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Some Video Chat systems allow the operator to actually navigate the customer around the website, and even in some cases actually co form-fill with them and process payments.
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In other words, "click-to-call" would be more accurately referred to as "Request-a-Call," as in "Please give me a call (here is my phone number)." CTC technology in most instances requires the web consumer to enter his phone number in order for the site operator, or its CSR s, or audio telephony version of an autoresponder, to place the call.
CTC technology is now used most often to convert web-based traffic into direct telephone communication between an end user and some other entity.
The basic form of CTC (Request-a-Call) technology currently in general use is just exactly what Request-a-Call sounds like: an end user enters her phone number through a web dialog box, then an intermediary service calls both that end user and the merchant or other respective third party, and connects the two together for an ordinary telephone conversation.
It is instructive to think of this implementation as the familiar three-party call, or conference call.
The user wants to talk to a website representative, so the CTC provider calls the user and the representative and then bridges the call between them in one way or another.
As to cost, typically the website operator or its client pays for CTC services.
CTC originates out of the older PC2PC telephony whereby a client, or software application, was downloaded onto an end user's own personal computer to interface with the same software running on the other party's computer, to enable a conversation between the two computer users.
Current CTC technology requires no consumer download except perhaps for industry standard plugins such as Flash.
Video engaging enterprise commonly termed as video chat is another new form of CTC, whereby the customer can click on a button to connect to an operator who appears on the web page over video and speaks to the customer directly through their PC.
The customer can either speak through microphone and speakers or headset, text chat, or use a conventional telephone to communicate with the operator.
White papers have confirmed that sufficiently advanced Request-a-Call technology improves website conversion rates so much that Forrester Research reported 143% average ROI on implementing it, with .5 million in increased revenues over 3 years and initial payback in just 7–14 months for even the most expensive CTC systems.