Contact sales

Contact Centre Transformation. How it started … Where it’s going

Welcome to the world of contact centres, where businesses and customers come together to communicate, resolve issues, and build relationships. In recent years, contact centres in the UK have been undergoing a significant transformation, with new technologies, changing customer expectations, and innovative approaches to staffing and management.

One of the most significant changes in the contact centre industry has been the shift towards hybrid working. With many employees now able to work from home or remotely, contact centres are adapting their operations and strategies to meet the needs of a more flexible and diverse workforce using ‘cloud contact solutions’.

Despite some initial concerns and challenges, contact centres that have adopted hybrid working have reported many benefits. For example, agents have reported higher levels of job satisfaction and retention, increased productivity, and better work-life balance. In turn, customers have benefited from faster response times, improved service quality, and more personalised interactions.

In addition to hybrid working, contact centres are also embracing new technologies such as artificial intelligence, automation, and advanced analytics to streamline processes, improve efficiency, and enhance the overall customer experience. For example, chatbots and virtual assistants are becoming increasingly common, providing customers with instant support and self-service options, while augmented and virtual reality are being explored as a way to provide more immersive and engaging customer experiences.

At the same time, contact centres are also focusing on improving collaboration and teamwork among agents and departments. This includes using communication and project management tools to facilitate effective communication and cooperation, as well as adopting a more customer-centric approach to service delivery.

So, the world of contact centres is constantly evolving, and businesses that are able to adapt and innovate are best positioned to succeed. With the rise of hybrid working, the adoption of new technologies, and a focus on collaboration and customer-centricity, the future of contact centres looks bright and promising.


Great expectations

According to recent statistics, contact centre transformation in the UK has been driven by a number of factors, including changing customer expectations and advancements in technology. Here are some statistics on this topic:

Customer expectations:

89% of UK customers say that they expect companies to offer multiple channels of communication

70% of UK customers say that they expect companies to resolve their issues in a single interaction

75% of UK customers say that they expect companies to use their personal data to provide more personalised service 

Customer experience:

73% of UK customers say that they have switched companies because of poor customer service

80% of UK customers say that they are more likely to do business with a company that offers personalised experiences 

74% of UK customers say that they are more loyal to companies that offer a good customer experience

Advancements in technology:

The adoption of AI in the UK contact centre market is expected to grow at a CAGR of 23.6% between 2020 and 2027

The global market for cloud-based contact centre solutions is expected to reach £60 billion by 2027, with the UK being one of the key markets

The use of chatbots in UK contact centres is expected to grow by 35% between 2020 and 2023


Agent retention

Agent retention is a critical aspect of contact centre transformation. Some contact centres have made transformations to tackle agent retention through gamification and investing in easier solutions to navigate, to relieve some stresses of multiple platforms.

Gamification for agent retention:

70% of contact centres in the UK are planning to implement gamification in their workforce engagement strategies 

89% of agents in the UK say that gamification makes their work more engaging and enjoyable 

Companies that have implemented gamification strategies in their contact centres have seen a 48% increase in employee engagement 

Easier solutions to navigate for agent retention:

54% of agents in the UK say that they would be more productive if they had better technology and software tools to work with

The use of artificial intelligence and automation in UK contact centres can free up 30-40% of an agent’s time, allowing them to focus on more complex customer issues and boosting job satisfaction 

Companies that invest in providing a positive employee experience have a 2.1 times higher revenue growth than those that don’t 

The price you pay

The cost of high staff turnover in a contact centre can be significant. Advertising, interviewing, training… all for them to walk out 3 months down the line. Let’s look at some of the costs involved.

Recruitment and training costs:

The cost of recruiting a new contact centre agent in the UK can range from £3,000 to £10,000 

The average cost of training a new contact centre agent in the UK is around £6,000 

Lost productivity and revenue:

It can take up to six months for a new contact centre agent to become fully productive 

During this time, there may be a loss of productivity, which can result in a loss of revenue

A high staff turnover rate can also lead to a decline in customer satisfaction, which can further impact revenue

Impact on employee morale and culture:

A high staff turnover rate can have a negative impact on the morale of the remaining staff, leading to lower job satisfaction and higher rates of absenteeism and attrition.

It can also create a negative culture and reputation for the company, making it harder to attract and retain employees in the future.

Overall, the cost of high staff turnover in a contact centre can range from tens of thousands to millions of pounds, depending on the size of the organisation and the turnover rate. It is crucial to invest in retention strategies and provide a positive employee experience to reduce turnover and its associated costs.


So….how do you combat that?

Positive employee experience: A positive employee experience can help improve job satisfaction, morale, and motivation among contact centre agents. This can be achieved through a variety of measures, such as providing ongoing training and development opportunities, recognising and rewarding employee achievements, offering flexible working arrangements, and ensuring that the workplace is safe and healthy.

Technology and tools: Providing agents with the right technology and tools can make their work easier and more efficient, which can reduce frustration and stress. This includes providing modern communication and collaboration tools, as well as automating routine tasks through artificial intelligence and machine learning.

Gamification and employee engagement: Gamification can be used to create a more engaging and fun work environment for contact centre agents, which can help to increase motivation and retention. This includes features such as leaderboards, rewards, and challenges.

Career development opportunities: Providing career development opportunities can help to retain top talent within a contact centre. This includes offering promotion opportunities, training and development programs, and other career advancement paths.

Strong leadership and culture: A strong leadership team and positive organisational culture can help to create a supportive and encouraging environment for contact centre agents. This includes setting clear goals and expectations, providing regular feedback and coaching, and fostering a sense of community and teamwork among agents.

By implementing these features, contact centres in the UK can help to reduce agent turnover, increase employee retention, and improve overall performance and customer satisfaction.


ContactBabel. (2021). The UK Contact Centre Decision-Makers’ Guide 2021-22.

CCW Digital. (2021). CCW Market Study: The State of the Contact Center 2021.

Harvard Business Review. (2017). Why People Really Quit Their Jobs.


What’s the cutting-edge tech being implemented now?

There are several emerging features and trends that are likely to shape the future of customer service in the UK.

Artificial intelligence and automation: AI and automation are increasingly being used in contact centres to automate routine tasks, such as handling simple customer inquiries and scheduling appointments. This technology is also being used to provide more personalised and efficient service, such as by using chatbots and virtual assistants to provide instant support and self-service options.

Omnichannel communication: Contact centres are moving towards an omnichannel approach, where customers can interact with the business through multiple channels, such as phone, email, chat, and social media. This requires a seamless integration of different channels, which can be facilitated by using advanced customer relationship management (CRM) software and communication platforms.

Advanced analytics and insights: Contact centres are leveraging advanced analytics and insights to better understand customer needs and preferences. This includes using data to identify patterns and trends in customer behaviour, as well as to identify areas where service can be improved.

Augmented and virtual reality: Emerging technologies such as augmented and virtual reality are being explored as a way to provide more immersive and engaging customer experiences. This technology can be used to provide virtual product demonstrations, remote support, and even virtual reality training for agents.

Collaboration and teamwork: Contact centres are increasingly adopting collaboration and teamwork tools to improve communication and cooperation between agents and departments. This includes features such as team chat, video conferencing, and project management software.

As these emerging features and trends continue to evolve, they are likely to shape the future of contact centre transformation in the UK and improve the overall customer experience.


CCW Digital. (2021). CCW Market Study: The State of the Contact Center 2021.

Forbes. (2021). Contact Centers: A Vision Of The Future With AI, Automation, And Augmented Reality.

CustomerThink. (2021). 5 Trends for the Future of Contact Centers.