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The top 6 contact centre trends for 2024

In 2023, the worldwide market for contact centres was valued at approximately USD 25.8 billion. Forecasts predict that from 2024 to 2032, the market will expand at a compound annual growth rate (CAGR) of roughly 18.50%, culminating in an estimated market size of about USD 70.2 billion by 2032.

In the demanding world of contact centres, providing efficient service and seamless customer experiences is essential to acquire and retain customers. The rise of artificial intelligence (AI)  has provided many new tools that, if implemented correctly, can dramatically improve service levels and customer satisfaction.

Contact centre technology is evolving rapidly, so it’s vital to stay ahead of the key trends driving change. Taken from the brilliant minds at Cirrus, this article will reveal some of the most significant contact centre trends shaping the industry in 2024.

Trend 1: The Emergence of Generative AI in Contact Centres

2024 marks the advent of generative AI as a transformative force in the contact centre industry. Gartner found that conversational and generative AI solutions will accelerate contact centre investment by around 24% next year.

This cutting-edge technology goes beyond traditional AI applications, offering innovative solutions that redefine customer interaction and service delivery.

Revolutionising Content Creation and Personalisation

Generative AI excels in creating dynamic, personalised content in real-time, tailored to individual customer needs. This technology can generate accurate and contextually relevant responses, information, and solutions, enhancing customer experience.

Innovative Applications in Customer Interaction

Generative AI finds its application in various aspects of customer interaction:

  • Personalised Customer Communication: By analysing customer profiles and previous interactions, generative AI can craft personalised messages, emails, or chat responses that resonate more effectively with individual customers.
  • Dynamic Script Generation for Agents: This technology assists agents by generating dynamic, situation-specific scripts in real-time, aiding them in delivering more effective and personalised customer service.
  • Content Generation for Knowledge Bases: Generative AI can autonomously update and expand knowledge bases, ensuring that the information provided to customers and agents is always current and comprehensive.

Cirrus has added generative AI, powered by ChatGPT, into their assistant Cirrus Copilot. It can handle unlimited basic questions by drawing from product documents and manuals. It gives accurate answers 24/7, which builds customer loyalty and satisfaction. Thanks to advanced natural language processing (NLP), it even talks like a human. And if it gets stuck, it smoothly passes the conversation on to a human agent.

Benefits of Generative AI in Contact Centres

  • Enhanced Personalisation: It enables a level of personalisation in customer interactions that was previously unattainable, leading to higher customer satisfaction and loyalty.
  • Increased Efficiency: Automating content creation frees up agent time, allowing them to focus on more complex and nuanced customer issues.
  • Scalability: Generative AI can handle vast content generation and personalisation tasks simultaneously, making it highly scalable for growing contact centre operations.

Challenges and Ethical Considerations

  • Accuracy and Reliability: Ensuring the accuracy and appropriateness of AI-generated content is paramount to maintaining trust and effectiveness.
  • Ethical Use of Data: Customer data in generating personalised content must adhere to stringent privacy and ethical standards to prevent misuse.

Generative AI in contact centres represents a significant technological leap forward in customer service. It offers unprecedented personalisation, efficiency, and scalability, setting a new standard for customer interactions in 2024 and beyond. As with any emerging technology, careful implementation and consideration of ethical implications are crucial to utilising its benefits while maintaining customer trust and satisfaction.

Trend 2: AI-Powered Customer Service

In 2024, the continued rise of AI will lead to improved delivery, 24/7 availability, and enhanced efficiency in customer service. AI-driven solutions are transforming customer interactions and optimising operational processes within contact centres.

AI brings numerous advantages to traditional contact centre operations, which we go into the section below with some examples.

Benefits of AI in Contact Centres

  1. Improved Efficiency: AI’s ability to handle multiple tasks at the same time allows for quicker responses and reduced customer wait times.
  2. 24/7 Availability: AI operates round-the-clock, ensuring continuous customer support and interaction.
  3. Enhanced Accuracy: Automation powered by AI minimises the risk of errors in manual processes, ensuring consistency and accuracy.

Examples of AI Implementation in Contact Centres

Here are a number of AI implementations that can benefit contact centres:

  • Cirrus Copilot: Leveraging ChatGPT, this advanced AI functions as the customer service representative, interacting with customers without them realising they’re conversing with AI. The technology is so advanced that human intervention is not required, allowing for seamless and efficient customer service experiences.
  • Virtual Agents: These AI-powered agents are capable of handling a portion of the customer service workload. They deal with routine, low-value queries autonomously, only bringing in human agents for more complex issues or when a personal touch is necessary.
  • Agent Assist Tools: AI here is used to provide real-time assistance to human agents. This includes generating interaction summaries, suggesting next best actions, and offering scripting help. This technology also accelerates the onboarding process for new agents, getting them up to speed more quickly.
  • Conversational Analytics: By analysing 100% of customer interactions, this AI tool identifies conversations that do not meet business standards. It not only flags these interactions for managerial review but also directs agents to relevant recordings accompanied by e-learning modules for areas where they need improvement.
  • Data Analytics: Leveraging AI for analytics offers businesses critical insights, fostering data-driven decision-making. This helps in identifying trends, foreseeing customer needs, and driving operational efficiencies across the board.
  • Workforce Optimization (WFO): AI assists with forecasting call volumes and timing, which informs scheduling by matching the right agents to the right times based on their skills. It also monitors adherence, ensuring agents are present and productive, and facilitates shift swapping, making workforce management more dynamic and responsive to real-time demands.

Incorporating these AI applications, contact centres can expect a significant transformation in their service delivery, operational efficiency, and overall customer satisfaction.

Challenges and Considerations

As with all technology, the implementation of AI poses its share of challenges.

  1. Privacy Concerns: While consumers appreciate personalised services driven by data collection, concerns about data privacy and misuse are mounting. Customers are more wary about giving personal information to an AI-bot than they are with a human agent.
  2. High Setup Costs: Deploying AI-enabled systems can incur significant initial costs, which can be challenging for small and medium-sized businesses that might not have the financial resources.

Integrating AI can support a contact centre’s customer service offering enormously by enhancing efficiency, accessibility, and overall customer satisfaction. However, businesses need to be aware that the implementation of AI  can require resources.

Trend 3: Continued growth and enhancements of Omni

Many contact centres still operate through a multi-channel approach. They use various channels for customer interactions, such as phone, email, and live chat. These channels operate independently, and there’s no shared communication. However, an omni-channel approach integrates these channels, providing a seamless customer experience. Whether a customer contacts a call centre through phone, social media, or a web form, their information and history are accessible across all channels. This connectivity ensures they don’t have to repeat their story each time they switch channels. Implementing omni-channel support ensures that customers receive seamless experiences, no matter how they interact with a business. While omni-channel is well established, many contact centres still need to upgrade their platforms, and 2024 will see this come to fruition.

The Growing Importance of Omni-channel

A recent study found that companies with omni-channel strategies retain nearly 90% of their customer base. Businesses must ensure consistency and seamlessness across all customer touchpoints to meet expectations and retain customers.

Implementing Omni-channel in Contact Centres

To transition to an omnichannel contact centre model, integration of data and systems is key. Customer data like profiles, histories, and interactions should be consolidated into a unified CRM platform accessible across channels. Communication tools and technologies must be connected through APIs to enable seamless hand-offs between channels. Agents need training to handle omni-channel workflows and access unified interfaces. With integrated systems and data-driven agent enablement, contact centres can deliver unified experiences where customers can initiate requests on any channel and have their needs fulfilled seamlessly through context-aware transitions between channels.

Interactive Voice Response (IVR)- An Ideal Omni-channel Approach

An IVR system uses natural language processing to understand customer queries over the phone and can guide them through solutions or direct them to the appropriate department without pressing multiple buttons. As a result, customers feel understood and don’t have to repeat themselves, leading to shorter Average Handling Time (AHT) and better First Call Resolution (FCR), which are critical metrics in customer support.

Also, IVR systems allow call centres to handle more calls with fewer agents. Unlike human agents limited to one call, IVRs can simultaneously interact with multiple customers. By collecting information from callers in the queue, IVRs summarise details so agents spend less time on each call. That said, call centres can fully resolve low-value repetitive calls about hours or account balances through IVR automation. It translates to greater efficiency and capacity without compromising customer experience. Premium Credit uses Cirrus’ IVR system to handle more than 6,500 transactions automatically each month, enabling advisors to spend time on more value-adding customer-focused tasks.

Jason Roos, CEO of Cirrus, says: “Omni-channel support is not just about offering multiple channels for customer interaction. It’s about providing a seamless and consistent experience across all touchpoints. This requires businesses to recognise all available channels and integrate them in a way that allows for efficient data collection and messaging consistency. AI is enabling contact centres to enhance their omni-channel features rapidly, and I predict this to continue in 2024. ”

Measuring Success and Key Metrics

Effective omni-channel implementation should translate into improved customer satisfaction. Here are some key metrics.

  1. First Contact Resolution: First Contact Resolution (FCR) is all about resolving customer inquiries completely on the first interaction. To maximise FCR, unify systems and data across channels for full customer context. Optimise IVRs and chatbots to deflect simple inquiries away from agents and resolve common requests automatically. Equip agents to resolve issues independently. Continuously analyse interactions to identify weak points, then optimise processes, tools, and training to enhance resolutions. Enable seamless escalations if needed.
  2. Net Promoter Score (NPS): NPS measures how likely customers are to recommend your services to others based on their experience. Analyse NPS by channel, using feedback to identify pain points and opportunities to improve experiences. Set NPS targets and track progress over time. Improving NPS indicates growing customer loyalty from the omni-channel strategy.

Giving customers the best experience demands an omni-channel approach. However, customers are only sometimes sure which mode of communication they want. Applying analytics to the data captured from each touchpoint will help you understand how and where to apply your resources to deliver a more seamless experience.

Trend 4: AI-Led Analytics Fuel Continous Learning

As we move into 2024, advanced AI-led analytics stand out as the most promising development for uncovering efficiencies within contact centres. The incorporation of sophisticated AI tools to parse through vast amounts of data has transformed the way these centres operate, driving improvements not just in customer service but in the overall operational health of the organisation.

Identifying the Best Place to Find Efficiencies

AI analytics delve into the contact centre’s data to pinpoint inefficiencies — whether in call handling times, resource allocation, or customer resolution processes. By analysing patterns and identifying bottlenecks, AI systems can recommend specific areas where changes would yield the most significant impact. For instance, Cirrus’ unified analytics can bring together data from your CRM, conversion analytics, and quality monitoring to give to identify pain points and improve the experience.

Sentiment and Intent Mapping

  • Customer Happiness Index: AI now goes beyond simply resolving customer issues to gauging emotional responses. By evaluating tone, word choice, and speech patterns, AI can ascertain a customer’s sentiment, creating a Happiness Index that can be tracked over time. This offers an immediate measure of customer satisfaction and engagement levels after each interaction, allowing for swift corrective measures.
  • Customer Satisfaction Score (CSAT): Traditionally, CSAT scores relied on customer feedback forms that were sent out post-interaction. AI analytics automates this process by interpreting verbal and written cues to estimate satisfaction levels in real time, thus providing immediate feedback for the service provided.
  • Agent Happiness: AI analytics is also turning inwards, assessing the well-being and satisfaction of agents themselves. Happy agents are more likely to perform better, stay longer in their roles, and provide superior customer service. By analysing factors like speech tempo, pitch variation, and language sentiment, AI tools can monitor agent happiness and flag when an agent might be feeling stressed or dissatisfied, prompting preemptive intervention.


  • Increased Efficiency: By automating routine tasks and enabling self-service for straightforward queries, contact centres can handle higher volumes with the same or fewer resources.
  • Enhanced Customer Experience: Real-time analytics on customer sentiment lead to quicker resolutions and more personalised service.
  • Improved Employee Satisfaction: Analytics can also be used to gauge employee engagement and satisfaction, leading to a more motivated workforce.


  • Integration Complexity: Merging AI and analytics with existing systems can be complex and resource-intensive.
  • Data Security: Handling large volumes of data, especially when it includes sensitive customer information, increases the risk of breaches.
  • Maintaining a Human Touch: Amidst the drive for efficiency, maintaining the balance between automated and human interactions is crucial to avoid depersonalising customer service.

Contact centres can leverage AI analytics into their operations to enhance customer satisfaction and efficiency while creating a more supportive environment for their agents. The proactive approach of leveraging AI-powered data ultimately redefines contact centre success measures, with customer satisfaction, agent engagement, and operational efficiency rising collectively.

Trend 5: Self-Service Solutions Drive Efficiencies

In 2024, self-service automation will drive greater streamlining of processes and improve efficiency in customer service. Many businesses are incorporating more sophisticated automated self-service technologies to resolve simple issues, allowing agents more time to tackle more complex customer issues and queries. For instance, Cirrus’ Customer Intent detection feature analyses answers to frequent customer service enquiries and helps in converting them into an online knowledge base for reducing pressure on agents.

Benefits of Self-Service

Adding a self-service feature at the initial customer interaction can enhance operational efficiency and customer satisfaction. Apart from that, it benefits in terms of:

  1. Reduced Waiting Time: Self-service can reduce the time customers wait for answers to common queries.
  2. Immediate Responses: It can provide customers with quick answers to basic questions.
  3. Round-the-Clock Service: Routine live-agent transactions that can be handled more efficiently by self-service options

Challenges of Self-Service

While improving customer experience is a significant leap forward, implementing automation at first contact can mean being aware of these challenges.

  1. Balance: Striking a balance between speed and quality assurance is crucial when introducing automation to customer interactions.
  2. Seamless Integration: Implementing these changes as part of 2024 contact centre trends requires seamless integration within a business’s existing infrastructure.
  3. Future-proofing: It’s also important to ensure a degree of flexibility and scalability in case of future advancements or increased work-load issues after automation software has been implemented.
  4. Omni-channeling: A multi-channel strategy utilises disjointed solutions like separate contact centre numbers, mailboxes, and web chatbots, preventing unified tracking and analysis. An omnichannel strategy converges all customer inquiries into a single platform to enable comprehensive monitoring, response, and reporting for every interaction across channels.

Trend 6: Blended Contact Centre Solutions

Blended contact centre solutions are another trend that’s on its way in 2024. This is where contact centres seamlessly combine inbound and outbound agent tasks, allowing them to offer a more integrated approach to customer service.

AI plays a significant role in optimising blended contact centre solutions. It enables automatic switching between inbound and outbound calls based on current demand patterns, ensuring seamless operational flexibility while maintaining high customer service.

How Blended Solutions Works

Blended contact centre solutions integrate different means of communication, such as phone calls and email, to help cater to the ever-evolving preferences and needs of the customer. It eliminates stilted transitions between channels, which can lead to confusion and frustration for both customers and agents.

Benefits of Blended Solutions

Blended solutions offer a range of benefits.

  1. Time Efficiency: It reduces idle time by allowing agents active on outbound calls to handle incoming queries during downtime.
  2. Improved Customer Satisfaction: Service levels improve, as the solution efficiently handles both inbound and outbound calls, meaning the customer will receive a response in a shorter time, leading to a greater satisfaction.
  3. Enhanced Agent Productivity: This particular trend can stimulate better work engagement and increase overall agent productivity, as it takes more generic calls off their plate, allowing them to focus on queries that require human interaction.

Challenges of Blended Contact Centre Solutions

Embracing blended contact centre solutions is about delivering the quality of service that customers now demand and expect. Implementing AI into this strategy requires careful planning, considering challenges such as data privacy concerns, as well as using AI’s strengths to streamline inbound and outbound communications effectively.

Leveraging Contact Centre Trends in 2024

There are many ways contact centre businesses can leverage the above trends in 2024.

  • Embrace AI-Powered Customer Service Software – Implement AI to boost agent productivity and enhance customer experiences through automation and augmentation. AI can handle routine queries, provide recommendations, and analyse interactions.
  • Use Conversation Analytics – Apply real-time analytics to customer conversations across channels to gain actionable insights. Identify patterns and opportunities to optimise operations, training, and experiences.
  • Focus on Continuous Improvement – Continually gather feedback through surveys and interaction analysis. Set improvement goals and track progress over time. Enhance processes, tools, and training to improve customer satisfaction and operational efficiency incrementally.

By adopting the above trends and technologies, businesses can significantly enhance their customer service experience, positioning themselves for success in the rapidly evolving dynamics of 2024 contact centre trends.

At Cirrus, we understand the importance of staying ahead of contact centre trends. That’s why we offer cutting-edge AI-powered solutions to help businesses deliver exceptional customer experiences and maximise their growth potential. Our innovative technology continuously evolves to meet the ever-changing landscape of contact centre technology, customer expectations, and business needs.

With our expertise and advanced tools, businesses can stay ahead of the competition and provide their customers with seamless, personalised experiences that drive satisfaction, loyalty, and revenue growth. Contact us today to get started.