Microsoft Teams contact centre models accelerate toward AI-driven, native integrations in 2025

As organisations seek faster, more seamless customer service, Microsoft Teams introduces tiered contact centre models—Connect, Extend, and Unify—each offering distinct pathways to embed customer interactions within the collaboration platform, with Unify leading a pioneering move towards native AI-powered solutions in 2025.

Businesses today face increasing pressure to deliver faster, smoother customer service without adding complexity, making integration of contact c...

enters with collaboration platforms like Microsoft Teams a critical focus for IT and customer experience (CX) leaders. Microsoft Teams, already a collaboration anchor for over 320 million users, is evolving to meet these demands through a tiered framework of contact center integration models: Connect, Extend, and Unify. Each model presents distinct pathways for blending customer interactions seamlessly into Teams, balancing speed, agent experience, compliance, and AI capabilities.

The Connect model offers a fast track for companies wanting to link existing contact center systems to Teams via certified session border controllers (SBCs) and Direct Routing, without rebuilding infrastructure. This approach was successfully implemented by Coppin State University, which, in partnership with Landis Technologies, connected its legacy contact center into Teams without disrupting operations. Connect provides a reliable, familiar environment by enabling agents to access core Teams functions like call transfers and collaboration with colleagues, making it an attractive option for organisations cautious about change. However, agents may need to juggle between multiple interfaces, and call quality can suffer depending on configuration, positioning Connect as a practical but transitional step rather than a fully unified solution.

For organisations deeper into the Microsoft 365 ecosystem, the Extend model represents a more integrated approach. By using Microsoft’s Graph and Cloud Communications APIs, contact center functionalities pull directly into the Teams client, creating a unified agent experience. Derby City Council exemplifies Extend’s value, having streamlined its service teams to operate fully within Teams, enhancing routing efficiency and first-contact resolution while maintaining existing workflows. The agent’s desktop consolidates calls, presence, and collaboration, reducing friction and improving compliance as communications stay within the Microsoft tenant. Though Extend allows greater flexibility and analytics compared to Connect, it remains bounded by Microsoft’s evolving API roadmap and licensing requirements, including the need for Teams Phone.

Looking to the future, Microsoft’s Unify model, introduced in 2025, marks a significant strategic leap. Built natively on Azure Communication Services (ACS) and Teams Phone extensibility, Unify enables providers to create fully embedded contact center experiences within Teams. This model supports advanced AI-driven tools such as live transcription, intelligent call routing, and automated summaries directly within the workflow, promoting real-time insights and automation that transform agent efficiency and customer engagement. Early adopters like Landis Technologies, Luware, and AudioCodes are pioneering Unify certifications, signalling a new ecosystem emerging around AI-first, consumption-based billing models. While Unify demands a longer deployment timeline and currently has a more limited provider base, it represents the clearest vision of Microsoft’s ambition to integrate contact centres tightly into Teams and its wider AI capabilities.

Choosing between these models requires nuanced consideration by organisational roles. CIOs and CTOs must assess platform lock-in and long-term roadmap alignment with Microsoft’s evolving tools. Heads of customer service focus on agent experience and operational efficiency, noting that multiple interfaces in Connect can hinder productivity, while Extend and Unify promote a smoother workflow by consolidating tools. Compliance officers and risk managers benefit from the tighter media control inside the Microsoft tenant afforded by Extend and Unify, facilitating audits and improving security postures. Financial leaders weigh the cost implications: Connect leans on traditional SBC and hardware investment, Extend adds Microsoft licensing layers, and Unify transitions costs toward variable consumption billing, potentially increasing with volume. Operational managers look to workforce engagement management (WEM) and advanced analytics offered predominantly by Extend and Unify, with AI-driven insights anticipated to redefine performance management.

The vendor landscape supporting these models is dynamic. Connect integrates longstanding contact center providers like Enghouse and Anywhere365 through familiar SBC and Direct Routing technologies, catering to legacy-heavy, risk-averse entities. Extend’s robust ecosystem includes leaders such as NICE CXone and Genesys, offering deep API integration and richer analytics within Teams. Unify, while nascent, features early movers focusing on replatforming contact centers as native Teams applications leveraging Azure’s AI capabilities.

Migration strategies typically align with organisational context. For companies reliant on legacy PBXs and seeking minimal disruption, Connect offers quick integration and immediate benefits. Firms already embedded in Microsoft 365 generally gravitate towards Extend for a consolidated agent desktop and compliance advantage. Forward-thinking enterprises with AI-driven service ambitions are piloting Unify, embracing the model’s potential for real-time automation and native Microsoft infrastructure benefits.

Ultimately, the decision between Connect, Extend, and Unify is less about selecting a superior technology and more about matching integration approach to business needs, risk tolerance, and digital maturity. The overarching goal remains consistent: to foster better customer conversations, streamline workflows, and evolve contact centers in step with the modern workplace’s demands. IT and CX leaders are encouraged to engage with certified providers, pilot solutions, and define key performance indicators aligned with their unique contexts to ensure a successful Teams contact center integration journey.

Source: Noah Wire Services