Call Centre vs Contact Centre Outsourcing Services in the UK: A Comparative Analysis

Enterprises often grapple with the decision between outsourcing to a call centre and a contact centre. While these terms are frequently used interchangeably, there are distinct differences between the two, especially in terms of the services they offer, the communication channels they utilize, and their strategic roles in customer engagement. Understanding these differences is crucial for UK businesses to make informed decisions about their outsourcing needs and align them with their specific customer service objectives.

Communication Channels:

The primary difference between call centres and contact centres lies in the range of communication channels they manage. Call centres, as the name suggests, primarily focus on voice-based communication. They handle inbound and outbound calls, offering customer service, sales support, telemarketing, and other phone-based services. In contrast, contact centres offer a broader range of services that extend beyond telephone calls. They incorporate multiple channels of communication, including email, live chat, social media, text messaging, and sometimes even video calls. This omnichannel approach in contact centres is designed to meet the modern customer’s preference for varied communication platforms.

Nature of Services:

The services provided by call centres and contact centres also differ. Call centres typically focus on handling a high volume of calls efficiently, with services often geared towards quick resolution of customer queries, order taking, or information dissemination. Contact centres, due to their omnichannel nature, provide more comprehensive customer service solutions. They are equipped to offer more complex customer support, manage customer relationships, and provide detailed assistance across various platforms.

Technology and Integration:

Contact centres generally utilise more advanced technology compared to traditional call centres. This is due to the need to integrate various communication channels and manage them seamlessly. Contact centres employ sophisticated CRM systems, analytics tools, and software that supports live chat, social media interaction, and email management. These technologies enable them to provide a cohesive customer experience across different platforms. Call centres, while also using advanced telephony and call management systems, may not require the same level of technological integration across multiple communication channels.

Customer Engagement Strategy:

From a strategic standpoint, contact centres play a more comprehensive role in customer engagement compared to call centres. Given their omnichannel capabilities, contact centres can offer a more holistic view of the customer journey, capturing interactions across various touchpoints and providing a more integrated customer experience. This capability is crucial for businesses that aim to build strong customer relationships and gather in-depth insights into customer behaviour. Call centres, while effective in managing high-volume call traffic, may not provide the same level of detailed customer engagement.

Training and Skill Set:

The training and skills required for agents in call centres and contact centres also differ. Call centre agents typically require strong telephony skills, the ability to handle a high volume of calls, and training in specific areas like sales or customer support. Contact centre agents need a broader skill set that includes proficiency in various communication platforms, the ability to handle diverse types of queries, and often more in-depth training in customer relationship management.

While both call centre and contact centre outsourcing services provide valuable customer service solutions, their differences lie in the communication channels they manage, the nature and scope of their services, technological requirements, strategic roles in customer engagement, and the training and skills of their agents. For UK businesses, the choice between outsourcing to a call centre or a contact centre should be guided by their specific customer service goals, the nature of their customer interactions, and their overall customer engagement strategy.