Sally Neale, Chief People Officer at ArvatoConnect explores how AI is opening the door for more rewarding roles in the contact centre, and why the way businesses manage this transition could be the difference between people staying in their positions or walking away.
Let’s be honest, for too long contact centre careers haven’t had the credit they deserve. They’ve often been dismissed as a stepping stone rather than a long-term path – work that’s more repetitive than rewarding. But that perception is changing, and AI sits at the heart of this exciting shift.
For our people, the biggest difference AI is bringing is time back. By taking routine, repetitive tasks off their plate, agents can focus on the interactions where human strengths like empathy, judgement and problem-solving can be used to provide more personalised support.
That’s why we launched our most recent report, Turning Attrition to Retention which surveyed 1,000 UK contact centre agents, to spotlight the impact AI is having on their roles.
It revealed nearly two-thirds (64%) of agents say their job satisfaction has improved because of working with AI. Meanwhile, 65% feel they have more opportunities for professional development and 60% believe the technology will enhance their long-term prospects.
Why? Because AI lets agents lean into what they do best, handling complex queries, building real relationships, and using their judgement. The technology then takes care of the more routine tasks, and that means their roles feel richer and more rewarding, and of course when your people thrive, customers feel the difference in service too.
So how do we turn potential into progress?
Despite the benefits, our findings show that not every agent feels empowered through AI, with reasons consistent across the industry. More than a quarter (27%) say they’re considering leaving their role because of how AI is being implemented. The challenge isn’t the technology itself, but rather how it’s introduced.
When we explored the reasons behind this, a few clear themes emerged:
- 38% want more hands-on training – to build confidence in using AI tools effectively through practical, scenario-based learning
- 37% need clearer explanations of AI’s role – without understanding how it fits into daily work, agents struggle to see its value
- 31% want regular feedback sessions – to spot challenges early and ensure the technology is genuinely improving performance
- 25% call for more team discussions – to create shared understanding and avoid AI feeling like it’s being imposed from the top-down
At the end of the day, it’s not the technology that changes a role, it’s how you engage and equip your people to use it that makes the difference. That’s when real transformation happens.
Making AI a reason to stay
When these needs are met, the outlook is very different. The organisations that are getting this right are the ones using AI to enhance human skill, not replace it. When the transition is managed well, agents report that AI helps them focus on more rewarding work (61%) while still maintaining meaningful customer interactions (74%). It’s here that job satisfaction rises, skills broaden, and long-term commitment grows.
So, here’s the opportunity: what if AI can become a catalyst for retention? The way to make that happen is to bring people in early, invest in their development, and be honest about the changes ahead. That’s how organisations can turn jobs into meaningful, more sustainable careers that people truly value.
At ArvatoConnect, we’ve made sure people are right at the heart of this transition. Our AI Council, made up of champions from across the business, keeps our implementation inclusive, transparent and shaped by those using the technology every day. On top of that, we’ve built tailored training programmes, clear career development pathways, and open channels for feedback, so our teams feel confident and valued as their roles evolve.
This approach is why so many people choose to stay and grow with us, achieving some of the best retention rates in the industry – something we’re hugely proud of.
Redefining contact centre careers
As customer experience keeps evolving, now is the time to rebuild value in the contact centre career. AI should be a reason for talented people to stay and grow, not to leave. When technology and human skill complement each other, it isn’t just good for agents, it’s essential for delivering the kind of service customers trust and remember.
When people are supported, trained, and trusted, everyone wins. Agents feel fulfilled, customers receive a better experience, and businesses see stronger performance and retention. The data proves it, and the organisations that move first will be the ones shaping the next chapter in customer experience.
