AI role plays, coaching and certification for the frontline workforce
Every frontline employee meets their first difficult customer here, not on a real one
Store staff, telecallers and field executives practise against an AI customer, by voice or video, until they clear the bar. Then an AI coach tells each of them every morning where they stand on target, what they are short of on their incentive, and the one thing to do today to earn it.
50K+ certificates issued · 1.2M+ training hours · 92% completion · Voice role plays in 10 Indian languages, plus English
Role play · live
Rahul D. · "Competitor is 20% cheaper" · Marathi · 04:12Store sales · September cohort · Bengaluru
9 people · day 6 of 14 · certified at 80 on the "Store sales" profile
Trusted by
How a cohort runs
Baseline, practise, certify, then keep the score moving on live calls
One competency profile per role sets the bar. The baseline finds the gaps, the path closes them day by day, the certification test proves it, and scored customer calls check it held up in front of a real customer.
- 1
Baseline
A voice role play on day 0 scored on the role profile. Or the hiring interview scorecard, if we hired them.
Day 0 - 2
Learn, day by day
Video, quiz, simulation and real-time-guide lessons open a day at a time, in the employee's own language.
Days 1 to 10 - 3
Practise until it is boring
Voice and video role plays against an AI customer with adaptive difficulty. Coach note after each one. Retry until the bar clears.
Days 3 to 12 - 4
Certify
A proctored test plus a scored role play. Certified, coach or retrain bands come from the profile. Certificate issued.
Day 14 - 5
Coach on the floor
Every morning the coach reads the store's numbers and says where each employee stands on target and incentive, and what to change today. Recorded calls are scored on the same rubric.
Every day
Features
Voice and video first. The competency profile underneath everything.
Selling is spoken, at the counter, on the phone and in the field, so practice is spoken. Every role play, simulation, lesson and live call is scored against one role profile with behavioural anchors, so a 78 in week two means the same thing as a 78 on a customer call in month six.
A voice or video role play with a customer who pushes back
Your employee talks. The AI customer interrupts, changes its mind and raises the objections your customers raise, as a voice on the phone or a video avatar on screen. You set the customer and how hard they push, scenario by scenario, and each session pulls one at random from your library, so nobody can memorise a script.
- A real conversation, not typing. The customer answers straight away, cuts in mid-sentence, and your employee can interrupt it back.
- Video avatars for the face-to-face version: a walk-in at the store, a renewal meeting, an escalation.
- Voices in 10 Indian languages, plus English, with pace and voice per language. A Marathi customer sounds Marathi.
- Six minutes, on any phone. Works in the stockroom, picks up where it stopped if the network drops, and switches to text on a noisy floor.
Role play · live
Rahul D. · "Competitor is 20% cheaper" · Marathi · difficulty: hard · 04:12An AI-first copilot in every employee's pocket. It talks about money: where you stand, what you are short of, what to do today
Every morning, in the employee's own language, on WhatsApp or in the app: target so far, days left, the gap to the next incentive slab, and the one behaviour that closes it. It reads the store's targets and incentive plan from the sheet or system you already run, the employee's role-play and call scores, and yesterday's walk-in numbers.
- Incentive made concrete. Not "sell more": "two more premium-lens attachments a day gets you the ₹18,400 slab by the 30th".
- The behaviour behind the number. Low attach rate traces to the "anti-glare upgrade" moment in the last role play, so the coach assigns that role play, not a generic course.
- After every call and role play, a coach note in ten Indian languages and English: what worked, the one thing to change, the exact line to try. Managers get the same note with the transcript moment.
- Store managers get the store view. Who is on track, who is one habit away from the slab, and who to stand next to at 11 am.
Morning coach message
Rahul D. · Store 114, Koramangala · Tue 22 Sep · WhatsApp · Marathi and EnglishTeach the software without letting anyone near a real customer record
Build a simulation from screenshots or a screen recording of your own system. Each step is a click, something to type, or a deliberate trap with its own warning. The employee works through the real flow, with audio guidance at every step, and the run is scored.
- Click traps catch the expensive mistake before it happens in the CRM: the delete button, the wrong customer, the unsaved form.
- A voice talks them through each step, in every language the course runs in.
- 360° store tours and 3D walkthroughs for the physical part of onboarding.
Software simulation
"Log a walk-in lead in CRM" · 12 steps · 2 click traps · step 4- 3Type what they are interested inTyping step · audio: "Note the product, not the price"Done
- 4Click Save leadClick step · then: "Saved. Now set the follow-up."Now
- ✕Delete is a trapWarning shown: "This removes the customer. Use Save."Hit once
Real-time guides on the real software: learn it, practise it, get assessed on it
The employee shares their screen and a voice guide walks them through the live system, step by step, watching what they click and correcting them as they go. Run the same task three ways: in learn mode the guide narrates every step, in practise mode it only speaks when they go wrong, in assess mode it stays silent and scores the run.
- Sees the screen, not a script. The guide reads what is actually on screen, so it works on your CRM, POS, HRMS or billing tool without anyone building a simulation first.
- Speaks the employee's language, listens for questions, and answers them mid-task. "Where do I put the follow-up date?" gets an answer, and a pointer to the field.
- Assessment is the same task with the guide muted. Steps completed, wrong clicks, time taken and questions asked become the score on the "systems" competency.
- Simulations for the risky parts. Where a wrong click costs money, the screenshot-based simulation with click traps runs first, then the real-time guide on the live system.
Real-time guide · practise mode
Sneha I. · "Log a walk-in lead in CRM" · Tamil · screen shared · step 7 of 12Courses that unlock day by day, in every language you hire in
A course is video, quiz, article, role play, simulation, test and PDF lessons. Each employee starts on their own date, and each day's lessons open on that day, with the date shown up front. Nobody watches everything on day one and forgets it by day five.
- Language Studio. One course, every language you hire in: the script translated, the voice recorded and the video built, in a single run.
- Bring the courses you already own. They sit in the same path as the new material, and their scores land on the same record.
- Picks up where they left off. Repeat quiz attempts, a certificate at the end, a shared content library, and one click to copy a course for the next batch.
Learner path
Store sales onboarding · Sneha I. · started Thu 17 Sep · day 6 of 14Certify on a bar you wrote down, and see the gaps by team
Competency Studio holds your framework: the competencies each role is judged on, and what good looks like at every level, in your own words. A role profile weights them and sets the certified, coach and retrain bands. Certification is a proctored test plus a scored role play, and the team view shows which competency is dragging the cohort down.
- Proctored tests. Camera on, and anyone who leaves the test or gets help from the side is failed outright or flagged for a trainer to review.
- Must-pass items that fail the whole certification on their own, like the compliance line on a collections call.
- Assignments with a limit on attempts. Trainers set a role play or test for one person or a whole batch, choose the scenario, and decide how many goes they get.
- The bar moves when the business does. Change the pricing, update the profile, and the next quarterly recertification asks about the new pricing.
Team skill map
Store sales · Bengaluru · 42 people · "Store sales" profile · this quarterLive classroom mode for the day the trainer is in the room
The trainer goes live, everyone joins with a code on their phones, and the room runs on quizzes, polls, word clouds, ratings, ordering tasks and slides in one running order. Scores and streaks feed the leaderboard and, afterwards, the same competency record.
- Anonymous or named per session. The trainer opens each activity, shows the answers, pauses the room and closes it when the session is done.
- Tied to the course, so the town-hall quiz counts toward the day-7 module.
Live session
Join code 7KQ2-M9 · 38 joined · activity 4 of 9: poll- 1Ananya K.streak 64,120
- 2Mohammed F.streak 43,880
- 3Priya V.streak 23,410
- 4Rahul D.2,950
Agent-native. Bring your own AI assistant; it can do anything a manager can, except publish
SimUp is built agent-first: every course, scenario, assignment and report can be created and run by an AI agent, ours or yours. Connect your own AI assistant and ask questions in plain language. It reads the same readiness, call scores and course progress the manager can already see, drafts the assignment or the dashboard, and stops there. It drafts, a person publishes.
- Everything a trainer can do on a screen, an agent can do from a prompt. Build the course from your deck, write the scenarios, assign the batch, pull the report.
- It sees only what that person sees. Switched on one person at a time, switched off whenever you like, and every question it asks is logged.
- Builds the course too. Give it the product deck and the three hardest objections and it drafts the lessons, the quiz and the role-play scenarios from your own material.
- Write the brief by talking. It asks you questions and writes the process note or the scenario brief on screen while you speak.
AI assistant, connected to SimUp
As Meera · Regional trainer, South · can read and draft, cannot publishWho in Store 114 loses control at the budget question? Assign them the price-objection role play, 2 attempts, due Friday.
- Rahul D.61 · 2 role plays, 4 calls · drops to discount within 30 s61
- Priya V.68 · 3 role plays · reframes, then concedes on the second push68
- Karthik S.66 · 1 role play, 6 calls · no total-cost comparison66
The number that moves: readiness first, then conversion, then the incentive paid out
A new employee draws full salary for weeks while their conversion sits below the store average. SimUp pulls the interview score, role plays, quizzes, simulations and scored calls into one readiness line per person, and puts the store's conversion and attach rate beside it. A regional head watches readiness move first and revenue follow, employee by employee, store by store.
- Dashboards every region can agree on. Training, certification and hiring numbers in one place, each one defined once, so two managers asking the same question get the same answer.
- One scorecard per role. Practice, tests and real customer calls add up to a single 0 to 100, with the bands you set.
- Billing that adds up. One rate card, and a usage export you can check line by line against the dashboard.
Performance trend
Kavya R. · "Store sales" profile · 6 weeks · 5 sourcesStarted before day one, if we did the hiring
SimUp uses the same competency profiles, proctoring and scoring as Ainterviews, the hiring side of the platform. If a candidate was interviewed and scored on the "Store sales" profile, that scorecard becomes their training baseline on day one. Their weakest competency becomes their first lesson, and nobody retypes anything.
Workflow
When someone joins "Store sales onboarding" · 412 people so farWho uses it
Retail, call centre and field teams, on one record
Retail and store staff
Walk-ins, upgrades, the incentivePractise the difficult walk-in with a video customer on a phone before the shift, learn the POS with a real-time guide on the live system, and get a morning message that says exactly what to do today to reach the next slab.
Call centre and telesales
Outbound, inbound, collections, renewalsTelecallers rehearse the hang-up and the angry renewal call twenty times before the first real one. Recorded calls are scored on the same rubric, a must-pass rule catches the missing compliance line, and the coach note lands before the next dial.
Field sales and account managers
Visits, discovery, negotiation, closingField executives practise the visit against a buyer built from that account's history and get the coach message on the way there. Account managers certify quarterly when pricing changes.
Managers, trainers and L&D
The 8 am huddle, cohorts, certification, reportingManagers see who is on track and who is one habit away from the slab, and assign a six-minute role play to three people, not a course to twelve. Trainers run the 14-day onboarding per cohort, translate it in one run, and recertify everyone when the range or pricing changes.
Trust
Your recordings stay inside your organisation
Your people, recordings and scores stay inside your organisation, and each person sees only what their role allows. Nothing is ever deleted, only switched off, so the trail of who did what stays complete.
Bring one store's target sheet and one difficult customer
Send a store's monthly targets and incentive slabs, and describe your hardest walk-in. We turn them into an AI customer, a rubric and a morning coach message, and you take the role play yourself, by voice, in the language your people sell in. You keep all of it whether or not you buy.
In the half hour
- 1Your hardest walk-in, built as an AI customerthe objections, the difficulty, the pass mark
- 2You take the role play, by voicethen watch the coach note arrive
- 3The morning coach message for one employeetarget, slab gap, the one thing to do today
- 4A 14-day path that opens a day at a timevideo, quiz, simulation, certification
- 5Your questions, on your datasecurity, roles, languages, rollout, pricing