But delivering consistently positive, empathetic, and seamless experiences during these moments is becoming more complex. The sector is evolving rapidly, with convergence across services, rising customer expectations, and growing demands for personalisation and flexibility. In this environment, how can TMT providers build deeper, more meaningful customer relationships while remaining operationally efficient and sustainable?

Building resilience by putting people first

One of the key shifts in the TMT space is the move from delivering products to delivering purpose. It is no longer enough to offer reliable connectivity or a competitive content bundle. Customers now expect intuitive service, human-centric support, and personalised engagement that reflects their context and life stage.

Putting people first means moving beyond transactions to meaningful touchpoints—those life moments that define brand loyalty. These could include helping a customer through a home move, resolving a billing issue, or guiding someone through a device upgrade during a financially sensitive time.

Reimagining the contact centre as a value driver

The contact centre has traditionally been seen as a cost centre—a place for resolving problems quickly and cheaply. But in the modern TMT environment, it is increasingly becoming a strategic differentiator. Customers expect support that is knowledgeable, proactive, and emotionally intelligent.

Contact centre agents today are often the front line in delivering the brand promise. They not only handle technical and account issues but also provide guidance, reassurance, and a human connection. Investing in better tools, smarter insights, and training that fosters empathy can transform this space into a hub for long-term value creation.

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