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  5. Webinar: Elevating the Front Line


Of the many ways in which contact centres have changed in the past year and a half, none is more significant or will have such a permanent positive impact as the elevation of the customer service function, and the growing emphasis on supporting colleagues on the front line.

Customer experience has long been a focus of attention. The relationship between employee experience and customer experience is well understood. However, advisor experience in contact centres is a relatively new concept. There has always been a keen focus on productivity in the contact centre, but recently a more holistic set of practices have taken root that encompass wellbeing, career development, and investing in coaching, processes and tools, which empower the front line to be successful.

In this webinar, Stephen Yap, Research Director at the CCMA | Call Centre Management Association will share how and why the contact centre has become elevated and why advisor experience (AX) should be a top priority in every organisation that has a contact centre. The insights from this session are extracted from The Evolution of the Contact Centre, a CCMA research initiative supported by Puzzel.


Introduction to the CCMA | Call Centre Management Association and Puzzel

This rise of hybrid working and its impact on advisor experience

Boosting skill sets and career opportunities

Technology that empowers advisors


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Stephen Yap

Research Director at CCMA | Call Centre Management Association

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