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Call centre consolidation: What you need to know

by Matt Carracher
08 August 2017
Call centre consolidation: What you need to know
Call consolidation, or centralising your contact centre operation in a single location, could cut costs and drive improvement across all customer touchpoints. Find out how.

The traditional approach to customer support through phone contact, or via a dedicated call centre, is still an important operation for many businesses. And with the rise of click-to-call functionality, offering quality phone support is more important than ever.
According to a Google-commissioned survey, 70% of mobile searchers have used click-to-call to phone a business directly. The same survey revealed that 47% are more likely to explore other brands if a business doesn't provide a phone number online. In fact, adding a phone number to mobile search ads results in an average 8% increase in website click throughs.
This is where call consolidation can provide a valuable solution. Call consolidation is an effective way to centralise calls made to a company’s individual sites. It means that calls are redirected to trained contact centre operatives, as opposed to people who have another job, but might answer or field company phone calls on the side.

The call centre of the future

Changes in technology are seeing consumers reach out to business in new ways. The prevalence of social media in everyday life has extended to business, with many people choosing to connect on channels like Facebook and Instagram. As a business, you should be prepared to support your customers, regardless of how they choose to communicate with you.
Call consolidation moves beyond the traditional call centre models of the past. Rather, it represents an omnichannel contact centre, where staff manage all your business's communication channels, providing a seamless customer experience.
Some call consolidation providers have the technology to manage customer contact across phone, email, webchat, and social media channels. You can also choose to create specific communication channels for common queries, like virtual agents or knowledge hubs. Some even offer specialised services like sales management, including warm or cold lead generation and outbound sales calls, oron-demand contact centres.

The benefits of call consolidation

Call consolidation allows businesses to easily streamline their operations, while improving customer experience and providing greater cost efficiency.
A decentralised operation, with call centres or staff in various regional locations, can be difficult to manage. Aside from the expensive resource outlay of this type of operation, guaranteeing a standardised approach is a challenging task. Call consolidation allows you to optimise your management structure and improve service consistency with just one team in one location. Along with cost savings in resourcing, call consolidation reduces overheads in infrastructure, utilities, technology, and hardware. Diverting calls to an outsourced contact centre also means your in-house employees can focus on core business tasks and big-picture strategy.
Call consolidation offers high-level data reporting, providing visibility of the volume and type of calls coming through. Contact surveys, data, and analytics tools can even help to anticipate negative customer sentiment.
An outsourced contact centre operation can be easily scaled up or down. You can grow your team with your business, or scale it back to suit your requirements. Some managed service providers even offer on-demand contact centres for peak seasons or emergency situations like a product recall.


Providing quality customer support with an omnichannel approach to communication is an important step in an organisation's growth – and could set you apart from your competitors. Call consolidation centralises your operations, improves customer experience, and gives you the flexibility and reporting to make customer support an asset.
If you’d like to learn more about call consolidation, find out more here or call us on 1300 725 628.

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About the author
Matt Carracher
General Manager - Marketing Solutions