As an industry, we’re past debating whether or not AI should be utilised in contact centre workflows. Now, the biggest question is how to do so successfully. How can AI and automation deliver the greatest operational benefits without impacting customer experience?
To be successful, operations teams need to understand:
- How different forms of automation work day to day
- Which problems and scenarios do AI solutions solve
- How AI and automation fit into existing contact centre workflows
- How to implement AI while mitigating risk, complexity and poor customer experiences
Why contact centre leaders are rethinking automation
For many contact centres, the focus on AI and automation is a result of sustained operational pressure rather than chasing technology trends.
Over the last few years, customers’ expectations have changed, with most demanding 24/7 customer support options. As demand has continued to rise, so has agent workload, with over half of contact centre leaders admitting that workloads are a challenge. Add in higher call costs, and it’s clear that something needs to change operationally to take the strain.
AI and automation are capable of protecting service quality and reducing operational costs.
However, it will only work if automation is applied thoughtfully and strategically. And it’s critical that operations teams balance AI utilisation and human judgement. Without a clear grasp of the role AI solutions should play within customer journeys, it creates as many problems as it solves.
With that in mind, let’s look at how voicebots (AI Agents) and AI Chatbots work within the customer journey, both in isolation and as one.
What’s the difference between a voicebot and a chatbot?
AI voice agents and AI chatbots are both specialised tools designed to address different friction points in the customer journey.
Both understand intent and deliver natural, human-like conversations that can handle enquiries end-to-end.
One of the biggest concerns that contact centre leaders have around integrating AI solutions is that interactions feel robotic. Thoughts turn to clunky "press 1" IVR scripts, or chatbots that get stuck in "I don't understand" loops.
However, AI-powered solutions are built differently.
- AI Agents and AI Chatbots hold natural, context-aware conversations, whether it be realistic voice synthesis for phone calls or text for chat.
- Rather than relying on specific keywords or phrases, they are built to understand intent and semantics. They ask clarifying questions and complete tasks such as authentication and troubleshooting in real time.
- Industry-trained, AI constantly learns and adapts to the business, improving with every interaction. Responses aren't repetitive or "canned."
- Both voice and chat solutions are built for easy live agent escalation. If a conversation detects frustration or complexity, a handover is triggered. The full background and context are passed to a human agent.
Understanding automation maturity: Where should you start?
Not all contact centres need the same level of automation. The best approach depends on your operational maturity, technical infrastructure, and business priorities.
How both solutions work in practice: 3 common use cases
The power of modern AI automation is that the same use case can be delivered via voice or chat, or orchestrated across both channels based on customer preference and context.
Use case 1: Payment issues
Challenge: Missed or failed payments need immediate action and often result in agent escalation.
Solution: AI Agents can proactively call customers to verify identity, explain the issue, and guide them through payment options, repayment plans, or promise-to-pay agreements. AI Chatbots handle the same workflow asynchronously for customers who prefer digital channels.
Outcome: End-to-end resolution without agent involvement, with automatic escalation if vulnerability is detected.
Industry example: Utilities companies use this for both scheduled payment reminders and failed direct debit notifications.
Use case 2: Account updates & routine queries
Challenge: Customers calling for opening hours, balance information, policy details, or basic account changes.
Solution: AI handles these interactions instantly across voice or chat, verifying identity, retrieving information, and updating backend systems as needed.
Outcome: Zero queue time for customers and a massive reduction in avoidable contact.
Industry example: Retail operations use this for delivery updates and returns processing; insurance uses it for policy reference capture.
Use case 3: FAQ deflection
Challenge: Repetitive "how do I..." questions consume agent time despite having simple answers.
Solution: AI Chatbots and Voice Agents answer instantly without escalation, allowing customers to self-serve 24/7.
Outcome: Significant inbound deflection, allowing agents to focus on complex issues.
Industry example: Telecom providers use this for connectivity troubleshooting and plan information.
Why most contact centres need both voice and chat automation
Your customers don't use one channel. They might start with a query on your website chat, then follow up with a phone call, before completing the task via an SMS link. But if your automation tools don't work together, your customers will find it more difficult to resolve their query.
The most effective contact centres use both AI Agents and AI Chatbots as part of a coordinated approach. This means:
- Customers get consistent service whether they call, chat, or message
- Context flows between channels, so customers don't have to repeat themselves
- You can start with one channel and add others as your needs grow
- Agents receive the full conversation history when they need to step in
That kind of flexibility only works when both solutions are designed to work together from the start.
What to consider when choosing AI automation
If you're exploring AI Voice Agents or AI Chatbots for your contact centre, here are a few questions to guide your thinking:
Where are you feeling the most pressure?
Look at your highest-volume, most repetitive interactions. Start there for quick wins.
What channels do your customers prefer?
If most contact comes through phone calls, then voice automation makes sense. If digital channels dominate, then start with chat. If it's mixed, you'll likely need both.
How mature is your operation?
If your contact centre operations aren't considered mature, then focus on basic tasks like FAQs and appointment confirmations. For more established or complex operations, consider intermediate or advanced workflows, like payment processing or retention flows.
Can your solution grow with you?
Make sure whatever you choose can scale to handle more complex use cases and additional channels in the future. That way, you won’t have to start again from scratch.
Explore how MaxContact’s AI solutions can transform your contact centre operations. Strike the right balance between reducing agent workload without increasing costs, and crucially, without compromising customer experience.
