What do outsourcing call center services include? A complete guide for businesses

Key takeaways

• Call center services go far beyond handling calls, covering sales support, customer service, partner assistance, feedback research, claims processing, and specialized industry workflows.
• The outsourcing services cah help improving business performance through faster issue resolution, higher conversion rates, reduced operational cost, better customer satisfaction, and predictable service quality across multiple channels.
• Automation and AI are now integral to call center delivery, enabling scalable capacity, real-time data, better insights, and lower cost through voicebots, assistants, RPA, and automated quality monitoring.

Telemarketing and sales campaigns

Telemarketing services are not limited to telephone-based selling — it also includes proactive outreach with information about new products, service updates, promotions, and special campaigns. The scope includes: 

• product and service presentations, 

• lead generation, 

• informational campaigns, 

• PR and educational campaigns. 

Live conversations enable agents to explain benefits, answer questions, collect feedback, and build relationships that directly impact conversion rates. 

Business challenge:

New products and promotional offers underperform when communication relies only on passive channels such as email or social media. Customers overlook the offer — and do not respond. 

Benefits:

• greater visibility and faster adoption of new products, 

• higher customer engagement through personalized conversations, 

• improved digital campaign performance supported by outbound calling, 

• increased loyalty through ongoing, direct communication. 

Infoline services (customer information line)

A customer frontline is one of the foundational elements of professional customer service. The scope includes: 

• product and service information, 

• handling technical and formal inquiries, 

• support for ordering, deliveries, and service, 

• payments, card blocks, and balance inquiries, 

• assistance in purchase processes, 

• product availability and usage information, 

• upselling and cross-selling during live conversations. 

A strong infoline is not only fast — it ensures clarity and confidence that customers receive real help without unnecessary delays. 

Business challenge

Slow or inconsistent service reduces satisfaction, delays purchasing decisions, and increases operational cost. 

Benefits

• instant access to an agent, 

• fast and accurate responses, 

• reduced frustration among customers and partners, 

• stronger alignment with retail and distribution networks. 

Case study – Axendi & L’Oréal (consumer and e-commerce infoline) 

Axendi operates consumer and e-commerce infolines for brands including Kiehl’s, Lancôme, and L’Oréal Staff Shop. The operation includes product information, order and logistics support, complaint handling, and personalized skincare recommendations. 

Agents guide customers through purchase decisions, explain product usage, recommend tailored skincare routines, and support online transactions and returns. The model combines real-time availability, consistent quality, and measurable support for retail and e-commerce sales. 

Operational value: 

• faster customer decision-making through immediate access to an agent, 
• higher conversion supported by personalized product advice, 
• fewer repeat calls thanks to accurate information, 
• strong alignment between support, logistics, and sales teams across the brand’s digital ecosystem. 

Helpdesk and technical support

Helpdesk services are the first line of support for platform users, online stores, and digital environments. The scope includes: 

• assistance in navigating platforms and tools, 

• access support and password resets, 

• troubleshooting basic technical issues, 

• support in purchasing and user processes. 

Business challenge

Slow first-line support leads to unnecessary escalations and overload of higher service levels. 

Benefits

• reduced operational cost by limiting escalations, 

• fast resolution of simple issues, 

• better user experience and fewer service interruptions. 

Customer and partner support line

This is a dedicated communication channel for: 

• end customers, 

• merchants and online sellers, 

• distribution partners. 

The scope includes support for orders, product information, returns, settlements, availability inquiries, promotions, and operational cooperation. 

Business challenge

Without a single point of contact, customers and partners move between channels, causing confusion and weakening trust in the brand. 

Benefits

• more sales opportunities through fast reaction, 

• elimination of communication gaps and delays, 

• faster service thanks to one unified channel. 

Customer feedback and satisfaction studies (NPS, CSAT, CES)

Professional call center services often include: 

• NPS, CSAT, and CES telephone surveys, 

• qualitative and quantitative research, 

• structured analysis and reporting. 

Business challenge

Without CX measurement, companies have limited visibility into churn, service gaps, or customer dissatisfaction, and cannot improve effectively. 

Benefits

• better decision-making supported by solid data, 

• early trend detection, 

• improved service quality and retention, 

• automated real-time data collection. 

Mini case study – Axendi (healthcare and e-commerce)

Axendi delivers multilingual customer survey programs for both medical and e-commerce brands. In one healthcare project, voicebots collect post-visit patient feedback, helping clinics understand service quality, waiting times, and communication gaps while ensuring full data compliance and security. 

In the e-commerce segment, Axendi uses voice automation for L’Oréal, gathering post-interaction feedback and converting real-time responses into actionable CX insights that support service improvements and customer operations.

Sales support and inbound sales services

These services combine customer interaction with measurable commercial outcomes. The scope includes: 

• upselling and cross-selling, 

• promotion of simple products, 

• closing open offers, 

• support in basic transactions. 

Business challenge

Many companies generate interest but struggle to convert it into transactions. 

Benefits

• increased sales through everyday customer interactions, 

• higher conversion of pre-qualified offers, 

• revenue growth from low-barrier products. 

Mini case study – Axendi (telecommunication brand)

Axendi provides inbound and outbound sales support for a major telecommunications company in Poland. The operation focuses on lead generation, cross-selling, and upselling during service conversations, allowing the company to strengthen relationships, increase product penetration, and convert demand into measurable revenue. 

The model combines trained consultants, structured workflows, and performance monitoring to ensure consistent, predictable sales outcomes. 

Call center automation (AI assistants, AI agents, RPA)

Modern call center services increasingly include automation tools, such as: 

• AI agents and voicebots for autonomous customer service, 

• AI assistants supporting agents, 

• RPA for process automation, 

• automated quality and compliance monitoring, 

• real-time analytics and reporting. 

Business challenge

Manual handling increases operational cost, error rates, and response time. 

Benefits

• lower cost through automation, 

• faster and more accurate responses, 

• scalable capacity during peak hours. 

Mini case study – Axendi & Allegro (2024)

In 2024, Axendi deployed Primebot in a high-volume customer service project for Allegro. Two informational voicebot campaigns were launched in just two days to deliver essential communication, collect consents, and route customers to the next step. 

Within 48 hours, Primebot handled 56,531 automated calls, coordinated 27,000+ customer contacts, and delivered the equivalent of 230 hours of consultant support, all with detailed real-time reporting. The automation increased communication speed, reduced workload for agents, and ensured transparent performance across the campaign. 

Healthcare customer support

Medical support services include: 

• appointment booking and schedule changes, 

• information about diagnostics and preparation, 

• patient flow coordination, 

• private medical service sales, 

• support for medical partners and networks. 

Business challenge

Without healthcare CX experts, patient service becomes confusing, queues grow longer, and operational efficiency declines. 

Benefits

• improved patient satisfaction, 

• better use of medical resources, 

• increased sales of private medical services, 

• fewer no-show appointments. 

Mini case study – Axendi (Primobra voicebot for patient insight)

A large healthcare provider faced rising limitations in traditional patient feedback research. Manual surveys were expensive, difficult to scale, and too slow to deliver actionable insights. With a limited number of interviewers and rising labor costs, the organization struggled to react quickly to patient needs and fluctuations in satisfaction. 

To address this, the company implemented Primobra, Axendi’s voicebot-based opinion research solution. The automation enhanced scalability and accelerated insight collection. 

Operational results: 

• −50% lower research cost, 

• +5% increase in patient satisfaction, 

• dynamic scalability based on demand fluctuations, 

• real-time access to structured data supporting faster decisions. 

Claims and complaints management

The scope includes: 

• complaint registration, 

• validity assessment, 

• escalation and approval workflows, 

• logistics of exchanges and returns, 

• payment monitoring, settlements, and debt collection. 

Business challenge

Inconsistent complaint handling creates repeat calls, erodes trust, and increases cost. 

Benefits

• more transparent workflows, 

• faster issue resolution, 

• lower operational cost, 

• improved brand reputation. 

Summary: Capabilities offered by today’s call center providers

A well-structured call center is a multidimensional service ecosystem that delivers: 

• customer service, 

• sales enablement, 

• process automation, 

• data handling and quality management, 

• back-office operations, 

• customer experience (CX) improvement, 

• partner and distribution support, 

• specialized industry workflows (e-commerce, healthcare, finance). 

With call center outsourcing, organizations operate: 

• faster, 

• more efficiently, 

• at a lower cost, 

• more predictably, 

• with stronger service quality for both customers and business partners. 

FAQ: Call Center Outsourcing Services

What are call center outsourcing services?

Call center outsourcing services include a broad range of customer support and engagement functions delivered by an external partner — from inbound and outbound communications to sales support, feedback research, claims handling, and industry-specific workflows.  

What types of tasks can you outsource to a call center provider?

Outsourced services typically include telemarketing and sales campaigns, customer infoline support, helpdesk and technical assistance, partner and distribution support, customer feedback & research, sales support, claims and complaints management, and automation/AI-enabled service delivery.  

What is the difference between inbound and outbound outsourcing?

Inbound services focus on handling incoming customer interactions — such as support, questions, orders, or technical help — while outbound services involve proactive contact like sales campaigns, lead generation, surveys, and appointment setting.  

Are call center outsourcing services limited to phone calls?

No — they extend far beyond voice support and include live chat, email, social media support, automated interactions (e.g., voicebots, AI assistants), and analytics/reporting.