Workforce Orchestration is becoming a sharper priority for CX leaders as AI agents take on more operational work and human agents handle more complex, emotional, and judgment-heavy interactions.
Centrical used its Big Game event in London to launch its Workforce Orchestration System for the hybrid frontline. The system turns a business goal into a running performance program across people and AI agents, including KPIs, learning, coaching, role-play simulations, certifications, and challenges.
The launch builds on our two-part interview series with Gal Rimon, CEO and Founder of Centrical, which first explored why the Agent Zoo creates a performance problem, then examined how CX leaders should own AI agent performance.
For Rimon, AI success should not be judged by deployment alone. It should be judged by whether organizations can connect strategy to frontline behavior and move business outcomes faster. Rimon framed the launch as a response to the execution gap facing frontline leaders:
“Organizations don’t need more information; they need execution.”
Rimon said Centrical’s Workforce Orchestration System is designed to build and run the performance programs needed to achieve a business goal, while keeping people in control of the decisions that matter.
AI Is Expanding the Human Frontline Role
The Big Game event focused on a central question for CX and operations leaders: how should people and AI agents work together as one hybrid frontline?
That question now matters because AI is changing, rather than simply removing, frontline work. Gartner research cited by Centrical found that 85% of service leaders are expanding human agent responsibilities.
As AI agents handle simpler and more repetitive tasks, human agents increasingly pick up complex cases, emotional customers, and judgment calls. They also handle more complex handoffs. In some cases, a customer may move from an AI agent to a human agent mid-interaction. In others, a customer’s personal AI agent may begin the interaction on their behalf, creating new machine-to-machine moments before a person ever steps in.
That raises the readiness question for CX leaders: can their teams manage context, accountability, and service quality when the customer journey may involve human agents, company-owned AI agents, and customer-owned AI agents?
Rimon described that shift as a moving target for service teams. A new AI agent can change a person’s role quickly, which means skills, coaching, and goals need to move at the same pace.
The issue is not only the work AI takes on. CX leaders also need to account for the work that changes around it.
Workforce Orchestration Starts With the Business Goal
Centrical’s new system starts with a declared business goal and desired outcome. Leaders describe that goal in plain language, and the system builds the program needed to deliver it.
That program can include objectives, KPIs, audiences, learning, coaching, simulations, and challenges. Performance data can flow in from CRM, contact center, and HR platforms, while AI agents in other systems share context or take on delegated work, such as creating training content or videos.
The system also keeps people in control. Leaders set the objectives, priorities, and key decisions, and approve recommended programs or changes before they go into effect.
That model reflects a wider shift in how customer service technology is being evaluated. Jim Davies, Analyst and Executive Partner at Actionary, argued that measurement alone is no longer enough:
“The real opportunity is to connect strategic intent directly to the behaviors, capabilities and actions required to deliver it.”
Davies framed Centrical’s approach as a shift from reporting and training toward continuous execution, where performance programs are built around the business outcome leaders need to move.
The distinction matters for CX leaders. More insight does not guarantee better execution. Better execution comes when goals, behaviors, coaching, and outcomes sit in one operating loop.
Managers Need Faster Routes to Behavior Change
Rimon’s advice to CX leaders is to start with the business goal and work backward from there.
