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Challenge Solved: Coaching vs. Therapy: A Primer
Submitted by Ulysses Learning

January 1, 2026

Challenge Solved: Coaching vs. Therapy: A Primer

Submitted by Ulysses Learning

Dina Vance, Senior Vice President from Ulysses Learning, takes on our reader’s question this month. She offers several observations and best practices that are commonly overlooked in contact centers across the US. According to Dina, these are among the top of those best practices that can transform your contact center into a customer experience-focused operation that gets high marks. 

NOTE: We’re looking for more of your challenges. Email your contact center-related questions to: ChallengeSolved@ulysseslearning.com

Q:  Our supervisors are increasingly getting pulled into personal situations when trying to coach their employees. How do we prevent them from crossing the fine line and becoming therapists?

Our featured expert for this month’s question is:
 Dina Vance
 Senior Vice President, Managing Director of North American Operations

A: I’ve seen this happen first-hand and its a slippery slope. Here’s a quick primer to help ensure managers provide appropriate support focused on clear, work-related goals—without getting drawn into personal rabbit holes.

 

In today’s workplace, especially in high-pressure roles like customer service, supervisors are expected to support, guide, and develop their teams. But in the effort to be empathetic, some supervisors fall into a common trap: trying to fix their team’s emotional state instead of focusing on performance. While caring for employees is essential, it’s just as important to understand the line between being supportive and becoming a pseudo-therapist.

When Empathy Becomes a Trap

I was working with a client in a contact center when a familiar situation came up. One of their supervisors had a customer service rep who was going through a rough week, and admitted their bad mood was affecting their performance. Wanting to be supportive, the supervisor took extra time to talk them through their emotions, hoping that if the employee felt better, their work would improve. The supervisor suggested the rep take a mental health day and spent extra time letting the rep vent. At first, this approach seemed helpful, but the same thing kept happening over and over again. Each time the employee’s performance slipped, it turned into an emotional check-in rather than a performance conversation.

Over time, the supervisor found themselves more focused on helping the rep manage their mood rather than holding them accountable for results. This is a common scenario and a cautionary one. When supervisors assume responsibility for their team’s emotional state, they step into a role that doesn’t belong to them. Supervisors are not therapists. Their primary role is to coach performance.

Understanding the Difference: Therapist vs. Coach

Therapists help people navigate emotions, trauma, and mental health issues. They are trained to provide clinical support, healing, and long-term care.

Coaches on the other hand, help people identify goals, develop skills, stay accountable, and improve performance. They focus on future actions, not past emotions.

Supervisors must act as coaches—not emotional problem-solvers. They can acknowledge that someone is having a tough day, but they must still steer the conversation toward outcomes, not feelings.

What Coaching Looks Like

A coaching mindset empowers employees to take ownership of their work, even on difficult days. It looks like the following:

  • Setting clear expectations: Employees should always understand what is expected of them and what success looks like in their role.
  • Asking the right questions: Instead of diving into emotional counseling, ask questions like, “What’s preventing you from meeting this goal?” or “What’s one thing you can do to reset today?”
  • Holding team members accountable: Compassion does not mean lowering the bar. It means supporting people in reaching it.
  • Encouraging self-management: When someone is having a bad day, the supervisor’s role is to help the individual find their way to reset—not to do it for them.

Support Without Overstepping

Being a coach doesn’t mean being cold or indifferent. It means offering the right kind of support. Supervisors can still listen with empathy and acknowledge what someone is feeling, but the focus should quickly shift from emotion to action. A simple question like, “It’s okay to have a rough day—what do you need to do to stay on track?” can redirect the conversation toward accountability and performance. And when deeper emotional support is needed, supervisors should feel confident in referring employees to appropriate resources, such as an employee assistance program, rather than trying to take on that responsibility themselves.

Helping Agents Own Their Performance

Everyone has off days, but high-performing teams are built on individuals who know how to reset, refocus, and deliver results regardless of how they feel. Supervisors play a key role in developing this mindset by encouraging personal responsibility, reinforcing that while emotions are valid, performance expectations still apply, and helping employees build strategies to manage themselves when challenges arise. When supervisors shift their focus from fixing moods to coaching behavior, they empower their teams to grow. This approach creates a culture of ownership—where employees don’t rely on someone else to pull them out of a slump but instead learn how to navigate it on their own.

Final Thought: Care, But Don’t Carry

There’s a big difference between supporting your team and carrying their emotional weight. Supervisors who take on the therapist role risk burnout, blurred boundaries, and underperformance from their teams.

Instead, adopt the coach’s approach: provide clarity, offer support, and expect accountability. Because in the long run, your team will flourish with a leader who helps them rise, even on the hard days.

Let us know if your team needs some help to pivot back to true coaching. We’re here for you—but not as your therapist of course!

My best,
Dina
 
About Dina Vance
Senior Vice President, Managing Director of North American Operations at Ulysses Learning
 

 

 

 

In her current capacity with Ulysses Learning, Dina is responsible for the day-to-day operations of the company and also serves as the chief client relationship executive, working with Fortune 100 clients and other progressive organizations to redefine the way customers are cared for. Under her leadership, Ulysses has been recognized for its work in transforming customer service, sales and coaching cultures through the development of emotional intelligence or “EQ,” enabling reps to confidently, consistently and expertly handle each customer interaction. The company has focused expertise in serving the healthcare, insurance, utilities, and financial services industries. 

Before joining Ulysses in 2001, Dina was responsible for the ground-level startup of two contact centers to serve bankers including Fortune 100 clients First Chicago, Harris Bank, American Express and Citibank.  This led to her role as call center lead consultant and division manager for an international learning organization prior to Ulysses. Outside of work Dina is actively involved in local volunteerism and enjoys cooking, gardening and nature walks.

Dina can be reached on LinkedIn or at dvance@ulysseslearning.com; for more details on Ulysses Learning visit www.ulysseslearning.com

Challenge Solved! Is sponsored by:

Ulysses Learning was founded in 1995 as a joint venture with Northwestern University’s world-renowned Learning Sciences department. Since then, Ulysses’ continued focus on research and development has earned it prestigious awards and recognition and, most importantly, the respect from its clients who rely on Ulysses for innovative performance improvement solutions that change with their rapidly developing and evolving environments.

Contact centers achieve profound business results ahead of schedule with Ulysses Learnings’ artful blend of patented simulation-based e-learning, facilitated exercises, coaching, and technology-driven tools, that redefine the way customers are cared for and transform customer service, sales, and coaching cultures. Ulysses has one of the only training systems proven to build EQ with its proprietary Framework with Freedom© approach, enabling reps to develop skills to empathize with others, build stronger customer bonds, and improve team dynamics with confidence, consistency, and excellence.

Ulysses Learning is a multi-year recipient of the Gold Stevie© Award for the best contact center customer service training.

Begin your contact center transformation now. Phone 800-662-4066 or visit www.ulysseslearning.com to get started.

 
 
 

 
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