AI + Reps = Better Service: 4 Big Contact Centre Trends to Watch

When AI agents first hit the scene, some companies rushed to replace humans in the contact centre, convinced AI could do it all. But it didn’t take long to realise they’d overestimated what AI could do and underestimated the power of people.

What they actually needed wasn’t fewer humans. It was smarter support. That starts with a solid foundation: unified customer data, enterprise knowledge, and connected omni-channel support. With this in place, AI agents like those built with Agentforce can augment human reps, deliver 24/7 support, and personalise every interaction.

But it doesn’t stop there. That same foundation allows AI agents to assist humans with more complex work, accelerate onboarding for new reps, and deliver real-time insights into customer sentiment, trends, and service performance.

AI and humans working together are driving one of today’s biggest contact centre trends — transforming it into something new: the customer engagement centre. This isn’t a separate department. It’s what the contact centre becomes when powered by AI, unified data, and real-time visibility.

It’s where AI agents and humans work in sync. Leaders can spot and act on what’s happening as it happens. And service shifts from reactive problem-solving to proactive experience design. Here are the four biggest changes driving that transformation in the contact centre — and why the most forward-thinking companies aren’t choosing between humans or AI. They’re doubling down on both.

4 contact centre trends redefining customer service

The contact centre is changing to deliver a better experience for customers, reps, and supervisors with unified customer data, unified knowledge, and unified channels. What used to be reactive and routine is now proactive, personalised, and powered by AI. With Service Cloud at the centre, businesses can unify data, automate tasks, and deliver smarter, more connected experiences across every customer service channel.

Here are four of the biggest contact centre trends leading the charge — and how they’re helping companies meet rising expectations, work more efficiently, and elevate every customer service experience.

1. Humans and AI agents: Unlocking their full potential together

Let’s be clear: AI agents built with Agentforce aren’t here to replace your support team — they’re here to amplify it.

The modern contact centre becomes a customer engagement centre when it brings together human intelligence, AI automation, and real-time data into one cohesive system. This shift — one of the most defining contact centre trends — isn’t about choosing between humans or AI. It’s about combining their strengths and orchestrating them through a centralised, intelligent hub.

Here’s how it works:

• AI agents handle the basics and manual tasks — fast, accurate, 24/7 customer self-service for common and complex questions and tasks.
  
• Human reps take on the tough cases — high-value or emotionally sensitive conversations that require empathy and product or technical expertise — with AI assisting behind the scenes to surface insights, suggest next steps, and streamline the workflow.
  
• Supervisors direct the action with real-time visibility into AI agent and rep activity, case volume, and customer sentiment — all while optimising operations using insights from data, conversations, and third-party systems to understand your customer’s needs.

Everyone benefits.

Customers get the answers they need, right when they need them. If a case requires a human touch, the handoff is seamless — backed by unified customer data from the contact centre. AI steps in to support reps with smart suggestions, automated responses, and instant summaries to speed up resolution. No repeating. No confusion. No delays.

Reps get a major boost, too. Instead of spending time on repetitive tasks that can lead to burnout, they’re backed by AI with next-best actions, real-time knowledge base recommendations, and automated case plans built right into their workflow. It’s all orchestrated through the contact centre, keeping them one step ahead at every turn.

Supervisors get the clearest view — a real-time, unified dashboard as a command centre showing how AI agents and reps are working together. They can catch issues early, shift resources, coach on the fly, and optimise based on live case trends. If a spike in calls points to a common issue, they can quickly publish a knowledge base article — and AI agents can surface it across digital engagement channels like chat, messaging, and self-service portals, handling the issue upfront and reducing costly human phone calls

Make no mistake: this transformation demands strong leadership. AI will absolutely reshape service roles, but that shift isn’t a step back. As AI agents handle routine questions, human reps step into more strategic work as trusted advisors with specialised skills and get up to speed faster with AI-powered onboarding and real-time support. The work is more meaningful, and the customer service career path more rewarding. Tools like Trailhead, Salesforce’s free online learning platform, and the Serviceblazer Community on Slack give your team the skills, support, and peer connections they need to thrive.

2. Unified data: The contact centre’s secret advantage

Want to know what makes a modern contact centre hum like a well-oiled machine?

One word: data. But not just any data. Unified, first-party data.

It’s the single most important ingredient in transforming your service experience — and the one thing your competitors can’t copy.

Unlike third-party data, which can be patchy and imprecise, first-party data is earned and owned. It’s built from real relationships — every click, call, chat, and case your customer has with your business.

That includes:

• Purchase history
  
• Service interactions
  
• Case notes
  
• Product usage
  
• Preferences and sentiment
  
• Conversation transcripts
  
• Account context
  

When AI agents and human reps have access to real-time, unified data, service gets noticeably sharper. Personalisation feels effortless, and your team knows the customer before they even say hello. AI can anticipate the next best action, helping conversations move faster and get resolved the first time — creating a smoother, more connected experience for everyone involved.

This kind of unified insight is driving the shift from reactive to proactive customer service. It’s turning support from transactional to transformational — and, most importantly, from guesswork to truly human-centred experiences.

3. Every conversation is a revenue opportunity

Service and sales? They’re no longer separate worlds.

When both your customer service reps and AI agents have full customer context at their fingertips — thanks to Salesforce’s Customer 360 — they’re not just solving problems. They’re spotting possibilities to maximise revenue.

Every service interaction in the contact centre becomes a chance to:

• Recommend a better product
  
• Offer a timely upgrade
  
• Suggest a helpful add-on like a warranty.
  

This contact centre trend isn’t about aggressive upselling. It’s about smart, relevant, personalised recommendations — made in the flow of a helpful conversation.

AI plays a huge role here:

• It analyses purchase history and behaviour to enable proactive self-service
  
• Surfaces likely opportunities during live conversations, whether chat or voice
  
• Guides your team to make offers that make sense
  

Here’s what that does:

• Boosts revenue from service without pushing customers away
  
• Elevates your reps, turning them from ticket takers into trusted advisors
  
• Redefines the contact centre — not as a cost centre, but a growth engine

4. Smarter, faster, more personalised customer service

This is the moment customers have been waiting for.

Thanks to AI, unified data, and unified channels, the experience customers get in the contact centre is faster, more personal, and more seamless than ever before — driving higher CSAT and stronger brand loyalty.

Let’s run through some highlights:

• Around-the-clock service: AI agents provide instant, 24/7 help — resolving common and even complex issues without escalation.
  
• Hyper-personalised conversations: Every interaction is grounded in real customer history and behaviour — not guesswork — driving higher CSAT and stronger connections.
  
• Real-time rep support: Reps get AI-assisted suggestions, knowledge base articles, and even prewritten email replies right in the service console — helping them close cases faster.
  
• Higher first-contact resolution: Smarter routing and access to a trusted knowledge base help deliver the right answers, fast.
  
• Consistency across channels: From chat to voice to social, AI helps maintain tone and brand in every customer service channel.
  
• Continuous improvement: AI learns from every interaction to improve future ones.
  
• More time for what matters: Reps can focus on cases that require creativity, problem-solving, and empathy.

Put it all together, and you get a smarter, more human service experience — one that meets today’s high expectations and keeps customers coming back.

The future of contact centres is now — and it’s powerful

The contact centre trends we’re seeing today aren’t just about technology. They’re about new roles for reps, better customer experiences, and making contact centres smarter every day. And with Service Cloud and Agentforce, that transformation is already underway.

AI and humans aren’t rivals. They’re teammates — powered by the same unified data, guided by the same goals.

Unified data, unified knowledge, and unified channels is your new foundation. AI is your partner. And the contact centre, now operating as a customer engagement centre, is your control tower — giving leaders real-time visibility, the power to steer every moment of the service experience, and the tools to continuously improve the rep experience along the way.

Let’s be clear about what this means:

• Reps are no longer just ticket takers. They’re brand ambassadors with strategic insight.
  
• Supervisors aren’t guessing at performance. They’re optimising it in real time.
  
• Customers don’t feel like case numbers. They feel known, respected, and supported.
  

This isn’t the contact centre of the past — it’s something better: AI agents and human reps working in sync, powered by unified data, unified knowledge, and unified channels, all grounded in a human-centred approach.

Companies that will win the future of customer service in the contact centre are the ones that:

• Design AI to amplify human potential
  
• Build service experiences around empathy and trust
  
• Invest in people as much as platforms
  

The transformation is happening — and the opportunity has never been greater. Now’s the time to turn your contact centre into a true customer engagement centre with Agentforce and Service Cloud.