CX Experts Reveal 5 Future Predictions for Contact Centres

Are you ready to discover how the future of contact centres is evolving?

Industry leaders Hamish Cliff (Head of Consultancy, Business Systems Ltd), Barry Webb (Senior Digital Strategist, Business Systems Ltd), and Laura Malinsky (Director of Solution Sales at NICE) recently came together in an insightful webinar to discuss the latest trends in customer experience (CX). From the rise of AI-driven efficiency to the importance of maintaining the human touch, these experts reveal the top five predictions around AI and CX innovations in contact centres that will redefine how businesses interact with their customers and optimise their service delivery:

1. AI-Driven Personalisation: Customers will Only Tell you Once

AI is increasingly embedded in everyday interactions, and customers are demanding a smooth, effortless experience. AI’s ability to integrate customer data and offer personalised service is raising the bar for what customers expect from companies.

Hamish Cliff, Head of Consultancy, Business Systems:  “Customers now expect a seamless experience. If I give you my information once, I expect that it’s passed across to the agent, who should know who I am and understand my expectations before I’ve even verbalised them.”

2. Contact Centre Automation: Automate the Mundane, Empower the Complex

AI is changing the role of the contact centre workforce. By automating routine inquiries, agents can instead handle more challenging cases, which can improve both customer satisfaction and agent morale or engagement.

Laura Malinsky, Director of Solution Sales, NICE: “AI isn’t going to take over the job of an agent—it’s going to take over the mundane tasks. This leaves agents to handle the more complex and emotional interactions, which means we need to focus on supporting agents with training and mental health resources.”

3. Contact Centres Are Early AI Adopters

Contact centres are prime candidates for AI-driven innovation, with leaders continually looking for ways to enhance service quality while bringing down operational costs. AI offers an opportunity to balance both of these objectives, making it a natural fit for the industry.

Barry Webb, Senior Digital Strategist, Business Systems

“CX leaders have always faced the challenge of delivering optimum results at the lowest cost. That’s why contact centres are early adopters of AI. The technology is now good enough to serve a large portion of customer needs without humans in the loop.”

4. The Human Touch Still Matters

As AI takes over simpler tasks, contact centres will see a shift towards a more skilled workforce, focused on delivering value through human touch where it matters most.

Laura Malinsky, Director of Solution Sales, NICE: “There will be a reduction in the workforce, but people will still be needed. It’s not about replacing agents, but about having a more skilled, condensed workforce that handles more complex tasks.”

5. AI-Powered Analytics for Deeper Insights

AI doesn’t just automate interactions; it also provides powerful analytics to help businesses continuously refine their CX strategies. By understanding customer sentiment and behaviour at scale, organisations can make smarter, data-driven decisions.

Laura Malinsky, Director of Solution Sales, NICE: “The ability to analyse conversations, whether with a bot or an agent, and pull out trends and insights is crucial. It helps businesses understand what’s happening in real-time and improve both CX and agent performance.”

Thanks to Hamish Cliff, Head of Consultancy for Business Systems Ltd; Barry Webb, Senior Digital Strategist for Business Systems Ltd; and Laura Malinsky, Director of Solution Sales at NICE, for participating in the webinar.

To access the on-demand edition of the CX Trends Shaping The Future webinar, click here.

Interested in transforming your contact-centre through Conversational AI solutions? Learn how Business Systems can help your organisation. Get in touch with us today.