While voice interaction remains the primary communication channel in contact centres, the concept of an omni-channel is gaining popularity in Asia-Pacific, according to Frost & Sullivan.

With smartphone penetration and social media usage on the rise, an increasing number of organisations are working closely with system integrators and independent software vendors to implement the omni-channel platform. Their objective is to overcome the existing silo nature of communication channels and provide a consistent and seamless customer experience across voice, email, SMS, Web-chat, social media and real-time video interactions. In response, contact centers are transforming into ‘customer engagement centers’ with multi-channel strategies that are tightly integrated with mobile applications and self-service capabilities.

According to Frost & Sullivan, the market earned revenues of US$699.5 million in 2014 and is estimated to reach US$952.9 million in 2021 with a compound annual growth rate of 4.5 percent. The study covers automatic call distributors, outbound systems, computer telephony integration, interactive voice response, workforce management, call monitoring, speech technology and multimedia systems. Workforce optimisation and analytics are expected to lead revenue growth across these segments, driven by the continuous focus on contact centre operation performance management.