Explore fresh, expert perspectives on customer engagement and innovation

Elevating Customer Experiences: MaxContact’s New Funding Boosts AI-Technology Advancements for Enhanced Customer Interactions.

Manchester-based customer engagement technology provider MaxContact announced it has secured funding to accelerate a new phase of innovation and growth.  

MaxContact, which private equity firm FPE Capital has backed since October 2020, has worked to secure additional investment to accelerate further development in AI technology and scale the UK-based team from 65 to over 100 by 2025.

Ben Booth, CEO at MaxContact, reflects on the journey, “Having dedicated years to the contact centre and customer engagement industry, we’re incredibly proud of the business we’re building. This investment supercharges our mission to give businesses a platform that makes work-life easier for them and their contact centre or customer engagement teams.”

MaxContact’s vision includes expanding its in-house team, with a key emphasis on scaling the software engineering function and operations teams to enhance customer success. It also plans to accelerate its product roadmap and the delivery of cutting-edge AI-driven technology to its customers while ensuring it delivers a best-in-class service for its valued customer base.

“Over the past six years, we’ve built a robust contact centre customer engagement (CCaaS) platform that serves thousands of users every minute of every day. It means we’ve not only got a wealth of experience in this space, but we can analyse large volumes of call and message data to develop AI tools that help to drive efficiency and ensure companies communicate compliantly with customers, simply and easily.  

One of the biggest challenges for many companies is increased customer demand. Our solutions will help businesses manage this demand more efficiently and reduce repetitive work landing in the lap of skilled agents.”

MaxContact has worked alongside FPE Capital and NatWest to secure this investment.

Kit Maclaren, Director, Corporate Banking & Structured Finance from Natwest, says “We are delighted to have been able to structure this growth finance facility for MaxContact, supporting MaxContact’s management team and FPE Capital as they continue their strong growth in the CCaaS market. This financing facility was delivered through our unique Venture and Growth Finance fund and reflects NatWest’s dedication to supporting high-growth, innovative scale-up businesses. We aim to continue working alongside SME businesses such as MaxContact, which form the heart of the UK economy, driving innovation and job creation.”  

About MaxContact

MaxContact is a customer engagement technology company with a difference. It was founded in 2015 by a group of contact centre professionals who had become frustrated with providers that over promised and under delivered on features, support and resilience. It’s now one of the fastest growing contact centre software specialists in the UK. MaxContact has been ranked one of the top 50 fastest growing technology companies in the North by the Northern Tech Awards consecutively from 2021-2023 and in 2022 received the IT Vendor of the Year Award from BCS, The Chartered Institute for IT, and Computing Magazine.

‍

We are thrilled to share that MaxContact, a leading provider of Contact Centre as a Service (CCaaS) solutions, has been recognised as one of the top CCaaS vendors for 2023 by CX Today.

CX Today explains, “Today, customer experience is the most important battleground on which companies can compete. More than anything else, the experiences companies give to their customers determine whether they’ll capture leads, retain clients, and inspire brand loyalty.  

The contact centre exists at the heart of any strong CX strategy, ensuring teams can connect with customers across a range of channels, track data, and deliver exceptional service. In today’s evolving landscape, CCaaS, or “Contact Centre as a Service” solutions have grown increasingly popular. Not only do these agile platforms allow organizations to evolve rapidly with new tools and features, but they ensure teams can continue to operate productively in the age of hybrid and remote work.

Today, the CCaaS market is rapidly growing, accelerating towards a projected value of $15.07 billion by 2029.”

MaxContact’s CEO, Ben Booth, expressed his excitement about this recognition, “Being included as one of the top CCaaS vendors for 2023 is a testament to the hard work and dedication of our team. At MaxContact, we are passionate about providing organisations with the tools they need to deliver exceptional customer experiences. This recognition motivates us to continue innovating and driving positive outcomes for our customers.”

An introduction to MaxContact

MaxContact is a customer engagement software platform that drives impact, conversions, and smarter customer experiences. We believe that with the combination of the right people and powerful technology, we can make a difference. That’s why, every day, we’re committed to improving the lives of those that interact through our engagement platform.

Our founders worked together for over ten years at a contact centre solution reseller. They saw organisations become increasingly frustrated with providers that over-promised and under-delivered on features, support, and resilience. Determined to enhance the employee and customer experience, MaxContact was formed. Since then, the business has become one of the fastest-growing contact centre specialists in the UK.

From inbound and outbound to blended and omnichannel, our intuitive software makes customer engagement effortless. Our highly customisable and scalable solution is perfect for businesses with complex requirements and can easily scale as your business grows.

At MaxContact, customer experience is at the heart of everything we do. Find out more about us here.

‍

Speed, accuracy, and customer satisfaction are all non-negotiable for contact centres. But with rising customer expectations and the constant pressure to control costs, achieving true efficiency can feel like balancing on a knife’s edge.

Call centre efficiency isn’t just about doing more with less – it’s about consistently delivering high-quality service while optimising resources. In this blog, we’ll explore what defines efficiency, the metrics that matter most, and how your call centre can overcome common obstacles to thrive in a competitive industry.

How to measure call centre efficiency

Efficiency in a contact centre can look very different depending on the industry you serve. A sales-driven BPO will measure success differently than a customer service team in retail. But across all sectors, efficiency is defined by one universal goal: delivering excellent service with minimal resources.

This means running a contact centre built on optimised operations, supported by a well-trained, motivated team. Achieving this balance requires focusing on four key pillars:

1. Operational performance: Efficient processes, accurate resource allocation, and adaptability to fluctuating demands ensure your contact centre runs smoothly.
2. Customer experience: Quick, effective, and empathetic service builds loyalty and enhances your brand.
3. Agent productivity: Empowering agents with the right tools and training helps them handle calls effectively while avoiding burnout.
4. Cost management: Reducing waste through automation and optimising resource use ensures profitability without compromising quality.

Which Key Performance Indicators (KPIs) measure efficiency?

The KPIs you choose to measure and track will depend on your contact centre’s focus, whether it’s customer service, outbound sales, or debt collection. However, there are common metrics that generally apply to all verticals, as they provide insight into operational performance, customer satisfaction and agent productivity.

According to our Benchmark Report, these are the top four performance metrics that most contact centres prioritise for tracking and reporting.

1.Average Handle Time (AHT)

AHT measures the average time an agent spends on a call, including hold time and after-call work. It indicates how efficiently customer interactions are handled.

The average handle time for contact centres is approximately 3 minutes and 45 seconds per call.

While a high AHT might indicate inefficiency, it’s not always negative. Agents may need more time to resolve complex or sensitive queries, which can boost customer satisfaction in the long term. Balancing AHT is key – focus on resolving issues thoroughly without rushing customers.

2. Quality Assurance (QA) Score

QA Score measures the quality of agent interactions, assessing how well agents meet compliance standards and deliver a positive customer experience.

On average, contact centres assess 34.6% of calls for QA purposes.

QA goes beyond ticking compliance boxes. High QA scores indicate that agents are meeting both regulatory and customer expectations, building trust and loyalty. Regular analysis of QA results can uncover coaching opportunities and refine scripts to drive consistent performance.

3.  Customer Satisfaction (CSAT)

CSAT measures how satisfied customers are with their interaction, which is typically gathered through post-call surveys.

High CSAT scores show that agents are meeting customer needs effectively, but speed doesn’t always equal satisfaction. A personalised and thorough approach is often more impactful than a quick, impersonal resolution.

4. First Contact Resolution (FCR)

FCR measures the percentage of customer issues that are resolved during the first interaction, without the need for follow-ups or escalations.

The mean FCR for contact centres is 41%, and 45% of teams report an FCR between 20 and 49%.

A strong FCR not only improves customer loyalty but also reduces operational costs by minimising repeat calls. If your FCR is low, assess whether your agents have the tools, training, and support to resolve queries on the first attempt.

Still not decided which other cal, centre performance metrics to track? Take a look at our Guide to Call Centre Reporting Metrics.

Benchmarking call centre efficiency: Where to begin

To measure the efficiency of your call centre, it’s important to benchmark performance so that you can identify opportunities for improvement. By comparing your key performance metrics against industry standards, competitors, or past performance, it’s easier to uncover insights that will drive operational success.

1. Collect the right data

• Use advanced call centre software to track specific KPIs (AHT, FCR, CSAT)
• Segment data by channel, team, or call type to identify trends.

2. Compare performance

• Benchmark metrics against industry standards, competitors or past performance.
• Analyse differences between teams, shifts, or channels to uncover strengths and weaknesses.

3. Set realistic goals

• Align targets with business objectives and Service Level Agreements (SLAs)
• Prioritise actions that balance efficiency with quality.

4. Monitor and adapt continuously

Regularly review benchmarks to meet changing customer expectations.

Use performance analytic dashboards to track metrics in real time.

How do you compare?

Gain insight into how your performance measures up and explore our Benchmark Report.

[Download Report]

What stalls contact centre performance?

Even with benchmarking, call centres often have obstacles that hinder their efficiency. Recognising and addressing these challenges is key to operational improvement.

Even with the right metrics in place, contact centres face common challenges that can hinder efficiency. Here are some of the pitfalls to watch out for. Learn how it impacts performance and how to overcome it

1. Outdated & unreliable technology

Does your contact centre rely on legacy systems? Do you struggle with limited integration capabilities and slow performance?

While it can be tempting to push on with legacy systems, it’s important to recognise that outdated technology lacks advanced features like AI-driven analytics and real-time reporting. As new technology evolves, your legacy tech will soon have you falling behind competitors who stay up to date.

The impact

• Your Average Handle Time remains high due to slow systems and limited customer information access.
• You struggle to improve your poor CSAT as customers consistently experience delays.
• Your legacy system’s limited reporting capability doesn’t give you the depth of insights needed for decision-making.

Learn how Compare My Insurance’s unreliable dialler system impacted efficiency.

[Embed case study video]

2. Manual processes & inefficient operations

Do you frequently question why your call agents aren’t as productive as you’d hoped? Perhaps you’ve noticed that your call team always seems busy but aren’t delivering quick and efficient call outcomes?

If your contact centre is operating with outdated workflows, ineffective call routing methods it leads to inconsistent customer service.

Another aspect that damages productivity is when call centre agents have to spend too much time completing manual tasks, such as dialling and post-call updates.

The impact

• Your FCR reduces as your call agents struggle to resolve queries efficiently.
• Lack of utilised resources and poor operations lead to frustrated customers and higher call abandonment rates.
• You continuously waste money and resources on redundant processes.

See how D2MS improved operations with MaxContact’s auto-dialler and reporting tools.

Read Case Study

3. Training and development gaps

Be honest. Does your call centre overemphasise system training? Do you have a big enough focus on soft skills like conflict resolution?

If agent training in your contact centre is generic and sporadic, the likelihood of development gaps becomes a risk.

The impact

• Overall agent performance is inconsistent and incidents of non-compliance increase.
• Your call agents feel unsupported in skill development which leads to retention issues.

Discover how Honey Group upped its training game with the help of speech analytics.

Go to Case Study

4. Poor workforce management

For many contact centres, effectively managing the workforce is a struggle. Do you frequently find that your call centre is under-resourced during peak times? Or are there periods of time where your call centre is over-staffed and call agents are idle?

If the answer is yes, then you have fallen into the trap of inaccurate forecasting and inefficient scheduling.

The impact

• Your CSAT is poor due to stretched resources and agent fatigue.
• Your contact centre experiences high agent turnover rates, which drives up recruitment and training costs.

Modern workforce management tools can help balance workloads and optimise resource use.

MaxContact: Your partner in efficiency

Modern contact centre software is the backbone of operational excellence, and MaxContact’s contact centre solutions are designed to tackle the key challenges of efficiency head-on:

• Intelligent call routing: Skills-based routing connects customers to the most qualified agents, improving FCR and reducing AHT.
• Real-time analytics: Performance dashboards provide call centre leaders with instant insights, helping them address inefficiencies and optimise resources.
• AI speech analytics: Automatically transcribe speech to text, speeding up QA processes and improving agent performance with data-led feedback.
• Predictive analytics: Anticipates customer needs, refines scripts, and helps overcome objections for better outcomes.

Efficient call centres aren’t built overnight. But with the right tools, strategies, and benchmarks, they’re within reach. Discover how MaxContact can help you boost efficiency, enhance customer satisfaction and future-proof your operations.

Book a Demo

‍

Struggling to boost the performance of your outbound B2C sales team? In high-volume call centres, the challenges of maximising consumer call outcomes are constant.

Agents need to hit their targets, navigate objections, and keep conversations on track – all while managing large call volumes and remaining compliant.

But, with the high cost of data lists, every call counts. Call centre leaders and their teams must operate at peak performance to drive success in a highly competitive industry.

So, what’s the biggest obstacle to success?

For many leaders, it’s the limited visibility into what makes (or breaks!) a successful call outcome.

Every team has its top performers—the ones with impressive close rates. The real challenge is unlocking their secrets and scaling their approach across the entire team.

Imagine if you could analyse exactly how your top agents overcome objections or turn negative sentiment into positive outcomes. Wouldn’t that make your job easier?At MaxContact, we’re here to help. Our speech analytics platform, Spokn AI, is designed to help B2C outbound sales teams perform at their best – at scale.

What role does speech analytics play in B2C outbound sales?

If you’re searching for a tool that can reveal exactly what’s working – and what’s not – during your teams’ outbound sales calls, speech analytics is the answer.

Speech analytics transcribes spoken conversations between agents and customers, into searchable text files. However, our speech analytics platform, Spokn AI, takes things further.

Our Success Intelligence feature uncovers key insights such as:

• Common objections
• Objection handling effectiveness
• Sentiment shifts
• Outcome trends across multiple calls

Success Intelligence goes beyond basic transcription. It provides leaders with actionable insights that highlight what’s working, and what isn’t, on your sales calls. By analysing calls at scale, leaders can focus on strategy and team development instead of time-consuming manual reviews.

How does speech analytics benefit outbound sales?

Let’s face it. Sales team leaders don’t have time to manually review calls. They need actionable insights, not hours of analysis.

Spokn AI provides better visibility into call outcomes, helping leaders pivot strategies when reoccurring issues arise. With better visibility and clarity, leaders can quickly address training gaps and maximise conversion rates.

For B2C outbound sales teams, this means fewer missed opportunities, better-equipped agents, and a measurable boost in ROI.

Uncover the secrets of top performing sales agents

Every sales team has its stars – the ones who consistently exceed their targets. The secret to team-wide success? Identifying what these top performers do differently and scaling their approach across the team.

Here’s how our speech analytics platform makes this possible:

• Track agent performance
  Spokn AI measures metrics like objection-handling, customer sentiment, and call outcomes. This allows leaders to pinpoint who excels and why.
• Build a blueprint for success
  By analysing the behaviors of top agents, you can refine scripts, create targeted training materials, and onboard new hires more effectively.
• Provide tools to support success

Insights from multi-call analysis mean you can benchmark performance across campaigns, ensuring every team member is set up to succeed.

Mastering sales objections with speech analytics

We’ve all been there. A promising sales call suddenly stalls because of a customer objection. Without the right tools, overcoming these moments can feel impossible for call agents.

With the right tools, agents can turn these challenges into opportunities. Spokn AI helps teams:

1. Categorise objections into need, time, trust, and cost.

Knowing which categories arise most often allows leaders to:

• Train agents on objection-handling techniques that work best.
• Address systemic issues, such as pricing concerns or unclear value propositions.

2. Refine strategies based on data insights

Adjust scripts, improve product positioning, or reshape training programs based on objection data.

3. Empower call managers with tools to support agent growth

Give call managers better visibility into how their call agents handle objections during calls. This helps call centre leaders provide specific and personalised feedback to their call teams, encouraging continuous improvement and growth.

Building better teams with data-driven training

Great B2C sales teams don’t happen by accident – they’re built. Speech analytics takes training up a gear by delivering insights that enable smarter coaching and development.

Here’s how it helps you build a successful call centre sales team:

1. Deliver personalised coaching
   Identify individual agent strengths and weaknesses, such as handling sensitive calls, articulating product knowledge, or countering objections effectively.
2. Training programs that work
   Use real-world examples from successful calls to shape training sessions. Focus on proven objection-handling techniques and ensure every agent has the tools to succeed.

Driving sales growth through insights

Driving consistent sales growth comes down to smarter insights and faster adaptation. Spokn AI enables this in many ways:

• Spot trends and adapt by identifying which products or services resonate most with customers.
• Gain competitor intelligence by analysing mentions of competitor offers or pricing, enabling leaders to respond with compelling counteroffers.
• Adapt to market changes by detecting shifts in customer demand through call data and adjusting messaging or strategies proactively.

Conclusion

Speech analytics is more than just a tool – it’s a transformative solution for B2C outbound sales teams.

• Gain post-call insights into agent performance and customer feedback.
• Scale best practices across your team to improve outcomes.
• Empower agents with actionable data to close more deals.
• Streamline training and coaching for long-term success.
• Adapt quickly to market and customer changes.

Ready to transform your contact centre’s performance? Book a demo today to see how Spokn AI and Success Intelligence can strengthen your outbound sales strategy.

‍

In this line of work, it’s all about making contact. The more you interact with customers, the better your results will be. But how do you improve your ‘hit rate’ – the chances of your calls being answered (or emails replied to), and the likelihood of a positive interaction? For that, you need a strategy.

And the more insight you have to inform that strategy, the more likely it is to succeed.

What is a customer contact strategy?

In short, a customer contact strategy is your plan for the best way to get in touch with customers or prospective customers. The better the plan, the more targets your agents will reach and the more positive those interactions will be.

How to build a good contact centre strategy

Any good contact centre strategy starts with an objective. What do you want the outcome to be, and how will you measure success? From that you can work out the pertinent characteristics of the group or groups you want to contact. Maybe your product or service will appeal to a certain age group, income level or geographic locality, for instance. In a debt collection scenario, you may want to prioritise customers who are in danger of falling into arrears, based on a previous history of late or missed payments.

The key is to start with insight, drawn from all available data. Then, as you collect data during a campaign, you can use it to refine your strategy further. As insight accumulates, your hit rate should increase, too.

Why customer insight matters

This kind of data-driven insight matters because, without it, you’re effectively firing blind. Anybody on a contact list could conceivably want your product or service, but realistically only a percentage of them actually will.

So how do you get to the group you’re most interested in? Through insight. With debt collection, maybe their last two payments were late. With sales and marketing, maybe they have hit an age and income level which increases the relevance of a particular purchase. Maybe a life change – retirement, relocation, a house purchase – have made them more likely customers.

If you’re interested in learning more about contact strategies in a debt collection scenario, check out our video below:

Enhancing the customer experience

Insight can pin down important details that fine tune the customer experience, like when the best time to call might be, or whether a customer prefers to be contacted by another channel like text or email.

Data can give you these details, and also equip your agents with other useful information to enhance the customer experience. Agents could start a conversation by asking about a previous purchase, for example. They can analyse previous points of contact to gain a better idea of a customer’s preferences or challenges.

Some of this was more straightforward before the pandemic, when most of us were at work during the daytime and the best time to call a landline was after 6pm in the evening.

That is no longer the case. More people are working from home, or working flexible hours, or combining office and remote working days. There are fewer hard and fast rules, making data gathering even more valuable.

The power of technology in your contact strategy

As you’ve probably guessed, creating insight requires technology. Powerful analytics can sift large volumes of data for trends, patterns and nuggets of salient information. It can automate these processes so they happen instantly, without taking agents away from their primary task.

Turning action into data with MaxContact

Custom data fetching

Custom data fetching (CDF) lets you refine contact lists based on customisable rules. In short, the system will only present you with customers or leads that meet a set of criteria you determine in advance.

For example:

• Contact centres running a life insurance campaign may want to focus on prospects above a certain age.
• If sales teams are working in a certain area, they may want contact centre teams to prime leads in that locality and set up meetings.
• Debt collecting companies may only want to target customers whose outstanding balance is above a certain threshold.
• A utility business may want to focus a campaign on customers whose contracts are coming up for renewal.

In each case, CDF lets you select the customer or prospect groups you specifically want to target. It does so automatically and in moments.

CRM integration

Data from your CRM platform can become part of your contact strategy. For example, calls and call backs can be set at the most convenient time for a customer, based on historic activity.

Digital channels for contact preferences

Contact strategies should consider not just who and when, but also how. With an omnichannel solution, you can use data to determine the best way to contact a particular customer, based on historic preferences. They may answer emails more regularly than they answer calls, for example.

Making data-driven decisions with MaxContact’s reporting and monitoring capabilities

What day of the week and what time of the day do you see greatest conversion success? Combine that with CDF demographic slices and you can create new contact models in minutes rather than days. You can use dashboards and reports to measure customer demand and contact success rates and react dynamically in the moment, seizing every opportunity.

Much of this can be automated, so your contact strategy reacts to changes in near real time. For example, if you have an unexpected hike in call volume, your IVR can be updated to automatically offer a redirect to an alternative channel or a call back, meaning customers are not spending frustrating amounts of time waiting in call queues.

Talking of IVR, you can use data to refine these journeys, too. Which routes do customers prefer? Which ones lead to the most positive outcomes? Where do bottlenecks occur? Gather and use this information to refine customer experience piece by piece, creating journeys that work for specific customer segments or specific campaigns.

A data-driven contact strategy is essential

We all know that firing off calls at random is a fast track to failure. Your contact centre needs a contact strategy that is continually refined over time, and that can react to changes in circumstance as they happen. Only technology can give you that advantage, by providing tools to gather and analyse data and act decisively and swiftly on the insight it provides. MaxContact offers the features you need to create winning contact strategies every time.

Ready to partner with MaxContact for a data-driven approach to customer communication? Request a demo of our contact centre software platform.

‍

Training call centre agents feels like an uphill battle.

With staff turnover at 30.2% annually, onboarding never stops. And when agents leave, the pressure piles on—remaining staff take on extra work, while new hires are rushed through training.

And yet, many call centres still rely on outdated training methods that don’t prepare agents for real-life conversations:

• Classroom sessions cover hypothetical scenarios, not everyday challenges.
• Shadowing and coaching are inconsistent and depend on the trainer’s style.
• Manual call reviews cover only a fraction of conversations, leaving big blind spots.

These methods take too long, aren’t scalable, and fail to build agent confidence.

The result? Underprepared agents, longer call times, and frustrated customers.

If you’ve ever scrolled through call centre forums, you’ll find plenty of agents venting about poor training at (some, not all) call centres:

“My last job offered zero training. I was told to report to the call centre, but the trainer never showed up. I kinda bounced around a couple of days until I started taking calls by myself.”

“When I started taking calls, I had to put people on hold because I didn’t know what I was doing. If I was given examples of real customer calls instead of just the easy stuff in training, I wouldn’t have had to put customers on hold to ask questions.”

But what if training could be smarter? What if AI could personalise coaching, identify struggling agents faster, and automate quality assurance?

That’s where conversation intelligence comes in.

What is conversation intelligence – and why does it matter?

Conversation intelligence is AI-powered speech analytics that captures, transcribes, and analyses 100% of customer interactions in a call centre.

Instead of relying on manual quality assurance (QA) reviews of random calls, conversation intelligence provides complete visibility into agent performance.

Through AI-driven insights, this technology does more than just record calls. It highlights patterns, detects training gaps, and automates coaching recommendations.

And yet, 61% of call centres don’t use it. (Benchmark Report)

How conversational intelligence transforms call centre training

Trainers waste hours on call reviews – AI speeds things up.

For call centre trainers, conversation intelligence changes things. Instead of spending hours reviewing calls manually, they can focus on what really matters; coaching agents to perform better.

• Reduces their manual QA workload: Auto QA means no more spending hours reviewing call samples at random.
• Helps them see exactly where agents struggle: AI highlights common mistakes and weak points.
• Improves the effectiveness of training: Data-driven coaching helps agents improve faster.
• Speeds up the onboarding process: They can give new hires personalised training insights and real examples from day one.

With conversation intelligence, trainers can focus on coaching, not admin.

MaxContact’s Spokn AI: A smarter approach to conversation intelligence

MaxContact’s Spokn AI and Success Intelligence helps call centre trainers spend less time reviewing calls manually, and more time delivering impactful coaching that helps agents succeed.

1) Find training opportunities easily

You don’t have time to manually review every agent’s performance. But when you’re reliant on random call samples, many coaching opportunities get missed.

But what if you flip the process? Instead of listening for issues, conversational AI lets you search for them through keywords or flags calls with negative sentiment.

Here’s what the outcome would look like:

• AI identifies common mistakes; missing compliance scripts, failing to handle objections, or struggling with customer queries.
• Instead of waiting for a random performance review, conversational AI helps to find calls that need attention quicker.
• Make training data-driven, giving agents the right coaching at the right time.

STAT: 37% of call centres don’t provide agents with weekly feedback, slowing down development.

2) Manual QA slow and limited? Get better insights with Conversational AI

Traditional quality assurance is slow. Managers only review a handful of calls, so feedback is delayed and inconsistent.

• Speech-to-text technology transcribes 100% of calls, making them easy to search and analyse.
• Keyword tracking and sentiment analysis let managers proactively search for compliance issues and poor-quality interactions.
• QA teams can assess more calls in less time, leading to better insights into agent performance.

STAT: Only 20% of call centres manually evaluate more than 21%-30% of weekly calls.

3) Stop the guesswork: Give agents bias-free feedback

Performance reviews in call centres often rely on a manager’s personal observations, which can be inconsistent, biased, or based on too small a sample of calls.

While one agent might get detailed coaching from their manager, another gets generic feedback that doesn’t go far enough to address their actual weaknesses.

Feedback that misses the mark

Scenarios

Michelle and Tom work in the same call centre.

Scenario 1: Michelle’s manager listens to three of her calls and notices she sounds hesitant when handling objections.

The feedback?

“Be more confident.” But she doesn’t get specific guidance on how to improve.

Scenario 2: Tom’s manager is too busy to review his calls, so he gets vague, general feedback.

The feedback?

“Work on your customer interactions.” Even though his real issue is rushing through compliance scripts.

The likelihood of Michelle and Tom improving their call outcomes with this feedback is slim, as they have no clear understanding of what they need to change.

With conversation intelligence, this kind of vague and subjective feedback disappears.

AI-powered coaching tools, like our Success Intelligence feature, analyses performance objectively, giving managers real insights based on every agent’s actual calls.

Conversational AI continuously monitors:

• Talk/listen ratios – Is the agent dominating the conversation, or do they allow room for customers to engage?
• Objection handling success – Does the agent navigate customer pushback, or do they lose the sale?
• Customer sentiment analysis – How do customers actually feel after the interaction? Do they leave feeling satisfied?

This level of data insight shapes coaching that is specific, fair, and effective. Agents always know where they stand, what they’re doing well, and what they need to improve, without the frustration of inconsistent feedback.

4) Improve agent onboarding with AI-driven insights

It’s not just ongoing training that conversational intelligence can positively impact.

For new agents, onboarding can feel like being thrown in at the deep end. With most training reliant on theory-based learning, agents are left unprepared for real-life calls.

Conversation intelligence makes onboarding practical and personalised.

• New hires can listen to real, top-performing calls, rather than outdated training scenarios.
• AI helps managers to identify high-performing agents so new hires can shadow and learn call techniques from the best.
• Conversational intelligence speeds up the onboarding process without cutting corners, so agents feel more confident handling live calls sooner.

Poor training drives turnover, increases call times, and frustrates customers.

With Spokn AI and Success Intelligence, call centres can train smarter, coach better, and build more confident teams.

Want to see how conversation intelligence can transform your call centre training?

Start coaching smarter. Book a demo today

‍