Enterprises have been using video as a channel for collaboration and communication for quite a while now. Technologies like video conferencing have increased efficiencies by enabling colleagues and partners to collaborate without having to be physically in one place. But widespread adoption of such tools has been hampered by the need for expensive, specialized hardware and software and other complex IT requirements.

This could change thanks to a groundbreaking open-source technology called webRTC (web Real Time Communication). WebRTC enables web-based video, voice and data communications in real-time between connected devices using a browser as an interface, removing the need to have plug-ins or special software installations. The technology is entirely secure as it is encrypted end-to-end and is compatible across most browsers. The possibilities arising from such a flexible technology is limitless, with experts saying that it can change the way companies collaborate and communicate.

Deploying WebRTC-based applications are helping companies to leverage video as a channel more extensively, resulting in improved quality of interactions.  Extremely easy to use and implement, it is expected to see an upsurge in adoption in the coming years. According to the 2015 Webtorials survey, around 55% of IT professionals have stated that WebRTC will be a critical tool for collaboration.

One of the primary areas where the technology can have huge impact is in customer service. Video chats are the next big thing as they add a layer of personalization and immediacy to interactions with customer that is missing so far. Amazon’s Mayday service were the first to incorporate video in customer service through which a customer could initiate a one-way video chat with a tech advisor by pushing a button on their Kindle device.

WebRTC – powered video chats used in combination with co-browsing can usher in a new age of enterprise video. Here are a few ways in which it is likely to happen:

1.Boost both the quantum and the quality of customer engagement of a company: With webRTC, consumer-facing companies can implement click-to-call features in their website, allowing them to provide multimedia support to their customers. The easy-to-implement solution will need minimal investment and help companies to offer hands-on support. When used along with co-browsing, which allows simultaneous browsing, a customer service agent can interact face-to-face and help the customer with a complicated transaction or a problem in an efficient manner. The personal touch from video chats has the potential improve customer experience greatly, building loyalty.

2.Increase adoption rate of video as a channel for communication: With the benefits of reduced costs and no investments, the adoption of video as a channel will grow.Many companies so far deterred by the cost and technical requirements will be encouraged to use it.

3.Transform the role of video in companies: Today video is mostly limited to video conferencing which requires a complex technological set up and trained  IT team members.  webRTC will change this forever. Companies will be able to deploy it not just for customer-facing processes but also internal processes like training. Adding technologies like co-browsing and live chats, companies can use webRTC to collaborate with business partners, suppliers and other stakeholders, saving time and money.

4.Force companies to rethink their communication strategies: Omni-channel strategy or having multiple channels – phone, web chat and email – are standard today for companies. With webRTC making it easy to implement click-to-call functionality on websites, it replaces the need for the customer to reach for a phone or write a mail. Companies will need to redesign their communication strategy to leverage webRTC and ensure its seamless integration so as to provide a unified experience to customers.