For decades, the contact centre industry has operated under a set of deeply ingrained assumptions. These norms, while once practical, may now be limiting innovation and the ability to adapt to evolving customer and employee expectations. To drive meaningful change, we must question these long-standing beliefs and explore new approaches. Here are some key industry assumptions that warrant re-examination:
1. Metrics-centric over customer-centric
Assumption: Key performance indicators such as average handle time (AHT), first call resolution (FCR), and service level are the ultimate measures of success.
Why it should be challenged: While these metrics provide operational efficiency insights, they often prioritise speed over quality. For instance, an overemphasis on AHT can discourage agents from fully addressing customer concerns, leading to repeat calls and frustration.
Innovation opportunity: Shift the focus towards more holistic measures such as customer effort score (CES), net promoter score (NPS), and sentiment analysis. These metrics better capture the long-term impact of service quality and customer loyalty.
2. Agents are replaceable resources
Assumption: Contact centre agents are entry-level, interchangeable employees whose primary role is to follow scripts and handle high call volumes.
Why it should be challenged: High turnover in the industry is a direct consequence of this mindset. Treating agents as expendable disregards the expertise, emotional intelligence, and relationship-building skills they bring.
Innovation opportunity: Contact centres should invest in upskilling, career development, and employee empowerment. By positioning agents as brand ambassadors and problem-solvers—supported by AI rather than replaced by it—businesses can foster a more engaged and effective workforce.
3. Automation as a substitute for human interaction
Assumption: Chatbots, IVR systems, and AI-driven tools can replace human interactions for most customer needs.
Why it should be challenged: While automation enhances efficiency for straightforward queries, customers still value human interaction for complex or emotionally charged issues. Poorly implemented automation can lead to frustration and lost trust.
Innovation opportunity: Rather than replacing human interaction, automation should enhance it. AI can provide real-time insights, and assist in intelligent routing, and support agents rather than acting as a barrier between customers and service representatives.
4. Contact centres as cost centres
Assumption: Contact centres are a necessary expense rather than a value-generating business function.
Why it should be challenged: This perspective stifles investment in advanced technology, training, and customer experience improvements.
Innovation opportunity: Reframe the contact centre as a profit centre by leveraging data insights to inform business decisions, identify upselling opportunities, and drive customer lifetime value.
5. One-size-fits-all solutions for customer experience
Assumption: Standardised scripts and rigid protocols ensure efficiency and consistency.
Why it should be challenged: Customers now expect personalised, empathetic service tailored to their unique needs.
Innovation opportunity: Equip agents with dynamic tools and frameworks that allow for context-aware, personalised service while maintaining brand consistency.
By challenging these outdated industry norms, businesses can create more adaptive, customer-focused, and innovative contact centres. It is time to rethink conventional wisdom and build a future where customer experience and employee well-being are the true markers of success.
If you’re ready to take the next step, let’s explore how to empower your business.
