{"id":633282,"date":"2026-07-23T02:23:01","date_gmt":"2026-07-23T09:23:01","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&p=633282"},"modified":"2026-07-20T02:26:32","modified_gmt":"2026-07-20T09:26:32","slug":"indias-contact-centre-agent-role-is-changing-faster","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-sg\/blog\/post\/indias-contact-centre-agent-role-is-changing-faster","title":{"rendered":"India’s Contact Centre Agent Role is Changing Faster Than Anyone Prepared For"},"content":{"rendered":"

[vc_section full_width=”stretch_row”][vc_row][vc_column][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column][vc_column_text css=””]If you walk around any big contact centre in India, you\u2019ll see agents juggling too many channels, tougher queries, and increasingly complex customer journeys. Customer expectations and technology have evolved, just not together.<\/p>\n

The discussion about artificial intelligence (AI) and human agents is more present than ever within India\u2019s contact centres. The question isn\u2019t if AI is going to replace humans, but how to equip agents<\/a> with the tools needed to meet the complex, rising expectations of today\u2019s customer.<\/p>\n

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India’s Customer Expectations Have Changed Faster Than Support Operations<\/span><\/h3>\n

Beyond making payments faster, Unified Payments Interface (UPI)<\/strong> reset what consumers consider acceptable waiting time across every digital interaction they have. For customers who are charged for a transaction in two minutes, and food getting delivered in ten, waiting on hold for fifteen minutes at a call centre does a lot of damage.<\/p>\n

This frustration compounds when they\u2019re forced to repeat their issue across channels, or worse, reach out multiple times for a resolution. Starting from scratch for every interaction isn’t a minor inconvenience for many customers, it’s the moment they decide to take their business elsewhere.<\/p>\n

That gap between what Digital India has trained people to expect and what support operations can actually deliver is getting wider. Customers transition between WhatsApp, chat, email and phone without thinking twice. They have a problem they want it fixed, regardless of where they started the conversation.<\/p>\n

However, most contact centres still operate in isolated silos, structured around specific communication channels, individual teams, and separate technology platforms. In addition, agent evaluations<\/a> are still calibrated for simple phone calls, even though the average customer reaches out to customer service via three separate channels.<\/p>\n

The Modern Contact Centre Agent Is Handling More Complexity Than Ever<\/h3>\n

Automation is an integral part of contact centres. From order tracking and balance inquiries to basic FAQs, bots and IVR handle many routine activities. In many ways, this has made agents\u2019 lives easier. But more and more often, agents are left to handle more nuanced or sensitive interactions, such as\u00a0\u00a0 unresolved complaints, irritated repeat callers or complex billing disputes.<\/p>\n

Often, they\u2019re expected to simultaneously juggle several chat windows, chase down open email threads, work through knowledge bases that haven\u2019t been refreshed in months, and record notes across siloed systems. Most training programs were designed for predictable, repetitive calls, not for the messy, high-context problems agents deal with now. The outcome is higher burnout, constant attrition and increasing day-to-day operational inefficiency.<\/p>\n

What Contact Centres Need To Improve Productivity<\/h3>\n

To cater to the UPI-minded Indian customer, modern contact centres need capabilities that function together, including:<\/p>\n