared to current tools to connect from browsers

• Convergence opportunity Web RTC

Increasing ValueFallback mechanism to help customers

• WebRTC provides a fallback mechanism to help customers and lower e-commerce abandonment rates

• Helps to increase engagement, provide advice and support• Potentially reducing call duration• Faster problem solving

• WebRTC becomes a vitally important channel through which shoppers can complete transactions

• Based on expected growth in end points• And spraed through mobile apps

• Even a marginal difference can have a huge impact on revenue

Enabling the EcosystemReady for WebRTC

• Clear need for PSTN / PLMN interconnectivity for call centres• WebRTC is great, but don’t forget the ‘omni’

• Contact Centre providers will deliver MG / SBC functionality

• Do operators have a role as providers of managed connectivity and identity brokering?

• Or as hosted infrastructure providers?

Operator RolesUbiquitious communications channel

• WebRTC IMS integration• Is it really worth it?• Not worth waiting for

• Need to offerWebRTCplatformenablement• Infrastructure / platform as a service

• Should add to their own contact centres• My mobile operator is terrible

• Enable their own solutions with WebRTC ASAP• Provide B2B / IoT solutions with WebRTC capabilities

• Across different verticals

Web RTC

In ConclusionThe future of WebRTC

• WebRTC commercialisation is in its infancy

• Call Centres provide a compellling use case and monetisation potential

• Reducing abandonment rates• Helping to solve customer problems faster• Providing converged, omni channel experience

• WebRTC and IMS• Plausible but don’t wait

• Instead, use it in your own operations and add to all relevant services

Email: info@redmillcommunications.comCall: +44 (0) 203 137 2070Visit: www.redmillcommunications.comTweet: @redmill_mktg

Redmill Communications Ltd.27 Old Gloucester Street,

London, WC1N 3AX

Company Number 6313614UK VAT Registration: 925 1936 16

redmill marketing associates