Should You Add Digital Channels to Your Contact Centre? Insights from Industry Experts

In the world of contact centres, there’s one question cropping up more than ever: To add or not to add digital channels? That was the hot topic when Cirrus and South West Contact Centre Forum pulled together an expert panel of industry leaders to share their real-world experiences. We discussed the benefits and challenges and got to the heart of what adding digital channels actually means for the businesses doing it—and for the people who work in and use those services every day.

Our panel, featuring industry voices like Jonathan Evans from Edyn Group, Lisa Hewlett from NFU Mutual, Louise Walsh from Utilita Energy, Nichola Williams-Dyton from Corpay, and James Alden from South Gloucestershire Council, didn’t hold back. They dove into everything from practical hurdles to the human side of customer interactions. With so much experience and expertise on the panel, we had to create a follow-up blog summarising the key findings from the webinar. So, let’s get into it…

Customer Expectations Are Changing. Are You Keeping Up?

Customer habits are shifting fast. As Dan Lloyd pointed out, Gartner says that contact centres are set to invest a whopping $47 billion in tech over the next few years—most of it going toward digital and omni-channel solutions. But are customers really ready for this?

Some customers love picking up the phone, while others just want a quick answer via chat or WhatsApp. “Our customers still like talking to us,” said Louise Walsh, “but for simple stuff, they’re just as happy with chatbots.” For Utilita Energy, that means using digital channels for straightforward issues but keeping agents at the ready for when things get more complex.

Adding Digital Channels: Easier Said Than Done

Introducing digital channels isn’t as easy as flipping a switch, especially if your customers or agents aren’t quite ready. “For a traditionally face-to-face business like ours, going digital has been a big shift,” shared Lisa Hewlett. They’re adding online options, like policy updates, which help modernise their service without sacrificing personal touch.

And it’s not just about adding tech; there’s an educational element, too. Nichola Williams-Dyton stressed the importance of guiding customers through new options so they don’t feel like they’re being pushed somewhere they’re uncomfortable. “It’s not about what’s trendy; it’s about what actually fits,” said Jonathan Evans. There’s no point in pushing customers into digital interactions if they’re not looking for it.

Balancing Bots and Humans: Don’t Lose the Human Touch

A big theme was the balance between automation and human interaction. Everyone agrees: bots are great for routine tasks, but they’re not a replacement for people. “Our goal isn’t to replace agents,” said Louise, “it’s to make their lives easier.” Automation takes the repetitive stuff off agents’ plates, so they can focus on customers who need more help.

And when it’s time for a handover, it should be seamless. Nobody wants to get stuck in a chatbot loop. As Lisa put it, “Customers need to know they can switch to a person if they’re not getting what they need.” For NFU Mutual, that means ensuring digital channels have a safety net—always an agent available to step in when needed.

The Real-Life Benefits

For organisations like South Gloucestershire Council, adding digital channels has freed up agents to support customers with more complex needs. James Alden shared, “We’re able to prioritise the cases that really need our attention.” Nichola agreed, adding that using digital tools also improves work-life balance for agents, who aren’t bogged down by repetitive tasks all day.

Customers are happier, too. They can handle simple problems on their own, outside of business hours, which is a win-win for everyone.

Key Takeaways

Adding digital channels can be a game-changer, but it’s not about following trends—it’s about finding the right fit for your team and customers. Here’s what our panel recommends if you’re considering it:

• Do your research: Take the time to understand what your customers want and need. There’s no point in offering channels they’re not interested in.
• Start small, scale smart: Don’t rush to add every digital channel at once. Start with one that fits your needs, learn from it, then build out.
• Always keep the human element: Bots should make things easier, not colder. Always offer the option to speak with a human for complex or sensitive matters.
• Support your team: Make sure agents are trained and comfortable with the new tools, so they can guide customers through the changes with confidence.
• Measure what matters: Keep an eye on key metrics—customer satisfaction, agent workload, cost impacts—and be ready to adapt.

In the end, adding digital channels is about making things easier, more convenient, and ultimately better for both customers and agents. It’s a journey, sure, but the potential to improve service and satisfaction makes it worth the effort.

Omni-channel may not be for everyone, but for many, it’s the right move—and it doesn’t have to mean reinventing the wheel.

If you want to listen to the webinar, you can do so here.