Welcome to the 2022 edition of CCMA’s Voice of the Contact Centre Consumer research, the definitive source of consumer understanding for our industry. As an annual study Voice of the Contact Centre Consumer tracks how our customers’ needs, preference and behaviours change over time. This year we are seeing clear evidence that consumers are becoming increasingly savvy. Acceptance is rising for self-serving the likes of delivery updates but is decreasing when it comes to sensitive interactions such as complaints. As people gain experience with different channels, they become more choosy about when to self-serve, versus picking up the phone or starting a live chat.

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