A call centre was a term traditionally used to describe a centralised office deployed for the purpose of receiving and transmitting a large volume of requests by telephone. However, in recent years, call centres have evolved to accommodate new methods of communication such as SMS, email, internet and MMS to ensure that customers could be contacted via their preferred method of communication. These sophisticated customer interaction centres became known simply as contact centres. The prompt and cost efficient provision of customer contact offered by these sophisticated contact centres has meant that companies are confident in outsourcing more and more elements of their customer management including customer acquisition, customer service, customer growth and retention.

By responding to customers’ communication preferences, organisations demonstrate both respect for, and appreciation of their custom which makes for stronger relationships and creates opportunities for businesses to both cross sell and up sell.