There has been a shift in enterprises’ business priorities across organisations of all sizes. For the first time in years, improving customer experience has overtaken operational efficiency as the top priority.
This analysis by Larato shows that technology buyers place less value on customer experience and contact centre technologies compared with data analytics, and do not associate them with realising their business goals. Customer experience and contact centre solutions are also at the lower end of technologies that buyers will value in the future.
So, we have an opportunity and a challenge. Companies are heavily investing in customer experience, but they aren’t seeing how the right technology can help them hit their goals.
Many are focusing on digital channels and self-service while overlooking call centre solutions. The challenge is to reframe buyers’ perceptions of these services and help them realise how important they are to achieving their customer experience goals.
This is an exciting and important value opportunity for the Channel. By showing businesses how optimising their call and contact centres can boost customer satisfaction, cut churn and increase profitability, there’s a huge opportunity to educate, add real value, and develop stickier customer relationships.
Helping balance priorities
So, how can resellers and MSPs cash in on call and contact centres? With 44 per cent of organisations facing rising operational costs, the pressure is on. Businesses are turning to technology to stay efficient, and solutions like AI, chatbots, and automation are front-runners. These free up human agents to handle complex issues while automating routine tasks. For resellers and MSPs, offering efficiency-boosting solutions is a good way to help clients manage costs without sacrificing service quality.
Resellers and MSPs should also be mindful that while customer experience is a top priority, the contact centre is not. Businesses are prioritising customer experience – 39 per cent are investing in tools like unified communications and AI – yet only 10 per cent are considering contact centres, a missed opportunity.
By overlooking contact centres, buyers miss chances to improve customer interactions, making it harder to sell these solutions as they don’t see the value. Resellers and MSPs should seize the chance to show businesses how contact centres drive excellent customer experiences. By clearly explaining the benefits, the Channel can help buyers understand why these tools are crucial. Without this, businesses and their technology partners risk missing out on growth in a fast-evolving market.
Businesses are also prioritising customer data protection, cybersecurity and reliable network connectivity. With 42 per cent investing in data protection and 40 per cent in stable networks, resellers and MSPs can play a vital role. Contact centres handle sensitive information, so strong security and reliable operations are essential. By offering solutions that safeguard data and maintain networks, resellers and MSPs can help build trust and meet growing demand for secure, efficient technologies.
Emerging solutions
In the UK, AI and automation are leading the charge in contact centres. Chatbots and virtual assistants handle routine queries, freeing up agents for more complex tasks. This is a game changer, because it empowers faster, more personalised service and boosts efficiency. Resellers and MSPs have a golden opportunity to bring cutting-edge AI solutions to their clients and help them to realise their customer experience ambitions.
Today’s customers expect to connect with businesses on their own terms – whether via chat, social media or a phone call. Omnichannel communication is key, and businesses that offer seamless experiences across these channels will thrive. Resellers and MSPs can provide platforms that integrate these channels, improving customer satisfaction and loyalty.
The future of contact centres lies in the cloud, offering flexibility, scalability and cost-efficiency. Cloud solutions support remote work and help businesses adapt. Resellers and MSPs can leverage this trend with cloud-based, remote-friendly technologies that keep businesses agile and competitive. Importantly, these solutions don’t just enhance customer experience but also improve worker satisfaction, helping attract and retain skilled talent.
Moving forward
The call and contact centre market is evolving rapidly. Businesses may not fully understand the potential of contact centre solutions yet, but that’s where resellers and MSPs come in.
By showing customers how a well-run contact centre capability can improve service, reduce costs and increase sales, the Channel can fulfil its unique value of being a buyer’s trusted advisor.
Let’s get the conversation started and show buyers how a great contact centre can be a game changer for their growth.
This opinion piece was included in our January 2025 print issue. You can read the magazine in full here.