WebRTC Can Bring Joy To The Customer

December, 2015

Clicking a WebRTC link can quickly connect customers to agents who already know specifics about the call.

As consumers continue to use a variety of media types to contact organisations, so those organisations are trying to ease the process for their customers.

One way of doing this is by identifying the topic a customer wants to speak about before the call reaches the agent. Organisations have generally tried to do this by using an IVR or supplying a specific DDI for the customer to dial. Unfortunately, the IVR approach often fails to match the customer’s requirement; “press one for this, two for that, three for the other, or press four if none of these options suit your needs”. Likewise, the list of DDIs can be long and even the most conscientious of customers could fail to find the correct number to dial in the hope of getting through to the exact service they want.

Wouldn’t it be better if a customer could make a call that took them directly to an agent who already knew exactly what they want to talk about? For example; not just ‘billing’, but specifically ‘January’s bill’. Or not just ‘customer service’ but specifically ‘an upgrade to the XYZ product’. The customer would be there for days if they tried to navigate their way through an IVR on that one! Likewise, the list of DDIs required to cover all these options would fill a book.

Enter WebRTC, an API definition that supports browser-to-browser applications for voice calling and video chat. A WebRTC call is initiated from a link within an app or on a webpage. As a result, the call information received by the contact center can include data about the page that the customer was looking at when they made the call. The system can then provide far more detailed information to the agent who is assigned the call.

Previously, the customer’s call would provide the CLI that could be searched against in the CRM to provide customer information and the DDI that customer called would assist in the routing of the call. With WebRTC, the details provided about what page the customer was viewing when they made the call, can ensure the agent is several steps ahead and can handle the customer’s call with minimal introduction and description needed.

Improved customer experience, plus the organisation doesn’t have to manage lots of potentially expensive telephone numbers for customers to call; what’s not to like? Our next blog will touch on the benefits of WebRTC to the organisation.

What We Offer

Sytel Limited develops and supplies Softdial Contact Center® (SCC), offering multimedia, multichannel, fully blended cloud contact center solutions, for quick and easy deployment by partners offering CCaaS or enterprise users. All Sytel cloud components are secure, resilient and scale seamlessly from 10 agents to 10,000+, whether local, mobile or remote.

  • Flexible Contact Center Platform

    Softdial Contact Center™ – tightly integrated modules, designed to deliver at scale

  • Blended Media Desktop

    Fully customisable, multi-channel, multi-session workspace

  • Work Anywhere

    Browser-based tools, no software installation required

  • Cloud Or On-Premise, Multi-Tenant

    Scalable, resilient, secure, proven

  • Customise, Localise, White Label

    Design all user interfaces to individual requirements

  • Integration Via APIs

    ‘Swap out’ components and integrate with 3rd party apps

  • World Class Development

    Continuous evolution pushing technical boundaries


Softdial Contact Center™ (SCC) is designed to be flexible, extensible and scalable, integrating with any legacy equipment, and meeting the most complex of requirements.

  • All Media Types

    Voice, chat, email, social, etc – fully integrated and blended

  • Agent Multi-Tasking

    Work with multiple live contact sessions of any media type

  • Dynamic Media Blending

    Automated, ‘best available’ decisions to blend and balance work load across all media types

  • Predictive Dialing

    Best-of-breed performance under compliance

  • Intelligent Routing

    Smart rules and ‘best-available’ decisions to drive great customer service

  • Agent Scripts

    Help agents achieve and maintain excellence

  • Voice and Screen Recording

    See and hear exactly how agents are interacting

  • Analytics and Data Feeds

    Measure and evaluate performance at every level

  • IVR, Bots & Conversational AI

    Design effective automated flows or integrate with 3rd party providers

  • Customer Journey Tracking

    Stored customer contact history, to aid routing and add context to conversations


A complete suite of tools, with unique flexibility to extend and swap out modules to deliver a tailored contact center solution for any environment

  • Softdial One™

    Highly flexible unified web UI for agents, supervisors and administrators

  • Softdial Scripter™

    Create complex process flow scripts for agents, IVR, chatbots and other applications

  • Sytel AI Dialer™

    Best-of-breed predictive dialing under any compliance rules

  • Softdial Pathfinder™

    Precise routing rules for ‘best available’ connection

  • Softdial Media Server™

    Core telephony functions to manage all inbound/ outbound SIP calls

  • Softdial Reporter™ 5

    Fully customisable performance stats, charts and reports, across all channels

  • Softdial Publisher™

    Comprehensive data output to build your own reports

  • Softdial Recording Monitor™

    Audio and screen recording of agent activity to ensure the highest standards

  • Softdial Campaign Manager™

    Comprehensive configuration and control for outbound campaigns

  • Softdial Repository™

    Central storage and configuration of common resources

  • Sytel Global Compliance™

    Flexible ‘no contact’ rules to protect contact center and consumer


Performance and efficiency for a wide range of business applications

  • Customer Service

    Connect quickly to well equipped agents

  • Sales & Telemarketing

    Maximise agent productivity with best-of-breed predictive dialing

  • Healthcare

    Secure, highly-configurable multichannel communications for excellence in patient care

  • Market Research

    Best-of-breed predictive dialing with CATI integration

  • Collections

    Automated inbound/ outbound blending integrated with any debt management app