An interaction phase is a structured portion of a customer contact that groups similar actions and goals, such as opening the call, verifying identity, diagnosing the issue, resolving it, and closing. Phases can be defined by your process, detected from conversation cues, or both.
Using phases makes quality monitoring more consistent because evaluators and coaches can assess the right behaviors at the right time (for example, empathy during discovery versus compliance during verification). It also supports operational analysis by showing where calls spend time, where customers get stuck, and which phase-level behaviors correlate with outcomes like first-call resolution, escalations, and handle time.
When phases are standardized, teams can align scripts, checklists, and training to the same call structure and compare performance across agents, queues, and issue types. This reduces subjective scoring and helps target coaching to the specific part of the interaction that needs improvement.
