Bridging the contact centre gap: Omnichannel, AI and the future of CX – Magnus Geverts, VP of Product Marketing at Calabrio discusses
More than 60% of contact centres say customer interactions are becoming more challenging – not because customers are angry, but because expectations have leapt ahead of what most systems, processes, and people are ready to deliver.
Recent Research has revealed that just as customer expectations and workforce challenges are intensifying, the adoption of AI is gaining momentum, and its capabilities are being put to the test. On their own, each of these trends has the potential to drive industry-wide change, but coming along at the same time, they are forcing a fundamental rethink of how customer service is delivered and how agents are supported.
Looking at the research headlines, over the past 12 months, 40% of contact centres have seen increased demand for 24/7 availability, and 36% say customers expect greater personalisation, speed and transparency. This is bringing additional pressure, and whilst AI is here to help, it is currently only mature enough to handle relatively basic interactions.
As such, 61% of contact centre managers report an increase in challenging customer interactions across all contact channels. As omnichannel experiences become the norm, businesses must adapt quickly to meet rising demands while maintaining trust and efficiency.
Closing the omnichannel gap
So, where is the contact centre industry on its omnichannel journey? While omnichannel has long been a strategic goal, only 36% of contact centres have made it a reality. The real challenge isn’t adding channels – it’s stitching the customer journey together with intelligence and context.
This situation offers yet another compelling use case for AI, with the technology playing a critical role in enabling omnichannel delivery. The numbers bear that out, with 83% of contact centre managers saying AI will help them deliver 24/7 omnichannel support . This trend is already apparent in the widespread use of chatbots, voicebots and integrated webchat, often supported by emerging tools such as co-browsing and self-service portals.
But the strategic value of omnichannel extends beyond technology: it’s also about advanced forecasting, smarter scheduling and ensuring agents have the right training and tools to handle complex, high-stakes interactions wherever they occur. As the data shows, many contact centres have identified the need for this evolution, but how they execute on their objectives will have a significant impact on their success in the medium-to-long term.
AI – help or hindrance?
While nearly every organisation (98%) is using AI in some form, the real differentiator is how effectively it augments human workflows, measures customer impact and redefines key metrics. For instance, 8 out of 10 CX leaders say they’re now tracking key AI metrics such as BOT Experience Score, BOT Automation Score and BOT Containment Rate (BCR). These measures show how effectively bots handle interactions, automate tasks and resolve queries without human intervention, providing a clear view of both performance and customer satisfaction.
The good news for contact centres is thus far, the impact of AI implementation in contact centres has been largely positive, with 31% reporting significant improvements in efficiency and performance, and 33% seeing minor improvements.
That has to be set against what the research also tells us about the impact of AI on agents. 59% of contact centres do not provide ongoing coaching to help agents adapt to AI-driven workflows, despite them being left to manage more complex, emotionally charged interactions.
This lack of support contributes to widespread scepticism: 32% of leaders cite a lack of agent trust in AI as a significant issue and previous research found that 56% of agents say AI isn’t helpful in their day-to-day work. At the same time, while empathy is recognised as the most lacking skill, 64% of organisations are not prioritising emotional intelligence or social interaction training. The result is a growing disconnect, with agents under pressure to deliver in high-stakes scenarios without the training or support they need to succeed.
But how can contact centre leaders square that circle and realise the full value of AI?
The key to success isn’t just adopting AI but harnessing it to empower agents and enhance customer experiences. Those who have made the most positive progress are bringing together a number of interconnected strategies, such as moving to the cloud to unlock scalability, aligning AI with business goals, and investing in targeted training that strengthens technical capability and emotional intelligence. By designing automation to complement, not replace, human interaction, these organisations are creating contact centres better equipped to deliver a win-win that balances employee and customer expectations.
The bottom line is that contact centres face a complex mix of challenges and opportunities. While technology is critical, it alone cannot guarantee success. As these industry-defining trends play out, the most successful organisations will be those that invest in sophisticated AI tools, enhance agent development, and implement workforce engagement initiatives that drive real results, developing a holistic approach that strikes a balance between technological innovation and human connection.
Magnus Geverts is VP of Product Marketing at Calabrio
Calabrio is a trusted ally to leading brands. The digital foundation of a customer-centric contact centre, the Calabrio ONE workforce performance suite helps enrich and understand human interactions, empowering your contact centre as a brand guardian. We maximise agent performance, exceed customer expectations, and boost workforce efficiency using connected data, AI-fueled analytics, automated workforce management, and personalised coaching. Only Calabrio ONE unites workforce optimisation (WFO), agent engagement, and business intelligence solutions into a cloud-native, fully integrated suite that adapts to your business.
For additional information on Calabrio view their Company Profile
