From Niche to Necessity: The CX Debate

From Niche to Necessity – The CX Debate

Across two engaging roundtable sessions at our TechTalks Event on 20^th May, ‘From Niche to Necessity: The CX Debate’ involved industry leading vendors, including Audiocodes, CallTower, Gamma, Hiya, and Zoom discussing, alongside our partners, the evolving role of customer experience (CX) and contact centre technologies in today’s business landscape. The discussions revealed shared challenges, emerging trends, and actionable opportunities shaping the future of CX.

Contact Centre Solutions: A Must-Have, Not a Nice-to-Have

There was a clear consensus across the board: contact centre solutions aren’t just for the big players anymore. For SMBs, they’ve become essential – especially as customer expectations keep rising. That said, different industries are at different stages. Take the public sector – many are still stuck with outdated systems and red tape. But even there, there’s a growing push to modernise and serve citizens better.

Bottom line: Partners and vendors need to show the real value of these solutions, making it crystal clear what’s essential versus what’s just a nice extra – and tailor it to each industry.

Selling CX: Less Pitch, More Partnership

Selling customer experience solutions isn’t as simple as it used to be. Today, it’s all about having meaningful, consultative conversations – often with decision-makers at the very top. Many AV or video integrators still approach it from a tech angle and miss the wider business context. That’s a gap – and an opportunity – for partners who are ready to upskill and step into that strategic space.

Key takeaway: If you want to close bigger, more complex deals, it’s time to stop selling features and start talking outcomes.

CRM: It’s Not Just the Tech

Pretty much everyone has a CRM system these days – Salesforce, HubSpot, you name it. But getting value out of it? That’s a different story. The issue often isn’t the software, but the internal misalignment: teams pulling in different directions, lack of buy-in, or unclear processes.

Lesson learned: Digital transformation only works if the culture and structure of the business support it. You can’t fix people problems with tech alone.

Cloud & Hybrid: It’s Not All or Nothing

Cloud contact centres are gaining ground, but it’s not a full-on stampede. Some sectors – especially the public sector – are still hesitant. They’re worried about things like data sovereignty, compliance, and legacy contracts. For many, hybrid is becoming the go-to – offering flexibility without a total overhaul. But it’s not without its own headaches: costs, integration, and infrastructure all need careful planning.

Takeaway: The key is helping customers navigate the risks while showing them the long-term value of flexible, scalable solutions.

AI in Contact Centres: Progress with Caution

AI is definitely sparking interest – especially for handling repetitive queries, boosting efficiency, and improving response times. But there’s still a lot of caution, especially around cost transparency and making sure AI fits the actual needs of the business. It’s not about replacing people – it’s about using AI to enhance human service, especially when you balance inbound vs outbound requirements.

Reality check: The best AI deployments are targeted, transparent, and strike the right balance between automation and empathy.

ESG: Gaining Ground, But Not There Yet

Sustainability and ESG goals are starting to shape how organisations – especially in the public sector – choose their tech partners. But it’s patchy. Some are laser-focused on it; others are still just ticking boxes. AI can help by boosting efficiency, but tracking energy usage (especially in data centres) remains a tricky part of the puzzle.

The message: Vendors and partners who can link CX solutions to ESG outcomes – even in small ways – are going to stand out.

UC + CX: The Growth Opportunity

One of the strongest trends? UC and CX are blending. A lot of UC deals naturally evolve to include contact centre features like call recording or analytics. And with UC margins tightening, CX is looking like a smart way to grow revenues and deliver more strategic value.

In short: Bundling UC and CX makes the whole offer stronger – especially when you lead with real use cases and insights.

Final Thought: CX Isn’t Optional Anymore

The big takeaway? CX isn’t some add-on – it’s at the heart of business success now. But it’s not just about tech; it’s about how people, processes, and platforms work together. The businesses that win will be the ones that can turn complexity into clarity and work with their partners to deliver real, measurable outcomes for their customers.