Report

Contact Center Channel Trends In India, 2022

May 20th, 2022
With contributors:
Ashutosh Sharma, Aadya Gupta, Bill Nagel

Contact center volumes in India spiked during the COVID-19 pandemic. Telecom decision-makers expect this to continue in the next two years, both in digital channels and via inbound and outbound phone calls. “Digital exhaust” — interactions that start on digital but leak to the phone — is a key driver of rising volumes. To move from digital-first to digital-led customer service, Indian contact centers must focus on in-channel resolution and proactive triage. This requires nuanced thinking about which queries to serve in which channels and investment in real-time analytics and predictive routing technology to “right-channel” customers. This is a snapshot of Forrester’s data on the state of contact centers in India.

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