The world of customer contact is changing faster than ever. During our presence at Zorg & ICT 2026 in Utrecht and Elevate ’26 in Amersfoort, one thing became clear: organizations need to design their customer contact in a smarter, more flexible, and future-proof way. But what is really changing, and what role does customer service outsourcing play in this? In this blog, we share the key trends and insights from the market.
“Zorg & ICT 2026″: What we saw in the market
During our visit to Zorg & ICT 2026, one thing became immediately clear: the role of customer service within organizations is changing rapidly.
In the healthcare sector, but also beyond, we see the same challenges recurring: rising contact volumes, staff shortages, and increasingly high expectations from customers and patients. At the same time, the focus is shifting more and more toward omnichannel communication and the use of AI in customer contact to design processes in a smarter and more efficient way.
What stands out most is that customer service outsourcing is increasingly seen as a strategic solution. Not only to reduce costs, but primarily to increase flexibility, enable scalability, and ensure continuity.
In an increasingly complex environment, outsourcing is becoming an essential part of modern customer contact strategies.
Trend 1: Omnichannel customer contact is the standard
Today’s customers expect to be supported through every channel, and above all, they expect consistency and speed.
Omnichannel customer contact means:
- A single, integrated customer journey
- Seamless transitions between channels
- A better overall customer experience
Organizations that invest in this approach see direct improvements in both customer satisfaction and operational efficiency.
Trend 2: AI in customer contact is accelerating (but not replacing humans)
One of the most discussed topics at both Zorg & ICT 2026 and Elevate ’26 was the role of AI in customer contact.
Think of:
- Conversational AI
- Virtual agents
- AI copilots for employees
- Real-time insights through data
What became clear is that AI does not replace people — it empowers them. And it is precisely this combination of technology and human expertise that makes the difference.
“Elevate ’26”: The future of CX and customer contact
During Elevate ’26, organized by partner Puzzel, one central question was at the heart of the event: How do you design customer contact in a smarter and more scalable way?
The event brought together CX and customer contact leaders and confirmed several key developments:
- Customer contact is becoming increasingly strategic
- CX has become a key differentiator
- Data and insights are driving decision-making
We also saw organizations investing in complete CX ecosystems, where technologies work together to continuously improve customer interactions.
Trend 3: Customer service outsourcing as a strategic choice
The biggest shift in the market? Customer service outsourcing is no longer an operational decision — it is a strategic one.
Where outsourcing used to be primarily about cost reduction, it is now about:
- Scalability during peak periods
- Flexibility in capacity
- Access to technology and expertise
- Continuity of service delivery
For many organizations, this is the key way to stay agile in a rapidly changing market.
What does this mean for your organization?
The insights from Zorg & ICT 2026 and Elevate ’26 show that standing still is no longer an option.
Organizations that stay ahead combine people and technology in a smart way, invest in omnichannel customer contact, use AI strategically, and view outsourcing as an accelerator of growth.
The question is no longer whether you need to change, but how quickly you can adapt.
Ready to future-proof your customer contact?
At Movements Marketing, we help organizations optimize and scale customer contact, from strategy to execution.
Would you like to discuss your situation without obligation? We’re happy to think along with you.
