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New ECCA Research Reveals How European Organisations Are Redefining the Contact Centre Approach to Sales

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Visionary Voices report draws on the experiences of senior leaders from across the continent and vital quantitative data to explore the future of selling via the contact centre


27 April 2026, London. ECCA (the European Customer Contact Alliance) has today published Visionary Voices: How Are European Organisations Changing Their Sales Approach in the Contact Centre? – a new research report exploring how contact centre sales strategies are evolving across Europe.


The report, supported by TTEC, combines in-depth focus group research conducted with senior contact centre and sales leaders from across the continent, alongside analysis of quantitative and qualitative market data.

Contributors represent organisations spanning financial services, logistics, automotive, telecoms, retail and beyond, with operations across the UK, France, Greece, Poland and further European markets.


The research arrives at a moment of significant change for commercial contact centre operations. Shifting customer expectations, the rapid advancement of AI, diverging regulatory environments and sustained macroeconomic pressure are all reshaping how organisations sell – at a point when the contact centre's role in revenue generation is itself actively evolving.


Key findings from the research include that the contact centre's commercial role is expanding beyond discrete sales moments to span the full customer lifecycle and that human interaction in sales remains critical. It also reveals that data remains the foundation of effective selling, and that revenue growth is increasingly coming from selling through service as well as direct selling, with the effectiveness of outbound contact in continual decline.

For many established contact centre sales operations, the metric that matters most is also shifting - away from acquisition to lifetime value, with leaders redesigning incentive structures and cross-sell strategies accordingly.


Leigh Hopwood, Chair of ECCA, said: "It's a truly fascinating time to take a deep-dive into the way European organisations sell through their contact centres. No single market tells the whole story and no single sector has all the answers – but collectively the viewpoints of the leaders who contributed to this research paint a rich and honest picture of where the art and science of sales within European contact centre stands today, and where it is headed."

Simon Dillsworth, SVP Head of EMEA, RevGen, and Automotive at TTEC, added: “Across industries, organisations are rethinking how revenue is generated, protected and grown within the contact centre. The shift is not simply about improving sales performance, but about redefining how the full customer lifecycle is managed.”


About ECCA

The European Customer Contact Alliance (ECCA) is a network of customer contact associations across 15 countries, working together to raise the profile and modernise the reputation of our brilliant industry. Built on strong relationships between national associations representing contact centres, ECCA is united by a shared mission to enhance customer contact and employee experiences for the benefit of society. It supports the growth of the industry through the exchange of best practice and insights, the development of a robust network of professionals across Europe, and by adding value to its national Association Partners to help grow and strengthen local membership communities.

Its flagship event is the celebration of excellence at the European Contact Centre & Customer Service Awards, which has been recognising contact centre and customer service operations since 1999. The winners of these awards share their stories through The Exchange, a conference that takes place in the Spring alongside the hosting of Sites of Excellence visits across Europe.

 
 
 

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