How To Improve The Service Your Startup Provides Over WebRTC

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Many startups and companies have started to use WebRTC, offering a different customer experience. Still, not all of them use this technology to its full capacity. We'll share four hacks to improve yours!

The development of WebRTC has allowed companies to add real-time communication capabilities to their websites, and many have done just that. Since it allows for live audio and video communications, some sites even offer options like click-to-dial and video chat. If your site is one of them, that’s great – but it’s also just the start.

Many startups put up instant calling and chat options, but fail to make sure that the experience will really be an improvement for customers. This can make it a source of frustration instead and thereby cause it to work against the company’s objectives. Here are a few of the major ways policies should be changed to make sure that WebRTC is an effective and pleasant communication channel for all involved:

#1 Put Experienced Employees On The Web Communication System

This is the first thing that startups need to do. All too often, using live chat or any similar feature puts customers in contact with people who seem like they were hired an hour ago. Incorrect information, unpolished attitudes, ignorance about basic FAQ-level questions and answers, and long wait times are all common problems. The issue here isn’t one of software or technology; it’s all about who’s on the startup’s end of the connection.

Avoiding this problem is simple: Treat your web communications system with the same respect given to your regular phone communications. All training should be done offline in a true sandbox environment. That way, employees will be fully up to speed and trained in all of the aspects of customer service before they come in contact with customers and sales prospects.

#2 Integrate All Communications Channels

Hook everything up to your CMS system so that when people contact you through your site or by email, all of the relevant records are available to all employees involved in the communication department. It shouldn’t matter whether someone calls on a regular line, activates video chat, emails you, or uses click-to-call. Your company should also keep records of all contacts no matter how those contacts are made. This will keep customers from having to repeat themselves and prevent the problem of conflicting responses.

#3 Track All Communications

By integrating your CMS, you won’t have to worry about lost communication records or a lack of communication between different departments. The system keeps track of all calls: when they were made or came in, who handled them, and more. Perhaps most importantly, it allows notes to be attached to these records so that whoever talks to the person next knows the important parts of prior conversations. These notes pop up automatically, so there’s no need for busy workers to dig around to try to find them. This system also makes it so that there’s no way to forget that a note existed – it comes up on the screen and serves as its own reminder.

#4 Use Your Data To Make Improvements

As you accumulate data, you’ll be able to see patterns that would otherwise be hidden. For example, you may notice that one employee spends half the time per call as most of the others. Does this mean that he/she is the most efficient? Not necessarily! Check the records to see if their contacts end up having to call back to get all of their questions answered. If they do, coach them to slow down and be more thorough. On the other hand, if you see that one employee takes three times as long with each customer, you should check to see if their effectiveness is also better. If it isn’t, give them a nudge to speed up a bit.



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