Contact Centers: Priorities, Problems, and Performance

If you haven’t already read it, we recently partnered with CCW to get a report on the ever-changing world of contact centers and how they’re evolving in a world of digital transformation and automation.

The in-depth results and analysis they produced revealed a lot about contact centers we didn’t know but certainly made sense. If you’re interested in taking a look at the full report, get yourself a copy.

As we’re SIP trunk providers we understand the value of swift and easy communication so we thought we would give you a quick breakdown of the results.

Performance Objectives

Today’s contact centers have three key objectives for performance:

  • Improve self- service and digital engagement: Using technology to this end increases the rate at which agents can respond to customers and improves the overall CX of the contact center.
  • Eliminate friction and frustration: Getting rid of pain points helps everyone, with specific things like journey mapping, can help you find the issue and more robust communication channels can help solve it.
  • Empower agents to make more meaningful connections: By eliminating smaller tasks using new tech and replacing old systems, agents are freed up to create a better relationship with their customers.


“Disconnected technology” makes for the biggest performance challenge with 80% of contact centers saying their agents typically have to access multiple systems when talking to customers.

Performance bottlenecks include agents spending too much time on transactional tasks and an inability to “recognize” customers as they transition from digital to voice.

Other key performance goals include reducing customer effort, increasing first contact resolution, increasing digital channel usage, reducing agent frustration, and improving the knowledge base, with the #1 goal being to increase self- service use.


Organizations are generally maintaining or increasing their contact center budgets with 50% increasing their digital spend this year and only 4% reducing it.

Digital Transformation

Looking at the study, it appears that contact centers value digital transformation, but they are not blind to the challenges. Key concerns include the absence of a 360-degree customer view, lingering concerns about resources, and properly securing customer data.


To evaluate performance in the automation age, contact centers will most notably consider effort level, ROI of agent activity, and the ability to make “connections” with customers.

Newer, emerging metrics include “agent productivity rate,” “proactive resolution rate,” and “customer effort score.”

Want to learn more? Get a more detailed look at the stats and discussion by checking out the eBook.