CCMA Research Reveals Need to Change How Contact Centres are Seen

CCMA research reveals need to change how contact centres are seen internally and externally

Part 5 of the Evolution of the Contact Centre research launches today with a clear message of the widening gap between how contact centres are perceived inside and outside organisations, versus the actual role that contact centres are performing today.

The CCMA (Call Centre Management Association) has been tracking the industry’s progress since the start of the pandemic. This is the fifth part in a series of research reports exploring the future of the contact centre, thanks to the support of its partner Puzzel, a leading European CCaaS (Contact Centre as a Service) provider. The research programme explores the rapid and profound changes underway across contact centres large and small.

Leigh Hopwood, CEO of the CCMA, said,

“Five themes have emerged from this latest research, encompassing the importance of changing perceptions internally and externally, establishing more robust ways to determine the impact of contact centre activity on customer outcomes and fostering strong values-driven leadership that motivates colleagues,”

These are the five themes concluded in the research that will drive contact centre strategy in 2022 and beyond, which is available from the CCMA website:

1. Recruiting people with soft skills as the job content becomes more complex.
2. Reframing the contact centre externally – to attract people with the right competencies.
3. Reframing the contact centre internally – to secure investment and collaboration.
4. Giving team leaders the time to spend supporting their teams.
5. Getting the hybrid model right and allowing learning through osmosis to happen.

“Public perception has not kept pace with the rapid evolution of contact centres in the recent years”, said Stephen Yap, Research Director at the CCMA. “In such a challenging climate for recruitment and attrition, it’s imperative that more people understand the contribution that contact centres make as well as the opportunities they offer for highly skilled, rewarding careers with progression opportunities.”

Jonathan Allan, CMO at Puzzel said:

“We’re already seeing big businesses shifting their focus from recovery to growth, and contact centres gearing up to play a leading role. They are working harder, faster and more strategically than ever before.”

“We hear how contact centre leaders are now collaborating with other parts of the business, such as marketing and sales, to help better inform product development, improve sales enablement and drive more revenue. Leaders are also investing in new technologies and training programs to help their agents deliver more empathetic and personalised customer service, which will be crucial for earning back trust and loyalty this year. Get this right – and I believe we’re in for an incredibly exciting year of CX.”



For more details on the partnership and to register for updates on the research please Click Here

For nearly 30 years, the CCMA (Call Centre Management Association), as the longest established contact centre industry body, has been dedicated to supporting contact centre leaders across the UK. Founded on the principles of sharing best practice and networking to improve skills and knowledge, the CCMA is a thriving community that represents leaders from a huge cross-section of the industry.

Membership of the largest community in the industry offers unique opportunities, such as free annual benchmarking of 20+ KPIs, free entry into the UK National Contact Centre Awards and free tickets to the UK National Contact Centre Conference, invites to Executive Networking Dinners and exclusive events for members-only. Members also benefit from discounted training through the UK National Contact Centre Academy, the industry’s training partner.

To support the industry further, the CCMA conducts regular original research for download, including the annual Voice of the Contact Centre Consumer research, the Evolution of the Contact Centre tracking the industry’s progress and Good Practice Guides on a variety of topics.

For additional information on CCMA view their Company Profile

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