The calls you never review are the ones you answer for.
Help advisers during the call, and look at every call, not a sample, against your own rules.
Contact centres are where AI meets customers at volume. Quality teams read a small share of calls, and the Financial Conduct Authority expects you to show good outcomes. GenWA Contact runs on Amazon Connect to assist advisers and monitor calls, and GenWA Guard polices the calls against your policies.
of enterprises that run contact centres use AI-powered quality assurance and coaching tools.
Ryan Strategic Advisory for TELUS Digital, Enterprise Customer Experience AI Global Survey 2026, 815 decision-makers (vendor-commissioned survey)of UK adults showed one or more characteristics of vulnerability.
Financial Conduct Authority, Financial Lives survey, 2022of customers say a company using generative AI for service must provide access to a human agent.
Gartner customer survey, August 2026of service and support leaders report pressure to implement AI in 2026.
Gartner, February 2026The risk sits in the calls nobody listens to, and the rules ask you to know.
of UK adults showed signs of vulnerability, so any call may need extra care.
Financial Conduct Authority, Financial Lives survey, 2022Manual quality checks cover a small share of calls. What it costs you: a thin picture of conduct, and surprises in complaints.
Vulnerability shows up in tone, hesitation and what is said. What it costs you: poor outcomes, and difficulty showing the regulator you looked.
Answers sit across knowledge articles and systems. What it costs you: longer calls, inconsistent answers and tired advisers.
Payment details spoken on a call must be handled and kept out of transcripts. What it costs you: scope, risk and cost that follow the recording.
Voice and assist tools are added without rules for what they may say. What it costs you: unchecked advice reaching customers in the moment.
The recording, notes and system actions sit in different places. What it costs you: slow, expensive complaint handling and weak evidence.
A sample tells you about the sample. A full look tells you about the business.
Sampling made sense when a person had to listen to every call. It no longer has to. Reading every call against your rules turns quality assurance from a lottery into a map: which scripts fail, which adviser needs support, which customers need a different approach. The aim is not to police advisers; it is to give them live help and to show your regulator and your board that you looked. Monitoring every call is a capability. It does not guarantee a compliant outcome, and people stay accountable.
Contact and Guard apply to calls on Amazon Connect. Monitoring every call is a capability, not a guaranteed compliant outcome.
Six things GenWA can do for the floor, the quality team and the compliance lead.
Contact assists and monitors. Guard polices. Evidence keeps the proof. Advisers, human and agentic, tailor it to your centre.
Contact gives advisers live assistance during a call on Amazon Connect, the cloud contact centre service from Amazon, including voice.
About ContactEvery call looked atContact can monitor every call against your rules, so quality teams review the exceptions rather than a sample.
About ContactCalls policed against your policiesIf you use Amazon Connect, Guard can listen to calls and check them against your policies and the regulations you select, flagging what does not align.
About GuardCard payments handledCard payment handling is part of Contact, with sensitive details kept out of transcripts.
About Data ProtectionA record of every exceptionThe Exception Log and the Log record each flag, challenge and sign-off with the reason, so a complaint review starts from facts.
About the Exception LogThe customer service toolkitRules, Data Protection, the Log, the Exception Log, Contact and Comms, with Skill Teams for complaints (being built). Sold as part of the GenWA Toolkit. Availability is confirmed in writing before you commit.
See the GenWA ToolkitAnalyse, review, flag, report: from every call to the few that need a decision.
Calls are read against your rules as they happen or after they end. What aligns passes. What does not is flagged to the right person, with the moment in the call and the rule it touched, and the pattern is reported for coaching and for the board.
Animated flow showing analysis, review, flagging and reporting of calls
- 1Analysis
AI use is read against your rules, policies and chosen regulations.
- 2Review
Each finding is checked against the evidence behind it.
- 3Flag
Anything outside the rules is raised to a named owner.
- 4Report
What was found and what was decided is recorded and dated.
- Surfacing the right answer while the adviser talks.
- Writing the call summary and the next step.
- Reading every call against your rules and flagging exceptions.
- Complaint outcomes, refunds and exceptions to policy.
- Support for a customer in vulnerable circumstances.
- Any decision on credit, hiring or medical matters.
The adviser builds the relationship. AI clears the search, the note-taking and the monitoring.
Three sectors where contact centres carry the heaviest rules.
Pick the sector closest to yours.
Consumer Duty, vulnerable customers and collections
Firms must show good customer outcomes and fair treatment of customers who may need extra help. Guard checks calls against the rules you select, and flags go to named people. People decide on credit.
See financial servicesClaims calls and complaint timescales
Claims calls are emotional and complaints have fixed timescales. Contact assists advisers, the Log records what was said, and people decide on claims.
See insuranceSeasonal peaks and consumer law
Peaks multiply call volumes and consumer law applies to what advisers promise. Contact helps new advisers answer consistently, and monitoring shows where wording slips.
See retail and consumerThree routes for a contact centre, from a review to a supervised build.
Advisers are human and agentic. There is a fourth route, the Accelerator, for founder-led businesses: places are by application, and payment is by equity, project, retainer or licence.
Our advisers, human and agentic, review your calls, scripts and rules, and design the checks and the record on paper first.
See advisoryProductsContact and Guard run in your AWS or Azure account, or hosted by GenWA on AWS as agreed, on Amazon Connect, with your rules enforced and a record behind each call. They can be shown in a demo.
See ContactIncubatorWe build and run an adviser-support or call-review function with you in an agreed engagement in a controlled environment. Named people approve, and you own the rules, prompts and record.
See the IncubatorThree moves a contact centre lead can make this month.
Three colleagues to share the work, and three teams to bring with you.
The people who run operations, risk and technology, and the teams who share your customers.
Owns the centre, its volumes and its outcomes.
For the chief operating officerCompliance and General CounselOwns the rules and the evidence for calls.
For Compliance and General CounselChief technology or information officerOwns the Amazon Connect set-up and its integrations.
For technology leadersCustomer service teamsHandle the customers by email, chat and letter.
AI for customer serviceCompliance teamsReview flags and report on outcomes.
AI for compliance teamsSales teamsMake outbound calls that carry conduct rules.
AI for sales teamsWant to see a call read against your rules?
Book a demo and we will walk through live adviser assist, a flagged call and the record that follows, using example data.
Straight answers.
Can AI monitor every call in a contact centre?
Yes, as a capability. GenWA Contact can monitor every call on Amazon Connect against your rules so quality teams see exceptions rather than a sample. It does not guarantee a compliant outcome, and people remain accountable.
What is Amazon Connect?
Amazon Connect is Amazon's cloud contact centre service. GenWA Contact works with it to give advisers live help, including voice, and to monitor calls. If you use another platform, talk to us about what is possible.
How does GenWA help with vulnerable customers?
Rules can flag signs of vulnerability on a call and route the case to a named person, and the Exception Log records what was done. A person decides how to support the customer.
Can AI take calls without an adviser?
GenWA's focus is helping advisers and checking calls. Where you want an agent to handle a defined job, we design it with a named owner, a rule set and a way to stop it, and people handle anything sensitive.
How are card payments handled?
Card payment handling is part of Contact, with sensitive details kept out of transcripts. We confirm in writing what it covers for your set-up.
Does GenWA replace our quality team?
No. It reads every call so your quality team can spend its time on coaching and on the calls that need judgement.
Is this suitable for a contact centre of ten or twenty advisers?
Yes. A centre in a business of ten people or more can start with one queue and a short list of rules, then widen it.
Look at every call, and be able to show it.
Monitoring every call is a capability, not a guaranteed compliant outcome. Hosted in your AWS or Azure account, or by GenWA on AWS as agreed.