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Laura Cameron-Crichlow
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Digital Product Lead

Article : Call Centres vs Contact Centres

#contactcenterworld, @zailabinc

The shift in terminology from call center to contact center was a shift many companies could have easily missed. Now as we shift our focus once more, Mushfiq Hopkins, global strategic manager at ZaiLab, explores how this journey of transformation came about.

What is the difference between call centres and contact centres?

This may seem like old news to some, but in a nutshell, a call center is focused on incoming and outgoing calls with a large focus on voice.

Call centers have evolved over the last two decades, and many have broadened their efforts to engage with customers by including other mediums of communication, including email, SMS, chat, and webchat. Thus, a company that communicates with its customers across more than one medium can be labelled a contact center.

How does the contact center of today enhance customer experience (Cx) as compared to call centres?

When we look at customers today, we realize that their expectations have changed dramatically. When customers interact with their brands of choice they want customer experiences that are fast, friendly, sincere, informative and on the channel/medium that they prefer, which is a key differentiator in operating a call center versus a contact center.

Cx has become more about efficiency in the customer service journey. We need to be able to help clients with immediate answers, personalized service, and efficiency. There is major room for growth in this area across various industries where service is rendered. Doing just the basics is just not enough for modern customers.

A recent study by enterprize solutions company Nice, entitled Contact Center 2025, Trends, Opportunities and Strategies, argues in favour of creating an ‘experience hub’ - an entity designed to drive the customer experience.

The following "must-haves" can enhance customer interactions in the contact center and create the wow-factor customers are looking for:

  • Answer interactions, across any channel, in under five minutes, and calls within 10-15 seconds.

  • Have accurate records of previous conversations on hand.

  • Have knowledgeable, trained staff answering queries.

  • Provide customers with the correct information in a fast and friendly manner.

  • Focus on the communication channels favoured by your customers.
  • Enhance your Cx journey with new technologies.

  • Ensure that everyone in the organization understands that the contact center is not the only customer touchpoint. Everyone that deals with any customer touchpoint (CTP) are part of the Cx journey.

  • Take customer feedback seriously and provide timeous feedback.

  • Enable your contact center with the correct tools to service customer needs.

  • A happy staff compliment is a productive staff compliment. If you show interest in them, listen to their feedback and try out their constructive ideas, they will assume more of an ownership mentality.

We always talk about the importance of customer experiences. Why is there suddenly an emphasis on improving Cx?

Competition has increased significantly – the days of having one or two brands having the monopoly over a product is something of the past. Whoever is recognized for delivering the best service generally receives the lion’s share of the market share.If you want to remain profitable and remain relevant – improve your Cx. With the advent of so many competitors, it is easy for consumers to swop brands. There’s a reason so many companies pinpoint positive customer engagement as a focus point for marketing campaigns. Customers love to hear positive stories and they will vote with their wallets.

Your thoughts on AI versus human intervention?

Artificial Intelligence (AI) has made significant strides in the last few years. The advances have been significant and it certainly contributes towards positive customer experiences, but it will not replace humans completely. AI has its place. So do human agents. It provides a certain level of predictability and will replace certain functions that are mundane in nature such as transactions and providing general information. But generally, customers don’t want to express their frustrations to a computer with a distinct lack of empathy.

Where to from here?

The future lies in embracing technology and industry trends to create the experience hub that modern customers are expecting from their favourite brands. This includes creating decentralized teams and even looking at the home agent model to create a super-force of agents whose role is to deliver excellent customer service.

#contactcenterworld, @zailabinc

About ZaiLab:
Company LogoZailab - Software development house that employs Maverick craftsman. Zailab Outsource Centre - operating as a BPO / outsource model that is looking to a create social impact in impoverished communities.
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Today's Tip of the Day - Touch Tone IVR

Read today's tip or listen to it on podcast.

Published: Wednesday, June 13, 2018

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2023 Buyers Guide Help Desk Software

eGain Corporation

eGain CallTrack™
eGain CallTrack™ is a dynamic call tracking and case management solution that helps companies provide quick, high-quality, and cost-efficient resolution of customer issues across traditional and emerging interaction channels. It is one of the many innovative customer interaction products in eGain Solve™ suite, the unified customer engagement and knowledge management software suite, which helps businesses transform their traditional call centers into omnichannel customer engagement hubs. eGain CallTrack will enable you to track, manage and resolve cases and maintain service level agreements (SLA), across channels.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is an omnichannel knowledge management platform. Our mission is to transform contact centers into resolution centers and drive customer self service.
The platform is an industry-agnostic enterprise-grade knowledge platform with components helping in easy findability of actionable information at the right time across the desired touchpoint.


LiveAgent Help Desk
LiveAgent is a cloud-based Help Desk Software with over 195+ compatible integrations. Streamline all customer communication channels and manage them from a single shared company inbox. Enjoy social media integration, unlimited ticket history, call recordings, hybrid ticket streams, and more. Companies like BMW, Yamaha, Huawei, Orange, or Forbesfone use LiveAgent to deliver customer wow to 150M end-users worldwide.

Nuxiba Technologies

Nuxiba's Help Desk Software is ideal for delivering top-level contact help desk services. It not only tailors to your existing technology resources but also allows you to set staff priorities that forward clients to the most knowledgeable agents.

Give personalized assistance, and analyze performance with our real-time monitoring, recording, and reports. Integrate Salesforce or VTiger CRM systems, be TCPA compliant, protect your cardholder's data during calls, and more!

Request a quote or demo today and start the journey to increase your first-contact resolution percentages in less than three months!


OneDesk's software combines Helpdesk & Project Management into one application. No need to purchase, integrate and switch between applications. Your team can support your customers and work on projects in one place. Aimed at SMBs as well as departments at large enterprises, OneDesk is frequently used by project managers, customer service, IT, professional services and more. This easy-to-use, feature-rich, and highly configurable software can manage both ticket & task workflows.

Teckinfo Solutions Pvt. Ltd.

ActivDesk Help Desk Software
ActivDesk Help Desk Software is an intelligent ticketing software for multi- channel customer interaction & engagement. It streamlines the entire ticket management process. With its SLA & escalation management, it enables your help desk to deliver enriching customer experience.

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