At the V All-Russian Contact Center 2026 forum held in Moscow in late September, industry experts discussed the shift toward human-centric customer service. The consensus highlights that while automation handles routine tasks, human interaction remains essential for resolving complex issues and building brand trust.
Zdravcity.ru implemented an empathetic service strategy within its unified contact center. The company utilizes a three-tier support system where automation manages basic inquiries, while complex cases are escalated to specialized staff, including professional pharmacists.
The new approach has yielded measurable results for the health marketplace. Currently, 82% of customers reach an operator within 20 seconds, and 95% of all reported issues are successfully resolved during the initial call.