
The contact center has long lived in the shadow of cost. For decades, it’s been viewed as a necessary overhead—vital for resolving issues but rarely celebrated as a driver of enterprise growth. That mindset is changing. And it needs to. The contact center is no longer just a cost center—it’s a brand-building, loyalty-driving, revenue-preserving asset when designed right.
Today’s customer service function sits at the intersection of brand trust, revenue retention, and digital transformation. When empowered with an agentic layer, orchestrated workflows, and strategic intent, the contact center becomes one of the most potent levers a business can pull—not just to cut costs, but to grow intelligently with exceptional customer service.
I think we need to stop asking “How do we make support cheaper?” and start asking “How do we make support work harder for our business (customers)?”
Legacy models of support were built for containment, not connection. Customers called. Agents answered. Problems got logged, and with luck, solved.
But today’s customers expect more. They want to be known, not just served. They expect continuity across channels, personalized interactions, and real-time resolution. That means your service operation must evolve from reactive firefighting to proactive, context-aware engagement.
Executives who embrace this shift unlock new value streams:
Reduced churn through predictive support and timely intervention
Today’s contact centers can no longer afford to operate in silos. Multichannel is no longer enough— service organizations must embrace strategic orchestration: the coordination of data, tools, and people into one seamless service experience.
What does this look like in action?
This orchestration isn’t just about tech—it’s about aligning every layer of the service model around business impact.
AI is often discussed in theoretical terms—but its ROI in contact centers is very real. When deployed strategically, AI doesn’t just reduce costs—it elevates performance.
Executives who integrate AI into their contact center workflows see tangible returns: lower cost per contact, higher customer satisfaction, and increased operational agility.
New platforms and tools only go so far without the cultural, operational, and structural readiness to sustain them.
That’s why successful contact center transformation requires:
Executive sponsorship isn’t optional—it’s essential. When leaders champion the strategic role of service, teams align faster, adoption accelerates, and outcomes multiply.
The contact center is no longer just a line item to minimize—it’s a strategic asset to optimize.
If you’re looking to:
…then the contact center deserves your attention—not as a problem to solve, but as a platform to scale.
LEARN MORE
Contact a consultant at OSF Digital to learn how to redefine your contact center for high ROI and low TCO.
Garry is a man on mission for positive change within UK firms, tirelessly dedicated to digital transformation for the better. Revolutionising how companies operate, striving to bring innovation and progress through the Salesforce platform. When he’s not busy doing exactly that, he can be found cheering on his beloved Spurs in North London.