77% of Contact Centres Still Rely on Voice as Primary Channel: Is It Time for a Change?

This article was first published on the Contact Centre Forum on 4 September.

A recent study by Cirrus has highlighted that 77% of contact centres are still using voice-only solutions. In a world where technology offers so many options, this statistic raises an important question: why is this still the case? And more importantly, how can contact centres start exploring more advanced solutions like omni-channel and automation?

We understand—voice has been the backbone of customer service for decades, and there are good reasons why many contact centres continue to rely on it. Voice communication is familiar, trusted, and often the most direct way to resolve customer issues. Additionally, the cost and complexity of integrating new technologies can be daunting, especially when the current system is working well enough.

Jason Roos, CEO of Cirrus, says “It may surprise many people in the industry that the majority of contact centres still heavily rely on voice-only solutions. It’s important to recognise that there are a number of fair and valid reasons holding many firms back. However, when there are so many tools out there that can make things easier for both agents and customers, the business case is compelling. We’ve seen firsthand how switching to omni-channel solutions can really boost customer service and ultimately ROI.”

Moving away from a voice-only setup isn’t just about getting new tech; it’s about working smarter and meeting your customers where they are. For example, analytics can help you figure out why customers are calling, and automation can help speed up the process, making everyone’s life easier.

Adopting automation doesn’t have to be overwhelming. Cirrus recommends a phased approach to AI adoption:

• Phase 1: AI Agent Assist: Focuses on providing real-time support to agents, improving their efficiency and decision-making.
• Phase 2: AI Customer Assist: Automates routine inquiries, ensuring consistent and efficient responses across all channels.
• Phase 3: AI Customer Self-Service: Enables advanced personalisation and proactive engagement, offering a seamless and continuously improving customer experience.

Think about it: automation can handle the routine stuff—quick questions, order updates, and so on—so your agents can focus on the trickier issues. This not only makes your team more efficient but also helps you manage more interactions without needing to hire more people.

And here’s the best part: automation can also make the customer experience more personal. By using data, automated systems can anticipate what your customers need, often before they even ask. This means faster, more satisfying service across all channels.

Roos also points out that better automation actually increases the need for human agents. “When AI handles the easy stuff, it frees up your team to tackle the more complex issues. This way, customers get quick answers when they need them, but still have access to human expertise when it counts.”

As automated systems get smarter, the quality of customer interactions keeps improving. This means you’re always a step ahead, giving your customers a better experience every time.

Switching to omni-channel and automated solutions does come with its challenges, but the benefits are clear. Faster service, happier customers, and a more efficient team are just the start. As the Cirrus research suggests, now is the time for contact centres to make the leap and stay competitive in today’s fast-paced market.