Whether through reducing churn, increasing customer lifetime value or growing geographical reach, agents are going to be critical in boosting the bottom line. As with many of the major shifts in the coming year, the capabilities of GenAI and the evolving nature of partnerships with outsourcers will be the driving forces behind enabling this change and making this pivot possible. Imagine leveraging technology to optimise training, ensuring that every team member is not only equipped to provide immediate support but also skilled in proactive selling. By harnessing insights and analytics, agents will have the tools at their fingertips to identify the right customers and the right moments in each interaction to potentially raise revenues as well as deliver a resolution. Crucially, having a greater ability for analysis and for better defining customer personas at a moment in time when many consumers are looking to reduce spending or prioritise goods or services that represent better value, will give CX teams the tools and techniques necessary to retain at-risk customers and actively minimise attrition.