Companies plan on improving agent desktop interfaces to foster customer experience.
CRM has long been a staple in sales interactions, marketing campaigns, and customer records. But now it is growing in prominence in the contact center as the agents’ primary desktop interface. Agents are distracted when they must toggle between multiple applications that may or may not be integrated. The transformation projects can take many forms, but some CX leaders see one of the top strategies for improving and streamlining the agent desktop is to designate CRM as the interface for contact center employees.
More than 44% of companies cited plans to improve the agent desktop interface as one of their CX transformation projects, according to Metrigy’s Customer Experience Optimization (CXO) 2025-26 global study of 656 companies.
In 2025, 47.9% of companies used the contact center platform as the primary interface for agents, and 43.2% used the CRM platform’s interface. By the end of 2027, those figures drastically shift to 32.4% and 53.4%, respectively, according to the same CXO study.
What’s driving this change in the contact center? In general, companies prefer a CRM desktop for contact center agents in the following circumstances:
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Customer context matters more than call handling
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Revenue and customer retention drive the most value
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AI, analytics, and workflow automation must continue beyond the interaction
Other triggers also resulted in CRM’s growing role, including improved integrations; the use of digital channels from CRM platforms; the need for context for personalized, proactive outreach; and the role of sales in customer service interactions.
Improved Integrations Between System of Record and Interaction Platforms
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