The call centre market in Italy

The call center market encompasses the set of remote communication services between businesses and customers, delivered via telephone, email, chat, fax or web-based systems, for the purposes of support, information, sales and retention. It is divided into two main categories: in-house call centers (managed in-house by companies) and outsourcing (outsourced to third parties), and is further subdivided into inbound services (handling inbound calls, e.g., customer service) and outbound services (outbound calls, e.g., telemarketing, surveys). The sector plays a strategic role in customer care and customer experience, with increasing digital integrations and the adoption of tools based on artificial intelligence, CRM and omnichannel.

Globally, the market will grow from $97.31 billion in 2024 to $163.86 billion in 2030 (+68.4 percent), with an average annual rate of +9.8 percent. In Europe, it will grow from 24.63 billion to 30.84 billion between 2024 and 2029 (+25.2%). In Italy, the value of the call center market will increase from 3.31 billion in 2024 to 5.73 billion in 2030 (+73.1%), with an annual progression between +9.7% and +10.6%. The domestic sector has already seen a +16.5% increase between 2015 (2.53 billion) and 2024 (2.94 billion), with a major boost between 2019 and 2020 (+10.8%) due to growth in demand for remote assistance.

The structure of the Italian market in 2024 is composed of about 2,000 active companies, divided between inbound call centers, outbound call centers, remote assistance, and information services. From 2017 to 2023, the number of centers grew from 1,401 to 1,508 (+7.6%), with a prevalence of limited liability companies. Call centers are spread throughout Italy, but are concentrated in the South (227 units), where labor costs are lower. The prevailing legal forms are limited liability companies (307 units), sole proprietors/freelancers (244), and other forms (18). Outsourcing is widespread in Albania, Romania, Croatia, and India, but the trend toward hybridization (joint ventures, dedicated subsidiaries, direct investments) is also strengthening.

Offerings include customer service, telemarketing, acquisition and retention, order collection, helpdesk, complaint handling, market research, and customer journey analytics. The adoption of CRM and chatbots is radically transforming the industry: artificial intelligence now handles the "unproductive" phases of calls (waiting, data collection), leaving only complex and relational interactions to the operator. The human component remains central, but is supported by digital platforms such as Smile.CX AI (Covisian) and integrated systems with predictive analytics and voicebots. Key players include Comdata (€297.9M), Covisian (€150.3M), Network Contacts (€111.4M), SKY Italia Network Service (€95.5M), In & Out (€74.8M), Unipolassistance (€82.7M), and Contact Centre Sud (€19.7M).

Personnel costs account for about 75 percent of a call center's total costs. In Italy, the average annual cost per third-level employee is €30,140, and the minimum cost per minute of service is estimated at €0.42. Prices vary by location, type of service and skills required: for outbound marketing, Italian call centers charge rates between $22 and $32/hour, rising to $50/h in premium services. Competitiveness is also based on access to advanced technologies (CTI, IVR, ACD, CRM) and professional work environments aimed at reducing turnover and improving service quality.

Regulations are detailed: operators must be registered with the AGCOM Registry, indicate the geographic origin of the call, and comply with regulations on GDPR, the Register of Oppositions, and promotional activities. For violations, there are penalties of up to 20 million euros or 4 percent of turnover. Outbound activities require explicit consent, and even in outsourcing, prior assessment of provider compliance is mandatory.