The Contact Centres 2021 report highlights the importance of contact centres in customer experience strategies, moving beyond their traditional role as a resource for troubleshooting user issues. These centres can inform future process and product innovations by collecting valuable insights on customer wants and issues causing frustration. The disruptive impact of Covid-19 has added complexity to meeting customer needs, with work-from-home mandates, surges in enquiry volume, increased reliance on digital channels, and changes in customer behaviour. Customers are more willing than ever to switch to a competitor due to poor customer service, and businesses must listen carefully to customer signals and keep abreast of current customer sentiment and market trends to retain loyalty.
