Discover IPI's Top 5 Contact Centre Mega Trends

Jane: So, we’re here to talk about some of the key mega trends happening in the industry at the moment. Let's start by discussing software as a service (SaaS) adoption.

Sat: Yes, it's a huge trend. SaaS has been around for years now. If you look at the IT industry as a whole, some sectors are more advanced than others, and SaaS is still very relevant, particularly in the contact centre space—Contact Centre as a Service (CCaaS). Many organisations have adopted SaaS-based models for their communications estates or contact centres for a number of reasons. One key reason is the flexibility it provides; organisations can switch on new services very quickly, allowing them to adapt to market changes just as rapidly.

For multinationals that have grown through acquisition, it used to mean purchasing a lot of on-premise technology, which was costly. With cloud services, however, new offerings can be deployed anywhere in the world almost instantly, providing great flexibility. It also allows businesses to scale while reducing the cost of maintaining on-premise technology.

Moreover, it accelerates the digital transformation journey. While adoption has been significant, there is still a long way to go. Many organisations are still using on-premise technology. Analysts predict that by 2031, the CCaaS market will be worth £20 billion, so there’s still massive potential.

The small to medium segment of the market hasn’t fully adopted SaaS for a couple of reasons. Firstly, it requires investment and internal resources to execute these programmes. Secondly, many of these companies want enterprise-grade technology but can't afford it. We're also seeing new vendors entering the space with more affordable solutions for this segment.

Jane: The next mega trend—omnichannel.

Sat: Yes, omnichannel is all about how brands enable their customers to interact with them via various channels. The technology has always been there, but brands have struggled to fully grasp how their customers want to interact. Different demographics engage differently with brands.

The whole premise of omnichannel ties back to first-call resolution. It exists because brands want to offer seamless, fast interactions. For service requests, it’s about resolving issues quickly, and for purchases, making transactions as smooth as possible.

Mobile devices have driven the omnichannel trend. People expect instant responses and interaction, as they’re used to getting this from the apps on their phones or computers. They expect the same from large brands when it comes to customer service. However, there’s no one-size-fits-all strategy for omnichannel. It depends on understanding your customers—their demographics, trends, and how they prefer to interact. Once you understand this, you can build the right strategy, but it’s an evolving process that needs regular updates.

Jane: AI and automation—there’s a lot of hype. What are your thoughts?

Sat: AI is a huge topic, and it’s set to become one of the biggest disruptors in the market. Advances in large language models have enabled AI to perform increasingly sophisticated tasks. However, many executives are unsure where to deploy AI within their businesses to get the most value.

Many people think of AI as a tool to automate simple tasks, but executives are nervous about inaccuracies and erroneous data processing. Our advice to clients is to start by deploying AI in low-risk, high-reward areas and treat it as an evolving project, rather than a "go-live" like a large communication estate. AI will transform the industry, but businesses need to be clear about their desired outcomes and implement AI where it delivers the greatest value with minimal risk.

McKinsey predicts that AI will add £4 trillion of economic value across all industries, from automating processes to advancing medicine. AI will impact everything and present a huge opportunity. Executives need to catch up if they aren't already considering AI’s potential impact on their industries.

Jane: How do you think "super agents" will improve businesses moving forward?

Sat: Super agents are a hot topic. Essentially, it’s about equipping contact centre agents with real-time information to help them serve customers better. There’s no fixed strategy, and it won’t happen overnight. The goal is seamless and fast customer interaction, whether for service or purchase.

There are two key dynamics to super agents. First, it’s about providing agents with real-time technology support, such as emotion detection tools or knowledge bases that offer relevant answers during customer interactions. This can significantly improve service by preventing agents from being put on the spot.

The second question is whether highly qualified agents are still necessary if technology can provide this level of support. Some businesses are exploring the idea of using lower-skilled agents supported by advanced technology. However, human-to-human interaction still matters, and some customers will always prefer this. It’s likely to be a blend of both approaches, and the right strategy will depend on the brand, its customer demographics, and how they prefer to engage.

Jane: Why do you think it's so important to have a solid data and insight strategy?

Sat: I always say that data is only as good as the decisions it enables. Every organisation is focused on data, whether to make internal business decisions or to better understand their customers. The more you know about your customers—their buying or service patterns—the better you can personalise your offers and services. Amazon is a great example. How many times have you added something else to your basket because Amazon recommended it? That’s a powerful upsell opportunity, but it also enhances the customer experience because it feels personalised.

However, data strategies can be complicated, especially for multinationals that have grown through acquisition and use multiple systems. The key to deploying a successful data strategy is understanding what you’re trying to achieve. If it’s about internal business growth, that requires one strategy, but if it’s about better serving your customers, that’s a different approach altogether.