CCA's newly formed Digital Transformation Forum brought together industry leaders to explore the evolving landscape of digital transformation, AI adoption, and customer experience. The session set the stage for thought-provoking discussions, fostering collaboration on the challenges and opportunities shaping the future of customer service.


Research Council Insights: Understanding transformation from two perspectives

CCA Research Council’s dual-perspective approach - capturing insights from leaders and consumers - provided a unique lens into digital transformation. By assessing strategic decision-making alongside customer expectations, the research highlighted the complexities of navigating change in an increasingly digital world. To be part of CCA's Research Council get in touch.


The future of business: A five-year vision

Dan Britton, Associate Director of Operations at NHS Business Services Authority (NHSBSA), challenged attendees to consider their organisation’s trajectory by working backward from a five-year outlook. His session focused on the importance of strategy, its direct impact on operations, and the need for businesses to stay agile in a rapidly shifting landscape.


The NHSBSA case study is a prime example of transformation in action. As the largest NHS organisation few have heard of, NHSBSA plays a critical role in public service. With a vast customer base, it is undergoing an independent review by the Department of Health to ensure it remains fit for purpose, leveraging digital advancements and the CCA Global Accreditation© framework.

 

Insights from Currys: Transforming Customer Management Centres

James Leech, Head of Strategic Partnerships at Currys, emphasised the shift from traditional contact centres to customer management centers. With 2,000 colleagues handling high-value, complex interactions, the company has embraced advanced analytics and AI-driven virtual assistants to enhance efficiency.


The forum highlighted the reality that transformation is an ongoing process, not a one-time initiative. Organisations must remain flexible, continuously refining their strategies to align with technological advancements and shifting consumer expectations.


With AI, automation, and digital capabilities accelerating at an unprecedented pace, businesses that embrace change while keeping employees and customers at the centre of their strategies will be best positioned for success.


CCA members can download the full session report here.