Changing Business Perceptions of the Contact Centre

Contact Centre Perception


As part of our 2021 survey we asked our audience ‘How Is Your Contact Centre Perceived by the Rest of the Business?’  Read on to find out the results.

The results taken from our survey report, “What Contact Centres Are Doing Right Now (2021 Edition)”, outline how the contact centre is perceived.

Contact Centre Perception 2019 2020 2021
A Cost Centre 29.4% 23.6% 21.3%
A “Necessary Evil” 13.7% 10.2% 11.1%
A Nuisance 2.8% 2.6% 1.4%
A Profit Centre 13.3% 22.3% 16.2%
A Source of Customer Insight 37.3% 38.7% 47.7%
A Source of Marketing Information 3.5% 2.6% 2.3%

The graph below shows a visual comparison of this data:

2021 Survey Graph Showing Contact Centre Perception

Discover more insights and charts like this in our report: “What Contact Centres Are Doing Right Now (2021 Edition)”.

Looking at this information, we can see that the perception of the contact centre is becoming more positive.

Internal Perceptions of Contact Centres Are Improving

The percentage of industry professionals that believe their organization views the contact centre as a “source of insight” grew considerably within the last 12 months.

While in 2020, 38.7% of participants reported this to be the case, this year that figure rose to 47.7%. This amounts to a growth of 23.3%.

In addition, the percentage of contact centres that responded with more negative answers – such as “a cost centre”, a “necessary evil” and “a nuisance” – dropped sharply.

Latest Survey Report

These findings come from the survey report “What Contact Centres Are Doing Right Now (2021 Edition)”, featuring over 40 insights into contact centre operations. Download the latest survey report to get more great insights.

The results of the survey were collected in July and August 2021, and we are delighted to publish this report in partnership with Akixi, NICE, Nuance, Odigo, Poly and ProcedureFlow.

Source: Call Centre Helper Survey: What Contact Centres Are Doing Right Now (2021 Edition) Sample size – 224 Date: August 2021

Published On: 26th Jan 2022
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