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Make every conversation count

Empower every agent. Improve every outcome. Increase every conversation’s value, with MaxContact’s AI-powered Customer Engagement platform built for commercial impact.

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Industry Insights
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2025/26 UK Contact Centre KPI Benchmarking Insights Report

A comprehensive benchmark of key contact centre metrics and insights, providing the context needed to set realistic, competitive performance targets.

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Industry Insights
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  • 41% of contact centres say meeting KPIs is harder than last year
  • 1 in 3 teams report declining customer patience and rising workload
  • Top performing contact centres outperform the UK average by 25–40% across multiple KPIs

If you’re planning targets, resource, or deciding where to invest for 2026, this report gives you the clarity you need.

Industry Insights
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The Voice of the UK Consumer: What Customers Really Want from Contact Centres

This report shares our key findings and practical recommendations, and is designed to help you align technology and empathy to deliver excellence for the modern customer.

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Industry Insights
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Integrating artificial intelligence (AI) into customer service is transforming the way contact centres operate. But consumer confidence hasn’t yet caught up. While 45% of consumers are comfortable interacting with chatbots or virtual assistants, 36% remain uncomfortable. This ambivalence and uncertainty highlight both opportunity and risk for how contact centre leaders choose to utilise AI in call centres.

The Generational Divide

Younger audiences are far more comfortable interacting with AI, and are leading the adoption of the technology. 65% of 25–34-year-olds are comfortable with AI, compared to just 27% of over-55s. 

Men (48%) are slightly more comfortable interacting with AI in customer service scenarios compared to women (41%), and interestingly, those who are city dwellers are notably more open to AI than those who live in rural areas.

How Consumers Feel About AI Performance

Although 36% believe AI and automation have improved their contact centre experience, 32% say it has actually had the opposite effect and made things worse. These mixed reviews show that while AI can add speed and convenience, poor implementation of the technology risks damaging customer trust.

“Technology works best when it enhances human capabilities rather than replacing them.” – Ben Booth, CEO, MaxContact

Key Consumer Frustrations with AI

  • 22% say there are too many steps before reaching a human agent.
  • 20% cite AI’s lack of understanding in specific situations.
  • 12% mention limited response options.
  • 12% dislike having to repeat information.

These frustrations point to a single theme: customers value control. When automation creates barriers instead of reducing them, frustration grows.

Key Takeaway

How to build consumer confidence in AI used for customer service:

  1. Employ digital channels and self-serve for routine enquiries and repetitive tasks that free agents for more complex issues and emergencies. For example, basic payments and account enquiries are routine transactions that most consumers will comfortably manage themselves.
  2. Maintain strong human support for complex matters and emergency situations. When consumers want a quick response, they want to talk.
  3. Make sure there’s a clear escalation path from self-serve and digital channels to human agents. Consumers will be more accepting of self-serve if they know they can easily transfer to a human agent if something goes wrong.

When done right, AI improves efficiency and helps human agents excel.

When Only a Human Will Do

Even in an age of automation, human connection is non-negotiable. Our survey revealed that most consumers still want to speak to a real person in moments that matter.

Scenarios Where Customers Prefer Human Agents

  • 70% when explaining specific situations.
  • 67% in emergencies.
  • 65% for complex account queries.
  • 61% when making complaints.
  • 59% when negotiating terms or payments.

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Older consumers, who feel less comfortable with AI, show a stronger preference for human contact, but actually, the sentiment is shared across all demographics. Human agents aren’t a nice-to-have, they’re a necessity.

Why Voice Still Leads

Voice calls remain a cornerstone of customer service. 36% of people say calling makes it easier to explain their query or issue, while another 36% simply prefer the reassurance of human conversation. For others, the speed of response and sense of resolution make calls their go-to option.

Despite the range of digital tools available, fewer than 3% of respondents rely solely on digital channels. Poor past experiences (reported by nearly 9% of consumers) reinforce why trust and empathy still matter most.

“The most successful contact centres in 2025 will deploy AI strategically for efficiency while investing in their agents’ soft skills and knowledge.” – Ben Booth, CEO, MaxContact

Key Takeaway

To get the human-digital balance right:

  • Deploy digital and self-serve for routine tasks.
  • Prioritise humans for complex, emotional or high-stakes interactions.
  • Provide clear, visible paths from automation to live support.

Humanity remains the foundation of great customer experience.

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Industry Insights
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BPO Report - State of the Industry

Based on insights from 100 BPO leaders, discover the highlights of the report below or download to read the full insights.

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Industry Insights
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  • AI hits priority status — 72% say it’s top of the list for 2025
  • Outbound is back — 65% are scaling outbound, not shelving it
  • Security becomes a sales tool — not just a box-tick for compliance
  • Tech creates tension — 55% feel competitors are outpacing them on automation
  • Expansion plans are bold — 95% of BPOs are growing beyond borders
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Insurance
Protector Insurance: Better Visibility, Stronger Performance

Find out how Protector Insurance used MaxContact to improve reporting, monitoring and service levels — achieving 99% of calls answered within 20 seconds.

Insurance
Insurance
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Protector is a growing insurance organisation operating across three core lines: liability, property, and motor fleet. With more than 200 UK-based employees and continued monthly onboarding, the business is expanding steadily across the UK and Europe, with offices in Manchester, London, Birmingham, the Nordic countries, and Paris.

Its UK phone operations is centred around claims handling teams based primarily in Manchester, where the teams manage large volumes of inbound and outbound calls each day. Team leaders support claim handlers through coaching, performance management, and service level oversight.

As the business grew, Protector needed a customer engagement solution that offered greater flexibility, stronger reporting, and more usable functionality than its previous provider. MaxContact now supports that operation with improved data access, real-time dashboards, and emerging AI adoption that are helping shape the next stage of development.

Utilities
Smarter Calls, Faster Bookings - Sureserve’s Success with Firstcom Europe

Our partnership with Sureserve shows how the right outbound technology and hands-on support can transform operations. With MaxContact from Firstcom Europe, a pre-call process that once took 10 people all day now takes just three people less than two hours, while expanded SMS functionality has also improved customer engagement.

Utilities
Utilities
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Sureserve operates as a Smart Meter Operator, responsible for installing smart meters on behalf of energy suppliers. A core part of their operation involves making high‑volume outbound calls to customers to book smart meter installation appointments - making efficiency, accuracy, and scale critical to success.

To support this, Sureserve required a reliable dialler solution capable of handling outbound calling at scale while reducing manual effort. As the business grew, there was also a need to improve customer engagement channels and streamline pre‑call processes.

One challenge that emerged over time was knowledge continuity. While the system was already in place when the current team joined, training knowledge had been retained by previous staff and was lost during role transitions. This limited full visibility of the platform’s capabilities, even as usage expanded across the business.

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Payments & Collections
InDebted: 30% Productivity Gain with MaxContact

Our partnership with InDebted is an example of AI working hand-in-hand with humans, a combination we will see more of in the future. Since their AI Agent joined the team, InDebted’s contact centre productivity grew by 30% and resolution rate by 12%.

Payments & Collections
Sales
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Our partnership with InDebted is an example of AI working hand-in-hand with humans, a combination we will see more of in the future. Since their AI Agent joined the team, InDebted’s contact centre productivity grew by 30% and resolution rate by 12%.

Creating space for humans to focus their time and efforts where it’s most needed is one of the greatest values AI can bring to contact centres.

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InDebted is a fintech startup revolutionising debt collection by helping customers boost their financial fitness. Their product uses empathetic digital messaging and offers self-serve options which makes it easy for customers to resolve their accounts. Since its launch in 2016, InDebted has helped over 250,000 customers with a 98% customer satisfaction.

When COVID-19 hit, InDebted saw a spike in the need for debt repayment support. When reaching out to customers, the team realised they were spending most of their time guiding customers on tasks that were fully enabled through self-serve. InDebted was looking for a way to continue supporting customers to self-serve their enquiries and payments while creating the space for their call centre team to help with the trickier enquiries. They wanted a solution that was smarter than an Interactive Voice Response (IVR), could provide great customer experience and deliver on their call deflection goals.

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FREQUENTLY ASKED QUESTIONS

Frequently asked questions ordered by popularity. Remember that if the visitor has not committed to the call to action, they may still have questions (doubts) that can be answered.

How does Agent Wrap-Up Summary work?

Agent Wrap-Up Summary generates structured, CRM-ready notes automatically at the point of wrap, using the transcript and interaction data from the call your agent just handled. Agents review, edit,and save - without manual note-taking. Notes remain in Contact Hub as part of the interaction record, even if Conversation Analytics is later disabled .Available June 2026.

What is AI Call Scoring and when is it available?

AI Call Scoring applies your existing QA scorecards to individual interactions using transcript evidence - cutting manual review time from 30 minutes to approximately five, with consistent and defensible scoring. It uses the same structured scorecards you’ve already configured in Conversation Analytics, not a proprietary AI score. AI Call Scoring is available from May 2026.

Remove Channel Boundaries and Treat Every Interaction as One Journey

Enhanced Omnichannel

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When digital and voice channels operate independently, teams lose context. Enhanced Omnichannel focuses on breaking down the separation between channels, so actions taken in one place can influence outcomes everywhere else. This improves routing decisions, reduces duplicated effort, and gives agents a clearer view of the full customer journey.

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The work centres on unifying new and existing capabilities around a single omnichannel architecture, with workflow and AI at the core. Voice and digital interactions are no longer treated in isolation - dispositions, attempt counts and outcomes can be shared across channels, and agents can handle digital and outbound voice concurrently.

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Route Digital Interactions to the Right Outcome First Time

Digital Interaction Routing and Response

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Digital interactions often wait in queues before anyone knows what they’re about - leading to slow responses and unnecessary hand-offs. Digital Interaction Routing and Response helps teams evaluate digital contacts as soon as they arrive, improving speed, accuracy and customer experience.

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Simple queries can be resolved immediately, while more complex ones reach the right agent first time. As digital messages arrive - including email, SMS and messaging channels - workflows automatically assess intent. Straightforward enquiries can be handled with automated AI responses, while others are intelligently routed into the most appropriate queue based on context and need.

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This reduces handling time, prevents mis-routing, and brings the same intelligence to digital channels that teams expect from voice.

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Support Agents While the Conversation Is Happening

Real-Time Agent Assist

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Post-call feedback comes too late to change outcomes. Real-time AI assistance helps agents do the right thing in the moment, improving accuracy, confidence and compliance. Handling time drops and customer experience improves - especially in complex or regulated scenarios. The feature surfaces live guidance, disclosures, next-best actions and knowledge based on real-time intent and context.

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Extend Automation Across Every Digital Channel Customers Use

Cross-Channel AI Agents

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Customers don’t always stick to one channel - and automation that only works in silos quickly breaks down. Cross-Channel AI Agents extend AI handling beyond voice and web chat, helping teams engage consistently across SMS, WhatsApp, Meta and email, even when conversations are asynchronous. This reduces missed messages, improves response times, and ensures customers get a coherent experience wherever they continue the conversation.

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This capability expands existing AI Agents to operate across digital channels, allowing conversations to pause and resume naturally while maintaining context. AI Agents can handle clearly defined interactions end-to-end where appropriate, or pass conversations to humans with full history when needed, ensuring continuity across voice and digital touchpoints.

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