New financial year, new plan? Don’t forget your contact centre

As the new financial year begins, many businesses are taking stock by revisiting strategies, reallocating budgets, and setting goals for FY26. But in the rush to refine marketing plans, launch products or optimise operations, one critical asset is often overlooked: the contact centre.

More than a cost centre or customer service function, your contact centre is the voice of your business. It’s where trust is earned, loyalty is built, and brand value is either reinforced or lost. As customer expectations continue to shift, making space for your contact centre in your NFY planning is essential.

Looking back: Trends that shaped the last year

Over the past 12 months, we’ve seen a wave of transformation across the contact centre industry. From advances in AI and automation to evolving customer expectations, a few key themes emerged:

• Smarter automation: The use of AI-driven tools – such as voice bots and self-service portals – grew significantly. These tools helped businesses manage call volumes, improve first-contact resolution, and reduce strain on frontline staff.
• Human connection still matters: Despite the growth of automation, customers continued to value empathy and context in service. Blending tech with human understanding remained a key differentiator.
• Increased demand for flexibility: Businesses looked for more agile solutions – like smart-shoring and hybrid delivery models – to scale service and manage costs without sacrificing quality.
• Focus on customer outcomes: Rather than chasing generic satisfaction metrics, leading organisations shifted focus to real customer outcomes – such as resolution speed, ease of service, and emotional impact.

What’s falling away (and why it’s a good thing)

The contact centre is no longer a back-office function. Businesses are starting to move away from outdated mindsets and metrics, such as:

• Call volume over customer value: High call throughout at the expense of satisfaction or retention is no longer acceptable.
• One-size-fits-all scripting: Rigid scripts that ignore context are being replaced with tools and training that empower agents to respond with nuance and flexibility.
• Offshoring without alignment: Cheap labour models that fail to deliver cultural or contextual relevance are being replaced by premium, purpose-built partnerships that align with customer needs.
• Set-and-forget technology: Businesses are realising that successful tech solutions, like AI voice bots or omnichannel platforms, require strategic planning, human oversight, and ongoing refinement.

Letting go of these outdated practices clears the way for a contact centre model that is more aligned, responsive, and customer-focused.

A fresh look ahead: What to consider in FY26

As we look to the year ahead, the role of the contact centre in overall business strategy is clearer than ever. Here are five focus areas to guide your planning:

1. Customer-led design

Map your contact centre experience against what matters most to your customers. What are their biggest pain points? Where do they need speed, where do they need empathy? Use real customer feedback and interaction insights – not just anecdotal assumptions – to redesign your service journeys.

2. Right-fit automation

Evaluate where AI, voice bots and digital self-service can genuinely improve outcomes. Focus on automation that adds value – not just cost savings – and always keep human escalation paths in place.

3. Channel consistency

Ensure your voice, messaging, email, and chat channels are working together. Customers expect consistency and context no matter where they reach you. A truly omnichannel experience is no longer a nice-to-have.

4. Employee enablement

Your agents are your frontline brand ambassadors. Investing in their tools, training, and well-being pays off in higher satisfaction and performance. A well-supported team delivers better results.

5. Data-driven performance

Use reporting not just to track KPIs, but to guide improvement. Focus on meaningful metrics, such as resolution time, effort scores, or customer sentiment, and use them to refine both strategy and service.

Getting started: How to evaluate what’s right for your business

Every business is different. The right contact centre approach depends on your customers, your industry, and your growth goals. Here are some thoughts on how to get started:

• Audit your current state: Where are your strengths? Where are customers getting stuck? What’s working well, and what’s creating friction?
• Engage your frontline team: Your agents have a wealth of insight. Involve them in identifying improvement areas, tech gaps, and customer pain points.
• Talk to your customers: Direct feedback (through surveys, interviews, or social listening) can reveal blind spots and help prioritise the changes that matter most.
• Partner with experts: Whether you’re outsourcing for the first time or evolving your current model, the right contact centre partner will help you design a solution that’s agile, aligned and fit for the future.

The benefits for your business

Approaching your contact centre strategy with fresh eyes at the start of the financial year can unlock real value across your business, including:

• Stronger brand experience: Every call, chat, or email reflects your values. Delivering consistently good service builds trust and credibility.
• Greater efficiency: Smarter workflows, clearer escalation paths and fit-for-purpose automation all help reduce unnecessary costs.
• Improved team performance: Empowered agents, better tools and a clearer focus make for more confident teams and better results.
• Customer growth and retention: Happy customers stay longer, spend more and tell others. Great service is a growth driver, not just a support cost.
• Better decision-making: Access to real-time customer insight can shape everything from product development to policy change.

A fresh start for a new financial year

As you update your strategy for the year ahead, don’t leave your contact centre behind. Bring it into the conversation early as a strategic enabler, not just an operational necessity.

By planning proactively, investing wisely, and putting customers at the centre of your decisions, you can turn your contact centre into a more valuable, responsive, and future-ready part of your business.

Because in FY26, the brands that win will be the ones who meet customers where they are – and make the most of every interaction.

TSA are Australia’s market leading specialists in CX consultancy and contact centre services. We are passionate about revolutionising the way brands connect with Australians. How? By combining our local expertise with the most sophisticated customer experience technology on earth, and delivering with an expert team of customer service consultants who know exactly how to help brands care for their customers.