WebRTC - part of a multi-channel strategy for customer care
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Transcript of WebRTC - part of a multi-channel strategy for customer care
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
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
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: [email protected]: +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
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