How DE&I and technology are reshaping contact centres

This article was first published in The HR Director on 15th November.

DE&I is changing contact centres, making them more inclusive and improving both employee and customer experiences. Cirrus’ latest report shows how diversity and tech, like remote work options, create supportive spaces for everyone. Learn how organisations are building better contact centres for all.

Contact centres form the backbone of customer service, with agents, managers, and operations teams working together to solve customer challenges, process orders, and provide support. These centres thrive on diversity, where a strong sense of community fuels both culture and success. Recently, in recognition of Diversity and Inclusion Week, Cirrus released a report on how diversity, equity, and inclusion (DE&I) are transforming contact centre operations. With a DE&I-focused approach, organisations are unlocking innovation, boosting agent engagement, and creating richer customer experiences. This article dives into how technology and flexible work arrangements are driving a new wave of inclusivity in an evolving industry. Discover more about how top organisations are putting DE&I into practice in the full report here.

The contact centre industry’s DE&I opportunity

The contact centre industry has always been driven by metrics, speed, and customer satisfaction. But today’s working environment has shifted—hybrid working, increasing customer expectations, and high employee turnover mean traditional approaches no longer guarantee a high-performing workforce. Diversity, equity, and inclusion (DE&I) have emerged as essential strategies to build engaged teams and deliver exceptional customer service. The combination of technology and flexible work options is making DE&I more actionable and measurable in contact centres.

The business case for DE&I in contact centres

An inclusive environment isn’t just about boosting morale—it impacts the bottom line. Research shows that diverse teams are 70% more likely to capture new markets and 19% more likely to generate increased revenue​. In a high-pressure setting like contact centres, where empathy and rapid decision-making are crucial, diverse perspectives lead to 87% better decision-making​.

I recently spoke with Jane Thomas, Managing Director of the South West Contact Centre Forum, and she highlighted the direct connection between agent engagement and customer satisfaction: “When agents feel included, they bring their best to the table, creating better outcomes for customers.” But in an industry with hybrid working and remote teams, how can contact centres ensure inclusivity is a daily practice?

How technology powers DE&I in contact centres

Technology plays a central role in making DE&I a reality in today’s contact centres, particularly as hybrid working continues to reshape the workforce. Solutions like workforce optimisation (WFO) tools ensure that all agents, whether working remotely or on-site, have equal access to performance feedback, coaching, and career development opportunities. By automating scheduling, quality monitoring, and training, WFO tools tailor support to individual needs, driving both inclusivity and performance.

AI-powered analytics go beyond recruitment, offering insights into real-time agent performance, ensuring no group is overlooked for promotions or development. These tools eliminate bias from performance evaluations by relying on data-driven metrics, helping contact centres provide equitable opportunities for advancement.

Omni-channel communication platforms further promote inclusivity by enabling seamless interactions across multiple channels, such as phone, chat, and social media. This ensures that diverse customer preferences are met while allowing agents to manage these channels efficiently, improving accessibility and engagement.

With hybrid working now a standard model for many contact centres, cloud-based technologies ensure that all agents, regardless of location, have access to the same resources and opportunities. By embedding the right technology, contact centres can reduce bias, support hybrid teams, and create an inclusive environment where every agent feels empowered to succeed.

Flexible work options for diverse talent pools

Hybrid and remote working have also opened new doors for inclusivity. These flexible work arrangements make it easier to attract diverse talent that wouldn’t otherwise be accessible. Work-from-home options have broadened the talent pool, allowing contact centres to recruit individuals from regions that previously posed challenges for recruitment.

Flexible shifts, like those offered to individuals balancing family commitments, have helped contact centres attract high-performing employees who might have yet to be able to work full-time in a traditional office setting. Similarly, retired professionals bring emotional intelligence and life experience into contact centres, enriching team dynamics and delivering better customer service.

The long-term business benefits of DE&I

It’s simple—happy agents lead to happy customers. When employees feel valued, supported, and included, their engagement improves, which directly impacts the quality of their customer interactions. Companies with strong DE&I initiatives see more than just an improved work culture. They experience tangible business outcomes—1.7 times greater innovation and 35% better financial performance.

Additionally, engaged employees are 87% less likely to leave their jobs, which is crucial for contact centres battling high turnover rates. By creating a more inclusive environment, contact centres can reduce churn, retain valuable talent, and lower recruitment costs.

Real-life DE&I success stories

Public Sector (Local Authority): A local authority partnered with Cirrus and Gamma to implement a flexible, cloud-based contact centre solution that supports hybrid working while meeting strict accessibility requirements for visually impaired agents. Within two months, the system was fully operational, reducing call volumes by 66% and enhancing service delivery.

The AA: The AA launched DE&I networks focusing on areas such as gender, race, carers, disability, and LGBTQ+ inclusion. These initiatives, backed by senior leadership, have improved employee retention and created a more inclusive environment, particularly through a buddy system that supports employees returning from family leave.

Krisp Technology: Contact centres using Krisp’s AI-powered noise cancellation have seen productivity improvements among neurodiverse agents, particularly those with ADHD. The technology reduces background noise, providing a quieter environment where agents can concentrate and perform more effectively.

Global Contact Centre: An international contact centre introduced accent localisation technology to neutralise accent variations between agents and customers, resulting in improved communication and higher agent retention as agents felt more confident in their interactions.

The way forward: embedding DE&I in contact centres

Building a diverse, equitable, and inclusive contact centre goes beyond meeting corporate metrics—it’s about creating an environment where people want to work and where customers feel valued. The tools are already available, from AI-driven analytics and omni-channel communication platforms to employee engagement systems that ensure fairness across the board.

By embedding DE&I into your contact centre’s culture, you’re not just improving morale—you’re setting your business up for long-term success. The best customer experiences come from teams that feel included, empowered, and equipped to excel.

To explore how DE&I initiatives, supported by the latest technology, can transform your contact centre’s performance and workforce engagement, download the full report here and discover the strategies that leading organisations are using to build inclusive, high-performing teams.