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Press Release

Part 5: Evolution of the Contact Centre research reveals need to change how contact centres are seen internally and externally

Part 3: Evolution of the Contact Centre research reveals an industry at a turning point

Monday 14 February 2022, London: Part 5 of the Evolution of the Contact Centre research launches today with a clear message of the widening gap between how contact centres are perceived inside and outside organisations, versus the actual role that contact centres are performing today.

The Call Centre Management Association (CCMA) has been tracking the industry’s progress since the start of the pandemic. This is the fifth part in a series of research reports exploring the future of the contact centre, thanks to the support of its partner Puzzel, the leading European CCaaS (Contact Centre as a Service) provider. The research programme explores the rapid and profound changes underway across contact centres large and small.

“Five themes have emerged from this latest research, encompassing the importance of changing perceptions internally and externally, establishing more robust ways to determine the impact of contact centre activity on customer outcomes and fostering strong values-driven leadership that motivates colleagues,” said Leigh Hopwood, CEO of the CCMA.

These are the five themes concluded in the research that will drive contact centre strategy in 2022 and beyond:

  • Recruiting people with soft skills as the job content becomes more complex.
  • Reframing the contact centre externally – to attract people with the right competencies.
  • Reframing the contact centre internally – to secure investment and collaboration.
  • Giving team leaders the time to spend supporting their teams.
  • Getting the hybrid model right and allowing learning through osmosis to happen.

“Public perception has not kept pace with the rapid evolution of contact centres in the recent years,” said Stephen Yap, Research Director at the CCMA. “In such a challenging climate for recruitment and attrition, it’s imperative that more people understand the contribution that contact centres make as well as the opportunities they offer for highly skilled, rewarding careers with progression opportunities.”

Jonathan Allan, CMO at Puzzel, said: “We’re already seeing big businesses shifting their focus from recovery to growth, and contact centres gearing up to play a leading role. They are working harder, faster and more strategically than ever before. We hear how contact centre leaders are now collaborating with other parts of the business, such as marketing and sales, to help better inform product development, improve sales enablement and drive more revenue. Leaders are also investing in new technologies and training programs to help their agents deliver more empathetic and personalised customer service, which will be crucial for earning back trust and loyalty this year. Get this right – and I believe we’re in for an incredibly exciting year of CX.”

To download the report, please visit https://www.puzzel.com/neighbourhood/media-insights/white-papers/part-5-the-evolution-of-the-contact-centre/

About Puzzel

Puzzel is the leading European provider of cloud contact centre solutions. Every day, more than 1,100 organisations across 40 countries use our software to deliver smart customer experiences, blending the powers of people and technology to serve customers efficiently, effectively and with empathy. The Puzzel Platform enables organisations to create rich journeys for their customers, with a mix of live and self-service experiences that give people the freedom to choose when, where and how they get help. Artificial intelligence is harnessed at every touchpoint to automate tasks, provide insight, and personalise service and support. Puzzel also includes a suite of productivity and planning tools to empower managers and agents to reach their goals and continuously improve performance. With 20+ years of experience in the industry, Puzzel is the CCaaS provider organisations trust when every moment matters. For more information, visit www.puzzel.com.

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