European contact centres shift to sales through service and AI support as outbound calls lose effectiveness

New research by TTEC and the European Customer Contact Alliance reveals a shift in European contact centre sales strategies. Outbound calls are increasingly ignored, prompting a move towards sales through service interactions supported by real-time data and AI. This approach focuses on managing the entire customer lifecycle, with human-led selling reserved for complex decisions. The trend highlights growing reliance on AI and data to enhance customer engagement and revenue growth across industries.