Call Centre vs Contact Centre: The Game-Changing Difference for Your Business

For many businesses, the call centre serves as the backbone of customer service, handling both inbound support requests and outbound calls. Traditionally, the term "call centre" was used because phone support was the primary method of communication. However, modern customer service has expanded beyond just phone calls, with agents now engaging customers across multiple channels. As a result, the call centre has transformed into what is now known as the contact centre.

What is a Contact Centre?

The term “contact centre” reflects the many ways businesses can now engage with customers beyond just telephone calls. Evolving customer expectations and advancements in technology have transformed the traditional call centre model, enabling businesses to enhance the customer experience through multiple communication channels.

While call centre agents primarily handle inbound and outbound calls—whether via traditional phone lines or Voice over Internet Protocol (VoIP)—contact centre agents manage interactions across a variety of platforms. In a multichannel contact centre, for example:

• Customers can make use of chat bots and live-chat systems.
• Queries are handled via email.
• Social Media Monitoring and Listening are done over various social media channels.
• Customer inquiries received via email are forwarded to an agent for a phone follow-up.

Most companies integrate their contact centres with Customer Relationship Management (CRM) systems, allowing them to efficiently track, manage, and coordinate customer interactions.

However, contact centres do face challenges, particularly when dealing with complex infrastructure. Many organisations rely on off-the-shelf software or a customised mix of technologies from different vendors, leading to a fragmented system. Some businesses adopt cloud-based solutions, but if these systems remain isolated from the company’s broader network, it can result in communication silos that hinder efficiency.

What is a Call Centre?

A call centre is a customer service operation, either remote or on-premises, that provides support exclusively over the phone. Depending on the business size, call centres can range from a small team of a few agents to large-scale operations with hundreds of representatives handling customer interactions.

Agents typically manage multiple calls per day, assisting with a variety of issues, from billing enquiries to complex technical support. While some call centres integrate customer relationship management (CRM) software to streamline issue resolution and provide agents with valuable customer insights, many are still in the process of adopting this technology.

The Difference between Call Centres and Contact Centres

The key distinction between a call centre and a contact centre lies in the communication channels they utilise. While call centres rely on traditional phone systems, contact centres embrace a variety of digital and non-digital channels that align with how modern customers prefer to interact with businesses.

Today’s consumers expect seamless support across multiple platforms, devices, and contexts, mirroring their everyday communication habits. Contact centres enable this omnichannel approach, significantly reducing response times for customer requests—whether for technical assistance or order placement—regardless of the communication channel used.

Fast response times are crucial, as they directly impact customer satisfaction and business success. Research shows that 86% of customers are willing to pay more for a product or service if it guarantees a superior experience, with some willing to spend 13% to 18% more. Recognising this, 88% of businesses prioritise customer experience within their contact centres to enhance loyalty and drive growth.

Modern Contact Centre Solutions

To A modern approach to the traditional call centre now allows businesses to deliver the high-quality, real-time customer experience needed to thrive in competitive markets. Rather than relying on off-the-shelf telecom systems with rigid, one-size-fits-all features, an agile contact centre software approach empowers companies to create customised solutions tailored to their needs. This isn’t just an upgrade in technology—it’s a complete reimagining of how contact centre operations are designed and built.

Two key factors are driving the evolution of call centres: digital innovation and shifting customer behaviour. According to a 2020 Dimension Data report, most organisations engage with customers across eight different channels, and 23.2% state that an omnichannel approach is central to their customer journey strategy.
Customers expect businesses to communicate with them on their preferred channels, whether through phone, SMS, or Facebook Messenger. However, the rise of digital channels hasn’t diminished the importance of call centres—on the contrary, customers still value human interaction when seeking support.

Seamless integration is key to creating a personalised, efficient experience. When an IVR system or agent has access to a customer’s full journey—including browsing history, past purchases, and billing details—it significantly enhances the overall customer experience, making interactions feel intuitive and tailored to individual needs.

What is the Best Solution for You?

A call centre may be the right choice if:
• Your primary focus is managing call flows.
• Your customers rely solely on phone calls to contact your business.
• Outbound calls take priority over inbound customer interactions.

A contact centre may be the right choice if:
• Your customers engage with your business through multiple digital channels.
• You prioritise cross-channel reporting for better insights.
• Your business is ready to scale and expand its customer support capabilities.