A Guide to Scripting for Customer Services Explained (with Examples)

Positive customer interactions are critical for the reputation and sales of your business. Here’s how to incorporate stellar scripting into your customer service strategy…

Preparation and planning for any situations you could encounter throughout a customer service journey are key, regardless of whether the interaction is with a human or an automated service.

Customer service scripting can create the perfect base for your agents to work from when dealing with customers.

So, what is a customer service script, and how can you use them to improve customer relationships and agent training? Continue reading for our full guide…

What is a Customer Service Script?

A customer service script is a written prompt used by your customer service agents to deal with issues and queries.

A good script will contain the steps an agent should follow during customer interactions. It should serve as a guide containing recommendations on what to say, when to say it, and how.

call centre header image graphic

Why Are Customer Service Scripts Beneficial?

They can be used in almost any scenario, including phone conversations, chat boxes and social media interactions. Because of this, customer service scripts can be highly beneficial to both the customer and a retail business.

Here are a few of the top advantages of their implementation:

  • Reduce errors – A script covering common customer issues and queries should reduce the number of mistakes made on key information. If agents have a guide of what to say in response to questions on returns policies or shipping times during busy periods, then your team is more likely to be on the same page and offer a consistent level of service.
  • Maintain the tone of the brand – Scripting creates a standardisation across your customer service output. A brand with consistent quality in all aspects can easily retain and nurture customer relationships.
  • Aid with training – Positive scripting can be an incredibly useful training tool if you or someone on your team is new to the role. Scripts serve as a starting point to help new agents learn the ropes and quickly develop an understanding of the flow of positive customer interactions.

Something to bear in mind is that scripting should be used lightly at this early stage. Prevent dependency by providing bullet points rather than a long wall of word-by-word text to follow. This will ensure that all team members have the same knowledge base to fall back on, while also having some freedom to provide the best possible solution and response for the customer.

When to Use Customer Service Scripts

Scripts shouldn’t be restrictive or get in the way of providing empathetic customer service.

Instead, they should allow for authentic and accurate customer communication. Customers often crave a personalised and human experience, which can sometimes be stilted when the conversation is too regimental.

Customer service scripts might be less useful in certain situations. Knowing where your team and the customers will benefit from them most will allow you to use them to the full advantage of your retail business.

For example, scripted empathy might seem forced if a customer is upset about something. In this case, a script might not be the best strategy to use moving forward with that customer.

Gnatta positive customer script best practices

How to Create a Customer Service Script

Now you know when and why to use a customer service script, it can be handy to understand the basics of creating one. Here’s our step-by-step guide for you to follow…

1.     Know your customers

Having a sound understanding of your customer profile is the first step to ensuring you know how to get through to them. Different language and tone might need to be adopted when approaching them depending on what type of person your typical customer is.

For example, a script aimed at customers in a high age group will use a different language than a script aimed at people in their twenties.

2.     Structure the stages

Once you know exactly who the script is aimed at, you should start mapping out the phases that an agent should go through. This should provide the shape for the entire interaction – from beginning to end, with all possible routes thought of along the way.

3.     Define key phrases

The third step is arguably one of the most important since it meets one of the primary functions of the customer service script – giving customers the key information.

At this stage, key phrases should be added to the script, including anything that agents must relay to the customer about a particular topic.

The key phrasing can also help with setting the correct tone. For example, you can set out a list of greetings or closing statements to use that will help standardise your customer service quality.

4.     Test the script

How will you know if the script works if you don’t test it?

Firstly, test it within your team to see how they feel about it. Once you have a majorly positive reaction from those who will be using it, then you can move on to testing it with real customers.

Gain feedback on the service wherever possible and pay close attention to how customers react to the language and tone choices.

5.     Continue adjusting and improving

Based on feedback, you can tweak the script and highlight strong points.

Adjustments may be necessary for various reasons, including policy changes or customer feedback that something doesn’t work. Whatever the reason, it’s important to keep progressing with your scripts to reflect your business’ values.

Customer Script Templates

Customer service scripts can be helpful in numerous situations. Below, we’ll provide a few templates for guidance and inspiration…


First-time customers should be met with a friendly tone carrying throughout the interaction. Whether your goal is to create a loyal customer or retain custom, a friendly and helpful service should achieve this.


  • Good [morning/afternoon], you’re speaking with [name] from [department/company].
  • How are you?
  • I hope you’re doing well today!

If the customer provides a positive response…

  • Great to hear! I’m doing very well, thanks for asking. How can I [help/assist] you today?

If the customer provides a negative response…

  • I’m so sorry to hear that. What can I do to help you today?
  • So sorry about that. Could you provide me with your full name and order number so I can start fixing the [issue/problem] for you?

A large majority of questions in retail will be regarding order issues, so you should identify the customer and their order before moving on…

  • Can I get [their full name/phone number/address/all relevant details] so I can check on that order?
  • No problem. Do you happen to have the order number so I can bring you up on our system and check it out?

Repeat customers

Acknowledging a returning customer is a best practice and reiterates the care and consideration for the brand relationship. Using a customer service platform that can provide this type of information about past interactions can help you add to the personal service.

From the initial greeting, you should remember that repeat customers are likely to expect a more bespoke service.


  • Hey again, [Customer Name]! How can I help you today?
  • Welcome back [Customer Name]! What can I do to help?
  • Welcome back [Customer Name]. Do you want to pick up where we left off last time?
  • Hi [Customer Name]. Are you still having issues with [insert previous problem]?

Customer complaints and apologies

Any issue should be met with empathy and an apology regardless of who’s at fault. Your agents should be ready and willing to resolve issues while ensuring concerns are heard and understood.

Here’s how to handle it when…

person on video call on a mobile phone

The product shipped to the wrong address:

  • It looks like your order shipped to the wrong address. I apologise for this inconvenience. We’re going to send another [product name(s)] to your address, and it should arrive [provide realistic timescale].
  • Unfortunately, it looks like your order was shipped to the wrong address. Could you provide me with the correct address so we can update your records and ensure this doesn’t happen in the future? We’re also going to send another [product name(s)] to your address which should arrive [provide realistic timescale].

Delivery didn’t arrive:

  • So sorry to hear that, [insert name]. Let me bring up your order so we can investigate what happened and get another [product name(s)] sent to you as soon as possible.
  • Sorry to hear there was an issue, [insert name]. Could I get your order number so I can investigate what happened? We’ll make sure to send a replacement [product name(s)].

The important thing to remember and implement, especially in a complaint response, is to bring empathy to the situation.

Looking for customer service that speaks to your contacts? Gnatta makes interactions matter, delivering quality exchanges and quicker responses that meet your customers’ expectations. 

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