Turn any business goal into a running performance program in minutes.
Practice with AI. Win with real customers.
Nurture employee success with the power of AI
Deliver world class CX with dynamic, actionable quality evaluations
Drive productivity with performance-driven learning that sticks
Boost performance with personalized, actionable goals
Engage and motivate your frontline teams
Listen and respond to your frontline, continuously
Drive agent efficiency, deliver client results
Keep tech teams motivated and proficient on products and services while exceeding targets
Maintain compliance while building customer happiness and loyalty
Enlighten energy teams to boost engagement
Engage, develop, and retain your agents while driving better CX
Improve the employee experience for your reservations and service desk agentsAI Role-Play for Frontline Sales & Service
Your people and AI agents practice with a simulated customer who’s angry, confused, or ready to cancel. They get instant feedback and try again until they pass, so they’re ready and confident before they talk to a live customer.
Practice today means classroom role-play or a mock call with a manager, judged on gut feel. It’s the first thing cut when things get busy. Meanwhile, AI agents take the routine contacts and hand off the complex, emotional ones to people. So new hires face tougher customers unsure of themselves, and AI agents aren’t held to the same standard.
Up to 87%
of frontline agents leave every year. So there’s always someone new to get ready.
COPC Global Benchmarking Series
52%
of organizations say more AI conversations are being handed off to a human.
Frost & Sullivan
20–30%
faster to proficiency when new agents train in simulations instead of on live customers.
McKinsey, 2025
Practice tough conversations, and the screens behind them, with an AI customer. Mess up, try again, and go live confident.
Practice the same scenarios as your people, scored on the same QA form, before go-live and after every update.
AI handles the practice reps, so your coaching time goes further. See exactly who needs help, and with what.
See which teams, sites and client programs are job ready, all judged against the same standard.
AI coaches the practice. Your managers coach the person.
It reads your QA scores, behavioral data, performance KPIs and customer feedback. Here, three agents keep failing to resolve billing issues handed off by your AI agent.
Each agent gets a practice scenario with an AI customer who has a billing complaint. One tap to start, by voice or chat, as many times as they need. Workflow simulations add the screens they work in, like their CRM.
Every session is scored on the same form your quality team uses. Agents see why each score was given, and managers can override it.
Still struggling? Centrical puts the one thing to coach on into the manager’s next 1:1, so their time goes where a person makes the difference.
Centrical shows whether first-call resolution on billing issues went back up. Then it moves on to the next gap.
Dana61 / 75%
Marcus58 / 75%
Sam64 / 75%Marcus
MarcusMarcusMarcusSet the scenarios, the number of attempts and the passing score. Agents who pass go live. Anyone who doesn’t gets more practice first.
SamGoes live in two weeks, but freezes when a customer asks to cancel.
just nowSent Sam three cancellation scenarios. He goes live once he passes all three.
Get new agents job ready before they talk to a live customer. Trainers see exactly where each new hire needs help.
See how it works: New hire onboarding (opens in a new tab)MarcusKeeps escalating billing disputes he could resolve himself.
just nowSent a practice scenario with a customer who was charged twice. Coaching note added to his manager’s 1:1.
Practice picked from QA scores, then tracked against first-call resolution to see if it worked.
See how it works: Customer service training (opens in a new tab)DanaLosing sales when customers say the price is too high.
just nowSent a practice scenario with a price-sensitive customer. Tracking her conversion over the next two weeks.
Rehearse objections before they cost a deal, and see whether conversion goes up after practice.
See how it works: Sales readiness (opens in a new tab)New plan launches in two weeks. 25 agents need the new pitch.
just nowSent a practice scenario with a customer comparing the new plan to their current one, plus a workflow simulation of the new order screen. Agents pitch it live once they pass.
Practice the new pitch before launch day, so every agent sounds ready from the first conversation.
See how it works: Product launch readiness (opens in a new tab)
PriyaCustomers hang up before she can offer a payment plan.
just nowSent a practice scenario with a customer who’s defensive about an overdue balance. Tracking promises to pay.
Practice the hardest conversations in collections, scored on your own compliance and QA standards.
See how it works: Debt collections (opens in a new tab)New client program goes live in 10 days with 40 agents.
just nowReadiness gate set: three scenarios, pass mark 85%. The client sees who is job ready.
BPOs can ramp a team on a new client program before day one and show the client every agent passed.
See how it works: BPO client launches (opens in a new tab)60 seasonal agents join the contact center in three weeks.
just nowAssigned the five conversations peak season brings most. Each hire goes live once they pass.
Get seasonal agents ready fast, without pulling managers away from their teams.
See how it works: Peak-season ramp-up (opens in a new tab)
LenaPromoted to team lead last month. Her first difficult coaching conversation is Friday.
just nowSent a practice conversation with an agent who pushes back on feedback.
Managers practice giving feedback before the real conversation.
See how it works: New manager training (opens in a new tab)New update ready to test before it goes live.
just nowTested on the same scenarios and QA form as your agents. Missed the refund policy. Not released.
Test AI voice and chat agents on the same scenarios and standards as your people, before go-live and after every update.
See how it works: AI agent testing (opens in a new tab)Upload a document, like your refund policy. AI writes the customer, the situation and the evaluation criteria for you. When your policy changes, update it in minutes.
Every scenario is checked against your policies before it goes live, so agents never practice the wrong answer.
~50%
less time to proficiency for part-time gig workers
Arise Virtual Solutions
1.5 hrs
saved per manager, every week
Capita
50%
drop in early attrition among new hires
A leading global hospitality company
66%
fewer customer complaints with data-led coaching
A leading financial services firm
With the launch of Centrical, we’ve been able to reduce speed to proficiency by almost half. Our service partners feel more supported, and this translates into better metrics and exceptional results for our clients and their customers.
Most teams are up and running with AI Role-Play in a few hours. If you already use Centrical, you can switch it on in your current setup.
AI Role-Play is both voice and chat, so agents practice the way they actually talk to customers.
Yes. Workflow simulations extend the same engine to the tools and applications the job requires, from CRM to the newer apps agents use. Agents practice navigating screens as part of the process and are evaluated on how they do it.
Yes, you can create your own AI Role-Play scenarios. You choose the customer, the situation, the policies and the QA form that defines success.
AI Role-Play customers are realistic because they’re built from your real scenarios, policies and common friction points. They push back the way real customers do: angry, confused, or ready to cancel.
Every AI Role-Play score is decided by your own QA form, the same one your quality team uses. Agents see the reason behind each score, and managers can change any score they disagree with.
AI Role-Play doesn’t replace managers. It handles the practice reps, so managers spend their coaching time on the moments where a person really matters.
Job ready means an agent has met your own standards in AI Role-Play, within the number of attempts you set. It’s your readiness gate, not an outside credential.
Yes, AI Role-Play can test your AI agents. Your AI voice and chat agents practice the same scenarios and are scored on the same QA form as your human agents, before go-live and after every update.
You know AI Role-Play is working when graduation rate, early attrition and time to proficiency improve, along with the KPIs each practice session was meant to move, like first-call resolution or conversion.
Tell us the one your team dreads most. In your demo, we’ll turn it into a practice scenario, scored the way your QA team scores the real thing.
The demo request form didn’t load here. Please contact us and we’ll set up your demo.
Gal RimonGal founded Centrical (previously GamEffective) in 2013 with a clear vision: helping companies empower their employees and make people the center of business success. Before Centrical, he served as CEO of Gilon Business Insight, a leader in business intelligence. When Gilon was acquired by Ness Technologies (NASDAQ: NSTC) in 2010, Gal joined Ness as Senior Vice President and member of its executive leadership team. Earlier in his career, he served as VP of Customer Relations and Operations at Deloitte Consulting and held roles at EDS and Bashan. Gal holds an MBA in Marketing and Information Technologies from Tel Aviv University.
Madeleine FreindMadeleine Freind is a senior Customer Success leader with deep experience building and scaling SaaS and managed services businesses. At Centrical, she leads the Customer Success teams across North and South America, partnering with clients to drive measurable business impact through the platform.
Before joining Centrical, Madeleine was Head of Customer Success at Quantifind, an AI-powered analytics company, where she led strategic relationships with brands like Hershey’s, KFC, J.P. Morgan Chase, and Dunkin’ Brands. Her ability to translate complex data into clear, actionable solutions consistently helped customers achieve their goals.
Earlier in her career, Madeleine spent over a decade on the agency side, managing CRM and digital marketing programs for Fortune 500 companies through smart, data-driven strategies.
Michael CiancioMichael Ciancio serves as the Chief Marketing Officer (CMO) at Centrical, bringing decades of experience in marketing and go-to-market strategy. In this role, he leads the company’s global marketing efforts to drive brand growth and market expansion.
Prior to joining Centrical, Michael held marketing leadership positions at notable technology companies, including IntelePeer, Infor, and Vonage. Throughout his career, he has successfully guided teams in scaling products, strengthening brands, and significantly expanding market presence.
Michael’s expertise lies in scaling high-growth software companies, particularly in AI, performance management, and employee engagement solutions for customer experience teams. His strategic vision and leadership continue to be instrumental in advancing Centrical’s mission to transform how organizations engage and motivate their frontline teams.
Michael holds a Bachelor’s Degree in Economics from Gettysburg College and a Master of Business Administration (MBA) in Marketing from Montclair State University.
Natalie RothNatalie Roth brings over 15 years of experience in brand and product marketing for SaaS solutions. Before joining Centrical, she was Senior Product Marketing Manager at Frontline Education, where she led go-to-market strategies for enterprise K-12 solutions and played a key role in integrating and positioning products following multiple acquisitions.
Previously, Natalie served as Director of Marketing at Accelify Solutions, where she drove marketing strategy, new product launches, and customer communications. She played a pivotal role in business growth, expanding market presence, and deepening client engagement, contributing to the company’s success and eventual acquisition by Frontline Education.
Natalie holds a BA in Creative Writing and Digital Media from New York University, graduating magna cum laude.
Linat MartLinat Polak Mart has more than 15 years of expertise in managing product strategy and operations in high-volume organizations.Previously, she held the role of Head of Product Experience and Communications for LivePerson, a leading Conversational AI platform, where she played crucial part in delivering significant product innovation and customer growth. Prior to her time at LivePerson, she held multiple senior product roles at NICE, a leading enterprise customer experience (CX) software provider, including Director of Product Portfolio and Director of Product Management.
Linat holds an MBA from Tel Aviv University and a BA in Computer Science from Reichman University (IDC Herzliya). She graduated magna cum laude from both institutions.
“CX leaders should stop isolating contact centers from other departments. Customer experience is increasingly cross-functional. In 2025, integrating CX insights across the organization will be critical to delivering seamless and cohesive experiences.”
Brad TompkinsTompkins comes to Centrical with more than 25 years of experience in software and hardware sales. Prior to joining his role as Chief Revenue Officer at Centrical, he was CEO at Workspot. He held the position of Chief Revenue Officer at IGEL as well as senior sales leadership positions with Red Hat, Hewlett Packard (now Hewlett Packard Enterprise), and Citrix.
Tompkins holds an MBA in Business Administration and Management from the University of Virginia, Darden Graduate School of Business Administration and served in the US Navy as a Nuclear Propulsion Technician.
“Knowledge Management: It is not exactly underrated but it will be bigger than what it is in 2025. Vendors are likely to boost R&D investment in knowledge management for contact centers in 2025.”
“Human-centered AI, where AI is used not just to automate and drop money to the bottom line, but used to service up insights to support team members and delight customers. I see generative AI with conversational context and tonal analysis as pretty critical here.”
“The future? Goodness, there’s so much, but I really believe 2025 is the year of community. We’re not just taking tickets anymore—folks we’re drawing people in, getting proactive, and co-creating with customers. Community will become a normal service channel, with customer service workers facilitating and adding value.”
“The myth that technology/AI is a quickly implemented CX superpower. Companies will realize that we can’t harness a lot of these gains without quality data that is clean and well-organized.”
“By 2025 the buzzword omnichannel may be on its’ last leg. Customers want their issues resolved quickly and accurately and they would prefer not to need to contact us in multiple channels that we can see at one time.”
“For 2025, the main trend I’m watching is ‘AI agents’—bots powered by AI that are becoming more autonomous. Unlike basic responses, these AI agents can handle end-to-end customer interactions, reducing the need for human intervention. Expect significant developments from vendors.”
“Stop talking about AI. It’s like talking about the internet being a thing. It’s here. The better focus is start thinking about how AI enhances the lives of your team. So stop talking about AI and start doing something about it.”
“AI and CX will drive hyper-personalization, using consumer data to segment customers, deliver key messages, and provide fast, accurate responses. Technologies like chatbots and predictive analytics will close the gap between brands and consumers.”
“The blending of CX and EX will accelerate. The days of reducing friction for customers at the expense of employees are over. Indeed, because AI-enabled customer experiences often require AI usage by customer-facing employees, leaders will have to ensure a frictionless work experience to drive AI adoption and deliver value.”
Read Stephanie’s full interview
One myth that will be debunked in 2025?: “Customers are on the edge of their seat waiting to hear what you have to say. We need to learn about what’s important to customers by asking more questions.”
Doron Neumann
Daphne SaragostiDaphne has over 15 years of experience in Customer Relations and Retention in both B2B and B2C environments. Her area of expertise is leading customer success, consulting and global professional services teams within public and private sector companies. She is focused on leading teams to grow the partnership with our clients.
Prior to Centrical, Daphne worked software and service companies in the online marketing and gaming industry.
Daphne holds MA in Statistics – Specialization in Operations Research and a MBA degree, both from the Hebrew University of Jerusalem.
Ella DavidsonElla Davidson is responsible for managing Centrical’s employee relations worldwide, including organizational development, talent management, benefits and recruitment. Ella has more than 18 years of human resources management experience. Prior to joining Centrical she was vice president of human resources at myThings and OpTier – leading SW companies, and consulted numerous entrepreneurs and startups in the Israeli hi-tech industry and Israel and in the US.Ella holds a B.A in Psychology from the Hebrew University and MSc in Organizational Behavior from Recanati Business School at Tel Aviv University.
Ariel HermanAriel has over 16 years’ experience in a wide variety of R&D leadership roles. He is highly experienced at building R&D teams from the ground up, driving high levels of accountability and ownership and setting up automation infrastructures. For the past 10 years Ariel has managed both in-house and offshore development teams at companies ranging from startups to enterprise organizations.
Prior to joining Centrical, Ariel served as VP of R&D at Worthy.com where his team dramatically improved product stability, quality and execution. Before that, he was VP R&D at Applicaster where he led infrastructure changes from project to product. Ariel has also held various R&D positions at Retalix (later acquired by NCR).
Ariel holds B.sc in Computer science & Math, and MBA degree in Information Technologies, both from Bar Ilan University
Ronen Botzer
