5 Proven Tips for Building a Coaching Program That Actually Works

Ty Givens
Sep 3, 2025
4 min read

Updated: Sep 26, 2025

Customer support coaching session in a modern office.

In the fast-moving world of customer experience, building a strong coaching program isn’t just a nice to have. It’s the heartbeat of high-performing teams. At CX Collective, we’ve seen what works (and what doesn’t) when it comes to turning quality feedback into real results.

Here are five proven tips to help you build a coaching program that sticks.

Here’s a Quick Look: 5 Coaching Essentials

Define what quality support looks like. Together.
Focus on behaviors, not just scores.
Use the CARE framework to give feedback that sticks.
Tie coaching to career growth.
Make feedback a daily habit.

1. Define Quality as a Team (Don’t Assume Everyone’s Aligned)

Let’s start with the biggest myth: that your team already agrees on what "quality" means. In reality, most support teams are operating on vague assumptions or outdated standards. That leads to confusion and inconsistent service.

Instead, make defining quality a team activity. Create space for open conversations. Build a shared definition that everyone, from agents to leadership, can align with. When you get this right, coaching becomes easier, clearer, and way more impactful.

2. Stop Chasing QA Scores (Focus on Behavior)

Here’s some real talk. High QA scores don’t always mean great support. We’ve seen too many teams obsess over numbers while missing the point entirely. Better behavior, better conversations, better customer experiences.

Instead of coaching to the score, coach to the behavior behind it. Are agents listening actively? Showing empathy? Explaining clearly? That’s where the real magic happens. And trust us, the scores will follow.

3. Use the CARE Framework to Give Better Feedback

Feedback shouldn’t feel like a pop quiz. It should feel like a conversation. That’s why we built the CARE framework. It helps teams give feedback that actually resonates.

CARE = Context, Action, Result, Explore

	What to Do	Example
Context	Set the stage and show impact	Let’s look at this ticket. You handled a high-priority issue from a VIP.
Action	Describe the specific behavior	You provided the right resolution but didn’t acknowledge the frustration.
Result	Explain why it mattered	The customer followed up again, unsure if we really understood their issue.
Explore	Ask for input and plan next steps	What might you say differently next time? Let’s come up with a template.

When feedback is delivered using CARE, it becomes clear, collaborative, and actionable. Teams stop dreading reviews and start looking forward to them.

4. Connect Coaching to Career Growth

People don’t want to be micromanaged. They want to grow. When you tie coaching to career development, your team sees the bigger picture. They understand that feedback isn’t just about this one ticket. It’s about leveling up.

Share the why. Show how mastering certain skills can lead to new roles, more responsibility, or even better work life balance. Purpose is a powerful motivator.

5. Make Feedback Part of Your Culture

The best coaching programs aren’t one off sessions. They’re woven into the everyday rhythm of your team. Quick feedback huddles. Regular 1:1s. Peer to peer support. A healthy feedback culture makes growth feel normal, not scary.

At CX Collective, we say this a lot: feedback is how you show you care. So show it often. Make it specific, supportive, and consistent.

Ready to Build a Coaching Program That Actually Works?

If you’re serious about turning feedback into real growth, The Coaching Program Playbook is your next step. We’ve packed it with practical templates, real-world examples, and proven strategies to help you launch or level-up a coaching program that truly sticks.

It’s everything we’ve learned from helping fast-growing teams build high-impact coaching systems - no fluff, just what works.

Final Thoughts

Building a coaching program doesn’t have to be complicated. Start with a shared definition of quality. Focus on behavior, not just scores. Use the CARE framework. Connect feedback to growth. And above all, make it a part of your everyday culture.

That’s how you build a program that doesn’t just check boxes. It changes teams.

About CX Collective

Founded by Ty Givens, CX Collective helps high-growth companies scale customer experience that drives loyalty, reduces chaos, and fuels long-term growth. We don’t just talk about CX—we build it.

Frequently Asked Questions

Why is coaching so important for CX teams?

Coaching is what turns individual feedback into team-wide improvement. Without it, quality standards stay vague, performance is inconsistent, and growth feels random instead of intentional.

What’s the biggest mistake leaders make with coaching?

Many focus too much on QA scores. High numbers don’t always equal great support. Coaching should zero in on behaviors—like listening, empathy, and clear communication—that actually drive better customer experiences.

How can I give feedback that actually sticks?

Use a structured framework like CARE (Context, Action, Result, Explore). It turns feedback into a conversation instead of a critique, making it collaborative, specific, and actionable.

How does coaching help with career development?

When feedback is tied to skill growth and future opportunities, it stops feeling like micromanagement. Instead, your team sees coaching as a path to new roles, greater responsibility, and more confidence in their work.

How do I build a culture where feedback is normal?

Make it part of daily routines—quick huddles, regular 1:1s, and peer support. When feedback is consistent, specific, and supportive, it stops being scary and becomes the heartbeat of team growth.