CCMA UK: “2026 is decisive year for British contact centers”

According to the British industry association CCMA (Contact Centre Management Association), 2026 is a decisive year for British contact centres. The CCMA refers to the convergence of advanced AI, changing customer expectations and evolving employee skill requirements.

The British CCMA has, based on a series of discussions with market leaders and influencers, ten predictions For the coming year, these are, according to the CCMA, the most important trends in the British contact center sector.

The CCMA expects, among other things, that contact centers will increasingly be seen as a valuable strategic asset rather than a cost center. Their role as the first line of defense against cyberattacks will also become more important. Threats from social engineering, phishing, and sophisticated fraud attempts will continue to increase, according to the CCMA, and frontline workers play a crucial role in protecting customers and organizations.

Other KPIs

The British industry association also anticipates that traditional KPIs will come under pressure. It's time for alternative metrics that better reflect customer outcomes, frontline effectiveness, and business value, according to CCMA UK. The CCMA also expects that British organizations will have to quantify how they support vulnerable customers. This is a key issue in the UK, and even covered by legislation.

British BPO players are expected to adapt their offerings to the new global reality. AI is transforming the sector, and global uncertainties and volatility are increasing. CCMA UK predicts that organizations will migrate transactional interactions currently handled offshore to AI. BPOs, in turn, will have to perform more complex, nuanced work; the geopolitical situation is encouraging companies to repatriate operations.

“The role of AI in customer contact is increasing”

Frontline workers' work is increasingly about complex interactions, with the need for technical skills growing alongside core skills such as empathy and emotional intelligence, according to CCMA UK.

More contact centers will offer proactive services that predict and prevent problems before customers encounter them. CCMA explicitly emphasizes that not only the contact center, but also the customer can use AI: "The role of AI on both sides of the customer relationship is increasing." The industry association warns of fragile trust in AI if brands deploy their customer-focused AI tools improperly or too quickly.

Leigh Hopwood, CEO of the CCMA, emphasizes the importance of recognizing that AI "isn't the only way forward. Ultimately, it's people who determine the quality of the customer experience. As an industry, we will continue to demonstrate the value of the contact center and the vital role it plays in business and society." (CCMA UK)