The boundaries between customer-facing, front-office channels and back-office support functions are blurring.
As Ken Landoline, principal analyst at OVUM, stated in his blog, Back-Office Integration Coming to the Forefront in Customer Engagement, a number of trends are making it easier to link these two functions, including:
- In-sourcing previously outsourced contact centre functions
- The increase in channel digitisation
- The growing use of robotic process automation.