WebRTC (Web Real-Time Communications) is a relatively new technology that provides Web browsers and applications with secure real-time communications capabilities. It is being hailed as the single biggest disruptor to real-time communications since Voice over Internet Protocol (VoIP), the ability to make telephone calls over the Internet. This white paper explores how WebRTC-based real-time communications on your Web properties can assist you improve your online customer service and thereby customer experience, customer loyalty and ultimately your bottom line. It provides a non-technical overview of WebRTC and practical examples of how one can use WebRTC-based real-time communications across numerous industries to improve customer service.

1. Improving Your Online Customer Service and
Hence your Bottom Line Using WebRTC-
based Real-time Communications
October 2013
Authors:
Nigel Sinclair Thomson, CEO, 1toGo
Carlo Petrolo, Southern Europe, Middle East
and Africa Manager, CommuniGate Systems
This document was written in association with and with support from

2. 2
Contents
Introduction 4
Why is an Online
Presence so Important?
5
Why is Online User
Experience so
Important?
5
Why is Customer Service
So Important?
7
Summary of the
Research Referenced
8
What do we mean by
‘Real-time’
Communications?
8
What is WebRTC? 9
How does WebRTC
Support Your Customer
Service Efforts?
10
Some Examples of Using
WebRTC to Improve
Customer Service
12
How Does ‘Talk2Us’ from
1toGo Mobile Help You
Improve Your Customer
Service?
15
In Conclusion 16
About 1toGo Mobile 17

3. 3
About CommuniGate
Systems
17
References 17

4. 4
Introduction
Regardless of the size of your business, there are many reasons why you
might have a presence on the Web, be it via a website, mobile application,
social media site or blog.
These include one or more of the following:
 As a source of information for prospective customers
 As a means to establish your credibility
 As a standalone eCommerce site
 As one of many channels which your customers can use to
transact with you
 As a portal from which your customers can download their
accounts / statements or use to update their information.
Whatever the reasons for your having an online presence, you provide
your visitors or customers with an opportunity to form or change an
impression of your business every time they interact with your site/s.
It’s imperative that you provide your users with a positive experience
during these so-called ‘moments of truth’.
i
This is not only because
dissatisfied customers tell more people than satisfied customers
ii
but also
because, as we shall discuss in this white paper, there is a well-
established relationship between customer service, experience, loyalty
and profits.
This white paper commences by considering why you should have an
online presence and how your user experience impacts customer loyalty
and revenue not just online but also offline.
It then explores the importance of customer service on user experience
and how customer service can even be considered as a sales channel.
We then provide a non-technical overview of the new technology
WebRTC (Web Real-time Communications) and how it supports your
customer service efforts.
After looking at practical examples of how WebRTC-based real-time
communications can be used across numerous industries to improve
customer service, the paper concludes by introducing 1toGo’s ‘Talk2Us’
online real-time communications tools.

5. 5
Why is an Online
Presence so
Important?
In a survey carried out across 32 different countries by Accenture, 71% of
consumers said that after word-of-mouth, corporate websites were their
preferred source of information on providers and brands prior to their
making a purchase.
iii
Furthermore, almost half of those polled (44 %) said
the information they found on these websites was important when they
made their decision to purchase.
It’s thus clear that if you don’t have an online presence, many of your
potential customers will be doing business with competitiors of yours that
do.
Why is Online User
Experience so
Important?
Once you’ve created a website or social media site, it’s not easy getting
visitors to visit. It’s also not easy to get them to use the new mobile app
you’ve developed, even though you’re so proud of it.
But getting people to use these assets of yours is one thing. It’s even
more difficult to convert them to customers.
In spite of this, businesses are currently investing substantially more to get
traffic to their websites than what they spend on converting visitors once
they’ve arrived.
iv
Regardless of how you define ‘convert’ (this will depend on the type of
site/s you have and the reasons for your having those sites), this
imbalance in spending can compromise your user experience.
Indeed, in a survey carried out by the Temkin Group, business leaders
acknowledged that customer experience via their phone and in-person
channels exceeded that of their online channels.
v
This difference was
particularly large in the case of customer service help.
User experience impacts
customer loyalty
In the same article referred to above, the Temkin Group identified 5 types
of ‘online struggle’ (defined as “experiences that obstruct a user’s path to
accomplishing her goals”).
Reducing this struggle is important because struggle doesn’t just lead to
one-time abandonment of shopping carts or channel shift. It can also lead
to a permanent lack of confidence in your brand as well as visitors to your
Web properties bad-mouthing your brand with friends and in social media.

6. 6
Furthermore, companies offering a better customer experience have more
loyal customers who are more likely to purchase repeatedly and
recommend to others.
vi
And long-term profits Customer loyalty is critical for businesses, particularly those that transact
online. This is because customer acquisition costs in e-commerce are
high and multiple purchases are required to turn a customer into a
profitable customer.
vii
In addition, the longer their relationship with an online retailer, the more
customers spent in a given period of time as a result of more frequent and
larger purchases based on increased trust and cross-selling opportunities
presented to them.
Repeat customers also refer more people. The value of these referrals
can be significant.
To prevent loss of online
sales
Online sales accounted for approximately 9% of total retail sales in the US
and 7.6% of total retail sales in Europe in 2012
viii
(this varied from a high
of 12.7% in the UK to a low of 1.6% in Italy) while online retail sales as a
percentage of total retail sales are expected to reach 7% in both China
ix
and Australia
x
in 2013
Business believes it’s losing the equivalent of 24% of this online revenue
due to bad user experience.
xi
To prevent loss of offline
sales
But businesses use multiple marketing and/or sales channels. Some of
these channels may be online while others might be offline.
As an example, customers might research online but purchase instore,
order online and collect the item instore or order instore and have the item
delivered to their residence.
This online research / offline purchasing is resulting in the growth of
Commerce 3.0 – the convergence of online and offline shopping.
xii
Forrester Research has estimated that by 2014, online research
undertaken by consumers will influence 53% of combined online and
offline retail sales in the US.
xiii
This is up from 42% in 2009.
The reasons for the increasing popularity of ‘Web-influenced sales’
include purchasers being able to see the product they are purchasing
before committing to the purchase and the removal of the need to pay for
delivery charges or wait for purchases to be delivered.
Regardless of the channels used in this multichannel approach,
customers are increasingly demanding a seamless, integrated and
consistent (‘Omnichannel’) experience across all channels.

7. 7
This is not something that can be ignored in developing regions of the
world: in a survey undertaken by Capgemini, the expectations for a
seamless experience across all channels by shoppers who have used
technology during shopping was highest in developing markets.
xiv
This is
ascribed to the lack of traditional retail infrastructure in these markets as
well as shoppers in developing markets using the latest shopping
techniques instead of traditional approaches to shopping.
It’s thus imperative that you provide visitors to your online properties with
the best possible experience, failing which you could lose substantial
online and offline sales to your competitors.
Why is Customer
Service So
Important?
Customer service can impact customer loyalty and hence repeat
purchases
vii
over a period of many years.
xvi
It impacts customer
experience, loyalty and
purchases
In a survey carried out by Loudhouse on behalf of Liveperson at the end
of 2012
xv
, the main reasons for customers abandoning online purchases
included a lack of information about the product, service or delivery;
navigation difficulties and problems experienced with online customer
service or support.
Furthermore, more than 80% of those polled said they required assistance
when online and just over half said they tried once or gave up immediately
when looking for help before purchasing online. Similarly, just over 70%
expected help to be available within 5 minutes while 31% expected help
immediately. 48% said they would purchase elsewhere or abandon the
purchase altogether if they weren’t assisted in the expected timeframe.
The major drivers of a good online customer service experience
xvi
include
quick resolution of issues, having an issue resolved in a single interaction,
friendly customer service representatives and the ability to deal with the
same representative if a follow-up interaction is required.
Interestingly, it appears that customer service influences the purchasing
decisions (positively when receiving good customer service and negatively
when receiving bad customer service) of business-to-business (B2B)
customers more than the purchasing decisions of business-to-consumer
(B2C) customers.
In addition, it appears that the speed at which a problem is handled has a
bigger impact on the customer service experience than whether the
outcome is that for which the customer hoped.

8. 8
It’s thus clear that customers are becoming inpatient and expect that their
problems be resolved online in real-time or near real-time.
Although customer service expectations rise every year and rise faster in
emerging markets than in mature markets,
iii
many customers who
changed their providers as a result of bad service believe that their
providers could have done something to make them stay.
It creates brand
advocates
But apart from directly influencing customer loyalty and repeat purchases,
satisfied customers are also brand advocates. Indeed, 84% of
respondents in one of the surveys referred to earlier in this paper believe
that customer service can even be considered a sales channel.
xi
This is
not surprising given the importance of ‘word-of-mouth’ marketing.
Summary of the
Research Referenced
The research referred to above indicates that consumers place
considerable importance on the information on corporate websites prior to
making an online or offline purchase.
Although the online customer experience offered by multichannel
businesses might not be as good as that offered offline, customers are
increasingly expecting a seamless, integrated and consistent
(‘Omnichannel’) experience across all channels.
Online customer experience is strongly influenced by online service. This
in turn impacts customer loyalty and thereby not only once-off but also
repeat purchases, online and offline, in both the B2B and B2C
environments.
While expectations for good customer experience and service are rising
faster in emerging markets than in mature markets, customers
everywhere are requiring that their problems be resolved online in real-
time or near real-time.
What do we mean by
‘Real-time’
Communications?
When we refer to ‘real-time’ communications, we are referring to tools like
website chat / instant messaging, voice calling / conferencing, video
calling / conferencing, whiteboarding, screen sharing / co-browsing and
file sharing.

9. 9
The use of these tools on their websites will enable businesses to improve
their online customer service, assist customers overcome at least 4 of the
‘online struggles’ identified by Temkin and at the same time allow service
representatives to suggest alternative purchases or up sell to visitors.
What is WebRTC?
WebRTC (Web Real-Time Communication) is a relatively new technology
open sourced by Google in May 2011 and which provides Web browsers
and applications with secure real-time communications capabilities.
This allows users of websites, customer portals and mobile apps to
communicate directly in real-time with contact centers and company
employees while online (e.g. without leaving the website to make a phone
call), in high definition (HD) voice and video where applicable, without
having to download and install any plugins.
WebRTC also provides telecoms operators with the opportunity to ‘Web-
enable’ their back end infrastructure so that users can call traditional
public telephone network numbers from their browsers.
Unlike the traditional telecoms paradigm where telecoms operators
provide services (usually on a ‘per minute billing’ basis) to users under
service agreements, many of the users of these WebRTC-based tools
might not have any prior relationship with the website owners providing
the 'infrastructure' over which these communications take place.
Although WebRTC was only available in Google Chrome in November
2012, 13% of video calls in the US (as well as 9% of video calls in Europe,
11% of video calls in Asia and 22% of video calls in Australasia) were
being made over WebRTC by March 2013.
xvii
WebRTC is already available on 60% of desktop browsers (Google,
Mozilla and Opera) as well as on Chrome and Firefox for Android. It will
be available on almost 1 billion devices by the end of 2013 and on just
under 4 billion devices by the end of 2016. At this point in time, there will
be more than 1.5 billion active users.
xviii
WebRTC also allows website developers to develop voice applications
that have nothing to do with telephony.
Examples of such voice services include:
 Interactions on the Web driven by voice and gestures
 Voice enabled online authentication
 Online translation engines
 Voice enabled completion of online forms
 Voice enabled virtual assistants

10. 10
WebRTC is being hailed as the single biggest disrupter to real-time
communications since Voice over Internet Protocol (VoIP), the ability to
make telephone calls over the Internet.
How does WebRTC
Support Your
Customer Service
Efforts?
Let’s assume you’re a customer researching a product or service on a
company’s website or transacting on a service providers' online self
service portal or mobile application.
You might require further information or assistance so you’d have to
contact the organisation using email, an online form on the company’s
website or other tools like social media networks. Once you’ve submitted
the message, you then need to wait for a reply.
If you require urgent feedback however, you have no option but to pick up
a telephone and call the organisation or visit the nearest branch. Given
you may be travelling or living away from home at the time of your query,
having to dial a conventional telephone number might be inconvenient and
expensive while visiting a branch could be impossible.
Assuming you were able to phone your service provider, you would still
have to spend time listening to a multi-level auto attendant / IVR in order
to have your call routed to the appropriate service representative.
Even though you had authenticated yourself online during your interaction
with the company’s website or customer portal, if you were to call or visit a
branch of the business, you’d be required to re-authenticate yourself using
your ID/social security number, birth date, address etc.
Furthermore, when you phone or visit a business, the telephone call or
visit doesn't provide the person attending to your query with the context of
the query (e.g. what page on the website or downloaded document you
were viewing when your query arose).
WebRTC makes your life so much easier!
If the company you’re dealing with provided WebRTC-based real-time
communications for its website visitors, you could initiate a live chat with
the appropriate representative of the business based on the page of the
website you’re currently visiting. This would eliminate the need for you to
listen to an auto attendant / IVR.

11. 11
Thereafter, the representative might decide that it would be better to talk
to you instead of text chat, so she could escalate the chat to a voice call.
This call takes place via the Internet directly between you and her.
Should she need to demonstrate or show something to you, she could
then escalate the call to a video call.
Alternatively, should she need to see what you were trying to do when
your query arose, she could initiate a screen sharing / co-browsing
session with you or share a document with you if this would facilitate the
interaction.
WebRTC also enables face recognition/head tracking for gesture-based
controls e.g. if during a video call with the service representative she
noticed that your face expressed unhappiness or irritation, she could
follow up with you on the reason for this.
Since all the above takes place online, you wouldn’t have to re-
authenticate yourself if you had already done so when logging on to the
website or portal.
The benefits of WebRTC don’t however just extend to the customer. If the
contact center application used by the agent or customer service
representative supports WebRTC, the company will be able to bring new
agents online or have them work from home simply by providing them with
a computer and WebRTC compliant browser.
But first a word of caution. Don’t try to force WebRTC to solve a problem
that could have been solved more effectively using a different technology.
WebRTC must provide
customers with benefits
they wouldn’t obtain
using other technologies
In order to encourage a customer to use WebRTC-based
communications, the interaction needs to provide the customer with
benefits over and above those she would obtain from using traditional
communications methods, e.g.
 Quicker setup of the communication (e.g. not having to download and
install an application or plugin. This might not be as important if the
customer has an ongoing relationship with the business as opposed to
the interaction being once off)
 Membership of a service not being a precondition to being able to
communicate
 The ability to source more information or resolve issues quicker (e.g.
by being able to escalate a live chat or call to more useful modalities)
 No need to re-authenticate after an initial authentication.
To illustrate the above, assume that you’re an animal welfare agency
wishing to launch a new service that enables lost pets to be returned to
their owners.

12. 12
You envisage your service providing pets with tags containing QR codes.
Quick Response (QR) codes are the two-dimensional barcodes you see
on shop windows, advertisements and T-shirts. These codes link the
physical with the virtual world since scanning such codes with your
smartphone will open up the company’s Web property to which the QR
code is linked, in your browser.
These codes would link the pets to their own personal web pages on your
agency’s website instead of providing the owners’ telephone numbers on
the tags. Such web pages could include information to assist in identifying
a pet without listing the address and contact details of the owner for
security versions. The web page could instead contain a link which if
clicked using a WebRTC-enabled browser would dial the telephone
number, unknown to the finder, of the owner.
If such a pet were lost, the finder could scan the pet’s QR code and after
verifying the identity of the pet, call the owner’s telephone number.
This might appear on the surface to be an ideal application for WebRTC.
If however one evaluates this scenario against the checklist above, there
are no incentives for the customer (the finder of the pet in this case) to use
such a process to return the pet to its rightful owner. It would thus be more
effective for an owner to just provide their phone number on the tag and
have the finder just phone them by traditional telephony, even if this
meant that the owner’s telephone number would be made public.
Some Examples of
Using WebRTC to
Improve Customer
Service
In this next section, we provide you with some examples of how WebRTC
can be used to improve customer service across a range of industries.
Banking / financial
services
 Institutions like banks, insurers etc. can offer different communication
tools to their customers based on their value to the business. As an
example, a bank's high net worth clients might be given the facility to
video chat with their relationship manager but other clients might be
limited to voice calls or instant messaging with the contact center.
 Allow customers at branches to communicate with product experts
(who might be based at other branches or head office) via Web
browser based kiosks.
 Allow customers at branches to view and listen to information and
infomercials via Web browser based kiosks or ‘audio spots’

13. 13
Healthcare  Allow single & multi-party video conferencing for help lines including
voice transcription for hearing-impaired patients
 Allow providers to consult with remote specialists or patients via single
and multiparty voice and video conferences
 Remote viewing of images e.g. radiology, microscopy
 Disease management and home care monitoring
 Remote live interactive demonstrations of procedures and the
presenting of classes simultaneously to patients at multiple clinics
 Hospitals and medical practices providing a directory of their doctors
with click-to-call/make appointment from the hospital or medical
practice website.
Retailing  Retailers can announce ‘specials' and advertisements while a
visitor/shopper is online
 Allow customers at stores to view and listen to information and
infomercials via Web browser based kiosks or ‘audio spots’
 Shops can allow customers at home to see various departments of
theirs and their suppliers as well as talk to staff going about their daily
tasks in order to show aspects such as quality and cleanliness (e.g.
butcheries, fishmongers, grocers, dairies).
Education / training /
coaching
 Allow students to attend lectures/classes remotely
 Where a subject being demonstrated is difficult or expensive to setup
at a local educational institution such as a school, it can be
demonstrated to multiple institutions simultaneously from a central
location
 Students in a study group can discuss an assignment with other
students online on the same web page
 Educational institutions such as crèches, schools, colleges and
universities can provide live video feeds of their activities to parents
and ex pupils/students
 Fitness trainers can offer home based training via real-time video
Legal  Remote expert witness testimony.
Staff recruitment  Job applicants can be interviewed remotely by video.

14. 14
Realtors / real estate
agents
 Provide live virtual tours of properties to remote prospects
 QR codes in newspaper advertisements or on advertising boards
outside properties leading prospects to pages on their websites
containing information and a widget to contact the agent for live help.
Travel agents  Travel agents can show photos or videos of destinations to be visited
during a tour to visitors to their website
 Visitors to a travel agency website can discuss a tour package with
other visitors to the same page
Online or physical
auctions
 Sellers or auctioneering staff can show prospective bidders (those
unable to attend in the case of physical auctions) the item the bidder
is considering as well as its condition.
Social media networks /
communities
 Allow free or low cost communications including voice and video
calling between members.
Dating websites  Allow daters to talk with or see potential dates without revealing their
location and contact details.
Support groups  Allow members who are unable to attend and participate physically to
do so remotely.
Churches / undertakers  Broadcast church and funeral services to congregation members or
family and friends who are unable to attend a church or funeral
service physically.
Orchestras / bands  Allow remote fans wherever they might be in the world to view
concerts or gigs live as well as interact with the orchestra or band
members.
Broadcasting  Allow remote fans to participate in interviews with film, music and
sports stars
 Viewers at home can ask questions of radio and TV station
correspondents as well as participate in live TV shows
We have no doubt that you’ll think of many more uses for WebRTC-based
communications for customer service since you’re only limited by your
imagination.

15. 15
How Does ‘Talk2Us’
from 1toGo Mobile
Help You Improve
Your Customer
Service?
1toGo Mobile’s ‘Talk2Us’ service makes it easy for small and medium
sized businesses to provide their customers with online real-time
communications for their websites, social media sites, customer self-help
portals and mobile apps.
With less than 5 minutes downtime a month (99.99% availability),
‘Talk2Us’ is available when you need it to assist visitors on your website
and thereby convert your prospects and do repeat business with your
existing customers.
We provide you with the code for widgets for your online properties and
documents and within minutes you can communicate with your visitors
using WebRTC-based online chat / instant messaging and high definition
(HD) voice and video. Our Cloud-based infrastructure also makes it easy
for you to escalate the calls to conferences sessions and other tools as
well as route the calls internally.
Apart from allowing you to communicate with your online visitors, we can
also connect you to public telephone networks, thereby turning your Web
browser into a phone.
If you’re a larger business, 1toGo Enterprise will provide you with similar
services tailored to meet your unique requirements.
And if you’d prefer to host the services in your own private Cloud, our
associate Zwana Unicom can provide you with the infrastructure and
consulting services you need to get you up and running with the minimum
of delay.
You can access an online demo of 1toGo Mobile’s services by clicking
here.

16. 16
In Conclusion
By improving the online customer service you provide your customers and
thereby the user experience, you are able to increase customer loyalty
and thereby ongoing purchases both online and offline.
This requires you to attend to and resolve customer queries online in real-
time or near real-time.
WebRTC is an exciting technology that has the potential to revolutionise
online customer service by allowing businesses to communicate with their
prospects and customers online in real-time.
1toGo Mobile makes it easy for you to provide your customers with
WebRTC-based real-time communications for your websites, social media
sites, customer self-help portals and mobile apps.

17. 17
About 1toGo Mobile
1toGo Mobile offers online real-time communications for customer service
as well as unified communication and collaboration services to clients
such as SMEs and SOHOs. 1toGo also offers solutions to larger
businesses as well as verticals such as educational, healthcare and
government institutions via its ‘1toGo Enterprise’ services.
In addition to providing services to business users, 1toGo Mobile offers
solutions to service providers such as telcos, mobile network operators
(MNOs), mobile virtual network operators (MVNOs), Internet service
providers (ISPs) and Webhosts as well as website designers and
developers wishing to provide their clients with value added services in
order to differentiate their services from those of their competitors.
1toGo Mobile is an associate of Zwana Unicom, Distributor for
CommuniGate Systems’ carrier grade unified communications technology
in Sub Saharan Africa and South Asia.
About CommuniGate
Systems
CommuniGate Systems develops the world’s most efficient and secure
Unified Communications technology, enabling businesses of any size to
better connect and collaborate. An evolution of email, CommuniGate Pro
provides unprecedented security to Internet Communications for Web and
Mobile device users. The unique multi-threaded technology holds all
known world records and has un-challenged performance delivering the
best value to organizations that take security and efficiency seriously.
Companies that depend upon CommuniGate Pro for their secure Unified
Communications include; NASA, British Airways, SITA, US Missile and
Space Command, Lawrence Livermore National Laboratory, Los Alamos
National Laboratory, Lockheed Martin, DB Schenker, SNCF, along with
more than 17,000 other businesses with more than 190 million end users.

18. 18
References
i
‘Moments of truth’ is a term coined by Jan Carlson when he was turning around
Scandinavian Airlines System (SAS) in the early 1980s)
ii
One (perhaps extreme) example of this is the popularity of the ‘United Breaks Guitars’ video
(http://www.youtube.com/watch?v=5YGc4zOqozo) that David Carroll put on YouTube after
United Airlines broke his guitar en route from Halifax, Nova Scotia to Omaha, Nebraska in
2008. This video had received more than 13.5 million views at the time of writing this article.
Another more recent example is Hasan Syed’s promoted tweets to British Airways’ more than
300 000 Twitter followers to vent his frustration at the loss of his father’s luggage during a
flight from Chicago to Paris (http://ht.ly/oxY1J).
iii
‘2012 Global Consumer Pulse Research’, Accenture, November 2012
http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Global-Consumer-Pulse-
Research-Study-2012.pdf
iv
‘92:1: Marketing’s dirty little statistic’, posting on Econsultancy’s blog by Geoff Galat, June
2011
http://econsultancy.com/za/blog/7657-92-1-marketings-dirty-little-statistic-5
v
‘Customer Struggle Undermines Online Confidence And Loyalty’, Temkin Group, December
2010
http://www.tealeaf.com/customer-experience-management/resource-
center/register.php?doc=customer-struggle
vi
‘Our Data Once Again Shows that Better Customer Experience Yields Millions in Revenue
Benefit’, Forrester, March 2012
http://blogs.forrester.com/megan_burns/12-03-28-
our_data_once_again_shows_that_better_customer_experience_yields_millions_in_revenue
_benefit
vii
‘The Value of Online Customer Loyalty And how you can capture it’, Bain & Company, April
2000
http://www.bain.com/Images/Value_online_customer_loyalty_you_capture.pdf
viii
‘Online Retailing: Britain and Europe 2012’, Centre for Retail Research,
http://www.retailresearch.org/onlineretailing.php
ix
‘Online shopping clicking up’, China Daily, 20 August 2013
http://www.chinadaily.com.cn/china/2013-08/20/content_16905741.htm
x
‘Online Shopping in Australia to account for nearly 10% of total retail sales by 2017’, Frost &
Sullivan, 16 July 2013
http://www.frost.com/prod/servlet/press-release.pag?docid=281435628
xi
‘Reducing Online Customer Struggle’, IBM Tealeaf, August 2011
http://www.tealeaf.com/customer-experience-management/resource-
center/register.php?doc=reducing-customer-struggle
xii
‘Commerce 3.0: Online Research, Offline Buying’, E-Commerce Times, August 2011
http://www.ecommercetimes.com/story/73066.html

19. 19
xiii
‘Converging the Retail Experience to Connect with the Changing Shopper’, NCR/Retail
TouchPoints, 2010
http://www.popai.com/store/downloads/WhitePaper-Converging-Retail-Connect-Shoppers-
2010.pdf
xiv
‘Digital Shopper Relevancy - Profiting from Your Customers' Desired All-Channel
Experience’, Capgemini, July 2012
http://www.capgemini-
consulting.com/sites/default/files/resource/pdf/Digital_Shopper_Relevancy__FULL_REPORT
_.pdf
xv
‘The Connecting with Customers Report : A global in-depth study of the online customer
experience’, LivePerson, January 2013
http://info.liveperson.com/rs/liveperson/images/LivePerson_Connecting_With_Customers_Re
port_UK.pdf
xvi
‘Customer Service and Business Results’, Dimensional Research, April 2013
http://cdn.zendesk.com/resources/whitepapers/Zendesk_WP_Customer_Service_and_Busine
ss_Results.pdf
xvii
‘WebRTC Stats’
http://webrtcstats.com/first-webrtc-statistics
xviii
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Cases’, Disruptive Analysis, June 2013
http://disruptivewireless.blogspot.com/2013/06/disruptive-analysis-webrtc-q2-update.html