Your Contact Center Should be a Revenue Center

You might be stuck thinking about your contact center as something that’s necessary, expensive, and often a drag on your bottom line.

But what if the very place organizations have long treated as an operational burden is actually an area in your business where there’s untapped potential for revenue growth?

That’s what Verint conversational AI expert Jason Valdina discussed at the recent Enterprise Connect conference in Las Vegas. He spoke with Volaris, the top domestic Mexican airline and the largest non‑US carrier flying into the United States, about how they’ve used Verint bots to not only create a better customer experience, but also use automation to assist agents and, in the end, and drive revenue.

The cost center reality

Most organizations still operate under the belief that customer service equals more cost. More calls mean more agents, which of course leads to more overhead and shrinking margins.

During the presentation, Volaris’ Senior Manager of Customer Care, Iker Urionaguena Oraa, discussed how the airline made the decision to make dramatic changes in their contact center. This wasn’t just a philosophical shift but rather a business imperative. Volaris needed a way to scale support, reduce operational strain, and still deliver fast, accurate service to millions of travelers.

With 31 million annual passengers and more than 550 daily departures, Volaris faces challenges shared by others in the travel industry. They have a consistently high volume of calls, especially around disruptions caused by weather or other unforeseen circumstances. For example, customers need help changing or cancelling books that are often time sensitive.

For Volaris, it was time to act, and what they did next turned out to be transformational for the company and the way it interacts with its customers and makes use of its contact center agents.

The turning point: self‑service that actually works

Volaris partnered with Verint to rethink how customer interactions could be handled through adding more automation instead of more agent seats. Essentially, they decided to eliminate the traditional contact center model and move toward one that prioritizes self-service.

This was a bold move, but one that they worked carefully with Verint to execute. Their strategy centered on Verint’s CX Automation portfolio, including:

• Intelligent Virtual Assistant (IVA)
• Verint Copilot Bots
• Verint Messaging
• Agent Virtual Assistant
• Knowledge Automation

After implementing Verint self-service solutions throughout their ecosystem, Volaris immediately saw outcomes. Through a quick deployment of Verint IVA and other Verint automation, they saw results without having to abandon their current platforms, as Verint solutions easily integrated with what they were already using.

Here’s a look at some of those outcomes:

• 85% of conversations fully resolved in self‑service
• 70% reduction in cost per interaction
• 26% reduction in average handle time

By automating routine inquiries and transactions, Volaris freed its agents to focus on complex, high‑value interactions. That shift alone unlocked new revenue opportunities, from upsell conversations to loyalty‑building service moments.

From cost center to revenue center

The airline then began using WhatsApp notifications for both service and sales. This included everything from gate changes and vouchers to high‑yield opportunities like abandoned carts and promotional campaigns.

Faster service meant better customer satisfaction, which in turn led to more opportunities to convert more upselling opportunities.

Here’s a few areas where CX Automation through Verint Intelligent Virtual Assistant and Verint Copilot Bots can lead to revenue in the contact center:

• Scaling sales‑related conversations through automation
• Increasing agent capacity for value‑driving interactions
• Improving customer satisfaction through faster, more accurate responses
• Reducing operational costs while increasing service availability
  (“Automates sales and support tasks […] Frees agents to handle complex, value‑generating inquiries […] Transformed cost-center into revenue generator.”)

The Future of CX belongs to those who automate

As customer expectations rise and digital engagement becomes the norm, organizations that rely solely on human‑only service models will struggle to keep up. But those who embrace AI‑powered self‑service and intelligent automation will unlock new levels of efficiency, scale, and revenue potential.

The contact center is no longer just a place where problems get solved. With the right automation strategy, it’s where value is created.

Hear additional details about Volaris’ automation journey in this video.

And, to learn more about how Verint can drive revenue through your contact center, take a free look at our new The State of Agent Experience 2026 report.