Leigh Hopwood: “Investment in live manned channels will increase in 2024”

An interview with the CEO of the CCMA (Call Centre Management Association)

To prepare for 2024 and equip ourselves with the tools we need to succeed, it is important to look back at the year that has gone by and the lessons we have learned. This month, we reached out to Leigh Hopwood, CEO of the CCMA (Call Centre Management Association), to find out what she predicts for 2024 and what she will be focusing on this year.

WHAT LESSONS DID YOU LEARN DURING 2023?

Rising living costs combined with political and social uncertainty mean that customer expectations continue to evolve rapidly in 2023 much faster than providers’ ability to keep up. There is no point expecting satisfaction levels to revert back to the levels of years gone by, as the environment has changed out of all recognition. And while the importance of customer experience is not a new concept, in 2023 there was finally a groundswell in recognition of the need to improve the lives of people working on the contact centre front lines, and of how better processes and technology can help.

WHAT ARE YOUR CX PREDICTIONS FOR 2024?

While recent years have seen attempts to deflect demand away from synchronous channels, investment in live manned channels will increase in 2024 to meet customer needs. Salaries in the contact centre will continue to rise alongside appreciation of the skills and qualities needed. Outsourcing will continue to grow in popularity, as brands grappling with increased complexity opt to engage specialists. Indeed, contact centres of all shapes and sizes will experience a ‘complexity crunch’ caused by technology fragmentation and organisational silos, necessitating efforts to streamline, join up and simplify. AI will continue to be a hot topic, albeit one with more questions than answers.

WHAT WILL YOU BE FOCUSING ON THIS YEAR?

In 2024, the CCMA (Call Centre Management Association) is poised to intensify its focus on elevating industry standards and enriching contact centre colleague learning. Emphasising professional development, we’ll spearhead targeted learning initiatives, ensuring industry professionals stay abreast of evolving customer management trends. A spotlight on excellence will shine through prestigious awards, recognising outstanding achievements in contact centre management. By fostering a dynamic platform for networking and knowledge exchange, the CCMA remains steadfast in delivering exceptional value to its members, driving innovation for the industry and fostering a culture of continuous improvement within the contact centre community.