AI: Your Best Ally for Coaching and Mentoring Sessions
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At Brumby, we’re passionate about management, and one of our founding goals is to enhance the work experience within Contact Centers.
With this in mind, we believe that combining coaching and mentoring techniques is the best way to support the daily work of middle managers, analysts, and agents.
This blend of mentoring and coaching, known as the “mentor coach” approach, brings together the best of both worlds for more comprehensive development.
- From Coaching: Uses powerful questions and reflective techniques to help individuals explore their own ideas, set goals, and make decisions independently.
- From Mentoring: Provides experience and specific advice when needed, offering guidance grounded in practical knowledge.

Supporting Supervisors and Analysts in a Contact Center with Artificial Intelligence tools to analyze calls can be a powerful strategy to boost agent performance.
What AI Brings to Enhance Coaching Sessions
Purposes: Identify the main objective of the call (inquiry, complaint, purchase).
Tags: Classify interactions based on topics or keywords (“technical issues,” “follow-up,” “information request”).
Categories: Segment calls by customer type, product, or issue for more precise analysis.
Sentiments: Detect customer emotions (positive, neutral, negative) and gauge the agent’s emotional response.
With all the metadata in Brumby, we create Dashboards with KPIs & Drivers for each agent or team, highlighting critical conversations where the mentor-coach can step in.
How to Use the Information for Mentor-Coaching
Personalized Feedback: Analyze each agent’s strengths and areas for improvement using concrete data from all calls, not just a small sample.
Data-Driven Sessions: Review interaction examples with AI support, such as audio snippets highlighting tags and detected sentiments.
Continuous Learning Models: Leverage AI to spot common team patterns and design group workshops based on real-life cases.
Supervisors and analysts will maximize their impact by saving time on manual call analysis, thanks to accurate, data-driven insights. This enables them to conduct more effective sessions focused on key areas, accelerating agent development and significantly enhancing the customer experience.