Latest research highlights a contact centre industry set for major transformation acceleration
A new research report from the European Customer Contact Alliance (ECCA) reveals that the contact centre industry is set for a new wave of digital transformation, with the pace of change expected to accelerate dramatically as a result of rapidly-advancing technologies such as generative artificial intelligence (AI), automation and agentic AI.
The Future Contact Centre is a comprehensive research report commissioned by ECCA with the support of BT and Genesys.
Leaning on qualitative data gathered from a range of contact centre leaders and industry experts, the research highlights a number of key trends expected to drive the next evolution of contact centres across Europe.
These include that:
• Roles and responsibilities in the contact centre are expected to change dramatically and become more technical and skilled, creating a new cohort of engineers, analysts, and conversationalists.
• Contact centres will become even more data-driven, with insights ‘mined’ from behavioural data and speech analytics in the future, reducing the reliance on customer feedback surveys.
• Human-to-human contact will become a premium proposition akin to ‘handmade’, as self-serve becomes the default in most situations for most people.
• System vulnerabilities and scamming will proliferate further, putting even more onus and urgency on detecting anomalies and acting quickly.
Jason Roberts, Group Customer Operations Director at home construction firm Crest Nicholson was one of the contact centre leaders providing perspective for the research. He stated that,
“In the next 18 months we’ll see the same level of digitalisation and change that we’ve seen in the past eight years.”
This sentiment is echoed throughout the report, which draws insights from senior leaders across Europe and respected industry thinkers, including Dr Nicola Millard and Martin Hill-Wilson. The findings predict a future where contact centres move from reactive service models to proactive, insight-led customer value hubs, and play a central role in organisational strategy.
Andrew Small, Director of Digital Workplace, BT added:
“The contact centre is undergoing a profound transformation – shifting from a reactive service function to a strategic hub of customer insight and innovation.”
“This research explores how AI, automation, and data are redefining the way organisations engage with customers and empower their people. It highlights the growing complexity of expectations, the risks of poor automation, and the enduring value of human empathy. Advisors are evolving into skilled problem-solvers, supported by intelligent tools that enhance – not replace – their role.”
Leigh Hopwood, Chair of ECCA, commented:
“This is not just another technology shift. This is a seismic realignment of how organisations engage with customers, manage their workforce, and harness data.”
“Our research highlights the immense potential, but also the growing responsibility to ensure these changes are inclusive, secure and human-centred.”
The research report is available now and is designed to help industry leaders navigate the opportunities—and challenges—of the next era in customer experience.
To access the full research report Click Here
The European Customer Contact Alliance (ECCA) is a network of customer contact associations across 14 countries, working together to raise the profile and modernise the reputation of our brilliant industry.
Built on strong relationships between national associations representing contact centres, ECCA is united by a shared mission to enhance customer contact and employee experiences for the benefit of society.
We support the growth of the industry through the exchange of best practice and insights, the development of a robust network of professionals across Europe, and by adding value to our national Association Partners to help grow and strengthen their local membership communities.
Its flagship event is the celebration of excellence at the European Contact Centre & Customer Service Awards, which has been recognising contact centre and customer service operations since 1999. The winners of these awards share their stories through The Exchange, a conference that takes place in the Spring, and we host Sites of Excellence across Europe.
