Call and Contact Centre Expo 2024, held in London at the end of November, provided an invaluable platform for industry professionals to explore the evolving landscape of contact centres and customer experience. With approximately 100 exhibitors and an impressive 3,500 visitors, this year’s event highlighted key priorities and challenges shaping the industry. From technological advancements to financial pressures, the insights gathered reflect the shifting dynamics of a sector in transformation.
This year, The Knowledge Group (tkg) supported Call and Contact Centre Expo with the CONNECT programme, matching over 400 buyers from across multiple industries with technology suppliers based on their specific needs. Given our involvement with this programme, we’re here to share our key takeaways from what we learnt talking to buyers ahead of and during the event and what we foresee as emerging trends for contact centres in the year ahead.
The deployment of new Contact Centre as a Service (CCaaS) platforms continues to be a high priority for visitors, and this year we saw a distinct focus on Quality Management Systems (QMS). Visitors appeared particularly engaged with (QMS), especially those that integrate AI-driven insights to enhance data, improve agent performance, and elevate overall service quality.
This suggests that contact centres are increasingly prioritising operational excellence and long-term value over merely upgrading their technologies. Exhibitors showcased solutions that transform traditional quality assurance processes into proactive tools for continuous improvement, driven by real-time analytics and actionable feedback.
As customer expectations rise, investing in robust QMS solutions appears to be a strategic move for organisations aiming to differentiate themselves in an increasingly competitive marketplace.
AI, unsurprisingly, remained a key talking point at the event, but there was a noticeable shift away from overusing the term itself—likely in response to growing fatigue amongst buyers wary of buzzwords. Instead, the focus shifted towards practical applications and the responsible implementation of AI within the contact centre eco-system.
A particularly thought-provoking discussion revolved around the risks of AI hallucinations—instances where AI systems produce inaccurate or misleading outputs. These errors can range from minor issues to major disruptions, such as AI-generated mistakes leading to flights being sold at unsustainably low prices, causing significant financial losses.
This highlights the urgent need for rigorous governance and risk mitigation strategies when deploying AI systems. The emphasis is now on ensuring that AI technologies are not only innovative but also reliable, predictable, and subject to strong ethical oversight.
A recurring theme throughout the event was the increasing cost of contact centre technology stacks. Many organisations have adopted telephony platforms and then layered additional applications, such as generative AI for voice and chat, to enhance their capabilities. However, this approach has often resulted in complex and expensive infrastructures.
Budget holders are now facing growing scrutiny from finance teams, who are demanding clearer returns on investment for these technologies. As costs rise, organisations must take a more strategic approach to procurement, balancing the need for cutting-edge solutions with financial sustainability.
This financial reality is prompting businesses to reconsider their technology eco-systems. Consolidating platforms, negotiating better contracts, and prioritising cost-effective solutions are becoming essential strategies. Technology suppliers who can deliver genuine value without unnecessary complexity will undoubtedly stand out in this environment.
Call and Contact Centre Expo 2024 revealed an industry that is both maturing and facing significant challenges. While enthusiasm for transformative technologies like AI remains strong, there is a growing awareness of the need for responsible implementation and cost management. Meanwhile, the heightened focus on quality management reflects a shift towards operational refinement and customer-centric excellence.
For contact centre leaders, the key takeaway is clear: success in this evolving landscape requires a combination of strategic foresight, technological innovation, and financial prudence. Businesses must focus on solutions that deliver tangible value, improve performance, and enhance customer experiences,while maintaining cost efficiency.
As we look ahead to 2025, the challenge for organisations will be to balance these priorities while remaining adaptable to an ever-changing environment. The conversations and innovations showcased at this year’s Call & Contact Centre Expo provide a strong foundation for navigating these challenges, ensuring that contact centres continue to lead the way in delivering exceptional customer service.
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