Contact Centres

The modern contact centre experience now takes an omnichannel approach and consists of a combination of non-voice and voice channels. developments are taking place and it is interesting to watch how this experience is shaping the future of contact centres.


The Customer Experience (CX) concentrates on getting communication right but as demand for more complex and instant interaction on a range of platforms rises, getting communication right is becoming more challenging.


Customer service help desk and telemarketing departments are the dominant users of contact centres, but the healthcare and local authority sectors have also started introducing contact centres with multiple contact points. The healthcare sector in particular is going a step further by integrating data, technology, content and communication for both patients and the healthcare team.


The Gartner Magic Quadrant report for Contact Centre as a Service (CCaaS) found that 10% of contact centres currently use Cloud software and this is predicted to rise to 50% by 2022.


At 4C Strategies, we have been working with a number of clients on their contact centre requirements and we have noticed a few key trends in their requirements, we will share these below:


Key trends 4C Strategies have experienced with contact centre requirements.


Self Service


Self-service is no longer the frustrating experience it used to be if a good contact centre solution is configured and deployed. It is possible for a customer to experience excellent customer service without speaking to a customer service advisor. That being said, a safety net of an advisor being on hand should be made available but with the right software, call routing and the customer not needing to repeat themselves being offered as a solution.


Self-service now allows customers to find the answer they need in a timely way. The new self-service experience offers full support including dealing with issues, payment options and direct access to articles and a knowledge bank that is easily and readily available.


A good self-service solution will look at multiple communication methods including website (desktop and mobile), chatbots, text messages, email and social media.


Artificial Intelligence (AI) and Chatbots


At 4C Strategies, we are seeing AI being used to replace or compliment the IVR and call routing process (press 1 for option A, press 2 for option B etc). AI is being used to build on self-service and improve the CX journey and route to options such as FAQs, or routing to the correct advisor. Speech analysis can be carried out live through AI as can the ability to listen to the customer to identify the type of call and search for the right answer or redirect the call to the relevant advisor. AI is not completely replacing human contact as yet. Customers still feel there should be an option to transfer to a customer service advisor, but AI is increasingly becoming utilised and, in some cases, has replaced human contact.


Chatbots are able to answer simple queries efficiently. They are consistently reliable and always available and a good solution for quick fix queries.


Important data can also be collected during this process which can be used in analytics. This is covered below.


Digital Transformation


Many of our clients are using AI and digital solutions to help with efficiency, responsiveness and productivity but just as importantly, they are transforming the CX experience by using AI and digital solutions.


We are seeing digital transformation really changing the way businesses are working, especially with regards to contact centres using unified communications and collaboration (UCC) tools like Microsoft Teams. Internal collaboration is strategically important for contact centres as they help the whole organisation understand and see the collective intelligence in a customer context.


It is also important for organisations to consider updating legacy systems by installing new up to date solutions to keep moving forward.




Omnichannel provides customers with a seamless, orchestrated and joined up CX experience across all communication channels in an organisation. Omnichannel treats all communications from customers equally whether that be from online chat platforms, social media, e mail, the telephone etc.


CCaaS forms the basis of this CX experience and considers how to work these communication methods into their contact centre experience. If a customer contacts a business initially with a telephone call but their next contact is an e mail and following that a WhatsApp message, contact centre advisors will have all of this insight and data to respond to the customer intelligently and with a full picture, which saves the customer having to repeat themselves.


The modern contact centre recognises that CX can be made up of many different communication methods and are responsive to this. Improvements in omnichannel communications and machine-to-machine communications via the Internet of Things (IoT) are important considerations for organisations when they are thinking about their contact centre set up.




While it is still very important to listen to the experience of contact centre managers, we can now compliment this knowledge with sophisticated analytics using the data received through AI, chatbots, self-service, call recordings etc to really understand the CX journey in its entirety. The clients we work with use a combination of manual observation as well as digital intelligence and dashboards.


Analytics are crucial in understanding customer behaviour but are also instrumental in helping with resource planning, sales and marketing and campaigns.


How 4C Strategies can help


By appointing an experienced consultant like 4C Strategies, we can help you with your contact centre strategy and help deliver what you are trying to achieve. Your CCaaS strategy should be unique and developed to meet your specific business requirements within the context of your business plan. We will focus down on the things that really matter, and it is our job to wade through the complexities presenting you with a reduced set of clear choices and a straightforward strategy which works specifically for you.


4C Strategies is a group of qualified unified communications and collaboration consultants who have a wealth of experience in contact centres throughout a variety of industries and sectors. We appreciate that every organisation is different, and we specialise in the assessment of each client’s unique business requirements. This means that we are able to ascertain exactly what would be required from the organisation’s contact centre requirements and ensure that we can recommend a solution that will successfully and efficiently meet your needs


To find out how 4C Strategies can make contact centres and unified communications work hard for your organisation, contact us on 01858 438938, or email