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AmplifAI improved speed to proficiency of Arise & increased solves per day by 34%
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Travel & Hospitality AmplifAI Max AI Coaching Software
AmplifAI Max AI Coaching Practice Partner for Your Agents
Max AI Coach builds a practice session from an agent's last 100 evaluated interactions, showing how a high performer handles them, role-playing the conversation live, scoring the practice run with evidence from their own words. Your team leaders coach sessions changing careers, while Max drills tactical reps between customer interactions.
AmplifAI Is Trusted by Top Enterprises, BPOs, and CX Teams
Max AI Coach Use Cases
Session BriefingHigh-Performer ComparisonVoice Role-PlayEvidence-Scored DebriefAgent and Leader Dashboards
Agent Practice Sessions Start With Why
Max AI Coach opens each practice session with an agent's last 100 evaluated interactions and Auto QA scores against team and top-performer benchmarks, landing on one finding that explains their performance gap, like a denial reason quoted before any empathy statement in 63 of 100 calls.
Cohort strips show which calls, date range, and QA form built the session.
End-of-call sentiment and repeat-call rate from customer analytics sit next to Auto QA scores.
Strengths appear alongside gaps, with sessions reading fair and earning agent trust.
Agent's Hear Their Call Next to a High Performer's
Max plays short clips from the agent's customer conversations side by side with the matched moment from a high performer's call, the agent hears the difference in real dialogue, not a description on a form.
Clips carry their source call, QA dimension score, and end sentiment.
High-performer exemplars come from a browsable library of your organization's best conversations.
Two or three moments per session keep the focus on the behaviors that move the metric.
Agents Get to Rehearse Hard Conversations Before They Count
Max plays the customer in a live voice role-play built on the exact scenario the evidence surfaced, staying in character through the whole conversation, the agent gets a rep between customer interactions without a live customer on the line.
Voice-based role-play runs from the agent's dashboard in the minutes between interactions.
Max holds the customer persona through off-script turns, confusion, and meta questions.
Resolving the customer's issue earns a natural close, matching how real conversations end.
Practice Run Scores Quote the Agent's Own Words
Max scores the practice run against anchored rubrics and backs the marks with verbatim quotes from the agent's turns, a strong run earns credit it can prove and a rushed run gets called out honestly.
Effort gating separates a full attempt from a breeze-through, with capped scores and a redo invitation.
Evidence quotes under each rubric dimension show the exact line that earned the score.
Debrief results feed the next person-to-person coaching session with the agent's progress already mapped.
Max Lives on Dashboards Agents and Leaders Already Use
Max AI Coach greets agents on their dashboard with a plain-language read of how today is going and one behavior to work on, answers questions about their metrics in an interactive chat, and shows team leaders which agents are practicing and improving.
Daily briefings translate the morning's metrics into one focused suggestion per agent.
Interactive chat answers an agent's questions from their own performance data.
Team-leader views show practice activity, completions, and runs worth a human follow-up.
Max AI Coaching and Full AmplifAI Platform Capabilities
Max AI Coach brings agent practice sessions, live voice role-play, and evidence-scored debriefs to an end-to-end contact center AI system, with AI-enabled coaching, automated QA, customer intelligence, performance management, and gamification running on one unified data layer.
Unified Performance & Coaching
The performance-enablement core: unified performance management and AI-enabled coaching on one data layer, driving Next Best Actions from metric to behavior to coaching to recognition.
| Capability | What it does |
|---|---|
| Unified Performance Data | Brings together structured and unstructured data from QA, WFM, CRM, CCaaS, surveys, and more into one system. |
| Next Best Action | AI recommends the right coaching, recognition, or follow-up for the right person at the right time based on performance gaps and business priorities. |
| AI-Enabled Coaching Triggers | Triggers coaching actions directly from performance data, connecting KPI movement and missed goals to the coaching queue. |
| Glidepath and Tenure-Based Goals | Adapts goals based on tenure, ramp stage, or program benchmarks so new hires and veterans are measured and managed with appropriate expectations. |
| AI-Enabled Recognition | Detects milestones and progress automatically, prompting leaders to deliver recognition with relevant performance context. |
| Peer Comparisons and Percentile Ranking | Shows how each agent, team, or vendor stacks up within their program or across the org to identify top performers, outliers, and coaching opportunities. |
| High Performer Personas | Learns from top performers and builds profiles of what "great" looks like to close gaps and replicate successful behaviors across the team. |
| Flexible Scorecards | Adjusts scorecard weights based on evolving business goals, using strategy priorities to guide actions and keep everyone aligned. |
| Task Management and Custom Tasks | Assigns, tracks, and completes performance-related tasks, both system-generated and manually created, keeping managers organized and accountable. |
| Intraday Performance | Tracks live performance throughout the day to spot trends in real time and intervene early with targeted support before issues escalate. |
| Historical Trends and Insights | Shows how performance changes over time by metric, person, team, or partner, using past trends to predict future needs and refine strategies. |
| Performance Snapshot | Build and schedule executive-ready performance report emails with configurable widgets — coaching trends, balanced scorecard, metric trends, and top and bottom performers — delivered to stakeholders on a daily, weekly, or monthly cadence. |
| Task Reassignment | Reassign or cancel another user's open tasks when coverage changes, so work never stalls when someone is out. |
| Operations Manager Tasks | Extend follow-up, recognition, and coaching tasks up to operations managers, keeping accountability consistent across every layer of leadership. |
| Custom Tiles | Add tiles that link out to internal reporting or other tools, bringing the systems your teams use into one view. |
| Hot Topics | Push an ad-hoc topic across the org for leaders to coach or recognize on, so timely priorities reach the floor fast. |
| Capability | What it does |
|---|---|
| Max, the AmplifAI AI Coach | Max runs evidence-grounded practice sessions with each agent between customer interactions: a briefing built from their last 100 evaluated calls, side-by-side moments against a matched high performer, live role-play, and a scored debrief that sets up the next person-to-person coaching session. |
| AI-Driven, Next Best Coaching Actions | Pinpoints the most valuable coaching opportunity for each agent using AI-powered performance insights. |
| Auto Follow up and Recognition Workflows | Triggers coaching reminders and delivers recognition automatically based on KPI movement and coaching activity. |
| Coaching Effectiveness Scores | Tracks how each coach impacts agent performance over time to measure and improve coaching outcomes. |
| AI Notes and Summaries | Generates AI-driven coaching plans and auto-summarized session notes from coaching conversations and evaluations, reducing documentation and prep time. |
| Custom Coaching Forms | Standardized forms aligned to key metrics, behaviors, and goals across teams. |
| Coach the Coach Actions | Surfaces opportunities to support team leaders with personalized guidance on improving their coaching quality. |
| Coaching Histories and Commitment Visibility | Displays a complete timeline of coaching actions, commitments, and follow-ups for each agent with active commitment tracking. |
| Behavior-Based Coaching | Targets behaviors tied to performance outcomes, not metrics alone, to drive skill development. |
| Smart Coaching Goals | Sets coaching commitments based on past performance trends and peer benchmarks for each KPI. |
| Multi-Metric Coaching | Builds sessions around multiple KPIs to reflect the full scope of agent performance and drive balanced improvement. |
| Data Agnostic Coaching Workflow | Runs coaching workflows regardless of where structured and unstructured data lives, with no vendor lock-in. |
| Behavior and Coaching Best Practices from CX Experts | Incorporates proven frontline practices and guidance from top contact center leaders directly into coaching workflows. |
| Coaching Recording | Record coaching conversations at every level, then feed them to AI notes and conversation intelligence to build a library of what great coaching sounds like. |
| M1 Multi-Metric Coaching Form | Coach team leaders themselves on several performance drivers in one structured session, using the same multi-metric form your frontline coaching runs on. |
| Coaching Task Creation | Create a coaching task once and deploy it across the org so every leader coaches the same priority at the same time. |
| Custom Coach Tasks | Auto-generate coaching tasks from the conditions you set — thresholds, metrics, and outliers — so the right coaching is queued before anyone asks. |
| My Drafts | Save a coaching session in progress, pivot to something urgent, and come back to finish it later without losing your work. |
| Coaching Library | Browse a library of top-performing coaching sessions so leaders can learn from proven examples across the organization. |
| Micro Learnings | Serve bite-sized learning content in the flow of work, tied to the metrics and behaviors each person is being coached on. |
| Capability | What it does |
|---|---|
| BPO Performance Management | Tracks and compares performance across internal teams and BPO partners in one system, maintaining brand standards regardless of who handles the work. |
| Multi-Vendor Performance Oversight | Monitors each outsourcer and internal site against the same metrics in one view, so underperformance surfaces by vendor, program, and team before it reaches the customer. |
| Cross-Vendor Quality Calibration | Calibrates quality scoring across vendors and sites so each partner grades interactions against the same rubric, keeping QA results comparable wherever the work happens. |
| Vendor Scorecard Management | Builds vendor scorecards from live performance data, replacing spreadsheet roll-ups with standings each partner can see and act on. |
| BPO ROI and Cost-Per-Contact Analysis | Connects vendor performance to cost, measuring ROI and cost per contact by partner so outsourcing decisions rest on outcome data, not invoices. |
| Capability | What it does |
|---|---|
| M1 Dashboard | A role-based dashboard for team leaders, surfacing the team performance and coaching signals they act on every day. |
| M2 Dashboard | A role-based dashboard for managers, rolling up team and program performance for the decisions they own. |
| Agent Dashboard Planned | A role-based dashboard for frontline agents, giving each person a clear view of their own metrics, goals, and recognition. |
| Capability | What it does |
|---|---|
| Performance Dashboard | An operational performance dashboard that brings the metrics that matter into a single, real-time view. |
| Effectiveness Dashboard | See how coaching is moving performance, with a dashboard that connects coaching activity to measurable results. |
| Agent Summary | A summary view of each agent's performance, trends, and coaching history in one place. |
| Coaching Summary | A summary of coaching activity and its impact across a team or program. |
| M1 Summary | A summary report at the team-leader level, rolling up performance and coaching across each leader's span. |
Auto QA, Quality Management & Conversation Intelligence
Auto QA, quality management, and conversational intelligence in one feedback loop — score every interaction, calibrate, and surface the themes and behaviors behind them.
| Capability | What it does |
|---|---|
| Auto QA for Scaled Efficiency | Analyzes 100% of customer interactions, auto-scoring routine contacts and flagging complex ones for human review. |
| Auto-Fail Triggers for Coaching | Flags critical QA misses automatically and triggers coaching actions, connecting auto-fails to next best actions for timely agent support. |
| Auto QA Coaching Workflow | Converts QA results into real-time coaching opportunities automatically and at scale. |
| Interaction Transcription | Transcribes recorded voice calls and digital conversations into accurate, searchable text — the transcript layer that Auto QA scoring, conversation intelligence, and transcript search all read from. |
| Capability | What it does |
|---|---|
| Customizable QA Reporting | Filters quality insights by person, evaluator, score, question, and more to surface the data that matters most. |
| Quality-Driven Coaching | Creates a feedback loop where quality data like auto-fails and low scores trigger targeted coaching for frontline teams. |
| Multiple, Custom Evaluation Forms | Deploys multiple QA evaluation forms matched to different teams, roles, and channels, including support, sales, and BPOs. |
| Calibration Workflows | Achieves consistency and accuracy in grading, eliminating subjective evaluations and ensuring fair agent feedback and correct Auto QA scores. |
| Flexible Quality Form Management | Supports multiple custom quality forms with tailored scoring frameworks across teams, roles, channels, and lines of business. |
| QA-Driven Recognition | Extends the feedback loop to high scores and standout interactions with targeted recognition for praiseworthy achievements. |
| Compliance Monitoring | Detects compliance misses and risky behaviors across calls, chats, and transcripts without requiring manual review of each interaction. |
| 360-Degree Performance Insights | Connects quality scores, CRM data, call transcripts, and more for a complete view of what drives contact center success. |
| Automated QM Workflow | Connects quality insights to performance actions automatically, triggering coaching, recognition, or follow-up based on quality scores and CX trends. |
| Evaluation Form 2.0 | Assess coaching quality, time audits, and more on a flexible, configurable evaluation form. |
| Capability | What it does |
|---|---|
| Interaction Transcription | Transcribes recorded voice calls and digital conversations into accurate, searchable text — the transcript layer that Auto QA scoring, conversation intelligence, and transcript search all read from. |
| Conversational Intelligence | Analyzes conversations across voice, chat, and messaging to surface themes, behaviors, and signals for QA and coaching. |
Customer Analytics & Insights
Connect interaction data, surveys, and journey signals to explain what drives satisfaction and experience outcomes — intent, sentiment, predictive NPS, and root cause at scale.
| Capability | What it does |
|---|---|
| Customer Intent and Call Reason Analysis | Analyzes contact patterns and root causes by product, policy, or process to identify and resolve issues at scale. |
| Predictive NPS | Forecasts NPS scores based on behavior, sentiment, and call outcomes before surveys are completed. |
| Survey Commentary Analysis | Converts open-text survey feedback into structured insights, detecting themes and root causes behind detractor comments. |
| Ask Your Transcripts: Unscripted Q&A for Ad-Hoc Queries | Natural language interface for querying call transcripts, QA data, and CX metrics to get answers on demand. |
| Sentiment and Root Cause Analysis | Tracks shifts in customer and agent sentiment, connecting them to the underlying causes of poor experiences. |
| Customer Journey Insights | Connects survey data, call reasons, and repeat contact patterns to identify where friction occurs and which journeys lead to escalations or satisfaction. |
| AI-Powered Next Best Actions | Analyzes performance, QA, and CX data to recommend the next coaching, recognition, or follow-up action for leaders and frontline teams. |
| Survey-to-Performance Correlation | Ties NPS, CSAT, and survey comments directly to agent behaviors, call reasons, and QA scores. |
| CX Trend Detection and Alerts | Continuously scans CX and operational data for emerging trends, triggering alerts for sentiment drops, rising call reasons, or compliance changes. |
| Customer Insights and Analytics | Connects survey feedback, call reasons, sentiment, and resolution data to identify what drives satisfaction or friction. |
Gamification, Recognition & Incentives
Tie game mechanics, recognition, and incentives to the metrics contact centers measure — motivating performance with data-driven contests, AI recognition, and incentive tracking.
| Capability | What it does |
|---|---|
| Data Powered Games | Launches intelligent contests powered by performance data, tailored by KPI, tenure, skill level, or timeframe. |
| Real-Time Leaderboards | Tracks progress live with visual rankings that drive competition and team focus. |
| Avatar and Badges | Rewards effort and engagement with customizable avatars, badges, and non-monetary awards showcasing individual achievements. |
| Peer-Performance Comparison | Compares KPIs against peers, programs, and top performers to identify improvement opportunities. |
| In-Game Social Activity | Enables comments, reactions, and social callouts within active contests and games to celebrate wins and build camaraderie. |
| Performance-Based Participation | Groups participants by performance tiers for fairer competition, giving each cohort a chance to win and advance. |
| Game Hub | A central hub where agents find every active game and contest they can join, all in one place. |
| Celebration Board | A shared board that spotlights wins and recognition across the team to build momentum and camaraderie. |
| Capability | What it does |
|---|---|
| Gen AI Recognition | Generates personalized, context-aware recognition messages in real time, based on performance improvements, behavioral milestones, and system activity. |
| Automated Recognition and Coaching Workflow | Triggers recognition automatically when agents meet post-coaching commitments, aligned to tracked KPIs and behaviors. |
| Recognition Task Creation | Create recognition once and deploy it across the org, giving every leader a fast way to celebrate the same win at scale. |
| High Five | Send instant kudos directly to any employee to reinforce great work the moment it happens. |
| Capability | What it does |
|---|---|
| Incentive Tracker and Calculator | Displays real-time progress toward bonuses and forecasts earnings based on performance improvements across tracked goals. |
| Rewards and Incentive Management Integrations | Connects existing rewards systems and aligns incentives with quality, performance, and coaching activities. |
AI Agent Performance & Governance
Manage, measure, and govern AI agents and chatbots alongside human teams — one accountability layer grading each workforce on the behaviors its customers reward.
| Capability | What it does |
|---|---|
| BPO Performance Management | Tracks and compares performance across internal teams and BPO partners in one system, maintaining brand standards regardless of who handles the work. |
| Multi-Vendor Performance Oversight | Monitors each outsourcer and internal site against the same metrics in one view, so underperformance surfaces by vendor, program, and team before it reaches the customer. |
| Cross-Vendor Quality Calibration | Calibrates quality scoring across vendors and sites so each partner grades interactions against the same rubric, keeping QA results comparable wherever the work happens. |
| Vendor Scorecard Management | Builds vendor scorecards from live performance data, replacing spreadsheet roll-ups with standings each partner can see and act on. |
| BPO ROI and Cost-Per-Contact Analysis | Connects vendor performance to cost, measuring ROI and cost per contact by partner so outsourcing decisions rest on outcome data, not invoices. |
| Capability | What it does |
|---|---|
| Single Pane for Managing People, Chatbots, and AI Agents | Manages performance and behavior across live agents, chatbots, and AI agents in one unified view with consistent action capabilities across all channels. |
| Interaction-Aware Scorecard Variants | Routes scorecard variants by workforce, channel, and interaction type, crediting rapport and judgment on live conversations while grading AI agents and chat on the directness and resolution customers expect from automation. |
| AI Channel Management | Measures and improves automated support channels like chatbots alongside live teams, applying one quality framework with scorecard variants tuned to AI and human agents. |
| AI Agent Quality Monitoring | Applies Auto QA and quality management to AI-agent and chatbot conversations, grading your digital workforce on the directness and resolution customers expect from automation. |
| AI Agent Governance & Guardrails | Sets the policies, guardrails, and accountability controls that keep AI agents within brand, compliance, and quality boundaries. |
Unified Data Integration
The unified data foundation: agnostic integration of every structured and unstructured source across CCaaS, CRM, WFM, and homegrown systems into one AI-ready layer.
| Capability | What it does |
|---|---|
| Agnostic Data Integration | Connects to 150+ cloud APIs, on-premise systems, homegrown apps, and spreadsheets to unify all contact center data sources. |
| Organization and Roster Sync | Maps and updates the full organizational hierarchy so each role receives actions and insights for their position and the teams they lead. |
| Metric and Behaviors Sync | Links metrics to associated behaviors, creating a unified framework for standardized reporting and AI-driven action recommendations. |
| Flexible Scorecard Management | Provides weighted, live scorecards for agent and leader performance that adapt to evolving business priorities. |
| AI-Ready Implementation | Dedicated customer success team maps organizational needs into a unified, action-ready AI platform during onboarding. |
| Post-Implementation Dedicated Customer Success | Veteran CX leaders maintain active account relationships to keep data, strategy, and platform configuration current. |
| On-Premise System Support | Integrates with behind-the-firewall deployments for performance management, quality workflows, and AI coaching without compromising data control or compliance. |
| Unified Intelligence Layer | Combines structured and unstructured data from QA, CRM, CCaaS, surveys, and chat into a single source of truth for performance, quality, and CX. |
| MS Teams Integration | Get notified in Microsoft Teams when important AmplifAI activity happens, so key updates reach people where they already work. |
Contact Center AI
Contact center AI: the patented engine that turns performance, interaction, and customer data into predictions, next best actions, and automation for frontline teams.
| Capability | What it does |
|---|---|
| Next Best Action AI | Patented AI identifies the most effective coaching, recognition, or follow-up action for each role based on performance gaps and business priorities. |
| High Performer Persona Modeling | Builds profiles from top performer behaviors and outcomes, identifying gaps across the team to replicate what works. |
| Quality Co-Pilot and Auto QA | Combines automated QA scoring, quality-driven coaching triggers, and QA-based recognition into a continuous feedback loop. |
| AI Training, Predictive Goals & more | Upskills new hires with simulated customer conversations, sets realistic targets with predictive goal modeling, and extends AI across additional workflows. |
Max AI Coaching FAQ
Frequently asked questions.
Answers for coaching and CX leaders evaluating AmplifAI's Max AI Coaching.
Is Max AI Coach Secure and Compliant With AmplifAI Standards?
Yes, Max runs on the same AmplifAI platform controls: SOC 2 Type II compliance, encryption in transit and at rest, and role-based access across coaching, performance, and quality data. For full details, visit the AmplifAI Trust and Compliance page.
Can Team Leaders See Max Practice Results in AmplifAI?
Yes, team leaders see practice activity, debrief scorecards, and progress trends on their AmplifAI dashboard, next to the coaching histories and Coaching Effectiveness Scores (CEfx) they already use. Max flags the practice runs worth a human follow-up, leaders spend their sessions where practice showed the agent needs a coach.
How Does Max AI Coach Score Practice Sessions in AmplifAI?
Max AI Coach scores each rubric dimension against anchored examples of what strong and weak look like on the session's call type, requires a verbatim quote from the agent's practice turns for any high score, and gates scores on effort, with a one-word run-through scoring near zero and a full attempt earning fair, evidenced marks.
Is Max Ai Coach Available in AmplifAI Today?
Yes, Max is rolling out across AmplifAI customers now, with agent and team-leader dashboard widgets arriving first and guided practice sessions following as the rollout expands. Talk to your AmplifAI customer success team to get started with Max.
What Data Does Max AI Coach Use From AmplifAI?
Max AI Coach builds sessions from the agent's evaluated interactions in AmplifAI, including Auto QA form scores, conversation analytics, end-of-call sentiment, CSAT, and repeat-call signals. Claims in a briefing trace to scored calls, and exemplars come from recorded high-performer conversations in your organization
Does Max AI Coach Replace Human Coaches For AmplifAI Customers?
Person-to-person coaching stays the center of the AmplifAI coaching model, while Max handles the tactical practice reps coaches don't have time to run, including debriefs for your coaches with a mapped starting point, keeping coaching time on coaching, not planning.
Why AmplifAI for Max AI Coach
Coaching and training outcomes that accelerate proficiency
AmplifAI customer programs improved solves per day 34%, reduced training time, expanded supervisor span of control 25–30%, and increased business volume 70% through personalized coaching and performance guidance.
AmplifAI Recognition
AmplifAI named Automation Solution of the Year, a Leading provider in Automated QA/QM, and a Core Performing provider in Customer Analytics
CCW Excellence Awards 2026 winner, automation solution of the year
The CCW Excellence Awards recognized AmplifAI as the 2026 Automation Solution of the Year for automating QA, coaching, and performance workflows across the contact center.
A Leading automated QA/QM provider in the CMP Research Prism, Q3 2026
CMP Research names AmplifAI a Leading provider for the second evaluation running in its Q3 2026 Prism for Automated QA/QM.
A Core Performing customer analytics and insights provider in the CMP Research Prism, 2026
CMP Research names AmplifAI a Core Performing provider in its 2026 Prism for Customer Analytics & Insights.
AmplifAI Guided Demo
See AmplifAI Max AI Coach in Action
Talk to AmplifAI
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Trust, Security, and Compliance
Quality and customer data handled to the standards regulated industries require.
Security at the data layer
AmplifAI runs on internally hosted LLMs, so your data never touches public APIs and is never used to train models for other customers. Access is governed by SSO with Okta and Azure AD and role-based controls, so agents see only their own data, in a logically separated environment with no commingling between customers.
AES-256
encryption in transit and at rest
Compliance at the core
AmplifAI maintains the certifications highly regulated industries require, including healthcare and finance. Built on Microsoft Azure and working with AWS and GCP, it can be deployed inside your cloud infrastructure, with data region-locked to specific geographic locations.
SOC 2 Type 2, AICPA
ISO 27001 compliant
HIPAA compliant
PCI compliant
GDPR compliant
ARC-AMPE compliant
Automatic PII redaction
SSNs, credit card numbers, birth dates, and health information are redacted automatically before AI processing.
Your recordings stay in your system
AmplifAI analyzes, transcribes, and links back to your system rather than storing call recordings long-term.