Transforming Customer Contact Leadership: Insights from CCW Nashville’s Panel Discussion

The CCW Executive Certificate Series brought together industry experts to explore the evolving needs of customer contact leadership. Nicole Kyle, Managing Director at CMP Research, and Eleanor Cooper, CEO of Pathstream, led a session titled: “360° Coaching & Effective Leadership in Today’s Cross-Functional World.” Their conversation shed light on effective coaching strategies, the importance of empathy in leadership, and the role of technology in driving team performance.

Bridging gaps in leadership through effective coaching

“48% of frontline team members say their direct manager is not an effective coach,”  Nicole Kyle revealed, pointing to a critical gap in leadership effectiveness, especially in today’s hybrid and remote work environments.

Yet, despite this: “47% of agents say that coaching virtually is equally or more effective than in-person coaching.” This insight challenges the notion that effective coaching requires face-to-face interactions, emphasizing the need for leaders to adapt their methods to the realities of a modern workforce.

Nicole stressed that coaching is a cornerstone of leadership and must be adaptable. She explained, “A 360-degree coach listens as effectively as they respond and collaborates on solutions rather than dictating the answer.”

This approach is backed by a study from Gallup, which found that employees who receive regular feedback and coaching are 3.6 times more likely to be engaged at work.

By focusing on reciprocal feedback, leaders can create an environment where team members feel valued and heard—a critical factor in building trust and engagement, particularly in remote or hybrid settings.

Empathy is the key to unlocking modern leadership

Eleanor Cooper built on this theme, emphasizing the growing need for empathy in leadership as team members face challenges both at work and in their personal lives.

“As a leader, it becomes increasingly important to just be there with your people, take their perspective, and be a partner in problem-solving,” she said. 

This approach shifts leadership from managing performance to understanding the human side of team dynamics, offering the support needed for individuals to envision a positive future within their company and effectively work toward goals. 

Eleanor highlighted that leadership is about guiding through stability and effectively managing change. “The Contact Center is one of the fastest evolving spaces in any industry. [Leaders] must communicate change in a productive and inspiring way, helping team members navigate adaptability and build that muscle.” 

She also addressed the uniqueness of call center teams in that many leaders, especially new leaders, make a drastic shift from individual contributors to leaders, which requires a whole new mindset.

“For many, the role change is drastic—on Friday, you’re an incredible agent, and on Monday, you’re a supervisor. The role of a coach is incredibly different,” she noted. Leaders, especially in remote environments, must focus on guiding and supporting their teams, not just driving outcomes. This blend of empathy, clear communication, and adaptability enables leaders to support their teams through change and influence positive results. 

The AIM Model: A Practical Framework for Coaching

A highlight of the leaders’ workshopping session was Eleanor’s introduction of the AIM model, a straightforward yet effective approach to providing feedback. AIM stands for Action, Impact, and Move Forward:

• Action: Focus on the specific behavior observed without assumptions.
• Impact: Discuss the effects of that behavior, providing clarity on its consequences.
• Move Forward: Outline a plan for improvement, ensuring a clear path forward

Nicole emphasized the value of this framework, saying, “It takes some of the emotion out of delivering feedback, making it easier to have those tough conversations.”  The AIM model offers leaders a practical tool to guide their teams toward growth while maintaining a supportive and constructive tone.

Driving team success through cross-functional collaboration 

“Cross-functional partnership is critical in setting strategy,” especially when introducing new tools and changes, noted Nicole. Eleanor added, “Keeping the bigger picture in mind helps counteract the ‘us vs. them’ mindset that can emerge during times of change,” allowing leaders to align their teams around shared goals.

They also stressed the value of recognizing individual strengths. Nicole noted, “A better coach focuses on deploying strengths in the right direction rather than prescribing them.” At the same time, Eleanor discussed the need for leaders to balance leading and following: “Recognizing when to lead and when to follow is crucial for maintaining a cohesive team.” 

Building a culture of recognition and growth

“Recognition can be used to reinforce behaviors and values across the organization, especially when done publicly,” Eleanor noted. This practice boosts morale and sets clear standards for success within the organization. Public recognition becomes a tool for emphasizing what is valued, providing a roadmap for others to follow.

In discussing motivation, Eleanor introduced the concept of applying Maslow’s hierarchy to employee engagement. “It’s about recognizing where someone is on what we call the team member’s Maslow’s hierarchy,” she shared. This framework involves addressing basic needs like stability and safety before expecting high performance. By supporting team members at each level, leaders can help them progress toward professional self-actualization, where they feel inspired to do their best work.

Transforming change management with Pathstream and CMP Certified™

Throughout the discussion, the importance of involving team members in the change process stood out—what Nicole referred to as “open-source change management.”  She explained, “We need to involve the parties that are experiencing change so they become active agents rather than objects.”

The Pathstream and CMP Certified™ partnership tackles this by equipping leaders with the tools and support needed to guide teams through change. Eleanor highlighted their approach: 

“As we introduce new tools and technologies, we also provide the human support that helps team members leverage them effectively. We’re ensuring that everything beneath the surface of that iceberg is healthy, thriving, and growing—because that’s what builds a quality team and experience.”

This partnership balances cutting-edge technology and human-centered leadership, helping contact center teams thrive through continuous development and support.

Looking Ahead: Preparing leaders for a dynamic future

The session at CCW Nashville provided a clear roadmap for customer contact leaders facing today’s business complexities. Empathy, adaptability, and strategic use of technology are vital to creating a positive, productive work environment. Eleanor summarized, “It’s about meeting the human where they are and ensuring they feel heard, seen, and motivated to be their best.” 

For more information on how the Pathstream and CMP Certified™ partnership can support your leadership goals, reach out to our team today.