Summary
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.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($395).