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New Frontiers of Customer Support

Navigating the Transformative Waves: New Frontiers of Customer Support

Uthaman Bakthikrishnan

Uthaman Bakthikrishnan

Executive Vice President

We are talking about a vibrant landscape teeming with startups and established players alike, all vying for their slice of the market pie. It’s like a bustling marketplace where every idea, every product, every service is competing for attention and relevance.

Where does customer support fit into this ecosystem?

Think of it as the unsung hero, quietly working its magic behind the scenes to ensure customers are satisfied, happy, and returning for more.

The demand for top-notch customer service solutions has never been more pressing.

We’re talking about a world where digital-native enterprises are sprouting up like mushrooms, particularly in regions like India and SAARC. These are the disruptors, the game-changers, the ones who are rewriting the rules of the game and leaving traditional businesses scrambling to keep up.

And as these digital-native enterprises multiply, so too does the need for sophisticated, multi-channel customer support solutions. We’re talking about everything from chatbots and social media support to good old-fashioned phone calls, all working together seamlessly to provide customers with the support they need when they need it and how they want it.

Meeting the Demands of the Digital Ecosystem

As digital-native businesses proliferate, the contours of customer support are undergoing a profound change.

Automatic call distribution, based on predefined criteria or team capacity, emerges as a linchpin in optimizing resource allocation and ensuring seamless customer experiences.

For Direct-to-Consumer (D2C) services like Uber and Swiggy, call masking services assume paramount importance, safeguarding user privacy and enhancing security in an increasingly interconnected world.

What Are the Other Expectations of Digital-Native Businesses?

Here is a list that every provider should be mindful of:

  1. Efficient automation – Customers expect swift and efficient handling of their queries and concerns. Automation is pivotal in streamlining processes within contact centers, ensuring incoming calls are managed promptly and effectively. By automating tasks such as call distribution based on predefined criteria or team capacity, businesses can optimize resource allocation and deliver seamless customer experiences.
  2. Personalized support – In an era where personalization reigns supreme, customers crave tailored interactions that cater to their unique needs and preferences. Whether addressing specific inquiries or offering relevant recommendations, personalized support fosters a deeper connection between businesses and their clientele, enhancing overall satisfaction and loyalty.
  3. Multi-channel accessibility – With the proliferation of communication channels, from traditional voice calls to messaging apps and social media platforms, customers expect seamless accessibility across multiple touchpoints. A robust multi-channel approach ensures customers can reach out through their preferred medium – SMS, WhatsApp, chatbots, or voice calls, enhancing convenience and accessibility.
  4. Proactive engagement – Beyond reactive support, customers appreciate proactive engagement from businesses, where issues are anticipated and addressed before they escalate. Whether providing timely updates, proactive notifications, or preemptive solutions, proactive engagement demonstrates a commitment to customer satisfaction and reinforces trust and loyalty.
  5. Effortless resolution – When issues arise, customers expect swift and hassle-free resolution. Streamlined processes, knowledgeable support agents, and efficient problem-solving mechanisms are essential for resolving inquiries and concerns in a timely manner. Businesses can enhance satisfaction and mitigate potential churn by prioritizing resolution and minimizing customer effort.

The Significance of CCaaS

The Contact-center-as-a-service (CCaaS) model holds immense potential for empowering digital-native businesses to deliver exceptional customer support experiences.

Here’s how:

  • Scalability – CCaaS platforms provide scalable solutions for business growth and seasonal fluctuations. Scaling up and down can be done at the touch of a button. According to a report by MarketsandMarkets, the global CCaaS market is projected to reach USD 24.1 billion by 2025.
  • Agility – CCaaS enables businesses to deploy new features, integrate with existing systems, and respond swiftly to market changes. Besides, implementation can be done anywhere between 24 and 48 hours.
  • Cost-effectiveness – with a subscription-based model, CCaaS eliminates significant upfront investments and resource investment to maintain the system. According to Aberdeen, CCaaS can lead to a 15% greater year-over-year reduction in operational costs compared to non-users.
  • Integration – CCaaS seamlessly integrates with CRM systems, UC platforms, and other business applications, enabling holistic customer interactions and data-driven decisions.
  • Enhanced customer experience – Features like intelligent routing, personalized interactions, and omnichannel support enable businesses to provide exceptional customer experiences. According to Deloitte, companies with robust omnichannel strategies retain an average of 89% of customers. 
  • Global reach – CCaaS allows businesses to establish virtual contact centers worldwide, ensuring consistent service delivery and support across geographies.

Embracing the Omnichannel Imperative

The traditional paradigm of call centers has yielded to the ascendancy of omnichannel contact centers, capable of orchestrating seamless interactions across diverse communication channels.

Statistics corroborate this paradigm shift, with India boasting over 1.2 billion mobile connections and smartphone users surpassing 800 million.

Against this backdrop, anecdotal evidence illuminates the transformative power of omnichannel customer support in enhancing user satisfaction and driving business growth.

Consider the case of a burgeoning food-tech startup grappling with the deluge of customer inquiries during peak hours. By harnessing a potent blend of chatbots, SMS notifications, and voice calls, the startup not only streamlined its customer support operations but also elevated its brand stature in the eyes of discerning consumers.


In conclusion, the call center and contact center market stand at the cusp of a transformative epoch driven by digitalization, mobile proliferation, and shifting consumer preferences.

The imperative for innovation and agility looms large over the horizon by adopting a multi-channel approach to customer support.

By embracing cloud, omnichannel, and harnessing the power of automation and technology, businesses can chart a course toward sustainable growth and enduring success in the dynamic customer support landscape.


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