European contact centres are increasingly turning to advanced customer experience tools, including AI-powered systems and real-time analytics, to enhance both customer satisfaction and employee retention, according to a new report by Information Services Group (ISG), a global technology research and advisory firm. The 2024 ISG Provider Lens Contact Center – Customer Experience Services report highlights the rapid adoption of CX technologies as businesses seek to improve service quality and reduce turnover among contact centre agents.
The report identifies analytics, omnichannel engagement, and personalisation as key strategies driving the success of modern contact centres. These solutions enable businesses to tailor interactions more effectively while also addressing the needs of agents. “Advanced enterprise contact centres act as the central point for customer interactions, utilising a combination of technologies and human interactions to effectively address customer needs,” says Wayne Butterfield, partner at ISG Digital Solutions.
However, despite the growing role of AI and automation, maintaining a balance between technology and human interaction remains critical. Customers still value human agents’ empathy and understanding, especially for complex issues. AI tools assist agents by automating repetitive tasks, allowing them to focus on more critical and complex interactions.
Additionally, AI-driven features like gamification, collaboration tools, and health assessments contribute to improved job satisfaction among agents, reducing turnover rates. According to Jan Erik Aase, global leader of ISG Provider Lens Research, “AI-infused CX tools, such as interactive voice response (IVR) and natural language processing, give agents more time to handle tasks that require greater accuracy and efficiency.”
While generative AI has the potential to further revolutionise CX, concerns about security and ethical boundaries are currently slowing its widespread adoption in contact centres.