Earlier this week I met with our BPO Council in London to discuss how, as an industry, we must find a way to better communicate the business benefits of customer contact centres: they provide customer insight to the business and support customers with enhanced service – but often our failure to describe this appropriately leaves us open to criticism and as a result, increased negative perception. 

The longer we continue to homogenise the extensive skills which are being honed across our contact centres, the more difficult it will be for consumers to fully understand the complexity and value which contact centres provide not only to business, but to our wider economy.