Leading with Solutions: The Future of Contact Centres

Meet Natalie Sehnal, Director of Fulfilment and Contact Centre Solutions at Whistl.

Natalie, is responsible for Whistl’s Contact Solutions operations based in the North East and South West of the UK. Natalie joined Spark Response in 2002, which Whistl acquired in 2018.

We spoke to Natalie to get her thoughts on combining technology with the human touch, and how AI is re-shaping call centre services. 

Key Takeaways

• Natalie Sehnal, Whistl’s Director of Fulfilment and Contact Centre Solutions, shares insights from over 25 years in the industry.
• She discusses how customer expectations have evolved, the role of AI in modern service delivery, and how Whistl blends technology and human expertise to drive excellent customer experiences.
• Natalie also looks ahead to the future of contact centres where data, innovation, and personalised service will shape the next generation of customer engagement.

Natalie's Role in our Contact Centres

Q: Can you tell us a bit about your role and what led you into the world of contact centre solutions?

A: I’ve worked in the contact centre industry for over 25 years. I actually started out as a Team Leader for a multilingual tourist commission, and I’ve never looked back. What’s kept me in the sector is my love of finding solutions: whether that’s turning a complaint into a success story, tackling complex queries, or improving customer satisfaction.

At Whistl, my role blends operational leadership, winning new customers and designing new business solutions, which keeps me close to both the people and the strategy.

Supporting a diverse mix of clients, from major retail brands to charities and healthcare providers, keeps the work challenging and rewarding. Our culture of continuous improvement means we’re always pushing for better outcomes.

Shifting Customer Expectations

Q: How have you seen customer expectations evolve over the past few years?

A: Customer expectations have changed drastically. Clients now look to us not just to deliver service, but to be experts in technology, driving change, improving quality, and creating efficiencies. Customers expect speed, convenience, and personalisation, and they compare every interaction against the very best experiences they’ve had elsewhere. Every contact needs to feel first class, and that means handling it as if the brand were your own.

At Whistl, we invest heavily in training and tools so that our teams can provide service that feels personal, consistent, and efficient across every channel.

AI Transforming Interactions

Q: How is AI reshaping the way customers and businesses interact?

A: AI is definitely a hot topic, and our customers are keen to explore how it can help. At the same time, there’s still some hesitation to replace personal interaction, and it depends on the sector. In eCommerce, chatbots are great for simple general queries like ‘where is my order?’ or ‘when will I get my refund?’ which can free up agents to deal with more in-depth requests.

In healthcare, where conversations are complex and sensitive, there’s a stronger preference for human interaction, with AI supporting agents behind the scenes. The balance is crucial. Too much automation can frustrate customers and even increase contact volumes. Where AI really adds value is in reducing wait times, especially during peak periods, and giving agents the time to focus on the conversations that matter most.

Innovation & Impact

Q: How do you balance technology with the human touch in customer service?

A: The real opportunity is collaboration. AI and people working together to deliver faster, smarter, and more empathetic experiences. We’re not looking to replace the human touch; we want to enhance it. The biggest value comes when AI frees our people to focus on empathy, problem-solving, and building trust.

Future Outlook

Q: What do you think the contact centre of the future will look like in five years?

A: Hybrid working is here to stay and advances in technology will make customer experiences more efficient, while giving agents real-time insights to provide personalised support.

In the near future, we plan to invest in our people through the introduction of agent engagement software. This tool will support colleague development, enhance customer retention, and help maintain high levels of engagement. The software delivers short quizzes, post-training reminders and ongoing learning prompts, ensuring teams remain knowledgeable, agile and well-supported.

For Whistl and our clients, staying ahead of customer expectations will mean adopting the right tools at the right time. With technology evolving so fast, it’s more important than ever for contact centres to stay up to date, and can be the difference between leading the customer experience or falling behind. Ultimately, it won’t just be about answering calls; it will be about building proactive, data-driven relationships with customers.

Summary

Natalie’s journey and insights highlight how the contact centre industry is evolving, and how technology and human empathy work hand-in-hand to deliver exceptional customer experiences.