AI-powered systems and real-time analytics are enhancing both customer and contact centre agent experiences across Europe, according to a new report from Information Services Group (ISG), a global technology research and advisory firm. The 2024 ISG Provider Lens™ Contact Center – Customer Experience Services report highlights how European enterprises are increasingly relying on advanced customer experience (CX) solutions to meet evolving market demands.
The report reveals that businesses in Europe are seeking provider support to integrate analytics, omnichannel engagement, and personalisation into their contact centre platforms. These features not only improve customer interactions but also contribute to agent satisfaction and retention, with employee well-being becoming a growing concern in the sector.
Wayne Butterfield, partner at ISG Digital Solutions, explained that advanced contact centres are becoming the focal point for customer interactions, blending technology with human engagement to address customer needs effectively. “Analytics, omnichannel engagement and personalisation are key to delivering advanced CX,” he said.
While automation and artificial intelligence (AI) are providing significant benefits, including reduced workloads for agents, the report stresses the importance of balancing technology with human empathy. This is especially critical when dealing with complex customer issues where the human touch is still highly valued.
The customisation of call centre technologies is essential to maintaining this balance. AI is helping to automate processes for agents, allowing them to handle routine queries more efficiently and spend more time on complex cases that demand greater accuracy. Tools such as interactive voice response (IVR) and natural-language processing, powered by AI, are also freeing agents from repetitive tasks and allowing them to focus on more meaningful interactions.
Jan Erik Aase, partner and global leader of ISG Provider Lens Research, noted, “AI is transforming contact centres by automating tasks and improving CX tools, giving agents more time to focus on issues requiring greater precision and care.”
The report acknowledges the transformative potential of generative AI, but also points out that concerns over security and ethical boundaries are slowing its widespread adoption in the contact centre industry. Despite these concerns, the use of AI in automation, along with other tools like remote engagement and gamification, is already improving job satisfaction for agents.
The report also sheds light on the ongoing challenges faced by European contact centres, particularly the need to train agents on new technology and comply with strict regulations. ISG offers guidance on addressing these challenges, alongside an evaluation of 28 providers operating across three areas: Digital Operations, Intelligent Agent Experience, and Intelligent CX (AI & Analytics).
Several companies were recognised as leaders across all three quadrants, including Atento, Capita, Concentrix, Conduent, Firstsource, Foundever, Movate, Teleperformance, Transcom, and Wipro. Tech Mahindra was named a leader in one quadrant.
HGS and IGT Solutions were acknowledged as Rising Stars in specific categories, with ISG defining Rising Stars as companies with “promising portfolios” and “high future potential.” Additionally, HCL Tech was named the global ISG CX Star Performer for 2024, achieving the highest customer satisfaction scores in ISG’s Voice of the Customer survey.
The 2024 ISG Provider Lens™ Contact Center – Customer Experience Services report for Europe is available to subscribers or for one-time purchase on this webpage.
