Executive Summary

 The purpose of this report is to explore digital innovation in the context of call centre. The report starts by looking at market dynamic in the call centre business.   Digital innovation and trend within the same industry is then looked at and finally recommendation is made as to the right digital innovation to use to address the problem faced by the company’s call centre.

 According to the finding of the report,    automation in the call centre has moved from being a privilege to a necessity in this era where customer-centric services are a must. Fortunately, there are a significant number of digital innovations that has emerged in the call centre industry thereby giving any call centre a variety to choose from.  

 Based on the problem statement, market analysis as well as the digital innovation and trend in the call centre, agent-assisted automation has been recommended as the most appropriate and suitable digital innovation to  address the problem experienced by the company’s  call centre.