WebRTC
BY DAVID FISCHER, LUWARE
ILLUSTRATION PROVIDED BY ADOBE STOCK
TAKING THE REAL-TIME CUSTOMER JOURNEY WITH THE HELP OF AI-ENABLED WebRTC.
While customers still primarily rely on phone, email, or chat for inquiries, another emerging entry channel is real-time communication( RTC). More specifically, WebRTC, which enables browser-based communication, including video.
The video capability is becoming critical as more customers use it to interact with each other. And crucially with organizations, like to open bank accounts, insurance consultations, doctor appointments, and more.
Video has also been increasing in popularity as a customer service tool. According to a recent report by marketing research firm Gitnux, 60 % of call centers have integrated video support to assist with complex issues.
34 CONTACT CENTER PIPELINE
With its incorporation of channels, including video, WebRTC is rapidly gaining traction in the contact center industry. Globally, the WebRTC market size was valued at more than $ 7 billion in 2024 and is expected to rise to $ 9.6 billion for 2025, and up to a whopping $ 94 billion by 2032.
WebRTC is often seen augmenting traditional routing applications, which typically rely on SIP and PSTN infrastructure for complex call routing and management. But its capabilities are extensive.
Beyond its primary use for browser-based communication, WebRTC calls can be routed with the same sophistication as traditional voice calls, including complex queuing and management.
This flexibility allows WebRTC to handle a wide range of interactions, whether scheduled or ad hoc, making it a versatile component in modern communication strategies.
Above all, WebRTC excels at embedding real-time communications directly into the customer journey, thereby improving the customer experience( CX) including through the agents. This is why the share of contact centers using it is increasing rapidly.
WebRTC EXAMPLES
Here are a couple of examples of how WebRTC can help the customer journey: