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Ask ten managers which leadership model they are most familiar with from a training course, and nine will mention the Hersey-Blanchard model of situational leadership. The four quadrants of directing, coaching, supporting and delegating have become so familiar to many managers that they can sketch them from memory in a meeting. The model is the most widely used framework in leadership development worldwide, and for good reason: it is intuitive, practical, and contains a truth that is confirmed time and again in practice.

And yet, research consistently shows that the very same managers who know the model by heart almost always fall back on one or two preferred styles in their day-to-day work, regardless of what the situation or the employee actually requires. This is not because they do not understand the theory, but is often explained by the difference between knowing and being able to do.

That difference is precisely where most leadership training programmes fall short. And it is also precisely where new forms of practice, such as AI role-plays, can play a role that traditional programmes never fulfilled.

The Hersey-Blanchard model and why it endures

Paul Hersey and Ken Blanchard published their model of situational leadership in 1969, at a time when the prevailing view was that good leaders possessed a fixed set of characteristics – that leadership was a trait, not a skill. Their fundamental insight was different: effective leadership is contextual. What works for a new employee does not work for an experienced professional. What works in a crisis does not work in a stable situation.

The model that emerged from this has four styles, linked to four levels of employee development. A new team member who is enthusiastic but inexperienced requires a directive style: making it clear what needs to be done, how and when. An employee who is becoming more skilled but feels insecure requires coaching: more scope for independent thinking, but still with guidance. An experienced employee experiencing a dip in motivation requires support. And a high-performing, motivated professional requires delegation and the freedom to take the initiative.

The model has been tested, criticised, revised and expanded in the years since. Recent studies show that the model is still widely researched and applied, and that the main point of criticism is not the theory itself, but the difficulty managers face in applying it consistently in practice.

The real problem: the gap between knowing and doing

This is where things get uncomfortable for those who invest heavily in leadership training. Research analysing managers’ actual behaviour – not what they say they do, but what they actually do – shows that the majority of managers fall back on a single dominant style in 70 to 90 per cent of their interactions. Usually, this is the style in which they feel most comfortable, not the style the employee needs at that moment.

This is not a matter of unwillingness. It is how the brain deals with quick decisions under pressure. In a meeting, in a corridor chat, in a performance review where time is short and tension is high, everyone falls back on the most practised patterns. And if those patterns have formed around a single style – often a directive one, sometimes a coaching one, rarely all four flexibly – then the model remains a poster on the wall rather than lived practice.

This explains another persistent pattern. Employees who evaluate their manager are far more likely to say they feel inadequately supported or, conversely, overly micromanaged, than their manager themselves realises. Recent meta-analytical work on situational leadership confirms this discrepancy between managers’ self-perception and their teams’ experience. Not so much because managers are mistaken, but because they fail to see the difference between their preferred style and the desired style without an external mirror.

Why traditional leadership training often still fails to address this adequately

A typical leadership training course on situational leadership follows a familiar pattern. A day or two, with theory, group exercises, and a concluding reflection session. Participants go home with new insights, a nice workbook, and the sincere intention to make their style more flexible.

And then Monday begins. The issues of the day take over. The first meeting goes as usual. The first difficult employee is dealt with in the usual way. And within a few weeks, the manager is back in the same patterns they had before the training. This has nothing to do with the quality of the training, but rather with the well-known transfer problem, which manifests itself here in full force.

There is something unique about leadership. The skills you are trying to develop—such as switching between styles, understanding what an employee needs at a specific moment, or setting aside your own preferences when the situation calls for something different—are precisely the skills that can only be developed through repetition. Research into expertise development, particularly the work of K. Anders Ericsson on deliberate practice, shows time and again that this type of skill requires hundreds of hours of focused practice, not just one or two days.

That is also why the most effective leadership development programmes we know of – such as long-term coaching programmes, mentoring, and structured reflection practices – have never been truly scalable. They work, but they are expensive and labour-intensive. For a large proportion of organisations, this meant sticking to two-day training courses and hoping for the best.

What AI role-playing adds to leadership development

This is where it gets interesting, and this is where PractAIce comes in. The platform allows a manager to run through the same situation multiple times, with variations in how the employee reacts. A conversation with a high-performing employee who suddenly seems less motivated. A conversation with a new team member who is clearly overwhelmed. A conversation with an experienced professional who is resisting change.

In each of these scenarios, the manager is given the opportunity to try out different styles and experience their effect immediately. What effect does a directive approach have on a professional who is actually seeking more autonomy? How does an insecure team member react to delegation? Switching between styles thus ceases to be a theoretical skill, but becomes an internalised repertoire that builds up through repetition.

Importantly, the scenarios can be adapted to the specific organisational context. A manager in a production environment practises with different situations than a team leader in a knowledge-based organisation or a manager in the healthcare sector. PractAIce makes it possible to build scenarios around the specific team dynamics and conversation styles that occur in one’s own work practice.

For L&D professionals, the platform adds something else that is crucial: measurability. For each practice session, the system records which leadership style was used, how effective it was in that scenario, and how a manager’s repertoire of styles develops across multiple practice sessions. This provides, for the first time on this scale, insight into the actual flexibility of leadership within an organisation, based on observed behaviour.

Frequently asked questions about situational leadership

What is the difference between situational leadership and coaching leadership?
Coaching leadership is one of the styles within the broader model of situational leadership. It is characterised by asking questions, giving space and supporting independent thinking, and is very effective with employees who have the basic skills but are still unsure about how to apply them. Situational leadership posits that coaching is the right style in specific situations, not always. A new employee with insufficient knowledge is more likely to benefit from being guided than from being coached.

Does situational leadership also work in a flat organisation or self-managing
teams?

Does situational leadership also work in a flat organisation or self-managing teams?
Yes, although its application looks different. The basic principle of situational leadership – that different people need different forms of leadership at different times – applies regardless of structure. In self-managing teams, the question shifts from ‘which style suits this employee?’ to ‘what form of leadership does this team need right now?’ Switching between styles remains the key.

How do you know which style is right at any given moment?
The model offers guidelines, but in practice it requires observation. Two things consistently help: looking at the combination of the employee’s competence and motivation for this specific task (not in general), and engaging in a conversation about what someone needs rather than assuming you already know. That observation is itself a skill that develops with practice.

Can you really learn situational leadership through an AI role-play?
It aligns surprisingly well with what the model requires. Learning situational leadership means: practising repeatedly how to switch between styles in different scenarios, with immediate feedback on what worked. That is exactly what AI role-plays make possible. What AI does not replace is the human nuance of an experienced mentor or coach. What it does add is the scalable practice environment that this particular skill requires.

In conclusion

Situational leadership, despite its age, remains one of the most useful models for anyone wishing to develop their leadership skills. Not because it is perfect, but because it reveals a truth that is repeatedly confirmed in practice: there is no single right way to lead, and the art lies in switching between styles.

The question for organisations is not whether this model is still relevant. That has long since been answered. The question is how to help managers make the transition from simply knowing the model to actually switching between styles in practice – even under pressure, even in difficult conversations, and even when time is short. That transition requires something that traditional training does not offer: structured practice.

Would you like to explore how PractAIce can facilitate that practice for your leadership team? A fifteen-minute demo shows how a conversation unfolds and what development data the platform generates.

Ask ten managers what they find most difficult about their job, and you’ll get the same answer remarkably often. Not strategy, not planning, not even meeting targets. What keeps them awake at night is conflict. Between team members. Between themselves and an employee. Between departments that begrudge each other their work. Conflicts that they are either unable to resolve, or avoid for so long that they escalate into something much bigger.

This is remarkable because, unlike financial reporting or project management, for example, conflict management is rarely systematically trained in any organisation. People are appointed as managers on the basis of their professional performance and are simply expected to develop conflict management skills on the side. And yet conflict management is a core competence for every manager. If you do not master it properly, it has immediately noticeable consequences for people on the shop floor.

The cost of this assumption is higher than many organisations realise. And the solution is no more complicated than for other skills: serious practice, in realistic situations, with immediate feedback. The problem is simply that traditional training rarely addresses this. The daily work context is dynamic, conversations do not go as planned and situations are constantly changing. It is precisely in that reality that you need to be able to apply it, and that is where traditional training often falls short.

The cost of a conflict you don’t address

The cost of a conflict in the workplace is rarely measured directly. It is hidden in delayed projects, in employees who eventually leave, in teams operating at half-capacity because underlying tension has never really been addressed. And in direct working hours lost to navigating conflict rather than working.

The best-known figure on these costs comes from the 2008 CPP Global Human Capital Report. The report found that American employees spend an average of 2.8 hours per week dealing with workplace conflicts, amounting to $359 billion in lost productivity per year. For managers, that figure is higher: according to follow-up research, they spend between 20 and 40 per cent of their time managing conflicts. That is almost a full working week per month.

What is striking in that same report is a second finding that is cited less frequently but is just as telling: almost 60 per cent of employees have never received basic training in conflict management. At the same time, 95 per cent of those who have received such training say it has helped them to navigate conflicts constructively. The figure comes from an American study, but the pattern is similar worldwide.

In other words: most people are confronted with conflict on a daily basis, it costs the organisation significant productivity, training is proven to work, and yet it is overlooked in most organisations.

Why people shy away from conflict (and what it costs them)

One of the most influential models for understanding conflict behaviour is the Thomas-Kilmann Conflict Mode Instrument, developed in the 1970s and used worldwide ever since. The model distinguishes five ways in which people deal with conflict: avoidance, accommodation, compromise, collaboration and competition. No single style is universally good or bad; each has a function depending on the situation.

What the research shows is that the vast majority of employees, including managers, develop a strong preference for one or two styles, and apply them in all situations, even outside of work. The most common preferred style is avoidance. For most people, seeking out conflict feels socially risky, and in uncertain situations the brain opts for the familiar route, even if it proves more costly in the long run.

The problem with avoidance is that it rarely removes the tension. It merely shifts it. An employee who is not challenged on behaviour that irritates the team will continue to exhibit that behaviour, and the team will gradually become more frustrated. A conflict between departments that remains unaddressed leads to silent sabotage rather than productive discussion. Research in healthcare shows that poor conflict management is structurally linked to higher staff turnover, increased absenteeism and poorer outcomes. The pattern extends beyond the healthcare sector.

What makes dealing with resistance effective

Dealing with resistance is not a matter of persuasion. That is a misconception that many management training courses implicitly reinforce. Anyone who tries to overcome resistance by pushing harder usually increases precisely the resistance they wish to remove. That is not a failure of character; it is how the brain works under social pressure.

Research consistently shows that a combination of three elements is more effective. Firstly: a genuine curiosity about what lies beneath the resistance. People rarely object to the decision itself; they object to what the decision means for their position, their work, and their sense of competence. If you fail to explore this, you only see the symptom.

Secondly: acknowledgement without agreement. A manager can take someone’s objection seriously without agreeing with it. The difference is crucial, and it is precisely what many managers overlook in practice, because they fear that acknowledgement is tantamount to giving in. It is not. Acknowledgement is what turns a conversation into a dialogue rather than a one-way street.

Thirdly: clarity about what is and isn’t negotiable. Many conflicts escalate because it’s unclear where the room for manoeuvre lies. Vague wording fuels hopes of influence where none exists, and frustration when that becomes apparent. “I hear your objection and I won’t change the decision, but I am willing to work with you to see how we can make it workable

Why knowledge alone is not enough

Herein lies the core problem of conflict management as a training subject. After a day’s training, virtually all managers understand what they should do. They know the models. They can identify the styles. They understand why genuine curiosity is more effective than persuasion. And yet they fall back on old patterns as soon as the moment actually arrives, as soon as their heart rate rises, the other person becomes more defensive, and the space in their head shrinks.

All of this comes down to a lack of practice. Under stress, the brain reverts to the most practised patterns, even if they aren’t the most functional ones. Building a new repertoire requires repeated exposure to the stressful situation, in a context where the stakes are low enough to allow for learning and high enough to feel realistic.

That is precisely what traditional training does not offer, or offers only briefly. A role-play with a colleague in a group session does not feel like a real conflict. Everyone knows it is just a drill. The tension that makes conflict management so difficult is missing. And the three or four times you practise something in such a setting are far below the number of repetitions needed to change behaviour under stress. Research into deliberate practice shows time and again that skills like these require dozens to hundreds of focused practice sessions, not just three or four.

How AI role-playing makes conflict management something that can be practised systematically

PractAIce fills this gap perfectly. The platform allows employees and managers to practise conflict resolution conversations with an AI avatar that reacts just like real colleagues do: defensively, emotionally, and with escalation when the conversation takes a turn for the worse. Important: the scenario can be tailored to the specific situations within your own organisation. A manager in the healthcare sector deals with different conflicts than a team leader in a sales organisation, and the platform makes that distinction possible.

What sets this apart from traditional training is the scale of the practice. A manager can run through a conflict conversation not three but thirty times, with variations in how the other person reacts. She can try the same opening with different follow-ups. She experiences how a slightly different phrasing results in a completely different conversation. And after each attempt, she receives concrete feedback on what worked and what didn’t. So not in general terms, but based on specific behavioural indicators.

For organisations, this delivers an additional benefit: visibility. For each practice session, PractAIce generates data on how someone handles resistance, whether space was left for the other person, or whether escalation was effectively contained. This data, collected across a team, reveals patterns that would otherwise remain hidden. Not to assess people, but to enable targeted development where you make a real difference.

Frequently asked questions about conflict management

What is the difference between conflict avoidance and conflict management?
Conflict avoidance is shying away from a conversation that really ought to take place. Conflict management is consciously choosing when and how to engage with a conflict. The difference lies in intentionality: avoidance often happens out of habit or discomfort, whilst management is an active choice that takes into account timing, context and purpose.

How do you deal with a colleague who won’t accept feedback?
Often, defensiveness is a sign of something deeper, such as fear, past experiences, or the feeling of not being heard. An effective approach starts by exploring what is going on before you focus on the behaviour again. That does not mean abandoning your position, but rather reversing the order: understand first, then address. It is a skill that develops mainly through practice, not just in theory.

Can you teach conflict management to someone who avoids conflict?
Yes, but it requires a different approach to that used with people who are more willing to engage in conflict. For employees who avoid conflict, gradual exposure works better than an intensive programme. Start with low-risk scenarios in a safe training environment, build up to more challenging situations, and reassure them that failure will have no consequences. AI role-plays are particularly suitable for this group because the barrier to practising is lower than in group training.

What if the conflict is between two employees and not my responsibility?
As a manager, you then have two roles: mediator in the moment, and builder of a team culture in which conflicts are more likely to be brought to the surface. Both are skills. Mediation requires impartiality and clarity; building culture requires consistency in how you yourself deal with tension. PractAIce offers scenarios for both.

In conclusion

Conflict management is a skill we collectively underestimate. We accept that managers simply have to deal with it, whilst it is measurably one of the biggest cost drivers in any organisation. We accept that people learn through trial and error, whilst this very skill benefits from structured practice.

The question is not whether conflict management can be developed. The research is clear on this: training works, provided it allows for repetition in realistic situations. The question is whether your organisation has the infrastructure to make such practice a structural reality, or whether, like so many others, it remains merely an intention.

Would you like to explore how PractAIce builds conflict scenarios around the specific situations in your organisation? A 15-minute demo will give you a concrete idea of this.

There is something strange about giving feedback in the workplace. Everyone says it’s important. Every leadership book devotes chapters to it. Every HR strategy includes a section on feedback culture. And yet, even in organisations that claim to have ‘got it right’, it remains one of the most dreaded moments in working life. People put it off. They say it the wrong way. Or they say it too late, in a formal performance review where the other person should have been prepared long ago.

The underlying assumption is that giving feedback is essentially a good thing. That, as long as you do it, it leads to better performance. That assumption is largely incorrect. And that is not a gut feeling, but a scientifically established finding that still has barely any impact in practice.

Anyone who genuinely wants to improve feedback within an organisation must first understand where it goes wrong. The solution lies not in giving more feedback, but in giving better feedback. Feedback that is specific, behaviour-focused and immediately actionable. And above all: feedback that you keep practising in real life, until it becomes a natural part of how people work together.

The uncomfortable secret of feedback

In 1996, Avraham Kluger and Angelo DeNisi published a meta-analysis in Psychological Bulletin that turned the feedback literature on its head. They examined hundreds of results from years of research into feedback and reached a sobering conclusion. On average, feedback did indeed lead to an improvement in performance, but in more than a third of all cases, giving feedback actually led to a deterioration in performance. That is no minor deviation. It is a fundamental phenomenon that most managers are unaware of.

What Kluger and DeNisi uncovered is that feedback is not a neutral intervention. The way it is given, at what point, by whom, and focused on which level (the task, the self, or the process) determines whether it helps someone progress or actually hinders them. Feedback focused on the recipient’s self, for example: ‘you are too detail-oriented’, is more likely to lead to defensiveness and reduced performance than feedback focused on the task. For example: ‘this email lacks a clear question in the first paragraph’.

That distinction may seem minor, but in practice it makes a huge difference. And it explains why organisations that ask their managers to ‘be more direct’ sometimes end up with worse results than before. And not so much because directness is wrong, but because directness without skill leads to precisely the kind of feedback that the meta-analysis has already identified as detrimental to performance.

Why feedback goes wrong: three mechanisms we underestimate

There are three patterns that repeatedly undermine feedback in the workplace, and none of them has anything to do with the content of what is said.

The first is timing. Research shows that feedback given closer to the moment of action is consistently more effective than feedback given weeks later. And yet the standard model in most organisations is exactly the opposite: annual appraisal interviews with observations accumulated months ago. An employee who made a mistake in March is told in November that they should have done better. The brain has long since filed that situation away as closed, and the feedback comes across as a criticism of who someone is rather than what they did.

The second is specificity. General feedback (“you need to show more initiative”) gives the recipient no starting point for changing their behaviour. Specific feedback (“in Tuesday’s meeting, you waited until three colleagues had spoken before making your point; I’d like to hear from you sooner”) does. The difference lies not in how it sounds, but in whether you can actually do anything with it. In other words: concrete behaviour.

The third is reciprocity. In organisations where managers give feedback but never ask for it themselves, a dynamic arises that psychologists consistently link to a reduction in trust and openness. Research in the Harvard Business Review shows that 57% of employees would rather receive corrective feedback than purely positive feedback, whilst managers are actually reluctant to give that feedback. That gap between what people want and what they get is one of the weakest points in most feedback cultures.

What constructive feedback actually does to the brain

To understand why constructive feedback works and ‘bad’ feedback does not, it helps to look at the brain. When someone receives feedback that is interpreted as an attack on the self, this activates the amygdala, the area of the brain responsible for the fight-or-flight response. At that moment, the prefrontal cortex’s capacity to process and integrate information is reduced. In other words: just when you want someone to learn, the brain shuts down to learning.

This is no excuse for giving vague feedback or avoiding difficult messages. It explains why a specific approach is needed. Giving constructive feedback means: sticking to the substance, but choosing the form in such a way that the recipient is actually able to take in what you are saying. That requires skill, situational leadership and practice.

What often works in practice is a structure that anchors the feedback in specific behaviour, identifies its effect, and invites dialogue about alternatives. Models such as COIN (Context, Observation, Impact, Next steps) or the simple situation-behaviour-impact format help with this. But as with all skills, knowing the model is the easy part. Applying it, whilst your heart rate rises and the other person becomes more defensive, requires something fundamentally different.

Why training on giving feedback rarely leads to different behaviour

An average feedback training programme lasts a day, sometimes two. Participants learn models, practise once or twice in a role-play with a colleague, are given a handout, and return to work. Three weeks later, a team lead is sitting down with a colleague who is missing deadlines, and without exception falls back on the patterns they had before the training. Not because the training was poor, but because a single session of practice is not enough to change behaviour.

This is the transfer problem faced by the entire L&D sector. Research estimates that less than ten per cent of what is learnt in training actually translates into new behaviour in the workplace. For feedback skills, that percentage is likely even lower, because application depends so heavily on factors such as the conversation partner, the context and emotional self-regulation. And when we talk about emotional regulation, people often forget that this is only developed through repeated exposure.

Psychologist K. Anders Ericsson demonstrated in his research on expertise development that skills such as giving feedback do not arise from insight or motivation. They arise from deliberate practice: focused, repeated practice on specific aspects, with immediate feedback on one’s own actions. That is precisely what cannot be offered in a single day of training, and also what most organisations were unable to organise until recently.

How AI role-plays measurably improve feedback

This is where PractAIce comes in. The platform allows employees to practise feedback conversations with an AI avatar that reacts just as a real colleague would – with defensiveness, with emotion, and with unexpected counter-questions. That sounds simple, but it fundamentally changes how feedback skills develop.

A manager preparing for a difficult conversation with a team member can run through the scenario three times before the actual conversation takes place. She experiments with different ways of opening the conversation. She observes the difference between a closed question and an open question. She experiences how a direct way of phrasing things comes across differently from a more complex one. And most importantly: after each attempt, she receives detailed, behaviour-focused feedback on how she handled it. Not: “you did well”, but specifically which moments were effective and which weren’t, and why.

For L&D professionals, this adds another dimension: measurability. PractAIce generates data on specific behavioural indicators for each practice session. Was the feedback specific enough? Was there sufficient room for response? How was defensiveness handled? That data, collected across multiple practice sessions, shows for the first time how a team’s feedback skills are developing. And not based on self-reporting, but on observed and factual behaviour.

This also changes the nature of the conversation about feedback culture. No longer based on survey questions where people state that they are ‘open to feedback’, but on observable improvement in how feedback is actually given and received.

Frequently asked questions about giving feedback

What is the difference between feedback and criticism?
The difference lies not in the content, but in the intention and the form. Criticism is aimed at judging the other person; feedback is aimed at enabling improvement. In practice, this means: feedback identifies specific behaviour, describes its effect, and leaves room for a response. Criticism often does only the first, or the second without the first.

How do you give feedback to a colleague who is senior to you? Giving feedback to someone above you requires care in how you phrase it, not compromising on the content. What works in practice: first ask explicitly if there is room for your observation, describe specifically what you have noticed, and leave the interpretation to the other person. “I noticed that I didn’t have the chance to finish my point in this morning’s meeting; I just wanted to mention it to see if that rings a bell” comes across differently from a judgemental statement.

How often should you give feedback?
Research consistently points to frequency over intensity. Short, frequent feedback closer to the moment works better than feedback saved up for a formal meeting. For most working relationships, daily to weekly is a good frequency. Not as a ritual, but as a natural expression of engagement with the other person’s work.

Can you practise giving feedback using AI?
Yes, and in many ways it’s more effective than traditional training. AI role-plays offer the repetition, safety and immediate feedback that deliberate practice requires. What AI cannot replace is the human nuance of an experienced coach or mentor. What AI does enable is for employees to practise the basic skills of giving feedback repeatedly before applying them in real conversations. And this is something that has never before been possible at scale in most organisations.

In conclusion

Giving feedback is a skill whose importance is recognised across the entire working world, yet one in which virtually no one is systematically trained. This is not due to any ill intent; it is a consequence of the fact that, until recently, we had no scalable way of allowing people to practise properly.

AI role-playing has closed that gap. It becomes possible to develop feedback skills in the way science has long prescribed: repeatedly, in realistic situations, with immediate feedback on one’s own actions. For organisations wishing to build a feedback culture, this is a shift that makes all the difference.

Are you unsure how this would work in your organisation? A 15-minute demo of PractAIce shows how a feedback session with an AI avatar unfolds and what data it generates.

You know the situation. You’ve designed a great training programme. The participants were enthusiastic, the evaluation forms looked promising, and the trainer had clearly put in a lot of effort. But three months later, you’re sitting opposite the director, who asks: “What has this actually achieved?” And you realise your answer isn’t really convincing.

This is the central problem facing L&D in 2026. Not the lack of impressive programmes and annual plans. Not the lack of engaged employees. But the lack of an answer to the question that is relevant today: has anything changed in how people behave in the workplace? And if so, how do you demonstrate that?

Proving the ROI of soft skills training is a complex part of the job for many L&D professionals. And that is precisely the problem PractAIce is trying to solve; not by building better training programmes, but by making behavioural change visible and measurable.

The problem with scores that convince no one

Most training evaluations stop at what Kirkpatrick calls the first or second level: how satisfied were participants, and what did they learn? These are useful indicators, but they say little about what actually changes in the workplace. According to data from the American Society for Training and Development, Kirkpatrick Level 3 — behavioural change — is measured in only 25% of cases, and Level 4 — organisational results — in just 15%.

This is not because L&D professionals do not want to measure it. It is because it is difficult. Behavioural change in soft skills — for example, how someone gives feedback, how someone deals with resistance, or whether someone remains calm during a difficult conversation — is by definition elusive if you do not have a structured way of observing it.

And yet it is precisely this data that senior management is asking for. According to research by the Brandon Hall Group, 57% of L&D leaders are experiencing increasing pressure to demonstrate ROI, and that pressure has only grown in recent years. At the same time, 75% of organisations say that better aligning L&D with business strategy is their top priority for 2025. The gap between what L&D delivers and what the business needs lies not in the quality of the training but in the measurability of the results.

Why soft skills are so difficult to measure and what that means for your approach

There is a reason why management training and soft skills training are so often dismissed as ‘nice to have’: the effects are visible in behaviour, not in figures. And behaviour is difficult to quantify. Especially if the measurement takes place only afterwards, separate from the training itself.

The Kirkpatrick model provides a clear framework for this. Level 3 of the model measures whether participants actually apply what they have learnt in their work — and that is, as Kirkpatrick himself states, the first level at which you can truly say anything about the effectiveness of a training programme. Everything prior to that, such as satisfaction scores and knowledge tests, is internal evidence for the training function itself. What the business needs starts at Level 3.

But how do you obtain Level 3 data for soft skills? Traditionally through manager observations, 360-degree feedback or performance reviews. These methods have value, but they are time-consuming, subjective and come too late, often weeks or months after the training has taken place. By that time, the link between what was learnt and the measured behaviour has often faded.

That is the gap. And it is a structural gap, not one you can close with a better satisfaction survey.

How PractAIce generates behavioural data that really makes a difference

PractAIce works differently from traditional training, and that difference is precisely what matters when it comes to ROI. Every time an employee completes an AI role-play, the platform generates detailed behavioural data: how did someone score on active listening? How was feedback structured? How did someone respond to an escalation in the conversation? Or how effectively does someone handle conflict resolution?

That data isn’t based on self-reporting or a manager’s impression. It’s based on what someone actually did in the simulation, how often, and whether that improved over multiple sessions. That’s Kirkpatrick Level 3 data: not added retrospectively, but incorporated into the platform’s design from the outset.

For L&D professionals, this makes a difference to how you approach boardroom discussions. Instead of “95% of participants rated the training as good or very good”, you can say: “Employees scored an average of 54% on constructive feedback skills at the start; after four practice sessions, that was 71%, with a clear curve in individual progress.” That is a conversation you can have with the director.

Soft skills training that sticks: why repetition is key

One of the most consistent findings in training research is that a single learning session is not enough to bring about behavioural change. People learn something, return to the workplace, and the pressures of everyday life pull them back into old patterns. This is not a lack of motivation; it is neurology.

Deliberate practice, the concept developed by psychologist K. Anders Ericsson, shows that expertise does not arise from experience or natural talent, but from focused, repeated practice on specific behavioural aspects, with immediate feedback after each attempt. For soft skills, this means: not just one role-play in a group session, but running through the same scenario ten times until the new behaviour becomes automatic.

That is what PractAIce makes possible. Employees can repeat a scenario without relying on a trainer or a colleague. They practise at their own pace, at a time that suits them, and thus build up, step by step, the behavioural repertoire that the training aimed to achieve. This is particularly relevant for management training and leadership development: those skills fade most quickly if there is no structured opportunity for practice after the training.

What L&D professionals can do differently

It starts with a shift in how you design training programmes. Kirkpatrick recommends designing backwards: start at Level 4: what business outcome do you want to achieve? Then work backwards to determine what behaviour is required for that (Level 3), what people need to learn to achieve it (Level 2), and what the training should look like (Level 1).

In practice, for soft skills training this means: determine in advance which competencies you want to develop, make them observable, and build in a way to collect those observations. So not afterwards, but as part of the training design itself.

PractAIce directly supports this approach. L&D professionals can create scenarios for each competency that align with their own organisational context – in other words, the kind of conversations employees have in their specific roles, with dynamics that are recognisable to their team. These customised role-plays not only deliver a better learning experience, they also generate more relevant behavioural data.

And that is what changes the conversation with the director. Not “we have trained 120 employees”, but: “we can demonstrate that the feedback culture in Team X has improved in concrete terms, and here is the data to back that up.”

Frequently asked questions about measuring the effectiveness of soft skills training

How do you measure the ROI of soft skills training?
The best way to measure the ROI of soft skills training is to define behavioural indicators in advance that you want to see improve. Consider: how often does someone give feedback, how does someone react in conflict situations, how does someone score on active listening in simulated conversations. PractAIce automatically generates this behavioural data for each practice session, enabling pre- and post-assessment without placing an additional observation burden on managers.

What is the Kirkpatrick model and why is Level 3 so important for L&D?
The Kirkpatrick model divides training evaluation into four levels: reaction, learning, behaviour and results. Level 3 (behaviour) is the first level that truly indicates whether training has worked in practice. Satisfaction scores (Level 1) and knowledge tests (Level 2) measure what happened during the training; Level 3 measures what changes on the work floor afterwards. For soft skills in particular, this is the crucial evidence.

How do I convince senior management of the value of soft skills training?
The strongest arguments are concrete and behavioural. Not “the training was well-received”, but “after the programme, employees demonstrably scored higher on specific communication competencies, and here is the progression across multiple practice sessions.” PractAIce enables this type of reporting without the need to manually collect observational data.

Is AI-based management training more effective than classroom-based training?
Not necessarily more effective in terms of content, but certainly in terms of transfer. The fundamental problem with classroom-based management training is that there is no structured practice environment once the training day is over. AI-driven practice via PractAIce fills that gap exactly: employees can repeat scenarios whenever they need to, with immediate feedback, without relying on a trainer.

Finally: the conversation you want to be able to have

L&D is not an activity centre. It is a strategic function that contributes to how people collaborate, communicate and perform. But that contribution is only visible if you make it measurable.

Proving the ROI of soft skills training is not simply a matter of fancier evaluation forms. It starts with the design: what behaviour do you want to see, how do you make that observable, and how do you build in structured practice so that what has been learnt really sticks? The fact that 80% of professionals say that soft skills such as communication are only becoming more important due to AI does not make the question any smaller, but it does make it more urgent.

PractAIce is designed for L&D professionals who want to be able to have that conversation with senior management. Not based on gut feeling, but on data. Not sure if it’s right for your organisation? A demo shows you more than an article ever could.

Most organisations already know this. You send someone on a training course, they come back full of good intentions, and six weeks later, little of what they learnt that day remains. Not because the trainer was bad, not because the employee wasn’t willing. But because one-off learning in a controlled environment simply doesn’t translate into different behaviour on the work floor. That is the transfer problem, and it has existed for as long as organised training has.

Competency-based training changes the rules of the game. Not by intensifying training, but by organising it fundamentally differently: focused on demonstrable behavioural change, repeatedly practised in realistic scenarios, and measurable down to the competency level. And with the rise of AI role-playing, this is becoming scalable for the first time.

The transfer problem: an issue the sector has faced for decades

In 1988, Timothy Baldwin and Kevin Ford wrote an influential article in the journal Personnel Psychology that would later become one of the most cited studies in training literature. Their conclusion was uncomfortable: only a small fraction of what people learn during training is actually applied in the workplace. More recent analyses estimate that figure at less than ten per cent of training content that systematically translates into different behaviour in the workplace.

That is no small problem. It is a systemic failure in how we organise learning. And yet, in many organisations, the model has hardly changed: a training programme, a module, sometimes some e-learning afterwards. The context of learning and the context of application remain fundamentally separate.

What makes transfer so difficult? Research repeatedly points to the same factors: a lack of opportunities to practise after the training, a working environment that does not support the new behaviour, and the fact that learning in a safe setting bears little resemblance to the chaos of real-world practice. People learn something in a classroom, but have to apply it at a desk, in a meeting, at a time when they also have ten other things on their minds.

What makes competency-based training different

Competency-based training starts with a different question. Not: ‘What do people need to know?’, but: ‘What do people need to be able to do, and how do you recognise that they can do it?’ That shift sounds subtle, but it has far-reaching consequences for how you design training.

In a competency-based model, learning is not measured by attendance or passing a test. It is measured by demonstrable behaviour in context. This means that, as an organisation, you must determine in advance which competencies you wish to develop, how you will make those competencies observable, and what evidence you will accept as proof of mastery. PractAIce is built on precisely this foundation: every practice session is linked to specific competencies, and progress is made visible at the behavioural level, not based on attendance or self-reporting.

For soft skills, such as communication skills, giving feedback, dealing with resistance and conflict management, this is no simple task. These skills are, by definition, contextual. How someone gives feedback to a junior colleague is different from how that same person gives feedback to a defensive director. Competency-based training recognises that complexity, rather than simplifying it. PractAIce translates that recognition into practice: for each competency, scenarios have been developed that challenge precisely that nuance.

Role-play as a learning tool: from awkward exercise to serious instrument

Role-plays have a mixed reputation in the training world. People find them awkward, forced, or experience them as a kind of theatre that has little to do with their daily work. That experience is understandable, but says more about how role-plays are used than about their potential.

The science is clear on the importance of simulated practice. In his research into the development of expertise, psychologist K. Anders Ericsson demonstrated that exceptional performance does not stem from talent or years of experience in themselves, but from deliberate practice: targeted, repeated practice on specific weaknesses, with immediate feedback. That is precisely what a well-designed role-play does.

A study in the journal of the National Institutes of Health showed that scenario-based role-playing exercises for training soft skills, in this case among medical students, led to significant improvements in communication skills across successive practice sessions. What stood out was that students explicitly stated that they learnt through role-play what remained unattainable through lectures. The exposure to realistic situations made all the difference.

The problem with traditional role-playing is scalability and safety. An exercise with a colleague rarely feels real, because you know the other person is playing along. And in a group session, nobody wants to make a fool of themselves in front of the group. That barrier hinders the quality of learning.

Customised role-playing: why customisation is key

Not every role-play is the same. That may sound obvious, but its implications are often underestimated in training practice.

A generic scenario about ‘conducting difficult conversations’ has a different learning value than a scenario built around the specific situations people encounter in their own roles. A team leader in the healthcare sector has different conversational contexts than an account manager in the B2B sector, or a manager at a government agency. The degree to which the scenario mirrors one’s own reality partly determines how seriously the brain takes the situation, and thus how much is actually learnt.

Research into training evaluation shows that the degree of similarity between the training context and the application context is one of the strongest predictors of successful transfer. Baldwin and Ford describe this in their transfer model as one of the central mechanisms: the greater the similarity between the learning and application situations, the greater the likelihood of transfer.

Customised role-plays build in that similarity. PractAIce allows organisations to create scenarios that align with their own team dynamics, culture, typical conflicts and the competencies the organisation wishes to develop. The AI avatar plays a recognisable role, not a generic situation that seems to come from another planet.

How AI tackles the transfer problem in a fundamentally different way

What AI adds to competency-based training is something the sector has long been missing: the ability to organise repetition without relying on a trainer, a colleague or a schedule.

Transfer so often fails because there is no further structured practice opportunity after the initial training. Knowledge and skills fade. The work environment reverts to familiar behaviour. Recent literature on learning and transfer processes in organisations emphasises that transfer is not a single moment, but a process that requires support long after the training. AI makes that support possible on an ongoing basis.

An employee practising via PractAIce can start a scenario at any time. Five minutes before a difficult conversation, or a week after something went wrong in a meeting. The exercise aligns with the moment of need, which is precisely the circumstance under which the transfer of training proves to be most effective.

Furthermore, AI makes it possible to measure competencies objectively across multiple training sessions. That is the promise of genuine competency-based training: not simply ticking a box, but demonstrating that someone has mastered a skill. After each role-play, PractAIce generates detailed feedback on specific behavioural indicators — does someone listen actively, does someone structure feedback in a way that the other person can hear, does someone remain calm when emotions run high — and thus makes visible what would otherwise remain invisible.

Frequently asked questions about competency-based training and AI role-plays

What is the difference between competency-based training and traditional training?
Traditional training is usually focused on knowledge transfer: what does someone need to know or understand? Competency-based training focuses on demonstrable behaviour: what does someone actually need to be able to do in their own work situation, and how do you demonstrate that? The difference lies in the yardstick. In competency-based learning, the standard is not a completed module, but proven behavioural mastery in context.

Is competency-based training also suitable for soft skills? The competency-based model is particularly well-suited to soft skills. Communication skills, giving feedback, and dealing with resistance are skills that cannot be assessed in a test. They can only be assessed in practice, or in a realistic simulation of it. Competency-based training provides the framework; AI role-plays provide the practice environment.

How does an AI role-play differ from a traditional role-play?
The biggest difference is safety and repetition. In an AI role-play, there is no audience, no colleague playing the ‘game’ alongside you, and no embarrassment when mistakes are made. Furthermore, you can run through the same scenario multiple times, until the desired behaviour becomes second nature. This is precisely the structure of deliberate practice that research has shown to be most effective for behavioural change.

What does it cost to implement PractAIce for a team?
PractAIce operates on a licensing model tailored to the size of the organisation and the number of intended users. There are no travel costs, venue costs or reliance on external trainers. For a specific quote, we recommend getting in touch or requesting a demo.

Finally: has the future of learning already begun?

The transfer problem has existed for decades. But the solution simply wasn’t there yet: there was no scalable way to let people practise sufficiently, in realistic situations, with immediate feedback, measured at a competency level. That has now changed.

Competency-based training using AI-powered role-plays is not just a pipe dream. It is already being used by organisations that understand that learning is not a one-off event, but an ongoing process. Research by LinkedIn shows that 91% of L&D professionals believe continuous learning is more important than ever. But continuous learning requires an infrastructure that makes it possible. PractAIce provides that infrastructure.

Are you unsure whether this aligns with your organisation’s learning ambitions? A demo provides more insight than a brochure ever could. Feel free to request a demo. No obligations – just see if it’s a good fit.

You know how it goes. After a day of soft skills training, people are full of good intentions. They’re going to give feedback. They’re going to listen. They’re no longer going to shy away from difficult conversations. And then Monday comes. The hustle and bustle of the day. And three weeks later, there’s little left of that training. Not because the training was bad. But because a one-off session is never enough to really change behaviour.

That’s exactly where PractAIce is different. Soft skills training only works if you keep practising, in situations that feel real. With an AI avatar as your conversation partner, you can do just that, whenever it suits you, without needing a colleague to play the angry customer.

What are the best online platforms for soft skills training?

There are now several platforms that claim to be able to train soft skills online. Most offer videos, e-learning modules or live webinars. That has value, but it lacks something crucial: interaction. You can spend an hour watching someone else give feedback, but practising and applying a difficult conversation yourself is a different story.

PractAIce stands out because the platform is built around a single idea: practice makes perfect. Not through theory, but through role-plays with an AI avatar that reacts like a real person. That offers resistance. That shows emotions. That forces you to think about what you say and how you say it.

What makes an online platform effective for soft skills training?

• Realistic practice scenarios that closely mirror your own work environment
• Immediate, specific feedback after every conversation
• Repetition: practising the same skill not just once, but dozens of times
• Safety: making mistakes without consequences for real-life relationships

How does an AI avatar work in soft skills training?

An AI avatar is a digital conversation partner that responds to what you say. With PractAIce, you choose a scenario – for example, a bad news conversation, giving constructive feedback to a colleague or dealing with resistance in a team meeting – and then you start the conversation. The avatar listens, responds and sometimes escalates the situation. Just as it happens in real life.

Afterwards, you gain insight into what went well and what could have been better. The feedback is intuitively tailored to specific behaviour. It indicates what you said, how you said it, what effect it had on the other person, and how you could say it differently. The AI coach provides concrete examples of how you can say it. You can apply this straight away, which immediately enhances the learning effect in your own work context.

And if you’re wondering whether practising with an AI avatar really works, it’s very realistic. They look like people and react like real people. The more accurately it reflects the work context, the greater the learning effect. And research into behavioural change consistently shows that rehearsing behaviour in safe conditions leads to better performance in real-life situations. The avatar doesn’t need to be perfectly human to achieve the learning effect. It just needs to be realistic enough for your brain to take the situation seriously.

Which companies offer soft skills training in the Netherlands?

In the Netherlands, there are various providers of soft skills training, ranging from large training agencies to independent coaches. Most work with group sessions, individual coaching or a combination of both. This has its merits, particularly for complex situations that require human nuance.

PractAIce is one of the few Dutch platforms offering soft skills training via AI at scale. This means: no dependence on a trainer’s availability, no need to stick to a group timetable, and accessibility for every employee, whether they work in Rotterdam, Groningen or from home.

This makes PractAIce particularly suitable for organisations wishing to roll out soft skills training across multiple teams or branches, without the logistical challenges of scheduling group sessions. HR managers and L&D specialists recognise this problem: the will is there, but scalability is the bottleneck.

Role-playing as the core of behavioural change

Role-playing sometimes has a bad reputation in traditional training. People find it awkward, forced, or they play it off with a wink to the colleague next to them. That’s understandable. A role-play with a colleague rarely feels real, because you both know it isn’t real.

With an AI avatar, it works differently. There is no audience watching. There is no one you know on the other side of the conversation. You can stop, restart, and try the same situation five times over. That lowers the threshold enormously, and that is exactly what is needed to dare to experiment with different behaviour.

Communication skills such as giving constructive feedback, dealing with resistance or having difficult conversations aren’t something you can simply read about and then do. They’re like muscles. And you develop muscles by using them, not by watching a presentation about them.

What are the benefits for your organisation?

Soft skills are not ‘soft’ in the sense that they don’t matter. They are the driving force behind collaboration, a feedback culture, psychological safety and leadership. Teams that communicate better make fewer mistakes, resolve conflicts more quickly and have lower absenteeism.

PractAIce makes that development concretely measurable. After each role-play, the platform shows how an employee scores on specific competencies: active listening, structuring feedback, staying calm under pressure. This gives HR and managers insights that you rarely get from classroom-based training.

It sounds logical, yet in practice it’s tricky: making development visible. PractAIce does this in a way that doesn’t feel like being assessed, but like growing.

Frequently asked questions about AI and soft skills training

What exactly is an AI role-play?
An AI role-play is a simulated conversation with a digital conversation partner. At PractAIce, you choose a work scenario — such as a performance review or a conversation with an angry customer — and have that conversation with an AI avatar that responds to what you say. Afterwards, you receive feedback on your communication and behaviour.

How do you train soft skills digitally?
Training soft skills digitally works best through repetition and immediate feedback. PractAIce offers role-plays in which employees practise the same situations over and over again, until the desired behaviour becomes second nature. This is fundamentally different from watching an e-learning module or attending a webinar.

Is AI coaching suitable for all employees?
Yes, AI coaching via PractAIce is accessible to employees at all levels. Whether it’s a new team leader learning how to have a difficult conversation, or an experienced manager looking to hone their feedback skills: the platform adjusts the difficulty level based on progress.

What does AI-supported soft skills training cost?
The costs of AI-supported training are generally lower than traditional training programmes, especially when you factor in economies of scale. There are no travel costs, no room hire fees, and no reliance on trainer schedules. PractAIce operates on a licensing model tailored to the size of the organisation. For specific pricing, please get in touch or request a demo.

Finally: is this something for your team?

Soft skills training via an AI avatar is no substitute for the human element of learning. But it fills a gap that traditional training has neglected for years: the space to practise, to fail, to start again and to grow, without anyone standing by to judge you.

If, as an HR manager or L&D specialist, you’re looking for a way to make soft skills training scalable and measurable, PractAIce is worth a look. Not because it’s a miracle solution, but because it answers the right questions: how do you ensure training sticks? How do you make development visible? And how do you give people the safety to practise?

Not sure if this is right for your organisation? Feel free to request a demo. There’s no obligation – just see if it’s the right fit.

Role-play training is increasingly being used within organisations as a method for developing communication skills. In many roles, the quality of conversations determines how effectively teams collaborate, make decisions and lead. Skills such as verbal communication, giving feedback and dealing with resistance play a central role in this.

At the same time, it appears that traditional soft skills training does not always lead to lasting behavioural change. Participants learn models for effective communication or giving feedback, but do not always apply this knowledge when a conversation becomes complex or emotional.

That is why there is growing interest in training methods that focus on practice. Role-play training uses realistic scenarios in which participants can practise conversations, receive feedback and refine their communication strategies. This approach makes learning not only cognitive but also experiential.

Role-play training is therefore an important addition to modern soft skills training and management training.

What is role-play training

Role-play training is a form of soft skills training in which participants practise realistic conversations. In a role-play, participants take on a specific role, such as that of a manager, employee or customer.

The aim of a role-play is not to conduct a perfect conversation, but to explore different communication strategies. Participants can experiment with their approach and immediately experience how their words and behaviour influence the reaction of a conversation partner.

This method enables participants to develop communication skills in a safe learning environment. They can make mistakes, try alternative phrasing and refine their approach before engaging in similar conversations in real-life situations.

Why role-play training is effective for soft skills training

Many communication skills are developed primarily through experience. Understanding a model for giving feedback does not automatically mean that someone can effectively conduct a difficult conversation.

Role-play training aligns with how people actually learn. Practising conversations creates a learning process in which knowledge, behaviour and reflection come together.

In role-play training, for example, participants practise:

• giving feedback to colleagues
• dealing with resistance in conversations
• conducting appraisal interviews
• discussing performance or behaviour
• facilitating change within teams

Practising these situations builds greater confidence in communication. Participants not only learn what they should say, but also experience how a conversation unfolds when they choose a particular strategy.

Scenario-based learning

A key feature of modern role-play training is the use of scenarios. Instead of general exercises, specific work situations are simulated.

Examples of scenarios include:

• an employee who consistently misses deadlines
• a customer who is dissatisfied with a project
• a colleague who reacts defensively to feedback
• a team member who resists change

By practising such scenarios, a learning environment is created in which communication skills are developed in situations that closely resemble everyday practice.

Scenario-based learning makes training more relevant and increases participant engagement. When people practise with recognisable situations, they are more likely to actually apply new skills.

Verbal communication as a core skill

Many communication problems arise not from a lack of intention, but from subtle differences in phrasing, timing or tone.

During role-play training, it becomes clear how these aspects influence a conversation. For example, participants experience:

• how a question can be interpreted differently
• how a particular phrasing can provoke resistance
• how empathy or acknowledgement can reduce tension

Through these experiences, participants develop a greater understanding of verbal communication. This helps them to steer conversations more consciously and respond more effectively to unexpected situations.

That is why role-play training is often used in conversation skills training and leadership programmes.

Reflection as an essential part of learning

Practising conversations is only part of the learning process. Reflection plays a key role in developing communication skills.

After a role-play, there is often a discussion about what happened during the conversation. This may focus on questions such as:

which interventions were effective
where did resistance arise in the conversation
how was the message received
what alternative approaches were possible

Through this reflection, participants gain insight into their own communication patterns. This helps professionals to consciously change their behaviour and further develop their skills.

Role-play training within management training

Role-play training plays an important role within management training. After all, managers regularly conduct conversations that influence motivation, performance and collaboration.

Examples of conversations that are often practised include:

• appraisal interviews
• coaching sessions
• feedback meetings
• discussions about performance or behaviour
• discussions about change or strategy

By practising these meetings in advance, managers develop greater confidence in their communication strategies. At the same time, they learn how to respond to emotions, resistance or unexpected reactions.

This contributes to a stronger feedback culture within organisations.

The role of digital technology in role-play training

New technology makes it possible to organise role-play training in a more flexible and scalable way. Digital learning environments can simulate scenarios in which participants practise conversations with a virtual conversation partner.

Platforms such as PractAIce offer organisations the opportunity to develop training scenarios and allow employees to practise their communication skills regularly. Participants receive feedback on their conversations and can track their progress via personal dashboards.

This creates a learning process in which employees improve their skills step by step.

More information about this approach can be found at
https://practaice.nl

https://practaice.nl/hoe-het-werkt https://practaice.nl/voor-organisaties

Frequently asked questions about role-play training

What is role-play training?

Role-play training is a training method in which participants practise realistic conversations. This enables them to develop communication skills before applying them in real-life situations.

Why is role-play training effective for communication skills?

Communication skills are developed primarily through experience. By practising conversations and receiving feedback, participants learn how their communication is perceived.

What is the difference between role-play training and traditional soft skills training?

Traditional training courses often focus on theory and models. Role-play training places greater emphasis on practice, experience and reflection.

How does role-play training help with giving feedback?

By practising feedback conversations, participants can experiment with different ways of phrasing things and learn how their message is received.

Why do organisations use role-play training in management training?

Managers often have complex conversations with employees. By practising these conversations in advance, they can improve their communication strategies.

How does role-play training contribute to personal development?

By regularly practising conversations, participants gain insight into their communication behaviour. This helps them to improve their skills step by step.

Conclusion

Role-play training is a powerful method for developing communication skills. By practising realistic conversations, professionals not only learn what effective communication is, but also experience how conversations unfold in practice.

Combined with reflection and repetition, this creates a learning process that leads to lasting behavioural change. As a result, role-play training is a valuable addition to soft skills training, conversation techniques training and management training.

Would you like to see what role-play training looks like in practice? You can easily request a demo via https://practaice.nl. During a demo, we’ll show you how organisations develop scenarios, how employees practise conversations and how communication skills develop through realistic simulations.

Would you like to experience how this works in your organisation?
Schedule a demo and explore with us the scenario that will have the greatest impact.

Soft skills training is playing an increasingly important role within modern organisations. Skills such as verbal communication, listening, giving feedback and dealing with resistance determine the quality of collaboration and leadership in many roles. At the same time, research within Learning & Development (L&D) shows that these types of skills are more difficult to develop than technical knowledge.

Traditional training courses often focus on models and theory. For example, participants learn a structure for feedback sessions or a method for effective communication. Although this provides valuable insights, knowledge transfer does not automatically lead to behavioural change.

That is why the focus is increasingly shifting towards competency-based training. In this approach, the emphasis is not only on knowledge, but above all on developing specific competency skills. Employees learn by practising, reflecting and gradually improving their behaviour.

What is soft skills training?

Soft skills training is a form of training aimed at developing interpersonal skills. Examples include communication, collaboration, leadership and conflict management.

These skills are more difficult to train than technical knowledge, as they are highly dependent on context and interaction with others. Developing soft skills therefore requires a learning environment in which participants can practise behaviour and receive feedback on their approach.

In modern management training, a combination of theory, practice and reflection is therefore increasingly being adopted.

Competency-based training: focus on behaviour and skills

Competency-based training focuses on the development of observable behaviour. A competency is seen as a combination of knowledge, attitude and skills that an individual can apply effectively in a specific situation.

Examples of competencies within communication and leadership include:

• effective listening
• clearly formulating messages
• dealing with resistance in conversations
• giving constructive feedback
• maintaining control of a conversation

By linking training courses to specific competencies, learning becomes more concrete and easier to measure. The focus shifts from ‘understanding’ to ‘applying’.

This is particularly relevant in management training, as managers engage in daily conversations where these competencies come to the fore.

Role-play as a method for behavioural development

Role-play is an important method in soft skills training. By simulating realistic situations, participants can practise their behaviour before applying it in practice.

For example:

• a manager who needs to have a word with an employee
• a manager who needs to communicate a difficult decision
• a professional who needs to discuss a conflict
• a customer conversation in which resistance arises

During a role-play, participants can experiment with different approaches. This is often followed by a reflection session in which we discuss which interventions were effective and where the conversation could have gone differently.

This combination of practice and reflection forms an important basis for developing communication skills.

Scenario development with a role-play developer

Digital learning environments make it possible to use role-plays more flexibly. Instead of a single fixed scenario, trainers or L&D specialists can design situations themselves that reflect the reality of their organisation.

With a role-play developer, for example, scenarios can be created based on:

• specific learning objectives
• relevant competencies
• recognisable work situations
• different types of conversation

This creates a learning environment in which employees can practise the skills relevant to their role in a targeted manner.

A key benefit is that participants can practise in a safe environment. Making mistakes has no impact on real-life working relationships, creating space to try out new communication styles.

Learning in small steps

Research into behavioural development shows that skills are developed more effectively when people practise in small learning steps. Rather than a single intensive training day, a series of shorter practice sessions often proves more effective.

This principle aligns with modern learning concepts such as micro-learning. The participant regularly practises a scenario, receives feedback and then adapts their own approach.

This repetition creates a learning process in which skills are gradually refined. This approach proves particularly effective in verbal communication, as conversations often require subtle adjustments in tone, timing and phrasing.

Reflection and insight into personal development

Reflection is an essential part of competency-based training. Without reflection, practice often remains superficial.

That is why modern learning environments often include a personal dashboard where participants can track their development. Such a dashboard can, for example, show:

• how often someone has practised
• which skills have been developed
• how communication skills improve over time

This helps participants gain insight into their own learning process. At the same time, trainers and L&D professionals can offer more targeted guidance.

The role of technology in modern soft skills training

Digital platforms make it possible to organise soft skills training in a more scalable and personalised way. Scenarios can be adapted to different roles, sectors or learning objectives. Participants can also practise at times that fit in with their daily work routine.

Platforms such as PractAIce, for example, offer an environment in which organisations can design their own role-plays and link them to specific competencies and learning objectives.

Participants can then practise safely in realistic conversation scenarios and track their progress via a personal dashboard. More information on this approach can be found at:

https://practaice.nl
https://practaice.nl/hoe-het-werkt
https://practaice.nl/voor-organisaties

Frequently asked questions about soft skills training

What is the difference between soft skills training and competency-based training?

Soft skills training focuses on developing communication and collaboration skills. Competency-based training goes a step further and links these skills to specific competencies and observable behaviour.

Why is role-play used in management training?

Role-play makes it possible to practise realistic situations. This allows participants to experiment with communication and behaviour before applying it in practice.

Why is reflection important in skills training?

Reflection helps participants understand why a particular approach was effective or, conversely, why it was not. This accelerates the learning process and reinforces behavioural change.

Conclusion

Soft skills training is increasingly evolving towards competency-based training, which focuses on behavioural development. By practising realistic situations through role-play, participants can develop their competencies in a targeted manner. When these exercises are combined with reflection, small learning steps and insight into progress, a powerful learning process emerges. Technology also makes it possible to design scenarios flexibly and allow participants to practise more frequently. Organisations wishing to strengthen communication skills and leadership competencies can thus create a learning environment in which employees not only understand what constitutes effective behaviour, but also actually apply it. Would you like to discover how this works in practice? Then find out how PractAIce helps organisations develop role-plays, train competencies and provide insight into personal development via https://practaice.nl.

Concluding remarks

Soft skills training focuses on developing communication and collaboration skills. In competency-based training, these skills are practised through realistic role-plays and scenarios with specific learning objectives and competencies. By practising, reflecting and tracking progress in a personal dashboard, employees can gradually improve their skills and communicate more effectively in their daily work.

Would you like to see how this works in your organisation?
Schedule a demo and explore with us a scenario that will have the greatest impact.

Soft skills training is a top priority for many organisations. That’s hardly surprising. In virtually every role, communication, collaboration and behaviour ultimately make the difference. Yet in practice, you often find that training courses on effective communication or giving feedback tend to have only a temporary effect.

Employees attend a training course, grasp the theory and then return to their work. And that is precisely where things often get stuck. Because knowing how to conduct a conversation is quite different from actually applying it within your own work context.

Think of a manager who needs to address an employee’s behaviour. An account manager facing resistance. Or a team leader who has to have a difficult conversation about performance. It is in moments like these that you really see whether someone has truly mastered the skills.

More and more organisations are therefore looking at a new form of soft skills training:
practising with AI coaching and AI avatars.

Why soft skills are developed primarily through practice

Many skills are not developed through theory, but through experience. You don’t learn to listen better by reading a textbook. You don’t learn to communicate more effectively by attending a single training session. That only happens when you have conversations, reflect on them, and practise again.

This is often where the challenge lies for L&D teams. Practising with real-life situations takes time and guidance. Trainers cannot supervise role-plays indefinitely, and many employees find it uncomfortable to practise with colleagues. As a result, soft skills training often gets stuck at the level of knowledge and theory rather than behaviour.

The question then becomes: how do you create an environment where people can practise safely, without having to apply it directly in real life?

What AI coaching adds to learning and development

AI coaching makes it possible to practise conversations whenever someone needs to. Not just during a training day, but in between sessions.

For example, an employee can practise a difficult conversation with a digital conversation partner. The AI responds to what someone says, asks questions and provides feedback on their behaviour during the conversation.

This makes learning much more concrete. Instead of general theory, someone gains insight into:

• how clear the message was
• how well they listened
• how they responded to resistance
• where the conversation could have been stronger

In this way, personal development becomes an ongoing process, rather than something that only happens during training sessions.

AI avatars make practice more realistic

AI avatars play a key role in this. These are digital conversation partners that react just like real people do.

For example, a critical customer, an employee who reacts defensively, or a colleague who gets emotional. This makes a role-play feel less like a training exercise and more like a real-life situation.

This helps people to test their behaviour before it matters in practice.

Platforms such as PractAIce use AI avatars to simulate realistic conversations. Employees can, for example, practise feedback sessions, customer conversations or leadership situations. The AI analyses the conversation and then provides targeted feedback.

Anyone wishing to see how this works can, for example, visit the page https://practaice.nl/hoe-het-werkt, which explains how organisations can set up their own scenarios and learning objectives.

Soft skills training works better when learning becomes part of the job

The biggest challenge for many training programmes is the so-called transfer to the workplace. People understand what they need to do, but do not yet apply it. Often, new skills fade into the background as soon as they are caught up in the hustle and bustle of daily life.

That is why the role of L&D is increasingly shifting from “organising training” to “integrating learning into work”.

When employees can practise just before a meeting or reflect on their communication afterwards, a learning process emerges that is much closer to real-life practice.

Instead of a single training session, a continuous learning process emerges. This makes a big difference for skills such as:

• effective communication
• giving feedback
• dealing with resistance
• conducting leadership discussions
• improving customer interactions

What does this mean for L&D teams?

For L&D, this development means that learning becomes more scalable. Trainers and coaches remain important, but technology can support part of the practice.

This offers a number of advantages:

• Employees can practise more often.
• Feedback becomes more specific and immediate.
• Learning becomes more personalised.
• Teams can practise specific situations that arise in their work.

For organisations investing in soft skills training, this can help ensure that new behaviours
are actually adopted.

Frequently asked questions about soft skills training with AI

What are soft skills?

Soft skills are people-oriented skills such as communication, collaboration, listening,
giving feedback and dealing with conflict.

What is AI coaching?

AI coaching uses artificial intelligence to simulate conversations and provide
feedback on communication and behaviour.

What are AI avatars?

AI avatars are digital conversation partners that respond like real people. They are used to practise realistic conversations.

Why is practice important for communication skills?

Communication skills are developed mainly through experience. By practising conversations, people learn more quickly how to respond more effectively.

From training to real behavioural change

Most organisations now realise that communication skills are essential. The real challenge lies not in understanding models, but in practising behaviour.

That is why soft skills training is increasingly shifting towards practical exercises using AI coaching and AI avatars. Not as a replacement for trainers, but as an additional practice space where employees can grow.

Would you like to see how organisations apply this in practice? Then find out how PractAIce helps organisations to practise conversations realistically and develop communication skills.

Visit https://practaice.nl and discover how AI-driven conversation simulations can contribute to more effective communication, better collaboration and sustainable personal development within teams.

Would you like to experience how this works in your organisation?
Schedule a demo and explore with us a scenario that will have the greatest impact.

You develop personal, coaching and situational leadership through conversations

Leadership isn’t tested on quiet days. It becomes apparent in moments of tension. When someone underperforms. When an employee gets stuck. When there is resistance to a decision. When you have to choose between showing understanding or setting boundaries and addressing someone’s behaviour.

Many leaders are familiar with the theory and the models. They know what coaching leadership entails and when situational leadership is appropriate. But the difference between knowing and doing requires experience and insight, and becomes apparent in the conversation itself.

Personal leadership: leading yourself

Personal leadership precedes every leadership style. It revolves around self-awareness and self-regulation. How do you react when someone contradicts you? What happens to you when a conversation becomes emotional? Do you become more directive under pressure, or do you tend to avoid the situation?

Without insight into those patterns, you’ll keep reacting on autopilot. You might think you’re coaching, but you end up taking over the solution. Or you might think you’re being clear, but your message comes across as aloof.

Personal leadership requires you to get to know your own blind spots. Not just through reflection after the event, but by experiencing the impact of your behaviour in a realistic interaction. Development begins when you dare to see where you avoid tension, where you take too much control and give the other person too little space, or where, conversely, you fail to set clear boundaries.

Coaching leadership: developing rather than solving

Coaching leadership focuses on the other person’s growth. It means you don’t give direct answers, but ask questions. That you create space for ownership. That you help someone reach their own insights.

In practice, this is harder than it sounds. Especially when the pressure is high or results are lagging behind. Then it is tempting to take the reins quickly. To come up with the solution yourself or start giving advice straight away.

Coaching leadership requires mastery of subtle communication skills: asking probing questions without steering the conversation, summarising without interpreting, allowing silence to fall without immediately filling it. It also requires trust. Trust that the other person can learn to give space.

This type of leadership is not intended for every situation. It is appropriate when someone possesses the basic skills but needs to develop in terms of independence, insight or responsibility.

Situational leadership: adapting to the context

Situational leadership is all about flexibility. Not every employee is at the same stage of development. Not every situation calls for the same approach.

Sometimes clear instructions are needed. For example, when a new task arises or when an employee lacks sufficient experience. Sometimes a situation calls for more guidance and clear guidelines. In other cases, however, support or letting go is the appropriate approach.

The difference from coaching leadership is fundamental. Coaching leadership is a style focused on development through questions and reflection. Situational leadership is a decision about which style is appropriate at that moment: instructing, guiding, supporting or delegating.

Those who lead situationally must therefore constantly assess what is needed. This requires perceptiveness and the ability to adapt your communication style without becoming inconsistent.

Practise when things get tricky

Most leaders learn these skills through experience. Through conversations that go well. But also through conversations that, in hindsight, could have gone better. The question is: why wait until a difficult conversation arises?

With AI Avatar training, you can practise precisely those conversations in advance. You can set up a scenario in which an employee reacts defensively to feedback. Or in which someone becomes emotional upon receiving feedback or bad news. Or in which a high performer shows resistance to new agreements.

The avatar acts as a realistic conversation partner. You decide how they react: cooperatively, critically, cautiously or confrontationally. This allows you to experience different dynamics and explore how your reaction affects the course of the conversation.

This allows you to practise new behaviours in familiar work situations.

Developing outside the comfort zone

Many leaders know exactly which conversations they put off. Addressing a senior employee. Setting boundaries for an overworked colleague. Conducting a tough performance review. Announcing an unpopular decision.

It is precisely these conversations that determine the quality of leadership. In a safe practice environment, you can repeat, refine and retry these situations. You can experience what it feels like to be more direct than you are used to. Or, conversely, calmer. Or more explicit. You can see where you automatically defuse tension, and where you might actually need to let it remain.

Development happens when you consciously step out of your comfort zone and build skills there.

Leadership as a manageable skill

Leadership is not a fixed character trait. It is a combination of behaviours that you can train.

By strengthening personal leadership, you learn to know and regulate yourself. By practising coaching leadership, you learn to stimulate development in others. By consciously applying situational leadership, you learn to tailor your style to the context and the individual.

When you practise these conversations systematically, you develop control. Difficult conversations become less fraught. Decisions are communicated more clearly. Feedback is received more constructively.

That is the moment when leadership is no longer a matter of chance, but a developed skill.

Would you like to experience this in practice?

At PractAIce, leaders develop their personal, coaching and situational leadership skills through realistic and safe conversation simulations.

You can set up your own scenarios that reflect your practical situation. Think of a difficult feedback conversation, resistance to change, or supporting an employee who is struggling. In a safe environment, you practise different styles, receive targeted feedback, and gain insight into your own patterns and blind spots.

This makes leadership development concrete, measurable and applicable in day-to-day work.

Would you like to see how this works in your organisation?
Book a demo and explore with us a scenario that will have the greatest
impact on your leaders.