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The specific procedures and protocols – if not the specific words – an agent must follow when interacting with a customer.  On the one hand, scripts can help the agent clearly articulate the best course of action for the customer, expedite the resolution process, trigger behaviors that result in sales, and ensure compliance with all internal and regulatory policies.  On the other hand, scripts are by definition impersonal and can thus reflect disinterest in truly understanding or building a relationship with the individual customer.