Contact Centre Complexity Will Destroy Your Bottom Line

Complexity in the contact centre will significantly harm how your organisation is able to address and support the customer experience – with a direct repercussion on your bottom line.

Organisations everywhere are struggling to retain control over their contact centres, and it shows in the quality of their agent and customer experiences. The Contact Centre Satisfaction Index (CCSI) fell by 4 points to 68 out of a 100-point scale in 2015, marking the lowest score for the study’s 9-year history. This score then held steady in 2016 and 2017.

Arguably, complex, multi-touch contacts are the cause of the drop. Contact Centre process, policies and procedures are the biggest drivers of CCSI. When issues aren’t resolved on the first interaction, or if additional follow up is needed, satisfaction scores drop.

Contact centre agents typically use between 3 and 5 different software solutions to support customer service requests during a typical working day. As interactions themselves become more complex (with increasing numbers of simple and routine issues handled by customers self-serving), this complexity is driving down satisfaction.

Agent time wasted 14% looking for info in disparate sources
The average company could lift revenue 15% if they maximized the satisfaction with their customer journeys

Wasting Valuable Time

Agents waste 14% of their time looking for the right information to serve a customer due to ineffective tools. Without a unified experience, 1.12 hours a day are being wasted, and customers are finding service teams less and less effective. Integration with existing systems is arguably the biggest roadblock to implementing strategic objectives – the average company could lift revenue 15% if they maximized the satisfaction with their customer journeys.

According to Aberdeen Group, in order to reduce complexity in the contact centre, organisations should adopt a unified agent desktop, with integrated customer data and tool set, reducing agent time wasted. They should also implement an intelligent routing system that sends customers to the right agents with the right resources, in order to reduce Average Handle Time (AHT) and increase customer satisfaction.

Customer Journey Mapping

Significant Impact on Your Bottom Line

Ultimately, contact centre complexity drives down customer satisfaction and significantly affects your bottom line. Our partners Serenova evaluated a series of key research pieces from leading sources including Aberdeen, Deloitte and CFI Group in order to gain a better understanding of current concerns across the contact centre industry regarding technical complexity.

Their findings show that many analysts agree that the solution could lie in the adoption of open-API cloud contact centre platforms due to the ability to integrate all tools into a unified environment.  They created a diagram to illustrate what a core technology stack should look like. You can see this diagram below.

Vendor Technology Stack Contact Centre


  • DMG Consulting – What End Users Want From Their Cloud Based Contact Centre Infrastructure
  • CFI Group – Contact Centre Satisfaction Index (2016/2017)
  • Aberdeen Group – Contact Centre and Customer Experience Process Trends
  • McKinsey & Company – The Three C’s of Customer Satisfaction: Consistency, Consistency, Consistency
  • Deloitte – Global Contact Centre Survey 2017
  • Dimension Data – 2016 Global Contact Centre Benchmarking Report
  • Microsoft – 2016 State of Global Customer Service Report