Contact centres are complex organizations that support nearly every aspect of a business by representing the organization to the customer and fostering the best possible customer experience. They are enabled through many technologies to continuously respond to shifting customer demands.

A headset sits next to a telephone in a contact centre
Hand touches a mind map that symbolizes an omnichannel approach to customer service
Hands typing on a laptop keyboard in a custom service chat box

The Burnie Group understands the importance of contact centres

Contact centres are complex organizations that support nearly every aspect of a business by representing the organization to the customer and fostering the best possible customer experience. They are enabled through many technologies to continuously respond to shifting customer demands.

How do contact centres differ from call centres?

While contact centres often encompass call centres, the terms are not interchangeable.

Contact centres involve more than just customer service representatives answering and placing calls. Contact centres are at the intersection of numerous channels, including call, chat, web and social media. In the past, call centres managed customer experience through telephone calls. As customer expectations evolve, companies are developing omnichannel or multichannel strategies so they can interact with customers through their channel of choice.

What is an omnichannel strategy?

Omnichannel means all channels. An omnichannel strategy is a cross-channel content strategy for improving customer experience. The goal is to offer a unified customer experience across all platforms and channels, e.g. call, email, web inquiry or social media. This means a customer would receive service in a consistent tone and would achieve the same outcome even if they started and finished their customer experience in different channels.

What is a multichannel strategy?

By contrast, a multichannel strategy treats each channel as a silo and a separate opportunity to engage. It enables a flexible customer experience, wherein a customer can engage with a company through their preferred channel. However, the brand experience is limited to the confines of the channel as each channel exists in isolation.

How The Burnie Group approaches contact centres

The Burnie Group sees the contact centre as a strategic differentiator that drives customer experience. Customers often engage the contact centre to receive human support; a company’s ability to deliver a consistently positive contact centre engagement results in positive customer experiences.

Our omnichannel & contact centre service offerings

  • Target operating model (TOM) design and implementation
  • Technology assessment and sourcing
  • Process optimization via proven methodologies, e.g. Lean Six Sigma
  • People engagement framework and culture evolution
  • Contact centre diagnostic versus industry best practice
  • Contact centre benchmarking versus industry best practice
  • Contact centre automation program development and execution (e.g. quality assurance, KPI scorecard, project intake)
  • Workforce management infrastructure development and optimization
  • Technology assessment and sourcing
  • Business process outsourcing (BPO) selection and support
  • Customer and employee journey mapping
  • Coaching framework for performance improvement
  • Customized training programs for sales and services

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