MaxContact Strengthens AI Capabilities with Acquisition of Conversational AI Firm
MaxContact today announced its acquisition of Curious Thing’s technology and assets. The move will significantly enhance MaxContact’s current AI capabilities while maintaining the company’s commitment to balancing technology with meaningful human connections in contact centres.
// VIMEO VIDEO PLAYER
$("[js-vimeo-element='component']").each(function (index) {
let componentEl = $(this),
iframeEl = $(this).find("iframe"),
coverEl = $(this).find("[js-vimeo-element='cover']");
// create player
let player = new Vimeo.Player(iframeEl[0]);
// when video starts playing
player.on("play", function () {
// pause previously playing component before playing new one
let playingCover = $("[js-vimeo-element='component'].is-playing").not(componentEl).find("[js-vimeo-element='cover']");
if (playingCover.length) playingCover[0].click();
// add class of is-playing to this component
componentEl.addClass("is-playing");
// ✅ add a permanent class after first play
if (!componentEl.hasClass("has-played")) {
componentEl.addClass("has-played");
}
});
// when video pauses or ends
player.on("pause", function () {
componentEl.removeClass("is-playing");
});
// when user clicks on our cover
coverEl.on("click", function () {
if (componentEl.hasClass("is-playing")) {
player.pause();
} else {
player.play();
}
});
});
Integrating Curious Thing’s advanced conversational AI platform into MaxContact’s existing suite of solutions will accelerate the company’s product roadmap and provide clients with more sophisticated tools to enhance customer experiences.
It also represents an exciting next step that builds upon MaxContact’s established AI offering, particularly its Spokn AI platform, which currently provides advanced speech analytics that helps businesses understand the ‘why’ behind 100% of contact centre conversations. The recent launch of Success Intelligence, an enhancement to Spokn AI that reveals the DNA of successful sales conversations through AI-powered analytics, further demonstrates MaxContact’s ongoing commitment to innovation in this space.
Curious Thing’s conversational AI technology will strengthen these capabilities with the introduction of AI agents for sales, debt collections and customer use cases.
AI agents are skilled bots that can converse naturally with clients to promptly answer their questions. They may wish to schedule an appointment or get a quote for a part for a new vehicle. The AI agents take the routine tasks away from the human agents so they can focus on more value-added tasks.
“The strategic acquisition of Curious Thing represents a major milestone in our AI strategy,” said Ben Booth, CEO of MaxContact. “We’ve always believed that the best conversation outcomes come from empowering human agents with the right technology, not replacing them. Curious Thing’s AI abilities will therefore help our clients’ contact centre teams become more efficient while maintaining that crucial human connection.”
MaxContact’s enhanced AI offering with Curious Thing’s integration will focus on:
AI Agents: Providing real-time AI agents to handle routine customer interactions
Performance Insights: Delivering deeper analytics and actionable intelligence to improve service quality continually
Operational Efficiency: Streamlining workflows and automating routine tasks to allow agents to focus on complex customer needs
“We’re seeing a significant shift in how UK businesses approach customer engagement and digital transformation,” added Ben Booth, CEO at MaxContact. “Our clients are looking for solutions that empower their teams with AI-driven insights and assistance while preserving the authenticity and empathy that human agents can provide. This acquisition positions us perfectly to meet that need.” It comes as the contact centre industry faces increasing pressure to balance efficiency with personalisation and performance increases, a challenge that MaxContact’s human-centred AI approach directly addresses.
It comes as the contact centre industry faces increasing pressure to balance efficiency with personalisation and performance increases, a challenge that MaxContact’s human-centred AI approach directly addresses.
Find out more about MaxContact and Curious Thing, here.
(() => {
const rich = document.querySelector('#rich-text');
const toc = document.querySelector('#toc');
if (!rich || !toc) return;
// Only H2s inside the Rich Text
const headings = [...rich.querySelectorAll('h2')];
if (!headings.length) { toc.style.display = 'none'; return; }
// Slugify + ensure unique IDs (handles accents like šđčćž)
const slugCounts = {};
const slugify = (str) => {
const base = (str || '')
.trim()
.toLowerCase()
.normalize('NFD').replace(/[\u0300-\u036f]/g, '') // remove diacritics
.replace(/[^a-z0-9\s-]/g, '')
.replace(/\s+/g, '-')
.replace(/-+/g, '-');
const n = (slugCounts[base] = (slugCounts[base] || 0) + 1);
return n > 1 ? `${base}-${n}` : base || `section-${n}`;
};
// Build anchors directly inside #toc
toc.innerHTML = '';
headings.forEach((h, idx) => {
if (!h.id) h.id = slugify(h.textContent || `section-${idx+1}`);
const a = document.createElement('a');
a.href = `#${h.id}`;
a.classList.add('content_link', 'is-secondary');
a.dataset.target = h.id;
a.setAttribute('aria-label', h.textContent || `Section ${idx+1}`);
const p = document.createElement('p');
p.className = 'text-size-small';
p.textContent = h.textContent || `Section ${idx+1}`;
a.appendChild(p);
toc.appendChild(a);
});
// Offset for fixed navs - with extra spacing for visibility
const getOffset = () => {
const nav = document.querySelector('.navbar, .w-nav, [data-nav]');
const navHeight = nav ? nav.getBoundingClientRect().height : 0;
// Add 30px buffer to ensure heading is clearly visible below fixed navbar
return navHeight + 30;
};
toc.addEventListener('click', (e) => {
const link = e.target.closest('a.content_link[href^="#"]');
if (!link) return;
e.preventDefault();
e.stopPropagation(); // Stop other event listeners
const id = link.getAttribute('href').slice(1);
const target = document.getElementById(id);
if (!target) return;
const targetTop = target.getBoundingClientRect().top + window.scrollY;
const finalY = targetTop - 150;
// Use only smooth scroll
window.scrollTo({ top: finalY, behavior: 'smooth' });
history.replaceState(null, '', `#${id}`);
});
})();
related articles
you might also like
Our articles and industry insights give you expert perspectives, practical strategies, and the latest trends to help your business connect smarter and perform better.
(() => {
const WORDS_PER_MINUTE = 200;
const MULTIPLIER = 1; // your choice
const estimateMinutes = (el) => {
if (!el) return null;
const text = (el.innerText || el.textContent || "").trim();
if (!text) return 1;
const words = (text.match(/\S+/g) || []).length;
const baseMinutes = Math.max(1, Math.ceil(words / WORDS_PER_MINUTE));
return Math.max(1, Math.ceil(baseMinutes * MULTIPLIER));
};
const findNearestTargetInItem = (itemRoot, rt) => {
if (!itemRoot) return null;
return itemRoot.querySelector('.is-text');
};
const applyWithin = (root) => {
// More forgiving selector: attribute present or equals "true"
root.querySelectorAll('[data-rich-text], [data-rich-text="true"]').forEach((rt) => {
const itemRoot =
rt.closest('[role="listitem"]') ||
rt.closest('.w-dyn-item') ||
rt.parentElement ||
root;
const target = findNearestTargetInItem(itemRoot, rt);
if (!target) return;
const mins = estimateMinutes(rt);
if (mins != null) target.textContent = `${mins} MIN READ`;
});
};
const init = () => {
applyWithin(document);
// Re-apply on dynamic changes (pagination/filters)
const mo = new MutationObserver((mutations) => {
for (const m of mutations) {
for (const n of m.addedNodes) {
if (!(n instanceof Element)) continue;
if (
n.matches('[data-rich-text], [data-rich-text="true"], [role="list"], .w-dyn-items, .w-dyn-item') ||
n.querySelector?.('[data-rich-text], [data-rich-text="true"]')
) {
applyWithin(n);
}
}
}
});
mo.observe(document.body, { childList: true, subtree: true });
};
// Robust bootstrapping
if (window.Webflow && Array.isArray(window.Webflow)) {
window.Webflow.push(init);
} else if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', init, { once: true });
} else {
// DOM is already ready; run now
init();
}
})();
What is speech analytics?
Call centre speech analytics uses technology to analyse recorded phone conversations between call centre agents and customers. AI powered speech analysis helps to identify trends, patterns and areas for improvement in customer service, agent performance and overall contact centre operations.
Speech analytics isn’t a new thing. In fact, it’s been around for nearly two decades. But thanks to developments in AI and natural language processing (NLP), speech analytics is growing in popularity and is a powerful tool for contact centres. But why is speech analytics needed?
Why do call centres need speech analytics?
75% of customers will spend more to buy from a company that offers a good customer experience (CX). On the other hand, nearly half of consumers would ditch a brand for a competitor due to poor CX.
In other words, good CX is a huge win for your business. Customers who are happy with the experience you provide will spend more with your business, forgive your occasional mistakes and recommend your products and services to others.
The problem is that it’s not always clear if your customers rate their experience as highly as you hope they do.
Many customers stay silent about their issues, leading businesses to miss crucial feedback. It’s not malice on the customers’ part, but discomfort or wanting to avoid hassle. This silence hurts business and can result in low customer satisfaction (CSAT), higher customer churn rates and reduced sales revenue.
Businesses can’t fix what they don’t know. So, how do we encourage open communication for happier customers and thriving businesses?
How does speech analytics software work?
Speech analytics empowers contact centres by automatically analysing call recordings to understand both agent performance and customer sentiment. It identifies keywords and phrases which reveal customer satisfaction or frustration, even if they didn’t explicitly say it. Looking beyond spoken statements, speech analytics software analyses voice characteristics, like intonation and pitch, picking up on emotions such as happiness, anger or confusion.
To measure agent performance, call centre speech analytics tracks metrics such as time on hold and silence periods, giving insights into both agent efficiency and customer satisfaction.
How is speech analytics used to improve contact centre operations?
The ability to analyse every customer interaction is a powerful tool but how is speech analytics used and what are the benefits?
Real-time speech analytics software can boost customer satisfaction by 20% and reduce churn
Proactive Issue Identification: Speech analytics can be used to understand call drivers including emerging problems. Real-time call analysis can alert agents to any new issues and encourage them to address the issue and implement corrective measures to nip the problem in the bud.
Real-time Sentiment Analysis: Call agents are able gauge customer emotions more accurately throughout the call, allowing them to ease any frustrations and personalise interactions, which all lead to happier customers.
Targeted Upselling Opportunities: Eradicate the need for relying on your agent’s memory of what’s been said on the call. Real-time analysis can review calls and push alerts to agents to discuss new products or services, driving revenue by 10%.
Insights from ai speech analytics can be used to improve agent performance and drive engagement
Personalised Coaching: Coaching your call centre agents is easy with post-call analysis. Review performance and develop targeted training and development plans based on individual strengths and weaknesses.
Compliance & Quality Assurance: AI-led speech analytics can automate compliance checks across all calls. Real-time analysis (alongside post-call analysis) also prompt agents to read the relevant scripts while the call is taking place. This leads to increased agent compliance and reduces the risk of fines associated with non-compliance.
Performance Benchmarks and Recognition: Use insights from speech analytics to identify and reward high-performing agents and showcase their successes to motivate and inspire the entire team.
Automated call analysis can be used to enhance quality management and call handling efficiency
Quality management: Be more confident in the validity of your quality scores and agent assessments with speech analytics software that automates analysis of all calls rather than relying on a small sample of contact centre interactions.
Reduce average handling time (AHT): Customers want quick and efficient resolutions over the phone. Speech analytics software can give you powerful insights that help you design better scripts to reduce AHT and cut costs.
One solution to the problem of reticent customers is speech analytics. You’ve probably come across hype around speech analytics before – the technology has been around for nearly two decades. The difference today is that it actually works.
The industry certainly seems to think so too. One recent study estimated that the market for speech analytics will grow at a CAGR of 22.14% over the next five years. And we believe its popularity is entirely justified.
Why choose AI-led speech analytics from MaxContact?
Our speech analytics software will help you to make better business decisions, and understand the ‘why’ behind 100% of your contact centre interactions.
We’ve kept it simple
High-level data is displayed on an intuitive dashboard and further information can be accessed from a central control panel. Simple to set up and easy to understand, MaxContact ai speech analytics provides sophisticated insights at the click of a button.
Powerful filtering at your fingertips
Our advanced solution pre filters nearly 70% of critical and problematic conversations that need further attention. This lets contact centre managers focus on priority issues before it’s too late. Thanks to faster response times, timely interventions and streamlined operations, managers can enhance performance and improve customer satisfaction by coaching agents in real-time.
Speech analytics from MaxContact gives you the information you need to deliver market-leading CX, even if your customers are not always as candid about your service as you’d like them to be. Book a customised demo to learn how our AI-led speech analytics can understand customer sentiment, improve call quality, and reduce churn in your contact centre.
Leveraging speech analytics for contact centre improvement
Book a customised demo to learn how our AI-led speech analytics can understand customer sentiment, improve call quality, and reduce churn in your contact centre.
(() => {
const WORDS_PER_MINUTE = 200;
const MULTIPLIER = 1; // your choice
const estimateMinutes = (el) => {
if (!el) return null;
const text = (el.innerText || el.textContent || "").trim();
if (!text) return 1;
const words = (text.match(/\S+/g) || []).length;
const baseMinutes = Math.max(1, Math.ceil(words / WORDS_PER_MINUTE));
return Math.max(1, Math.ceil(baseMinutes * MULTIPLIER));
};
const findNearestTargetInItem = (itemRoot, rt) => {
if (!itemRoot) return null;
return itemRoot.querySelector('.is-text');
};
const applyWithin = (root) => {
// More forgiving selector: attribute present or equals "true"
root.querySelectorAll('[data-rich-text], [data-rich-text="true"]').forEach((rt) => {
const itemRoot =
rt.closest('[role="listitem"]') ||
rt.closest('.w-dyn-item') ||
rt.parentElement ||
root;
const target = findNearestTargetInItem(itemRoot, rt);
if (!target) return;
const mins = estimateMinutes(rt);
if (mins != null) target.textContent = `${mins} MIN READ`;
});
};
const init = () => {
applyWithin(document);
// Re-apply on dynamic changes (pagination/filters)
const mo = new MutationObserver((mutations) => {
for (const m of mutations) {
for (const n of m.addedNodes) {
if (!(n instanceof Element)) continue;
if (
n.matches('[data-rich-text], [data-rich-text="true"], [role="list"], .w-dyn-items, .w-dyn-item') ||
n.querySelector?.('[data-rich-text], [data-rich-text="true"]')
) {
applyWithin(n);
}
}
}
});
mo.observe(document.body, { childList: true, subtree: true });
};
// Robust bootstrapping
if (window.Webflow && Array.isArray(window.Webflow)) {
window.Webflow.push(init);
} else if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', init, { once: true });
} else {
// DOM is already ready; run now
init();
}
})();
Before the pandemic, employees at MaxContact would meet regularly outside of the 9-5, for informal get togethers, team nights out and other social occasions. We also used to support charities together, whether that meant volunteer days or fundraising events.
Of course, all that changed a bit during the pandemic. We had virtual quizzes and distanced get togethers, but – great though these were – they weren’t the same. We realised we missed the buzz of being together, whether that was for a quick drink after work or to help fund a worthy cause.
Despite the challenges of the pandemic, the team at MaxContact doubled in size between 2020 and 2021, rocketing from 30 to 60+ employees. In other words, half our current team joined during the pandemic, which means we mostly know each other virtually.
Due to business growth and the challenges of working remotely, in 2021 we thought we’d make our informal activities official. We wanted to keep the virtual socialising going during lockdown, and then be ready with a timetable of great things to do when it ended. And so, the MaxContact Social, Charities and Culture (SCC) team was born!
Here’s what our SCC volunteers – representing every part of the business – are focused on most of all.
The SCC group. From left to right – David, Support. Kayleigh, Training. Ashleigh, Support. Grace, Support. Lily, Finance. Pip, Marketing. Greg, Sales.
Getting to know you…
First off, the SCC organises all the usual stuff – drinks, team building events, and fun out of the office activities like escape rooms, as well as helping to get people together who share hobbies and interests.
And we’re determined to help everybody in the business get to know each other – not just people who work in the same teams. That’s why we’ve created social mini teams, which are made up of small groups of people from different parts of the business whose paths wouldn’t normally cross too often.
These mini teams get together from time to time for a variety of different activities, and compete in our mini team leaderboard – we love a bit of friendly competition!
SCC member Lily says: “We know socialising is a huge part of team bonding and having fun away from work, but we wanted to do it a bit differently. That’s why we came up with the idea of cross-departmental mini teams. And we’re making sure there’s a wide variety of activities to suit all tastes.”
Creating a culture
At MaxContact, we all push in the same direction. Everybody plays a crucial role in the success of the business.
We wanted to reflect and celebrate that by mixing departments (so everyone knows what everyone else does, and can understand their challenges), embedding our company values, and recognising achievements. We’re doing that through staff awards and shout outs in company updates, and in 2022 we’ll be introducing a buddy system for new starters, to help embed our values from the beginning.
SCC member Pip says: “Nurturing a positive, consistent company culture is essential, for the good of our colleagues and our clients. We want everyone to know what MaxContact stands for.”
Giving back
Through the SCC, MaxContact is supporting three charities every year, chosen by the team. We’ll support them through fundraising and volunteering. In 2022 our focus is on homeless charity Barnabus, Cancer Research and the WWF. For Barnabus, we’ve already donated food and clothing, and three team members have volunteered at the charity’s Manchester Hub. Much more is planned through the rest of the year.
Another focus in 2022 will be on sustainability and reducing our carbon footprint. We’re working on creative ways to do that now. Our role is also to promote diversity in the organisation. We’re already a diverse bunch, but we know there is more we can do.
SCC member Greg says: “As a growing organisation, we’re committed to giving something back. We’ll achieve that through a timetable of fundraising and volunteering for our chosen charities.”
The SCC
We hope that gives you a flavour of what the SCC is and what we aim to achieve. MaxContact has been through an impressive period of growth, and that means we have to work a little bit harder to make sure we all get to know each other inside and outside the office, and to promote a positive work culture. We also want to give something back.
If you’re interested in joining the MaxContact team, check out our careers page for current opportunities.
Blog
5 min read
How to Remove Guesswork from Contact Strategies with Conversation Analytics
(() => {
const WORDS_PER_MINUTE = 200;
const MULTIPLIER = 1; // your choice
const estimateMinutes = (el) => {
if (!el) return null;
const text = (el.innerText || el.textContent || "").trim();
if (!text) return 1;
const words = (text.match(/\S+/g) || []).length;
const baseMinutes = Math.max(1, Math.ceil(words / WORDS_PER_MINUTE));
return Math.max(1, Math.ceil(baseMinutes * MULTIPLIER));
};
const findNearestTargetInItem = (itemRoot, rt) => {
if (!itemRoot) return null;
return itemRoot.querySelector('.is-text');
};
const applyWithin = (root) => {
// More forgiving selector: attribute present or equals "true"
root.querySelectorAll('[data-rich-text], [data-rich-text="true"]').forEach((rt) => {
const itemRoot =
rt.closest('[role="listitem"]') ||
rt.closest('.w-dyn-item') ||
rt.parentElement ||
root;
const target = findNearestTargetInItem(itemRoot, rt);
if (!target) return;
const mins = estimateMinutes(rt);
if (mins != null) target.textContent = `${mins} MIN READ`;
});
};
const init = () => {
applyWithin(document);
// Re-apply on dynamic changes (pagination/filters)
const mo = new MutationObserver((mutations) => {
for (const m of mutations) {
for (const n of m.addedNodes) {
if (!(n instanceof Element)) continue;
if (
n.matches('[data-rich-text], [data-rich-text="true"], [role="list"], .w-dyn-items, .w-dyn-item') ||
n.querySelector?.('[data-rich-text], [data-rich-text="true"]')
) {
applyWithin(n);
}
}
}
});
mo.observe(document.body, { childList: true, subtree: true });
};
// Robust bootstrapping
if (window.Webflow && Array.isArray(window.Webflow)) {
window.Webflow.push(init);
} else if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', init, { once: true });
} else {
// DOM is already ready; run now
init();
}
})();
Contact centres are under pressure. Rising costs, increased competition, and shifting customer expectations mean teams are being asked to do more with less. The challenge? Making decisions based on incomplete data or small samples that don't represent the full picture.
In our recent webinar, we explored how conversation analytics helps contact centres move beyond guesswork and make data-driven decisions that improve performance, reduce costs, and deliver better customer experiences.
Four Forces Reshaping Contact Strategies
Contact centres face a perfect storm of challenges:
Rising costs and increasing competition The barrier to entry has lowered across most sectors, meaning competition can move with agility and quickly challenge established players. Every interaction is getting more expensive, whilst high attrition rates mean teams are working harder just to stand still.
Stagnating effectiveness Sales conversions and first call resolutions are trending downwards for many businesses. Conversations are becoming more complex and harder to resolve on the first attempt.
Growing commercial risk of poor CX Customers switch providers faster when service falls short. There's no loyalty in those first few minutes of an interaction. Many organisations struggle to route customers accurately, creating inconsistency and avoidable friction for both consumers and agents.
Shifting consumer behaviour AI call screening, digital buying journeys, and social search are making people harder to reach and changing where and how they want to engage with organisations.
t's not just one challenge – it's the combination of these forces that means traditional contact strategies need to evolve.
52% of contact centres report increased agent workloads this year – a 10-point rise since last year
Average agent churn rate sits at 31% – a costly cycle of recruitment and retraining
Agents are handling more conversations with more complexity and pressure than before
This level of attrition creates both financial costs and operational challenges, impacting team performance and customer experience.
The Sampling Problem
Many contact centres still rely on sampling to understand what's happening in their conversations. The traditional approach might involve listening to 2-3 calls per agent per month – a tiny fraction of overall activity.
When you're handling thousands or tens of thousands of conversations, sampling simply doesn't give you the full picture. You might miss critical trends, coaching opportunities, or compliance issues that only become visible when you analyse conversations at scale.
How Conversation Analytics Works
MaxContact's conversation analytics platform uses AI to analyse 100% of your conversations, not just a sample. Here's what that makes possible:
AI-powered call summaries Every conversation is automatically summarised, capturing key points, outcomes, and next steps. This saves hours of manual note-taking and makes it easy to understand what happened on any call at a glance.
Sentiment analysis Track customer and agent sentiment throughout conversations. Identify where interactions go well and where frustration builds, helping you understand the emotional journey of your customers.
Objection tracking Automatically identify common objections across all conversations. See which objections come up most frequently, how often they're successfully handled, and spot patterns that point to process improvements or product issues.
Custom saved views Create filtered views that surface the conversations that matter most to your team. Whether you're looking for calls with specific outcomes, objections, sentiment patterns, or compliance markers, saved views let you quickly find what you need without manually searching through thousands of recordings.
AI assistant prompts Ask questions of your conversation data in natural language. For example, "Show me calls where customers mentioned pricing concerns" or "Find conversations where agents successfully overcame objections." The AI assistant helps you explore your data and uncover insights without needing technical skills.
Real-World Use Cases
Coaching and development Identify specific coaching opportunities by finding conversations where agents struggle with particular objections or where sentiment deteriorates. Move from generic training to targeted coaching based on actual performance data.
Process improvements When you see patterns across hundreds of conversations – repeated objections, common confusion points, or friction in specific processes – you have clear evidence to drive process changes and improvements.
Compliance monitoring Analyse 100% of calls for compliance markers, not just a small sample. Identify potential issues quickly and address them before they become serious problems.
Understanding what drives success Compare conversations that result in positive outcomes with those that don't. What do successful agents do differently? What patterns emerge in conversations that lead to sales, resolved issues, or satisfied customers?
From Reactive to Proactive
The shift from sampling to comprehensive analysis changes how contact centres operate. Instead of reacting to issues after they've escalated or basing decisions on limited data, conversation analytics gives you:
Complete visibility into what's happening across all conversations
Early warning signals when trends start to emerge
Evidence-based decisions supported by comprehensive data
Measurable improvements that you can track over time
Getting Started with Conversation Analytics
Implementation includes working with MaxContact's product team to define success criteria and create custom views that align with your specific goals. Many organisations start with core use cases – coaching, compliance, objection handling – and then expand as they see the value and discover new applications for the platform.
The platform includes templates to get started quickly, but the real power comes from tailoring the analysis to your specific needs and challenges.
The Bottom Line
Contact centres can't afford to make decisions based on guesswork or small samples. When you're handling thousands of conversations, you need to understand what's happening at scale.
Conversation analytics removes the guesswork, giving you the insights you need to improve coaching, enhance processes, ensure compliance, and ultimately deliver better outcomes for both your team and your customers.
The 2025 UK Budget brings a series of labour-market, tax and business-rate shifts that directly affect contact centres - a sector powered by people and tight margins. Rising wage floors, frozen employer NIC thresholds, and new skills programmes will reshape workforce planning. Meanwhile, changes to business rates and investment incentives could reduce cost pressures for some operators.
(() => {
const WORDS_PER_MINUTE = 200;
const MULTIPLIER = 1; // your choice
const estimateMinutes = (el) => {
if (!el) return null;
const text = (el.innerText || el.textContent || "").trim();
if (!text) return 1;
const words = (text.match(/\S+/g) || []).length;
const baseMinutes = Math.max(1, Math.ceil(words / WORDS_PER_MINUTE));
return Math.max(1, Math.ceil(baseMinutes * MULTIPLIER));
};
const findNearestTargetInItem = (itemRoot, rt) => {
if (!itemRoot) return null;
return itemRoot.querySelector('.is-text');
};
const applyWithin = (root) => {
// More forgiving selector: attribute present or equals "true"
root.querySelectorAll('[data-rich-text], [data-rich-text="true"]').forEach((rt) => {
const itemRoot =
rt.closest('[role="listitem"]') ||
rt.closest('.w-dyn-item') ||
rt.parentElement ||
root;
const target = findNearestTargetInItem(itemRoot, rt);
if (!target) return;
const mins = estimateMinutes(rt);
if (mins != null) target.textContent = `${mins} MIN READ`;
});
};
const init = () => {
applyWithin(document);
// Re-apply on dynamic changes (pagination/filters)
const mo = new MutationObserver((mutations) => {
for (const m of mutations) {
for (const n of m.addedNodes) {
if (!(n instanceof Element)) continue;
if (
n.matches('[data-rich-text], [data-rich-text="true"], [role="list"], .w-dyn-items, .w-dyn-item') ||
n.querySelector?.('[data-rich-text], [data-rich-text="true"]')
) {
applyWithin(n);
}
}
}
});
mo.observe(document.body, { childList: true, subtree: true });
};
// Robust bootstrapping
if (window.Webflow && Array.isArray(window.Webflow)) {
window.Webflow.push(init);
} else if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', init, { once: true });
} else {
// DOM is already ready; run now
init();
}
})();
Budget 2025 - What Contact Centres Need to Know
The 2025 UK Budget brings a series of labour-market, tax and business-rate shifts that directly affect contact centres - a sector powered by people and tight margins. Rising wage floors, frozen employer NIC thresholds, and new skills programmes will reshape workforce planning.
Meanwhile, changes to business rates and investment incentives could reduce cost pressures for some operators.
For contact centres, the challenge is clear: absorb higher employment costs while accelerating efficiency, automation and employee development.
MaxContact’s view? This Budget reinforces what we already know - the most resilient contact centres will be those that invest in workforce experience, smarter technology, and data-led decision-making.
What the Budget Means for Contact Centres
If contact centres feel like they’re being asked to do more with less, Budget 2025 cements that reality. While many measures aim to ‘make work pay’, several place direct cost pressure on people-intensive industries - including ours. But with the right technology and operating model, these shifts can be turned into opportunities.
1. Wage Costs Are Rising - Again
From 1 April 2026, the National Living Wage (NLW) increases 4.1% to £12.71/hour (Budget clause - 4.22).
Minimum wage bands for younger workers rise even faster.
For contact centres - where large portions of the frontline workforce sit on or near the NLW - this is the single biggest cost impact.
What this means
Expect a higher annual wage bill, particularly for large multi-site operations.
Increased wage competition could make talent attraction harder.
Inefficient processes will become more expensive every year.
What to do
Use workforce optimisation and automation to reduce low-value tasks.
Improve agent experience to protect retention (reducing recruitment cost spikes).
Reforecast now - 2026 isn’t far away in budgeting terms.
2. Employer NIC Freeze = Higher Costs Hidden in Plain Sight
One detail in this year’s Budget that doesn’t make headlines - but really matters - is the freeze on the Employer National Insurance threshold until 2031 (Budget clause - 4.112)
Here’s what that means in simple terms:
The point at which employers start paying NIC for their staff will not increase for six years.
But wages will increase - especially with the higher National Living Wage coming in 2026.
So even though the NIC rate isn’t changing, employers will still pay more NIC each year as more of each salary is pushed above the frozen threshold.
For people-intensive sectors like contact centres, that’s a direct and unavoidable cost increase built into the system.
When labour costs rise automatically every year, efficiency becomes mission-critical.
Small improvements in forecasting, scheduling, and automation can deliver real financial impact at scale.
This is exactly where modern WFM, AI-assisted routing, and intelligent automation help organisations stay ahead of cost pressure.
3. Youth Guarantee Could Ease Recruitment Challenges
Government funding includes £1.5bn for skills and employment support, including paid six-month placements for 18–21-year-olds (Budget clause - 4.23–4.24 ).
Why it matters:
Contact centres can tap into subsidised entry-level talent.
It may become a strong pipeline for customer-facing roles with the right development pathways.
Build apprenticeship and early-careers programmes aligned to these schemes.
4. Business Rates Reset in 2026
Business rates multipliers drop in 2026-27 due to evaluation (Budget clause - 4.26 ). Transitional Relief and new multipliers offer further support.
For operators in office estates, this may bring modest cost relief - though location-specific impacts vary.
Review your estate profile. Many centres could achieve meaningful savings with the right appeals or optimisation.
5. Salary Sacrifice Tightening (from 2029)
NIC relief on pension-related salary sacrifice will be capped at £2,000 per year (Budget clause - 4.120).
For contact centres offering enhanced pension schemes, this could erode part of their employee-value proposition or increase employer costs.
6. Compliance and Employment Rights Focus Will Intensify
The Budget funds a new Fair Work Agency team targeting illegal working and employment-rights breaches from April 2026 (Budget clause - 4.103).
This signals tougher scrutiny on employment practices and contractor models common in outsourced service environments.
Ensure scheduling accuracy, break compliance and HR documentation are watertight - technology can remove risk here.
Key Takeaways
1. Cost pressures will rise - but predictable pressures are manageable.
Wage floors and frozen NIC thresholds mean labour cost inflation is here to stay. Smart forecasting, WFM, and automation will be essential.
2. Talent pipelines are evolving - seize the opportunity.
Government-backed youth placements and skills funding offer a low-cost hiring route if built into recruitment strategies early.
3. Compliance is tightening - operational visibility matters.
Clear audit trails, documented processes and accurate time-tracking will pay dividends as enforcement grows.
4. Estate costs may fall - review your footprint.
Business rates changes could offer relief for some operators, but only with proactive assessment.
Blog
5 min read
AI Call Screening: What It Is, Why It Matters, and How MaxContact Helps You Stay Ahead
Outbound contact teams are facing a new reality. The calls that used to connect are now being intercepted - not by answerphones, but by AI.
(() => {
const WORDS_PER_MINUTE = 200;
const MULTIPLIER = 1; // your choice
const estimateMinutes = (el) => {
if (!el) return null;
const text = (el.innerText || el.textContent || "").trim();
if (!text) return 1;
const words = (text.match(/\S+/g) || []).length;
const baseMinutes = Math.max(1, Math.ceil(words / WORDS_PER_MINUTE));
return Math.max(1, Math.ceil(baseMinutes * MULTIPLIER));
};
const findNearestTargetInItem = (itemRoot, rt) => {
if (!itemRoot) return null;
return itemRoot.querySelector('.is-text');
};
const applyWithin = (root) => {
// More forgiving selector: attribute present or equals "true"
root.querySelectorAll('[data-rich-text], [data-rich-text="true"]').forEach((rt) => {
const itemRoot =
rt.closest('[role="listitem"]') ||
rt.closest('.w-dyn-item') ||
rt.parentElement ||
root;
const target = findNearestTargetInItem(itemRoot, rt);
if (!target) return;
const mins = estimateMinutes(rt);
if (mins != null) target.textContent = `${mins} MIN READ`;
});
};
const init = () => {
applyWithin(document);
// Re-apply on dynamic changes (pagination/filters)
const mo = new MutationObserver((mutations) => {
for (const m of mutations) {
for (const n of m.addedNodes) {
if (!(n instanceof Element)) continue;
if (
n.matches('[data-rich-text], [data-rich-text="true"], [role="list"], .w-dyn-items, .w-dyn-item') ||
n.querySelector?.('[data-rich-text], [data-rich-text="true"]')
) {
applyWithin(n);
}
}
}
});
mo.observe(document.body, { childList: true, subtree: true });
};
// Robust bootstrapping
if (window.Webflow && Array.isArray(window.Webflow)) {
window.Webflow.push(init);
} else if (document.readyState === 'loading') {
document.addEventListener('DOMContentLoaded', init, { once: true });
} else {
// DOM is already ready; run now
init();
}
})();
The Challenge: Are Connect Rates Under Pressure?
Outbound contact teams are facing a new reality. The calls that used to connect are now being intercepted - not by answerphones, but by AI.
According to our latest research, 42.8% is the average connect rate for UK contact centres, with 38% of respondents reporting connect rates between 40-59% [Source: MaxContact KPI Benchmark Report 2025-26].
These numbers tell only part of the story. Behind them lies a fundamental shift in how customers interact with incoming calls, and outbound teams need to understand what's happening - and more importantly, how to adapt.
What Is AI Call Screening?
AI call screening is smartphone technology that uses avirtual assistant to answer calls from unknown numbers. When an incoming call arrives, the AI asks the caller for their name and purpose, then transcribes the response in real-time on the user's screen. The user can then decide whether to answer, decline, send a text reply, or report the call as junk.
How It Works for End Users
iOS Devices: When a call from an unknown number arrives, users see a "Screen Call" option. Tapping it triggers an automated voice that asks the caller for their name and reason for calling. The user doesn't hear the audio initially - instead, they see a live, on-screen transcript of the caller's response. Based on this transcript, they can accept, decline, reply via text, or report as junk. Users can configure their iPhone settings to automatically screen all unknown callers, send them directly to voicemail, or allow calls toring through normally. If they've spoken to that number before or have it saved, the call isn't classified as unknown and by passes.
On Android (Google Pixel) Devices: Users can manually tap a "Screen call" button or set the feature to automatically screen calls from spam, first-time callers, or all unknown numbers. When automatic screening is enabled, the phone may not even ring - a transcript of the screened call appears later in the call history. The Google Assistant informs the caller they're using a screening service, asks for their name and purpose,and can even ask clarifying questions like "Is it urgent?" on the user's behalf.
The Impact on Outbound Contact Strategies
Research on our customer base shows that currently, less than 0.37% of outbound calls are hitting iOS call screening services. While this figure suggests relatively low adoption now, industry analysts expect it to compound over time as the technology becomes embedded in everyday life.
Answer Machine to Call Screen Detection.
MaxContact use Answering Machine Detection (AMD) technology to identify when calls reach voicemail. AMD often identifies AI call screening as a standard answering machine.
When using automated dialling modes - predictive orprogressive dialling with AMD enabled - calls are flagged as "Answer Machine" and routed to the IVR plan for answering machines. If a contact answers the call while the IVR message is playing, they won't be connected to an agent. Instead, they'll see a transcript on their phone showing who called, as stated in the recorded message.
While AMD technology catches many screened calls, it isn't foolproof - a number of these calls may still get through to agents. If answer machine detection isn't enabled, agents will be connected to AI call screening when activated.
What This Means for Your Connect Rates
AI screening tools are acting as gatekeepers, allowing customers to decide whether calls are worth their time. For outbound teams, this might mean:
Reduced agent connection rates – More calls being intercepted before reaching the intended person
Wasted agent time – Agents speaking to AI screening services instead of real customers
Missed opportunities – Prospects receiving incomplete messages or no context about why you're calling
Brand perception risks – Silence, dropped calls, or robotic IVR messages creating negative first impressions
According to our benchmark data, the average contact rate (percentage of connected calls that reach the intended person) is 43.2%,with 39% of respondents reporting rates between 40-59%. As AI call screening adoption grows, maintaining these rates will require strategic adaptation.
MaxContact's Solution
At MaxContact, we're tackling AI call screening head-on with a comprehensive approach that combines smart automation with agent training. Our strategy ensures you maintain connect rates while delivering consistent, professional brand experiences.
The Automated Strategy
(When AMD Detects the Screener)
For calls that are correctly identified as answering machines by the system, MaxContact enables you to:
Use IVR Routing for Answering Machines Set upspecific IVR routing that plays when the system detects an answering machine. Your IVR should deliver a clear, purposeful message that explains who iscalling, why, and how to get back in touch.
This approach ensures that even when your call hits AIscreening, the person receives a complete, professional message they can reviewin their call transcript. It's transparent, compliant, and positions your brandas respectful of their time.
The Agent-Led Strategy
(When Screened Calls Reach Agents)
For calls that AMD doesn't catch - or if you don't use AMD - MaxContact recommends training agents to recognise and respond effectively:
Train Agents to Identify AI Screening Agents must be trained to recognise the distinct voice of an AI screening assistant, which sounds different from a genuine customer.
Deliver Personalised, Concise Messages When an agent identifies an AI screener, they shouldn't hang up. Instead, they should respond clearly and concisely with a personalised message. For example: "Hi, thisis Sarah from MaxContact. I'm calling for John regarding the information he requested on our website." If the person doesn't pick up, agents should leave details on how to get back in contact.
This gives the person screening the call the clear, concise information they need to decide to accept it.
How MaxContact's Platform Supports Your Outbound Strategy
MaxContact provides the tools you need to implement theabove strategies effectively:
Intelligent Dialling with AMD
Our automated dialling technology (predictive and progressive modes) includes industry-leading Answer Machine Detection. When AMD identifies a screened call, it's automatically routed to your configured IVR plan, ensuring consistent messaging.
Flexible IVR Routing
MaxContact's IVR capabilities let you create specific routing plans for answering machines. You can craft messages that clearly identify your organisation, explain the reason for calling, and provide callback information - all essential for making a positive impression when calls are screened.
Agent Coaching
Our Conversation Analytics features help management identify AI screening and uncover the openers that work best. Train agents on delivering clear, concise messages that maximise the chances of prospects accepting the call.
Comprehensive Reporting
Track how often your calls are hitting answering machines (including AI screening), monitor connect rates and measure the effectiveness of your strategies with MaxContact's reporting suite.
Best Practices: Adapting Your Contact Strategy Today
AI Call Screening is here, here's how to optimise your outbound strategy now:
1. Audit Your IVR Messages
Review the messages played when AMD detects an answering machine. Ensure they clearly state:
Who you are (company name, agent name if possible)
Why you're calling (the value proposition or reason)
How to get back in touch (phone number, website, email)
Recognise the sound and cadence of AI screening assistants
Deliver clear, personalised responses when they identify screening
Leave complete information if the person doesn't pick up
Role-playing exercises can be particularly effective here.
3. Leverage Branded Caller ID
Consider using branded caller ID services that display your company name on incoming calls. This transparency increases the likelihood that prospects will answer or trust the call even when screened.
4. Optimise Contact Timing
Use MaxContact's intelligent targeting to call prospects attimes they're more likely to answer. Our platform allows you to build lists with differing contact windows, reducing the chances of hitting screening technology.
5. Embrace Omnichannel
Don't rely solely on voice. Use MaxContact's omnichannel capabilities to follow up via SMS, WhatsApp, email, or web chat when calls don't connect. Multi-channel strategies significantly improve overall contactrates.
6. Monitor and Measure
Track your connect rates, contact rates, and conversion rates over time. Use MaxContact's reporting suite to identify trends and measure the impact of your AI call screening strategies.
The Bottom Line: Stay Ahead of the Curve
AI call screening isn't going away—if anything, adoption will accelerate. But with the right strategy and technology, your outbound teams can not only maintain performance but improve it.
MaxContact's approach—combining intelligent automation with agent training—gives you the tools to adapt now.
Remember: Successful teams will adapt to AI call screening with transparency, branded caller IDs, and pre-call context, working with AI to increase responsiveness and to maximise every opportunity.
Ready to Future-Proof Your Contact Strategy?
If you're concerned about how AI call screening is affecting your connect rates get in touch with MaxContact today.
Our team of contact centre experts can audit your current strategy, identify opportunities for improvement, and show you how our platformhelps you stay ahead of emerging technologies.
.avif)
