In our latest webinar, we explored the crucial distinctions between AI and automation and how contact centres can strategically implement both technologies to drive operational excellence and growth.

According to McKinsey, generative AI could add up to $4.4 trillion in global productivity annually, yet only 1% of businesses consider themselves mature in AI deployment. This represents an enormous opportunity for forward-thinking operations leaders to establish a competitive advantage.

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Understanding the Difference

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Automation excels at handling repetitive, structured tasks like call routing and payment processing. AI thrives in complex decision-making, using natural language processing and managing unstructured data. While automation follows predefined workflows, AI can learn, adapt, and respond.

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Powerful Outbound Capabilities

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MaxContact’s intelligent outbound dialling options include:

• Mixed Outbound Dialling Mode: Our unique feature allows high-value leads to be dialled in preview mode while processing other data in progressive or predictive mode—all within a single campaign.
• Outbound Skills-Based Routing: Intelligently matches calls to the most suitable agents based on predefined skills and proficiency levels, improving conversion rates and customer experience.
• Data Prioritisation: Set specific priorities and ratios across different data sources, ensuring agents focus on revenue-driving activities without manual intervention.

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AI-Powered Conversation Intelligence

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Our Spokn AI capabilities transform contact centre operations:

• AI Note Summarisation: Automatically transcribes calls and generates concise, professional summaries, saving 20-30% of agent wrap time.
• Sentiment Analysis: Listens to tone and language, scoring customer sentiment to identify trends and potential issues.
• Objection Handling Intelligence: AI models identify moments where customers raise objections, helping managers pinpoint coaching opportunities.

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Starting Your AI Journey

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To successfully implement AI and automation in your contact centre:

1. Understand the difference between automation and AI, applying each where they deliver maximum value
2. Start smart by focusing on quick wins and measuring impact
3. Think big, start small with clear goals and strong leadership commitment

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Ready to Transform Your Contact Centre?

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Book a personalised demo to see how our solutions can help your team drive growth and improve operational efficiencies.

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Book Your Demo →

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Sources & References

1. McKinsey – Superagency in the Workplace Report (2025)
   “Superagency in the Workplace: Empowering People to Unlock AI’s Full Potential”
   https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/superagency-in-the-workplace-empowering-people-to-unlock-ais-full-potential-at-work
2. McKinsey – The Economic Potential of Generative AI (2023)
   “The economic potential of generative AI: The next productivity frontier”
   https://www.mckinsey.com/featured-insights/mckinsey-explainers/the-economic-potential-of-generative-ai
3. Salesforce – Generative AI Snapshot Research Series
   “65% of GenAI Users Are Millennials or Gen Z”
   https://www.salesforce.com/news/stories/generative-ai-statistics
4. MaxContact Blog – Dialling Mode Comparison
   “Which dialling mode is right for your call centre campaign – progressive, preview or predictive?”
   https://www.maxcontact.com/resources/blog-insights/which-dialling-mode-is-right-for-your-call-centre-campaign-progressive-preview-or-predictive
5. Boston Consulting Group – AI Adoption Trends
   “74% of companies struggle to scale AI beyond pilots”
   https://www.bcg.com/press/24october2024-ai-adoption-in-2024-74-of-companies-struggle-to-achieve-and-scale-value

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