Wednesday, 15 February 2017 00:02

Contact centre market spend passes half billion dollars, more growth ahead Featured

Contact centre market spend passes half billion dollars, more growth ahead Image courtesy of hywards at

The Australian contact centre market, comprising software, services, call management and hardware, is now worth more than $500 million, according to a new global analyst report.

“Managed services and professional services account for 65% of the contact centre market in Australia and, with the customer experience focus of the C-suite, organisations will continue to look for services both for implementation and operations to support this,” says research manager Jamie Horrell, at analyst firm IDC.

"Services will see strong growth through to at least 2020. We're expecting to see the market grow by over 40% between now and 2020, taking the services component of contact centre alone to close to $500 million in annual revenues, contact centre is not in anyway a relic of the past."

And, according to IDC, the evolving contact centre is buoyed by a continued focus from leadership within organisations on “improving customer experience and driving engagement through multiple channels”.

“IDCs 2016 C-Suite barometer survey sees Australian organisations rate customer experiences as their number one priority, this is coupled with IDC Australia's 2016 contact centre survey where 58% of organisations are assigning responsibility for that customer experience to the contact centre,” says Horrell.

"There is a continued recognition that the entire customer journey should be a positive one, and that the contact centre plays a crucial role in this at all stages of the customer lifecycle.

"People expect to deal with an organisation on their terms and via the channel they want, whether voice, email, chat or social media; and the contact centre is the part of the organisation best suited to handling the omni-channel paradigm that now exists," Horrell says.

Horrell points to IDC’s semi-annual Software Tracker which sees Genesys continuing to dominate the contact centre software market off the back of Telstra, delivering solid solutions across large and small organisations alike.

And IDC reveals that Verint, Avaya and Interactive Intelligence jostled for second place before Genesys' acquisition of Interactive Intelligence.

“Interactive Intelligence was bounding forward as it took its revamped suite to market achieving 85% year-on-year (YoY) growth for the first half of 2016. Verint continues to reposition itself into the customer experience and intelligence space actively avoiding the contact centre moniker.”

IDC also says that Cisco tops out in mindshare driven off the back of its IP telephony pedigree, though this does not flow through into software sales with Cisco actually taking a “backwards slide”.

The analyst firm's contact centre survey was carried out in July last year across 100 respondents, the C-Suite barometer survey was carried out in May 2016 across 170 respondents, and IDC’s semi-annual software tracker was published for the 1H 2016 period in November 2016.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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