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Contact centres of the future: becoming a digital experience centre

Learn how Innovior is combining the power of Salesforce with modern digital capabilities to create high-performing contact centres.

• 5 minute read
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CLIENT Voice-Centric Contact Centres / Customer Care Hubs

INDUSTRY Customer Experience (CX) & Operations

BUSINESS SIZE Mid-to-Large Enterprise

SOLUTIONS Digital Experience Centre Transformation (Salesforce + Intelligent Automation)


The digital transformation imperative for contact centres

Contact centres have historically operated within narrow boundaries, focusing primarily on managing human interactions rather than considering the entire customer journey. This limited perspective has led to several critical issues:

  • Around 57% of customers prefer to engage companies through digital channels

  • Almost 75% of companies have a goal to be more personalized in their customer engagements

  • Over 60% of customers say they prefer to solve issues themselves

  • 73% of customers say they expect companies  to understand their unique needs.
The problem: limitations of the traditional contact centre model

Contact centres have historically operated within narrow boundaries, focusing primarily on managing human interactions rather than considering the entire customer journey. This limited perspective has led to several critical issues:

Inefficient contact management: too many calls land in contact centres unnecessarily, leading to increased costs and reduced efficiency.

Underutilised agent potential: agents often lack the tools and information to be as productive as possible, resulting in longer handling times and decreased customer satisfaction.

Siloed channel operations: traditional models struggle to effectively manage and allocate resources across multiple channels, leading to inefficiencies and missed opportunities.

Limited insights for improvement: inability to gain comprehensive insights from customer interactions hampers continuous improvement efforts.

 

Introducing the contact centre of the future

To truly become future-ready, contact centres need to embrace a holistic, digital-first approach to customer interactions. This means broadening their horizons beyond traditional boundaries and reimagining themselves as drivers of end-to-end digital customer experiences. By investing in connected digital capabilities, leveraging AI and advanced analytics and enabling real-time omnichannel management, contact centres can overcome the limitations of traditional methods.

Reimagining the contact centre as a digital experience centre

As contact centres evolve to meet the challenges of the digital age, they must transform from traditional call management hubs into comprehensive digital experience centres. This paradigm shift involves rethinking every aspect of customer interaction and internal operations.

Why traditional approaches fall short

Contact centres have typically addressed their challenges by: 

  • Focusing on call deflection without considering the entire customer journey
  • Implementing point solutions for specific channels rather than adopting a holistic approach
  • Relying heavily on human agents to navigate complex systems and processes
  • Using limited analytics tools that fail to capture the full spectrum of customer insights.

This approach, while incrementally beneficial, has not delivered the transformative results needed in today's digital-first environment.

 

The digital experience centre: the contact centre of the future

To truly solve these persistent challenges, contact centres must expand their boundaries and embrace a more comprehensive, digitally driven model:

01

End-to-end journey management

Instead of managing isolated interactions, digital experience centres orchestrate the entire customer journey across all touchpoints.

02

Integrated digital ecosystem

Moving beyond siloed contact centre software, they integrate CRM, process automation and AI-driven tools to create a seamless operational environment.

03

Omnichannel excellence

Digital experience centres provide consistent, high-quality experiences across self-service, digital and voice channels, with intelligent routing and seamless transitions.

04

AI-powered insights and action

Leveraging advanced analytics and AI, they turn vast amounts of structured and unstructured data into actionable insights for continuous improvement.

 

The path forward

To truly solve these persistent challenges, contact centres must expand their boundaries and embrace a more comprehensive, digitally driven model:

  • Channel steering and deflection
  • Agent experience and productivity
  • Omnichannel workforce utilisation
  • Intelligent contact centre operations.

By focusing on these four areas, organisations can create a truly future-ready contact centre that delivers exceptional customer experiences while achieving operational excellence and cost efficiencies.

The following sections will explore the key pillars of this transformation and how innovative technologies can help contact centres overcome their current limitations to become future-ready, digital-centric operations.

The four pillars of future-ready digital experience centres

The future belongs to those who can seamlessly blend digital innovation with exceptional customer experiences (CX). To position your contact centre as a true digital experience centre, focus on the following pillars:

01

Channel steering and deflection

The right channel at the right time equals the right CX


Traditional contact centres often focus on call deflection without fully considering the entire customer journey. This results in suboptimal channel usage, inefficiencies and a disjointed customer experience.

To become a contact centre of the future, organisations must develop comprehensive digital engagement strategies that include designing seamless self-service experiences and optimising channel transitions.

  • Design complete self-service and virtual experiences across digital channels.
  • Implement AI-driven routing to guide customers to optimal channels.
  • Ensure seamless transitions between channels to prevent repetitive conversations.
  • Enhance self-service options with AI-powered virtual agents.
    Provide rich, efficient experiences for customers who prefer human interaction.

02

Agent experience and productivity

Digital enablement for superior human interactions


Agents are often bogged down by inefficient systems and lack the tools necessary to resolve issues quickly. This can result in longer call handling times leading to decreased customer satisfaction. The current focus on facilitating conversations rather than resolving enquiries leads to underutilised agent potential and customer frustration.

To become a contact centre of the future, organisations must empower agents with advanced digital tools and integrated systems to enhance their productivity and decision-making.

  • Implement unified agent workspaces that connect CRM, engagement platforms and core systems.
  • Deploy AI-assisted tools to amplify agent capabilities and decision-making.
  • Provide real-time access to customer history and interaction context across all channels.
  • Utilise smart summarisation tools for efficient call wrap-ups.
  • Automate routine tasks to allow agents to focus on complex, high-value interactions.

03

Omnichannel workforce utilisation

Deliver capacity to match demand in real time across all channels


Contact centres struggle with managing resources across different channels, often operating in silos that prevent real-time adjustments to demand. This leads to inefficiencies, such as overstaffing in one area while underutilising agents in another, ultimately driving up costs and reducing overall effectiveness.

To deliver a contact centre of the future, organisations must implement intelligent omnichannel routing and real-time resource allocation to optimise workforce efficiency.

  • Implement intelligent omnichannel routing to optimise resource allocation.
  • Enable real-time allocation of resources to the right skill, queue and channel.
  • Develop flexible staffing models that adapt to sudden changes in channel demand.
  • Provide a unified 'cockpit' view for effortless team management across all channels.
  • Utilise AI-driven forecasting to anticipate and prepare for fluctuations in demand.

04

Contact centre operations

Close the loop with AI-driven insights and continuous improvement


The reliance on manual reporting and the inability to analyse unstructured data at scale hampers continuous improvement. Contact centres are often limited by traditional tools that can’t handle the volume and complexity of today’s customer interactions, resulting in missed opportunities for optimisation.

To become a contact centre of the future, organisations must leverage AI and automation to enhance data analysis, reporting and continuous improvement.

  • Automate reporting and insights generation across all data sets.
  • Implement AI and machine learning to analyse vast amounts of unstructured data.
  • Develop AI-powered tools for real-time recommendations and insights at scale.
  • Create a feedback loop for continuous operational improvement based on data-driven insights.
  • Utilise predictive analytics to anticipate customer needs and optimize resource allocation.

 

Powering your contact centre of the future: partner with Innovior

Access the right digital capabilities

We have created a way of achieving the contact centre of the future by developing a suite of solutions that combines the power of Salesforce with custom-designed accelerators and products from our expert consulting team.

At the core of our solution is Salesforce, providing a powerful, flexible platform that drives:

  • Seamless omnichannel experiences
  • Intelligent automation and AI-powered insights
  • Scalable cloud infrastructure
  • Continuous innovation through regular updates.

 

We unlock the contact centre of the future through:

  • The power of Salesforce and other strategic product platforms
  • Bespoke contact centre solutions that maximise platform and client potential
  • Industry expertise and full lifecycle services to unlock Salesforce's value potential.

 

Salesforce

We've carefully curated partnerships to complement and extend Salesforce's capabilities.

Oration

Advanced speech analytics and virtual agent technology

Amazon Connect

Cloud-based contact centre with advanced AI features

NiCE CXone

Comprehensive customer experience platform

Genesys

Robust omnichannel routing and workforce management platform

 

Why Innovior?

Innovior
  • Digital transformation services provider
  • Salesforce ANZ Growth Partner of the Year 2023
Probe Group (parent company)
  • Australia’s largest contact centre operator
  • Experts in contact centre technology
Our differentiator
We are uniquely positioned as Australia’s leading IT services provider for Salesforce and contact centre service.

Innovior is a certified partner for Salesforce implementation. We operate as a trusted partner, supporting the full lifecycle of your Salesforce investment. Our contact centre of the future solution is:

  • Built around Salesforce for a solid foundation
  • Enhanced by strategic partnerships for specialised capabilities
  • Complemented by in-house innovations
  • Delivered with unparalleled expertise, providing services across strategy, implementation, change management and managed services.

 

Our consulting expertise brings it all together:

  • Deep technical knowledge of Salesforce and partner technologies
  • Extensive contact centre operational experience
  • Award-winning Salesforce partnership.

 

Award winning Salesforce partner

  • Salesforce Crest Partner

  • APAC Partner of the Year Awards 2023

 

240+ Certifications

Industry recognised Salesforce certifications

50+ Consultants

Providing full lifecycle services from strategy to managed service

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