Contact Centre Definitions

Glossary of contact centre, call centre and customer experience terms


Admin copilot

Admin copilot focuses on providing administrative personnel in contact centres with AI-powered tools to streamline operations. This includes automating scheduling, workforce management, analytics and reporting tasks. By leveraging AI, admin copilot helps in optimising resource allocation, predicting call volumes and enhancing overall operational efficiency.

Advanced analytics capabilities

The application of sophisticated analytical tools and techniques to glean insights from data, enabling a business to identify and predict trends, understand customer behaviour, and orchestrate experiences that satisfy customers and drive revenue.


A person who manages inbound or outbound calls and other customer interactions for an organisation. This person might have a wide range of responsibilities involving account inquiries, complaints, or product and support issues. An agent is also known as a customer service representative (CSR).

Agent coaching

Coaching is used to give call centre agents feedback as part of quality management and employee training. It can be part of regular performance assessments, or done in real time when needed during customer interactions.

Agent copilot

Agent copilot refers to an AI-driven feature within contact centre software that assists customer service agents by providing real-time information, suggestions and automated actions. It leverages natural language processing (NLP) and machine learning to understand customer queries and guide agents with the best responses, knowledge articles or next steps, thereby improving efficiency and customer satisfaction.

Agent occupancy

This is the percentage of time agents are actively engaged in customer interactions in relation to their available or idle time. As a statistic, it’s used to calculate call centre productivity. Agent occupancy considers only live logged-in time, while agent utilisation considers total time at work — including logged-out time such as training.

Agent utilization (Agent utilisation)

Agent utilisation represents the percentage of time agents spend on handling calls and other customer interactions as well as related work. These rates can be used to calculate agent efficiency. Agent utilisation considers total time at work — including logged-out time such as training — while agent occupancy considers only live logged-in time.

AI and customer loyalty

Companies can enhance customer loyalty over the long term by using artificial intelligence (AI) technologies that enable them to personalise experiences, predict needs and engage customers in meaningful ways. With AI-powered technologies, companies can anticipate customer needs and provide personalised services that differentiate their brand across every interaction.

AI call center agent (AI call centre agent)

An AI call centre agent is a virtual agent powered by AI technologies designed to handle customer service interactions. It can understand and respond to customer queries, resolve issues and perform transactions. This offers a scalable and cost-effective way to handle high volumes of inbound requests without hiring additional human agents.

AI experience orchestration

Leveraging artificial intelligence (AI) to coordinate and manage customer experiences across various touchpoints and channels. AI compiles and analyses customer data, finding patterns and making recommendations on the next best step for a customer based on their needs and prior actions. Using AI, a much higher level of personalisation is possible.

AI summarization (AI summarisation)

AI summarisation in contact centres involves the use of AI technologies to automatically summarise customer interactions such as calls, chats and emails. This helps in quickly understanding the essence of customer queries or feedback without going through the entire content, enabling faster response times and more personalised service.

AI-driven analytics

The use of artificial intelligence to drive the gathering and analysis of large datasets, uncovering patterns and insights that can be used to inform business tactics and strategy. AI can be helpful in improving the customer experience, as it can surface the full range of customer data to see where an individual has been, what they’ve done, and then determine what they’re likely to do next.

AI-driven customer journey orchestration

The application of artificial intelligence (AI) technology to dynamically manage and optimise the customer journey. AI gathers data from each customer touchpoint to discover where the customer has been, and uses that data to determine where they need to go next — working at scale, allowing for a fully personalisd experience for every customer.

AI-driven personalized marketing (AI-driven personalised marketing)

Using artificial intelligence (AI) to tailor experiences to individual customers. When an organisation uses a modern customer experience (CX) platform with embedded AI capabilities, the organisation can deliver truly personalised experiences at scale across its global regions. Not only can AI understand and predict a customer’s intent, but it can also help them reach a resolution faster; if an interaction requires human support, the AI can recognise this and pass all the conversational history and context to the agent.

AI-driven real-time offers

Delivering personalised offers and recommendations to customers at the moment of engagement by using artificial intelligence (AI) to analyse customer behaviour and context in real time. These precisely timed content offers provide exceptional service and drive sales conversions.

AI-enabled customer insights

Insights derived from analysing customer data using artificial intelligence (AI). An example of these insights is AI-powered predictive engagement, which identifies customers’ behaviour patterns to predict the segments they fit into and the outcomes that will occur. Those predictions can drive automated offers and more personalised conversations that increase satisfaction and strengthen loyalty.

AI-powered customer engagement platforms

Platforms that use artificial intelligence (AI) to automate and enhance customer interactions across voice and digital channels. These modern AI-powered platforms enable organisations to surprise and delight their customers with effortless, empathetic experiences. And these platforms enable organisations to compose their ideal solution from a vast array of native components, a broad partner ecosystem and open APIs.

Answering machine detection (AMD)

AMD technology, improved through machine learning, accurately identifies whether an incoming call is answered by a human or an answering machine. This enhances agent productivity by reducing the time spent on calls that do not reach a live person.

Auto dialer 

An auto dialer is an outbound call centre solution that automatically dials customer telephone numbers and can deliver important information through an automated message, or can connect a customer to a live agent once the call has been answered.

Auto Dialler

An auto dialler is an outbound call centre solution that automatically dials customer telephone numbers and can deliver important information through an automated message, or can connect a customer to a live agent once the call has been answered.

Automated call routing

Automated call routing uses AI to analyse incoming calls and direct them to the most appropriate agent based on the query’s complexity and the agent’s expertise. This technology improves efficiency by reducing wait times and ensuring customers are connected to the best available resource.

Automated personalization (Automated personalisation)

The use of technology to automatically deliver personalised content and experiences to customers based on data-driven insights into their needs, preferences and behaviours. Smart automation leverages customer, employee and interaction data to drive real-time action and simplify workflows — improving the user experience while increasing efficiency. Modern solutions enable organisations to leverage this real-time automation easily — and clearly understand and optimise outcomes — without a team of data scientists.

Automatic call distributor (ACD)

An automatic call distributor (ACD) is a telephony software system that answers incoming calls and routes them to a specific agent or department within a company. The system intelligently routes a call to the most appropriate agent based on the caller’s needs.

Automatic callback

A computer telephony calling feature that permits a customer—when encountering a busy condition or other condition where an agent is unavailable—to instruct the system to return their call when an agent becomes available.

Automatic number identification (ANI)

Automatic number identification. A series of numbers associated with a call. These numbers identify the phone number of the caller. Sometimes referred to as a “caller ID.”

Automation in customer service

The use of automation, including conversational AI (bots), to perform certain customer service tasks with limited or no human intervention.

Average handling time (AHT)

The amount of time an agent is occupied on an incoming call.

Average hold time

This is the average length of time a customer is put on hold before interacting with a call centre agent. It’s typically calculated using a large volume of data over a specified period of time.


Back office management

Back office management is the administration of a company’s human resources, technology and services. The back office typically supports, and works to deliver on, the objectives and promises of the front office team. Back office departments are historically far less efficient than customer-facing organisations or contact centre operations. The lack of coordination between various systems causes a maze of disconnected workloads, systems, and people. Without optimal workload management, tasks and customer communication are siloed, resulting in frustrated customers and unmotivated employees. Organisations who manage the back office successfully see an increase in customer and employee satisfaction and overall brand loyalty.

Back Office Management

Back office management is the administration of a company’s human resources, technology and services.

Back office optimization (Back office optimisation)

Back-office optimisation is the process of streamlining and automating workforce tasks that occur in a contact centre, and aligning back office functions with front office workflows in order to improve customer experience (CX) across the customer lifecycle.


A capability provided by Natural Language Speech Recognition that allows callers to speak or enter their responses during the prompt and have those responses recognised. See also echo cancellation.

Blended agent

An employee in the role of contact centre agent who divides their time and attention between multiple communication channels (voice, email, SMS, etc.) to service customer needs.

Brand reputation and awareness

The public’s level of knowledge and perception of a brand, which can be influenced by things like marketing, events and word of mouth. The ability to provide a seamless customer experience is one of the main pillars of a positive reputation.

Bring Your Own Carrier

Bring Your Own Carrier (BYOC), also known as “Be Your Own Carrier,” is an innovative communications model based on businesses choosing their preferred telecom carriers to power and manage their Unified Communications as a Service (UCaaS) or Contact Centre as a Service (CCaaS) solutions.

Business process outsourcing (BPO)

Business process outsourcing (BPO) is the practice of outsourcing specific business processes to a third-party provider. Businesses typically outsource functions outside the specific focus of the business, such as HR services or call centre operations. Enlisting an outsourced service can boost efficiency, save costs and free up internal resources to focus on more specialised tasks.


Call center (Call centre)

A physical location where a high volume of customer and other telephone calls are handled by an organisation, usually with some amount of computer automation. Call centres typically provide voice only inbound, outbound and limited self-service customer interactions. See also: Contact Centre.

Call center agent scorecard (Call centre agent scorecard)

A call centre agent scorecard is an important tool for measuring and improving performance in a call centre. The scorecard typically includes key metrics like first-call resolution that provide a basis for helping customer service agents set goals and track progress. It can also be used to provide incentives, as part of a gamification strategy, to keep agents engaged and motivated.

Call center agent software (Call centre agent software)

Call centre agent software is any desktop or mobile application that enables call centre agents to effectively manage customer interactions. Most call centre agent software includes features such as an integrated dialer, recording capabilities and analytics. Advanced cloud-based applications have automation capabilities that route calls to the right agent or department. They also include chatbots, voicebots and other artificial intelligence (AI) tools.

Call center agent utilization (Call centre agent utilisation)

This represents the percentage of time call centre agents spend on handling calls and other customer interactions, and related work. These rates can be used to calculate agent efficiency. In call centres, agent utilisation considers total time at work — including logged-out time such as training — while agent occupancy considers only live logged-in time.

Call center coaching (Call centre coaching)

Coaching is used to give call centre agents feedback as part of quality management and employee training. It can be part of regular performance assessments or done in real time when needed during customer interactions.

Call center CRM (Call centre CRM)

Call centre customer relationship management (CRM) is a technology solution that stores critical customer information and improves agent access to customer data like account details and interaction history.

Call center management (Call centre management)

The way in which organisations manage the daily operations of the call centre, including forecasting, scheduling, employee training, reporting, and all customer interactions. Call centre management can be modernised through use of workforce optimisation solutions.

Call center reporting (Call centre reporting)

Call centres track and report on KPIs and other predefined metrics. These give insights into overall call centre efficiency and productivity; customer journeys; and the performance of individuals such as agents. Reports are displayed on dashboards, enabling staff to monitor the call centre and take action, as needed.

Call center RFP (Call centre RFP)

A request for proposal (RFP) simplifies decision-making by systematising the evaluation process so you can evaluate the right information to compare vendors and choose the best solution. A company uses the formal RFP framework when decision makers know what they want to buy and are soliciting multiple offers. A formal RFP document specifies your business and technical requirements — comparing the most important vendor capabilities so you can identify and select the best products or services. Check out our handy guide if you need some practical help to start your own RFP process.

Call center workforce optimization (Call centre workforce optimisation)

A customer experience strategy that modernises call centre technologies and platforms, through the use of digital channels, in order to improve customer satisfaction.

Call center workforce planning (Call centre workforce planning)

Call centre workforce planning addresses all elements of the call centre including team scheduling, training and forecasting.

What Is Call Centre Workforce Optimisation?

Call Centre Workforce Optimisation is a customer service strategy focused on modernising employee performance, workforce quality and automated routing.

Call deflection

AI enables self-service options for customers, allowing them to complete tasks such as placing orders or checking balances without human agent intervention. Call deflection refers to the strategy of using AI to handle simple requests, freeing agents to focus on more complex interactions.

Call time

Call time, also known as “talk time,” is the amount of time a call centre agent spends on a call with a customer. It is a key performance metric used in contact centres and call centres to measure agent productivity and efficiency.

Cloud call center (Cloud call centre)

A web-accessible platform for handling customer calls and interactions. Call centres based in the cloud can be accessed from virtually anywhere, eliminating the need for a physical infrastructure, which may reduce operational costs and increase scalability to support evolving customer experience strategies.

Cloud contact center (Cloud contact centre)

A central point in an enterprise, hosted on an Internet server, from which all inbound and outbound customer communications are handled. Cloud contact centres make interactions through voice, email, social media and the web accessible from virtually anywhere.


Co-browse, sometimes referred to as “screen share,” facilitates a collaborative browsing session between a customer and a contact centre agent. Based on the customer’s needs, an agent can see the customer’s screen, move their cursor, highlight or annotate key areas on the screen, and even take full control of the browsing session to help the customer achieve their goals.

Compliance confidence

AI technologies can ensure compliance by monitoring call interactions for adherence to scripts, regulations and company standards. This reduces the risk of non-compliance and enhances the quality of customer interactions.


Composability is a system design principle in which a solution is composed of components that can be assembled in different combinations to address individual use cases.

What Is Computer Telephony Integration (CTI)?

Computer telephony integration (CTI) routes phone calls and other customer contact through a computer so agents can handle conversation in multiple channels.

Consistent customer experience

Consistency in practice and measurement allows businesses to orchestrate consistent experiences for their customers seamlessly across all touchpoints and channels that a brand offers, regardless of the medium or the platform.

Contact center (Contact centre)

A contact centre is a modern call centre. It manages inbound and outbound customer communications through a variety of channels. For example, customers could reach out to a company via email or chat with an agent on the company’s website.

Contact center agent (Contact centre agent)

Front office employees that are customer-facing and typically the primary point of human customer contact within an organisation.

Contact center artificial intelligence (Contact centre artificial intelligence)

Contact centre artificial intelligence (AI) is the use of advanced machine learning and natural language processing (NLP) technologies to automate and optimise call centre operations and improve customer service.

Contact center as a service (CCaaS) (Contact centre as a service (CCaaS))

Contact Centre as a Service (CCaaS) is a cloud-based customer experience solution that allows companies to utilise a contact centre provider’s software. A CCaaS model allows businesses to purchase only the technology they need, which reduces the need for internal IT support. CCaaS is an ideal option for many contact centres, offering scalability as operational needs change.

Contact center chatbot (Contact centre chatbot)

A chatbot is a computer program designed to simulate conversation with human users, especially over the internet.

Contact center management (Contact centre management)

The way in which organisations manage the daily operations of the contact centre workforce, across multiple touchpoints and channels, in order to accommodate omnichannel customer journeys.

Contact center shrinkage (Contact centre shrinkage)

Contact centre shrinkage refers to the amount of time that call centre agents are not available to handle customer interactions, even though they are scheduled to be working.

Contact center workflow management (Contact centre workflow management)

Workflow management is the administration of a sequence of tasks and processes throughout an organisation’s workforce.

Contact center workforce optimization (Contact centre workforce optimisation)

A customer experience strategy that integrates contact centre technologies and processes in order to deliver seamless omnichannel customer journeys in a multi-channel workforce.

Contact center workforce planning (Contact centre workforce planning)

Contact centre workforce planning is the process of aligning the strategic and operational elements of a contact centre workforce with organisational objectives.

What Is Contact Centre As A Service?

Contact Centre as a Service (CCaaS) is a cloud-based customer experience solution designed to improve customer experiences. Discover more from

What Is Contact Centre CRM?

Contact centre customer relationship management (CRM) is software that helps to create personalised customer experiences. Discover more from

Contextual support in customer service

Providing relevant, effective customer assistance that takes into account the context of the customer’s situation, history and current needs — even anticipating what they might need next. Artificial intelligence (AI) enables this contextual support by listening, understanding and engaging with customers through natural language. And since AI understands and predicts intent, it can help customers reach resolutions faster. It can even recognise when a customer needs human support, and then pass that conversational history and insight to an agent.


An old Avaya Hardware Platform on which HTI built software applications for IVR and NLSR.

Conversational AI for call centers (Conversational AI for call centres)

Conversational AI refers to the use of chatbots and virtual assistants powered by AI technologies to simulate humanlike conversations with customers. In call centres, it’s used to automate responses, handle routine inquiries and provide 24/7 support, improving efficiency and customer satisfaction.


In the context of AI and contact centre software, copilot is a general term for an AI assistant that supports various roles (agents, supervisors and admins) by providing real-time assistance, insights and automation capabilities. It enhances decision-making, productivity and customer experiences through intelligent recommendations and actions.

Cross-functional collaboration

The process of breaking down silos within an organisation in order to allow various departments to work together toward common business goals.

CT Connect

A computer telephony call control server software that connects a range of telephone switches to a variety of data processing environments.


Computer Telephony Integration. Computer control and functionality applied to telephony hardware.

CTI server

House the server software that monitors telephony events (ringing, busy etc.) at the switch.

Customer acquisition cost

Customer acquisition cost is the amount of money it takes to convert a potential lead into a new customer. These costs can be incurred in the form of sales, marketing, overhead, time and other resources expended.

Customer behavior analysis (Customer behaviour analysis)

The study of consumers’ purchasing patterns and engagement with a brand to better understand their preferences, needs and decision-making processes

Customer churn

The rate at which customers stop doing business with a company. This could be a symptom of dissatisfaction with a product, preference for the experience of buying from a competitor and more. Seamless, individualised customer experiences help to reduce churn by building emotional connections and increasing brand loyalty.

Customer data integration

The process of gathering, consolidating and managing customer information from all available sources to provide a single, comprehensive view of the customer across an organisation.

Customer data utilization (Customer data utilisation)

The strategic use of customer data to inform business decisions, personalise customer experiences and drive growth. While modern companies find themselves awash in information from various channels, customer journey analytics empowers them to gain the full power of data across previously disconnected business units and channels. By integrating data across all touchpoints, leading organisations can see the complete picture of customer interactions, understand how that affects their bottom line and make improvements accordingly.

Customer effort score (CES)

A measurement focused on service interactions in contact centre environments. It provides a way to measure how customer centric channels and touchpoints are in their design and management, and how they promote ease of use, simplicity and effortless interaction.

Customer engagement

The ongoing relationship a customer has with an organisation based on relevant, personalised experiences and the anticipation of the customer’s evolving needs.

What Is Customer Experience?

The customer experience is the sum of all individual interactions throughout the end-to-end customer journey and how the customer perceives each interaction.

Customer experience (CX)

CX is made of individual customer touchpoints. The sum of all experiences a customer has with a company over the lifecycle of their relationship is called a customer journey.

Customer experience management (CEM)

A strategy that focuses on the operations and processes used to create a positive customer experience with focus on your organisation, product, service, or brand.

Customer experience platform

Contact centre infrastructure, available from the cloud or on-premises, that supports the design, orchestration, monitoring, and tuning of customer journeys across voice and digital channels.

Customer feedback

Customer feedback is an essential element of customer service. It is any information provided by customers that can help businesses better understand their customers’ needs and expectations. Customer feedback can be gathered in various forms, including surveys, focus groups, customer service calls, online reviews and social media comments. The feedback can provide insight into the customer experience that can help businesses improve customer satisfaction, loyalty and overall performance.

Customer feedback analysis with AI

Leveraging artificial intelligence (AI) to analyse customer feedback across a variety of channels such as product reviews, social media and emails. This AI-powered analysis enables an organisation to extract valuable insights that it can use to improve its products, services and customer experiences over time.

Customer interaction analytics

Customer interaction analytics is the process of turning unstructured data found in email, voice, chat and more into structured data that can be searched and analysed.

Customer journey

The customer journey consists of multiple touchpoints and key interactions each customer or prospect has with a company—including messaging, employees, processes, products or services. Single or multiple interactions can be considered a customer journey and are part of a holistic customer experience lifecycle.

What Is A Customer Journey?

A customer journey is the complete experience a customer has with a company or brand throughout every stage of the customer lifecycle.

Customer journey management

Customer journey management is the practice of using behavioural trends and technology to influence and optimise the customer experience (CX). Customer journey management aims to minimise the customer effort across all channels and touchpoints, ensuring a seamless experience every time a customer interacts with your company.

Customer journey map

A customer journey map is a visualisation of the paths customers take across channels and over time. These maps enable teams to broaden their perspective beyond internal goals to include the customer's perspective.

What Is Customer Journey Optimisation?

Customer journey optimisation is a process where customer interactions are mapped and connected across multiple touchpoints. Discover more from

Customer journey optimization (Customer journey optimisation)

Customer journey optimisation is the process of connecting and mapping customer interactions, across multiple touchpoints, in order to direct or influence the end-to-end experience.

Customer loyalty and engagement

Strategies and practices aimed at building long-term relationships with customers, encouraging repeat business and fostering a positive connection between the brand and its customers.

Customer retention

The ability of a company to retain its customers over time, often achieved by providing a customer experience that continuously meets or exceeds expectations.

Customer retention strategies

Approaches and tactics that companies use to keep their customers engaged and loyal over time. These strategies can range from promoting shared values to providing empathetic customer service to fostering word-of-mouth support. Businesses that are effective in retaining their customers over the long term increase their earnings while enhancing their brand recognition and industry prominence.

Customer satisfaction (CSAT)

A measurement that determines how an organisation meets the expectations of its customers based on satisfaction. Customers are asked a question following a transaction about their satisfaction with the company, which is then rated from one (very dissatisfied) to five (very satisfied).

Customer segmentation and AI

Using artificial intelligence to match a prospect or customer to the appropriate segments. These segments can classify intent and priority, identifying the likely interests, shopping preferences and buying behaviours of a customer based on similar previous customers. This enables organisations to personalise experiences by determining when and where to engage customers with an automated content offer, bot or agent-assisted service.

Customer service

Customer service is the assistance and service provided by an organisation to customers before, during, and after the purchase of products or services.

Customer service representative (CSR)

A customer service representative (CSR), also referred to as an “agent,” works in a contact centre and assists customers in resolving their issues.

Customer support optimization (Customer support optimisation)

Enhancing the effectiveness and efficiency of customer service operations to create a more seamless end-to-end experience for the customer. Optimising customer support and orchestrating smoother experiences improves response times, resolution rates and overall customer satisfaction.

Customized learning paths (Customised learning paths)

Tailoring educational content and experiences to fit the individual needs of learners. With modern workforce engagement management capabilities, businesses can empower each employee with a personalised development hub that puts them in control. They can manage their performance and access assigned learning content and coaching sessions — all while staying on top of their work. And the business can build learning modules to train or inform its employees, and assign assessment modules to better evaluate their knowledge and skill levels.



A structured set of files, records, or tables. Often abbreviated DB. A collection of information organised in such a way that a computer program can quickly select desired pieces of data. You can think of a database as an electronic filing system.

Dialed number identification service (DNIS)

A feature of 800 or 900 lines that identifies the phone number the caller dialed to reach the attached computer telephony system.

Digital commerce experiences

The design and delivery of online shopping experiences that are personalised, engaging and convenient for customers. When a company uses a modern customer experience (CX) platform, it can enhance interactions across various digital touchpoints, providing the right web content that offers the right next steps based on a customer’s individual needs, preferences and experiences.

Direct inward dialing (DID)

Dialing within a company without going through an operator.

Disaster recovery

Disaster recovery (DR) refers to the measures, policies and tools implemented to restore, repair or maintain critical business technology processes and systems following a disruptive event, such as a natural catastrophe, health crisis, extreme climate event, cyberattack, massive hardware failure or even human error.

Dual tone multi frequency (DTMF)

Touchtone dialing. In DTMF, pushing the button sends a combination of two tones’ one high frequency, one low frequency.



The International Telecommunication Union (ITU) defines E.164 as a globally recognised standard for assigning telephone numbers across public switched telephone networks (PSTN) and various data networks.

Echo cancellation

The process of making the channel quiet enough so that the system can hear and recognise Natural Language inputs during the prompt. See also barge-in.

Electronic Protected Health Information

Electronic Protected Health Information (ePHI) refers to Protected Health Information (PHI) that is produced, saved, sent or received electronically.

Emergency Location Identification Number

An Emergency Location Identification Number (ELIN) is a 10-digit Direct Inward Dialing (DID) number sourced from a local exchange carrier (LEC).

Emotional connections with customers

Building meaningful relationships with customers based on empathy and feeling. A smooth and seamless customer journey that serves your customers in the way they’re looking for displays empathy and builds that connection.

Empathetic customer experiences

Designing customer interactions and experiences that demonstrate an understanding of and care for the customer’s needs and feelings.

Employee engagement

The extent to which employees are actively engaged in their work and supporting their customers. It can be a key driver of motivation, retention, performance, customer experience, and business success.

Enterprise relationship management (ERM)

Relates to solutions allowing an enterprise to share customer, product, competitor and market information to accomplish goals of meeting long-term customer satisfaction and increased revenues

Ethical AI

The practice of designing, developing and deploying artificial intelligence systems in a manner that is morally responsible and aligns with ethical values. Ethical AI should follow strict guidelines that safeguard businesses by applying AI with a purpose, adhering to data standards and addressing bias. There should be privacy design principles that protect customer and employee data along with intellectual property. Explainability and transparency should offer insight into how algorithms are applied, enabling comprehension of operational impacts while maintaining control over the outcomes.

Event personalization techniques (Event personalisation techniques)

Strategies used to customise individual touchpoints for customers based on knowledge of their needs, preferences and behaviours. Personalising events is an important part of the process of experience orchestration, which intends to personalise entire experiences for customers. This increases customer engagement and satisfaction alike.

Experience as a Service (EaaS)

Experience as a Service® (EaaS) is an approach to customer experience management that seeks to deliver personalised, seamless experiences across all touchpoints and interactions between a customer and a business.

Experience orchestration

Experience orchestration enables you to coordinate technology based on the experience you want your customers to have across all channels of engagement. Businesses use it to build deeper, more loyal relationships as part of a guided process for consistent service. It also helps derive valuable context for the business. It works by using automation to create real-time insight about customer interactions. You can use this for proactive decision-making, taking action when it will be most impactful and appropriate.


First-contact resolution (FCR)

The ability to address the customer’s need the first time they call or connect with an agent, thereby eliminating the need for the customer to follow up with a second interaction. Contact centre managers carefully monitor follow-up calls because follow-up calls create an overall increased call volume which, in turn, requires more agents. In general, a contact centre manager will accept an increase in talk time, as long as the first call resolution rate increases as well. Follow up calls can also be an indication of customer dissatisfaction. Also referred to First Call Resolution.



XML format of a syntax for representing grammars for use in speech recognition so that developers can specify the words and patterns of words to be listened for by a speech recogniser, as defined by the W3C forum The other format defined by the W3C forum, for representing these grammars is an Augmented BNF Form.


Hosted call center (Hosted call centre)

A hosted call centre is a customer experience solution where an organisation’s inbound, outbound, and voice-based self-service customer interactions are handled. Customer interactions are hosted on a service provider’s back-office systems, therefore offering lower cost of ownership.

Hosted contact center (Hosted contact centre)

A hosted contact centre is a customer experience solution where an organisation’s central point of inbound and outbound communications are hosted on a service provider’s back-office systems, therefore offering lower cost of ownership.

Hosted dialer

A hosted dialer is a contact centre cloud-based technology that enables cross-channel contact strategies in order to maximise the time agents spend on the phone, while accurately predicting agent availability, optimally pacing dialing, and filtering out unproductive calls.

Hosted services

Hosted services are software applications, compute resources and other information technology (IT) services that reside and are managed remotely, usually in the cloud. A third-party provider typically hosts these services and maintains and manages the necessary infrastructure. Hosted services can be used for a variety of purposes — from running an online store to running a contact centre.

Hyper-personalization (Hyper-personalisation)

An advanced level of personalisation that leverages real-time data and artificial intelligence (AI) to deliver highly relevant and individualised customer experiences. It’s both an art and a science that requires sharing information and context across voice and digital channels. And this requires the deployment of a modern customer experience platform that breaks down silos across channels, departments and touchpoints to create seamlessly connected experiences, journeys and relationships.


Identity resolution

Identity resolution, sometimes known as “identity stitching,” is the process of aggregating disparate identifiers into a unified customer profile in order to identify an individual in real time across various digital touchpoints. 

Inbound call center (Inbound call centre)

An inbound call centre is a customer service function dedicated to receiving incoming calls from customers or potential customers. The inbound call centre handles a variety of customer calls, ranging from product questions to technical support to sales inquiries. Customer service representatives who understand the company’s products and services — and can provide helpful advice and solutions — typically staff inbound call centres.

Individualized customer experiences (Individualised customer experiences)

Creating unique customer experiences that cater to the specific needs and preferences of the individual customer. An individualised customer experience that’s orchestrated by your business to meet your customer’s goals can help build a deeper connection — as well as customer loyalty.

Intelligent virtual agents (IVAs)

IVAs are AI-powered agents capable of managing two-way text conversations in addition to voice interactions. They can set sales appointments, schedule callbacks and handle customer service inquiries, allowing human agents to focus on more complex tasks.

Interactive voice response (IVR)

A system that uses responses from a touch tone telephone to gather and store data. An IVR is automated telephone information system that speaks to the caller with a combination of fixed voice menus and data extracted from databases in real time. The caller responds by pressing keys on the telephone keypad or speaking words or short phrases. This can also be used for voice self-service which can used to escalate customers to human-assisted service. It uses a human voice to read back. When set up with voice recognition software, data can be gathered through voice instead of touch tone. See also VRU.

Interactive Voice Response (IVR)

Interactive voice response (IVR) is a technology enabling people to communicate with a computer using use their voice or the keypad on their telephone. IVR systems are essential as the foundation of call routing within a modern contact centre.


Journey analytics

Customer journey analytics is the science of analysing customer behaviour across touchpoints and over time to measure the impact of customer behaviour on business outcomes.

Journey mapping

Journey mapping is the process of visually illustrating the actions and perceptions customers take or have as they achieve their goals throughout a relationship with your company. Journey mapping helps cross-functional teams align on ideal journeys that can improve the customer's experience.

Journey orchestration engine

A technology platform that enables businesses to design, manage and optimise customer journeys across multiple channels and touchpoints. Most effective journey orchestration engines will use artificial intelligence (AI) to surface and analyse customer data, delivering the best next step toward the goal the customer wants to achieve.


Knowledge management

In AI and contact centre contexts, knowledge management refers to the systematic management of information and resources through AI to support agents and customers. This includes creating, curating and delivering the right information at the right time, improving resolution rates and self-service capabilities.


Live sentiment analysis

Live sentiment analysis employs AI to gauge the emotional tone of customer interactions in real time. By analysing the words and phrases used during a call, this technology helps supervisors identify and intervene in calls where customers may be dissatisfied or experiencing issues.


Mobile voice

Mobile voice is the emerging technology that combines recent advances in mobile and voice recognition. The combination of the two technologies results in users being able to talk to their mobile devices, be understood by the device, and accomplish tasks.

Modern contact center (Modern contact centre)

A modern contact centre is a central point in an enterprise from which inbound and outbound customer communications—including voice calls, email, social media, and Web chat—are managed and supported to continuously meet the adoption of new customer experience (CX) channels. The contact centre plays a critical role in today's customer experience. As customer expectation and demands have changed, contact centre modernisation has become a key differentiator. Genesys Customer Experience Platform provides solutions in the cloud, on premises or a hybrid deployment to enable companies like yours to deliver an optimal omnichannel customer experience.

Modern Contact Centre

A modern contact centre is an organisation’s communication hub, managing all inbound and outbound customer interactions. Discover more from Genesys.

Multi-channel Cloud Call Center (What Is A Multichannel Cloud Call Centre?)

A multichannel cloud call centre is a CX platform that integrates multiple touchpoints while reducing incremental costs to modernising call centre capabilities

Multichannel cloud contact center (Multichannel cloud contact centre)

A multi-channel cloud contact centre is a customer experience (CX) solution that integrates multiple touchpoints – including voice, text, social media and the web – making them accessible via an Internet server. A multi-channel cloud contact centre can be accessed from virtually anywhere, eliminating the need for increased physical infrastructure while meeting the evolving demands of today’s customer communication preferences.


Negative customer experiences

Interactions with a brand that fail to solve a customer’s problem, make an issue worse or create a new concern.

Net Promoter Score (NPS)

Both a loyalty metric and a discipline for using customer feedback to fuel profitable growth in your business. Net Promoter Score (NPS) is a macro metric based on the single question and has been adopted by leading companies worldwide as the standard for measuring and improving customer loyalty.

Next-best action

Next-best action is an AI-driven recommendation system that analyses customer data and interaction history to suggest the most appropriate action an agent should take next. This could involve offering a specific product, resolving an issue or providing personalised advice, thereby enhancing customer engagement and satisfaction.


Omnichannel cloud call center (Omnichannel cloud call centre)

An omnichannel cloud call centre is a multi-channel contact centre that delivers seamless customer experiences across all touchpoints leveraging modern cloud-based infrastructure and services. In a cloud-based contact centre, the company does not actually own, host or operate any equipment that the call centre runs on; rather a third-party service provider hosts the call centre infrastructure in their own data centre and the company will pay a monthly or annual service fee for hosting the infrastructure.

Omnichannel customer experience

An omnichannel customer experience is made up of individual customer touchpoints, over a variety of channels that seamlessly connect, allowing customers to pick up where they left off on one channel and continue the experience on another.

Omnichannel customer journey

An omnichannel customer journey consists of key interactions over multiple touchpoints between customer or prospect and a company during the point of sale and throughout the customer lifecycle.

Omnichannel customer service

Omnichannel customer service consists of numerous interactions across multiple touchpoints between a customer, or prospective customer, and product or service provider during the time of sale, and throughout the customer lifecycle.

Outbound call center (Outbound call centre)

An outbound call centre is a central point where call centre agents contact current or prospective customers on behalf of an organisation. Outbound calls are conducted for many purposes, including but not limited to: sales calls to prospective customers, debt collection, customer surveys, or for proactive customer service.

Outbound Call Centre

An outbound call centre is a facility set up to allow call centre employees to make outbound calls to an organisation’s customers or prospects. This may be for market research, proactive customer service, sales, debt recovery or other purposes according to business requirements.

Outbound IVR

An Outbound IVR is a contact centre solution used to proactively distribute communications to customers. This technology allows an organization to automatically engage customers through multiple channels such as automated voice calls, SMS messages, email or social media posts using personalized notifications.

Outbound IVR

An Outbound IVR is a contact centre solution used to proactively distribute communications to customers.


Performance management system

A performance management system is a software solution that helps contact centre leaders track individual and team performance, pinpoint individual development needs, and improve employee engagement. Through personalised dashboards, gamification and recognition opportunities, performance management systems enable employees to contribute to a culture of continuous improvement.

Personalized marketing campaigns (Personalised marketing campaigns)

Marketing efforts that are tailored to the individual preferences, behaviours and needs of specific customers. Personalisation helps ensure every part of a customer’s experience is relevant to their goals, removing unnecessary friction and improving engagement and conversion rates — along with customer satisfaction.

Personalized offers (Personalised offers)

Promotions or deals created for individual customers, based on their preferences, purchase history and behaviour. Personalisation helps to ensure a business offers specific customers things that they want, thereby improving their buying experience.

Predictive customer behavior modeling (Predictive customer behaviour modelling)

Using data analytics and machine learning to predict future customer behaviours and the goals they’re trying to achieve based on information such as their past interactions. With these predictive insights, organisations can engage the customer at the right time and in the right way. For example, a company could proactively offer a precisely timed chat that’s personalised using insights from the data analysis. Over time, machine learning can iterate and improve the predictive model based on additional customer interactions.

Predictive dialing (Predictive dialling)

Predictive dialling is a method of making several automated outbound calls without using agents. Answered calls are then passed to agents. A computer makes dialling decisions based on certain algorithms to support business objectives.

Private Branch Exchange (PBX)

A PBX (private branch exchange) is a company’s dedicated telephone network.


A message played to a caller that gives the caller a choice of selections in a menu and asks for a response.

Public switched telephone network (PSTN)

Public Switched Telephone Network. The public telephone network to which telephones, ACDs, and PBXs are connected.


Quality management calibration

A quality management calibration is a process used by call centre quality management teams to ensure consistency and accuracy in the evaluation of customer service interactions.

Quality plans

A quality plan is a document or set of procedures that outlines how a call centre will measure and maintain quality standards in its customer service operations.

Quick customer resolutions

The ability of a business to rapidly assess, address and solve customer service issues. Customer journey management allows a business to predict potential issues and either eliminate them preemptively or solve them more quickly on a case-by-case basis.


Real-time adherence (RTA)

Real-time adherence (RTA) is a call centre workforce management process that allows managers to monitor and track agent adherence to their schedules in real time.

Real-time customer journey management

The practice of monitoring and influencing a customer’s journey as it happens, using data analytics and automation to orchestrate experiences that align your actions with your customer’s goals.

Real-time data and analytics

Powered by AI, real-time data and analytics provide instant snapshots of business operations, customer behaviour and market trends at a moment in time, allowing businesses to react to changes in the customer experience immediately and solve issues quickly.

Real-time personalization (Real-time personalisation)

Tailoring the customer’s experience in real time, based on live interactions and instant data. As a part of the experience orchestration process, this is typically accomplished with the help of artificial intelligence (AI). Real-time personalisation allows a business to enhance the relevance of every customer interaction and increase engagement, helping each customer achieve their distinct goals.

Reports agent

Allows agents to view team statistics as well as their own call log.


Screen pop

A method of delivering a screen of information to a telephone operator at the same time a telephone call is delivered. This is accomplished by a complex chain of tasks that include identifying the calling party number, using that information to access a local or remote ORACLE database, and pulling a form full of information from the database using an ORACLE database utility package.

Segmentation strategies

Dividing a market into distinct groups of buyers with different needs, characteristics or behaviours who might require separate products or marketing approaches. Leading companies now use artificial intelligence (AI)-powered insights to segment their customers based on their behaviour and surface cross-channel histories of their interactions. With these insights, these industry leaders can increase satisfaction and loyalty by showing how deeply they know the customer, predicting intent, delivering precisely-timed actions and more.

Sentiment analysis

Sentiment analysis, also referred to as opinion mining, is the process of analysing speech or text to identify the emotional tone. The process uses artificial intelligence (AI)-powered natural language processing (NLP) to determine how the customer feels throughout an interaction. This information is an important component of Voice of the Customer (VoC) analysis.


A provider of resources.

Skills-based routing

An advancement in call routing, skills-based routing uses customer data and AI to match callers with agents best suited to address their needs. This method considers the agent’s skills and the nature of the request, enhancing customer satisfaction by providing more personalised and effective service.


A softphone is a software application that allows you to make phone calls over the internet. This type of Voice over Internet Protocol (VoIP) software is installed on an internet-connected device and doesn’t require a traditional telephone.

Software as a service (SaaS)

Software as a Service (SaaS) is a software licensing model in which software applications are centrally hosted by a provider and delivered to customers via a web browser. SaaS is typically licensed on a subscription basis. SaaS is a viable option for many contact centres wishing to improve profitability and customer experience without increasing operation costs. By reducing hardware and software support and maintenance costs by moving to the cloud, contact centre executives can focus more time and resources on delivering exceptional customer experiences Genesys Customer Experience Platform is a cloud-based solution that helps businesses deliver exceptional customer experiences while leveraging a SaaS model to reduce the total cost of ownership.

Software as a Service (SaaS)

Software as a Service (SaaS) delivers centrally hosted software applications to customers through a web browser. A SaaS licence is usually purchased on a subscription basis.

Speech analytics

Speech analytics uses artificial intelligence (AI)-powered natural language understanding (NLU) to analyse voice recordings or live customer calls. The analysis can spot topics or key phrases; identify customer intent and sentiment; and help contact centres assess both agent performance and drivers of inbound interactions.

Supervisor copilot

Supervisor copilot is an AI tool designed to aid supervisors in monitoring and managing the performance of agents in a contact centre. It offers insights into call quality, agent productivity and customer satisfaction metrics. By analysing interactions, it can identify coaching opportunities and recommend interventions to improve team performance and ensure compliance with service standards.


Tailored interactions

Customising communications between a business and a customer so that each customer’s unique needs are met.

Talk time

The average time an agent spends on each call, a common call center performance metric. In general, fast talk time averages are desirable. However, fast talk time averages accompanied by poor first call resolution rates are a sign that customer calls are not being answered satisfactorily.


Each impression a customer has of an organisation (be it advertising, product, email, etc.) can be called a touchpoint. These touchpoints can spurn an interaction with the organisation, which in turn creates a customer experience.


A trunk is a communication line or physical link, such as a wire or optical line, designed to carry multiple signals simultaneously. A trunk provides network access between two points. They often connect switching centres in a communication solution.


Text-to-Speech – An optional feature that allows an application to play speech directly from ASCII text by converting that text to synthesised speech.


Unified Communications

Unified communications refers to being able to bring all your company communications into a single environment. It also refers to connecting multiple types of users to the information they need in one place.

Unified communications as a service (UCaaS)

Unified Communications as a Service (UCaaS) is a collection of cloud-based solutions that consolidate real-time and asynchronous communication tools such as email, text messaging, voice and web conferencing into a single interface or platform.

Up-selling and cross-selling opportunities

Selling a customer either a superior/higher-priced version of a product, or a product from a different category that complements their original purchase.

What Is Automatic Call Distribution (ACD)?

Automatic call distribution (ACD) improves customer experience by intelligently routing customers to agents with the right expertise to help them. Read more from Genesys.


Virtual agent

A virtual agent is a contact centre capability that uses a virtual character, created through computer generation, animation, and artificial intelligence, as a customer service agent via chat bot functionality. A virtual agent may also refer to a contact centre or call centre customer service agent that works from a remote location outside of an organisation’s physical building.

Virtual call center (VCC) (Virtual call centre (VCC))

A solution that supports contact centre agents who are dispersed geographically instead working from a single physical location to provide customer service interactions.

Virtual contact center (VCC) (Virtual contact centre (VCC))

A virtual contact centre (VCC) is a solution that supports contact centre agents in various geographical locations instead of a single physical location.

Voice authentication

A biometric used to verify who the speaker says he or she claims to be.

Voice extensible markup language (VXML)

Voice XML (extensible markup language) – VXML is similar to HTML in that it enables users to interact with the Internet through voice-recognition technology. It relies on a voice browser and/or the telephone to access information. VXML handles input and output audio dialog, dialog sequencing, error handling and client-side scripting.

Voice of the customer (VOC)

A measurement used to describe the in-depth process of capturing a customer’s expectations, preferences and aversions. Specifically, the Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organised into a hierarchical structure, and then prioritised in terms of relative importance and satisfaction with current alternatives.

Voice over IP (VoIP) (VoIP)

Voice over IP (VoIP) is a technology that converts your voice into a digital signal, allowing you to make a call directly from a computer, a VoIP phone or another data-driven device. You can make phone calls anytime, anywhere, using an Internet-connected computer, a headset and VoIP.

Voice platform

A voice platform executes the commands and logic specified by a voice application, provides speech processing capabilities (e.g., speech recognition, text-to-speech, voice authentication) and enables application creation. They also interface with back-end systems (e.g., databases, CRM applications, legacy systems) and call centre infrastructure (i.e., computer telephony integration), and provide system management and administration capabilities.

Voice print

A set of features extracted from a sample of a person’s voice that are stored in a speaker authentication system.

Voice response unit (VRU)

A software system that uses responses from a touch tone telephone to gather and store data. It uses a human voice to read back. It is sometimes referred to as the Interactive Voice Response.

Voice services

Voice services, such as Voice over Internet Protocol (VoIP) or Voice as a Service (VaaS), are telecommunications technologies that convert voice into a digital signal and route conversations through digital channels.

What Is A Voicebot? What Are The Benefits Of Voicebots?

Voicebots are software powered by artificial intelligence (AI) that allow a caller to navigate an interactive voice response (IVR) system. Read more from Genesys.


What is a chatbot?

Chatbots are pieces of software that use artificial intelligence (AI) to act as an interface between a person and a computer. Chatbots get their name from mimicking chatting with a real person.

What is VoIP?

VoIP stands for voice over internet protocol. What VoIP means is getting your phone calls over the internet. The calls can come in on a telephone, a computer or a mobile device. If you have made a phone call over the internet, you have made a VoIP call.

Wide area network

A Wide Area Network (WAN) is a telecommunications network extending over a large geographical area and designed to connect computers or networks in distant locations

Workforce engagement

Workforce engagement describes the level of commitment and enthusiasm employees feel for the work they do, the customers they serve and the company that employs them. Workforce engagement is tightly aligned with the quality of the customer experience. A highly engaged workforce is more likely to align individual professional growth with company goals and values, resulting in a stronger voice for the organisation’s brand.

Workforce engagement management (WEM)

Workforce engagement management (WEM) is a software solution that helps contact centres understand and improve employee engagement. Using artificial intelligence (AI)-powered capabilities, the solution simplifies workflows, boosts individual and team performance, informs professional development, and improves the employee experience.

Workforce management (What Is Workforce Management?)

Workforce management is the process of strategically optimising the productivity of employees, ensuring that all resources are in the right place at the right time.

Workforce optimization (WFO) (What Is Workforce Optimisation?)

Workforce optimisation is a strategy used to integrate siloed technologies and automate processes to reduce operational costs.

Workforce planning

A systematic, ongoing process of effective planning, forecasting, and scheduling to provide more efficient distribution of interactions and work across channels.

Workload management

Workload management is the process of strategically distributing work throughout the workforce in order to maximise employee or application skill and performance.