A couple of decades ago if you bought something of any reasonable complexity, odds are it came with a call center number you had to call in case something went wrong. Perhaps like the airline industry, economic pressures on contact centers shifted their modus operandi from customer delight to cost reduction. Unsurprisingly this has not done well for contact center public sentiment. Its no wonder the web came along to augment and replace much of this experience – but no where near all it. Today, WebRTC offers a unique opportunity for contact centers to combine their two primary means of customer interaction – the web and phone calls – and entirely change the dynamic to the benefit of both sides.