Why your AI QA won’t improve CX – unless you define the right behaviours
AI is reshaping contact centre QA. Whether it’s monitoring for compliance or evaluating customer experience, the volume and speed of insight is increasing fast. Disclaimers can be tracked automatically. Tone can be flagged in real time. Whole interactions can be scored in seconds, not hours.
But if you’ve started using AI for QA and your customer experience metrics still aren’t improving, you’re not alone.
We’re hearing the same thing from many contact centre leaders:
“AI is showing us the issues – but not how to improve them.”
That’s because even the most sophisticated AI tools can only go so far without a solid foundation. And the foundation that’s missing in most QA programs – especially in the CX space – is a clearly defined set of coachable behaviours.
Why AI QA struggles without behaviour anchors
Today’s AI tools are increasingly effective at detecting both compliance issues (e.g. missed disclaimers, incorrect processes) and CX issues (e.g. poor tone, rushed explanations, unresolved queries). But unless your organisation has clearly defined what great looks like, these insights are difficult to translate into the underlying behaviours that need to be developed.
That’s particularly true in QA for customer experience. AI might flag low empathy or detect negative sentiment, but what does that mean in practice? What specific behaviours need to change?
Without clear behavioural definitions, the result is often:
• Feedback that’s too vague to coach on
• Scores that feel subjective or inconsistent
• CX metrics that stay flat despite more data
More alerts, more dashboards – and not enough clarity on what to do next.
The power of defined behaviours
This is where GRIST’s behavioural model makes the difference.
Rather than leaving it to interpretation, GRIST helps organisations define repeatable, observable behaviours that link directly to customer outcomes. These are the building blocks of high-quality interactions – behaviours like:
• Setting expectations early in the call
• Checking for understanding before wrapping up
• Taking full ownership of the customer’s issue
• Using a calm, confident tone when explaining complex matters
These behaviours are clear, coachable, and trainable – not just for team leaders, but also for AI.
Once defined, they give your QA – both compliance and CX – a shared language. Instead of relying on sentiment scores or vague “tone” feedback, your QA systems and leaders can focus on specific, actionable behaviours that move the needle.
Making behaviours practical - what YakTrak enables
Defining behaviours is a critical step – but it’s what happens next that creates improvement.
YakTrak enables organisations to turn defined behaviours into structured development pathways. It helps team leaders set behaviour-specific goals, track coaching conversations, and follow up with clarity. And it ensures that both compliance remediation and CX development are captured in a single, scalable workflow.
Already embedded in the platform, YakTrak’s Goal Quality AI supports this process by helping leaders write sharper, outcome-focused goals aligned to those behaviours – so coaching becomes more targeted and less time-consuming.
Soon, features like summarisation bots and CCaaS integrations will make it even easier to prioritise risks and coach proactively – whether the issue is a script deviation or a CX behaviour gap.
AI + behaviour = a smarter QA future
AI is only as powerful as the frameworks it’s built on – and the actions it supports.
When QA is tied to clear behaviours:
- Compliance feedback becomes auditable and actionable
-
CX coaching becomes consistent, relevant, and performance-driven
-
Team leaders have a clear playbook for what to focus on
-
Agents receive practical feedback that drives growth
And the impact is measurable: organisations using behaviour-based coaching consistently see improvements in FCR, AHT, and customer satisfaction – often within weeks.
YakTrak + GRIST help organisations align the what, the why, and the how of QA – ensuring both streams of quality (compliance and CX) lead to stronger performance, not just more insight.
If you want better QA, start by defining “better”
There’s no doubt that AI is changing QA. But if your goal is improved CX performance – not just more monitoring – you need a smarter foundation.
That starts with defining the behaviours that matter most, then building systems to embed them at scale.
GRIST gives your organisation the clarity of what great looks like. YakTrak helps you coach, track, and scale it – with a platform built for both today’s challenges and tomorrow’s AI-driven QA landscape.
Want to get more from your AI QA investment?
Let us show you how YakTrak + GRIST help contact centres coach what matters most – at scale.