Digital technology has opened up innovative ways for businesses to communicate and engage with customers faster than ever before. But the power of traditional channels, such as the call centre, shouldn’t be underestimated. In fact, research from Forrester found that 50% of web transactions are still completed with the help of an agent, and many customers will go elsewhere if this is not a smooth interaction.

The customer desire and expectation of having the option to talk with a live agent wherever they are, and across company channels, means that call centres are a central hub that is shaping customer experience. However, with the rise of cloud technology, businesses oftentimes focus on the technology implementation of their call centres while mistakenly ignoring the fundamentals of customer service, and devaluing the very purpose of a call centre.

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