TECH SUPPLIER May 2022 - Market Presentation - Doc # EUR149083022

Factors Driving Contact Centers in Europe: A Look into What Influences Investments in Contact Center Technologies


Oru Mohiuddin
Mary Wardley
Alison Close
Neil Ward-Dutton
On-line Presentation


This IDC Market Presentation highlights contact center trends in Europe. The European contact center space will be driven by cloud with a growth projection of 5.0% compound annual growth rate (CAGR) between 2020 and 2025. The U.K. will remain the largest market in 2025 and will grow the most in absolute terms. Cloud-based growth in Europe will be primarily driven by greater focus on customer experience, operational efficiency, and employee productivity. Contact center is a fast-evolving face moving away from just answering customer queries or resolving customer issues. Contact centers are now considered important for driving customer loyalty, raising brand profile, bringing in new customers, and upselling to existing customers through ultimate customer satisfaction and this is leading to a change in operating models. The three key interrelated pillars for driving these are agents, access points, and information/knowledge discovery. It is necessary that agents can focus on customers; to achieve this, their workloads need to be eased as much as possible through automation. The availability of digital channels means that part of call traffic is diverted, which leaves agents with more space, but the experience in digital channels needs to be the same as voice. To this end, contact centers are exploring how to improve customer experience across all touchpoints and recognize that customers may use several touchpoints during their journey. Agents need to be furnished with necessary information presented in a user-friendly way so that agents can read them quickly and efficiently to provide more personalized and contextualized service. AI and automation will play a significant role in developing the next generation of contact centers that go from transactional calls to driving ultimate customer experience.


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