Contact centres today are hardly recognisable from a few years ago – and that’s a good thing. Leaders have made enormous strides to turn what was once a reactive support function for handling complaints into a revenue engine.

In recent years, contact centre leaders have adopted AI, integrating tools into everyday operations. They’ve invested in skills development, upleveling their agents to work across channels and on more nuanced cases. And thanks to their trove of customer insights and relationships, they’re playing a larger role in driving strategic initiatives – supporting everything from marketing campaigns to product decisions with their data.

Because of these improvements, contact centres now generate tremendous value – improving customer loyalty, retention and growth across the business. In fact, over 90% of CX and service leaders agree that their contact centre now directly contributes to revenue thanks to upselling, cross-selling and renewals.