Customer Service and WebRTC: A Technology Game Changer


(This was originally written for Daitan Blog)

What is WebRTC? Why is it Relevant to Customer Service?

WebRTC is an emerging standard to enable real-time communications (voice, text, video, data) directly on a web-browser running in any machine or mobile phone. It is like having ubiquitous Skype, but without the need to install any proprietary application or browser plugins.

With WebRTC, web developers can easily embed rich voice/video/data applications into web pages or apps using nothing more than  HTML5 and JavaScript. They can quickly develop new communication applications without owning media pipes (once connection is set, data flows peer-to-peer) and writing just a few lines of code.

Skype, Google Hangouts, and other stand-alone communication applications are changing how we communicate using our laptops and smartphones. WebRTC integrates that change to web services and mobile Apps.

WebRTC and Customer Service: Transforming Customer Communications

One of the greatest challenges for Customer Service today is to keep context independent of channel. A conversation that starts on the website via chat can turn into a phone call and then transition to Twitter to be eventually resolved by email.

The promisse of WebRTC is to be the single channel of real-time communications enabling the seamless transition between data, text, voice, video sharing. For example,  “Click to Call” buttons become trivial and independent of platform or type of client device.

So what we see in the horizon is a future of no more traditional phone lines, no more proprietary web widgets for chat, and a seamless, integrated channel for real time communication that will both make current problems irrelevant and create a new set of challenges for Customer Service organizations.

Where is WebRTC today?

WebRTC is a standard driven by the IETF and W3C. It is in draft mode and is currently supported by Google Chrome, Mozilla and Opera Browsers. Safari and Internet Explorer are not yet supporting the WebRTC standards, although plug-ins are available for both browsers.

A good gateway for additional information can be found at (which is maintained by the Chrome Browser team).

Daitan Group is a pioneer in WebRTC development for business applications. Our development partners were the first in the industry to introduce call center and customer service products supporting WebRTC. If you plan to develop WebRTC services, don’t start it before contacting us.

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