WebRTC - part of a multi-channel strategy for customer care
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There are tons of demonstrations in WebRTC. At the IMS World Forum 2015 event, RMA Managing Director, Guy Redmill, presents on the role of WebRTC in customer care in telecoms. It’s cool, but... -Where is the money? -Who benefits? -How do they benefit?
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WebRTC - part of a multi-channel strategy for customer care
- 1. WebRTC part of a multi-channel strategy for customer care Guy Redmill, IMS World Forum 2015
- 2. About Redmill Marketing Associates Innovative 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
- 3. Commercialising WebRTC Everybody has a use case.... There are tons of demonstrations • It’s cool, but... • Where is the money? • Who benefits? • How do they benefit?
- 4. The Call Centre Moving 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
- 5. 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 Application Server Phone SMS Email Fax and Paper Supervisors Chat Management Developers Social Media AgentsWeb Portal
- 6. 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 Application Server Phone SMS Email Fax and Paper 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
- 7. Online and Contact Centre Converging the experience • Internet shopping abandonment rates are high... • 10 years’ data yields and average of 68.53% abandonment
- 8. 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 ShoppingCartAbandonmentRate Source: http://baymard.com/lists/cart-abandonment-rate
- 9. 25% 50% 75% 100% 2006 2007 2008 201420132012201120102009 2015 ShoppingCartAbandonmentRate 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%
- 10. 25% 50% 75% 100% 2006 2007 2008 201420132012201120102009 2015 ShoppingCartAbandonmentRate 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
- 11. Pain Points in the Contact Centre What 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
- 12. Web RTC WebRTC in the Call Centre The benefits of human intervention • Human intervention brings many benefits • 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
- 13. Web RTC Pseudo IVR WebRTC in the Call Centre The benefits of human intervention ReverseProxy Media Gateway Signalling Gateway PBX ACD Customer DBWeb Portal Co-browse Server Customer Agent RTP REST SRTP/ DTLS + STUN WSS HTTPS REST SIP WSS JTAPI DMZ Source: Robert Welbourn, https://webrtchacks.com/webrtc-contact-center/
- 14. 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
- 15. Increasing Value Fallback 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
- 16. Enabling the Ecosystem Ready 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?
- 17. Operator Roles Ubiquitious communications channel • WebRTC IMS integration • Is it really worth it? • Not worth waiting for • Need to offer WebRTC platform enablement • 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
- 18. In Conclusion The 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
- 19. Email: info@redmillcommunications.com Call: +44 (0) 203 137 2070 Visit: www.redmillcommunications.com Tweet: @redmill_mktg Redmill Communications Ltd. 27 Old Gloucester Street, London, WC1N 3AX Company Number 6313614 UK VAT Registration: 925 1936 16 redmill marketing associates