Well-structured service scripts bring direct benefits to the support team: they help maintain focus on processes, increase agility, reduce errors, and provide greater security for the team. In addition, they serve as a guide for agents to learn how to deal with different customer profiles, maintaining the quality of contact.
When viewed strategically, the script is no longer just a “ready-made text” but becomes an essential resource for standardizing service without making it rigid.
A good script ensures consistency in the experience but leaves room for adaptation, allowing the conversation to sound natural and aligned with the brand’s style. This makes the operation scalable without losing care in the relationship.
Another important point is that the script improves the fluidity of support: it establishes a quality standard, provides a support base for agents, and helps ensure that all customers receive satisfactory service, regardless of the time or channel.
Even so, it is essential to avoid overly “rehearsed” service. The goal is not for the attendant to sound like a robot, but rather to have support to structure the dialogue with empathy, flexibility, and the company’s own language.
With that in mind, we have put together 11 service script templates for different situations and some practical guidelines for you to create your own scripts.
What are service scripts?
Service scripts are a set of predefined responses and speech structures that guide the attendant on what to say in different situations, preserving the brand’s language and service standards defined by the company, helping the attendant to respond clearly and confidently.
It is important to differentiate between the script and the call flow: the flow describes the steps of the interaction (where to forward, which screen to open, what to record), while the script focuses on what will be said to the customer.
Today, AI has greatly expanded the potential of these scripts. Instead of static documents, solutions such as JivoChat’s AI Agent allow you to automate customer service based on the company’s knowledge and the context of each customer, significantly increasing satisfaction rates.
How does a customer service script improve quality?
Well-conducted customer service not only improves the customer experience, but also directly impacts the company’s results.
Research by E-Commerce Brasil shows that 97% of respondents consider customer service to be a determining factor in their relationship with a brand, and 61% would be willing to pay more for specialized service. When the script is used as a support and not as something rigid, it:
- helps the attendant to be more objective, clear, and consistent;
- reduces response time;
- increases the first contact resolution rate.
As a result, the customer receives adequate support, the attendant gains experience with each interaction, and the team becomes more productive. In practice, this tends to raise indices such as CSAT (Customer Satisfaction Score) and other satisfaction indicators.
Therefore, it is worth viewing the script as a strategic tool: it consolidates a communication standard, but can (and should) be continuously adjusted based on feedback, metrics, and team learning.
Examples of customer service scripts
Below are some sample scripts for different moments in customer service, which can be adapted to your company’s reality.
1. Welcome and initial greeting
The first impression sets the tone for the conversation. The greeting should be cordial, professional, and direct.
Script:
“Hello, [Customer name]. This is [Agent name] from [Company]. I’m here to help you. How can I assist you today?”
2. Customer identification
Showing that you know who you are talking to conveys care and personalization.
Script for new customers:
“Thank you for contacting [Company], [Name]. I see that this is your first contact with us. Welcome! How can I help you?”
Script for returning customers:
“Hello again, [Name]. It’s great to speak with you again! How can I help you today?”
3. Confirming and validating the request
Repeating the problem in your own words avoids misunderstandings.
Script:
“Perfect, [Name]. Just to confirm that I understand correctly: you are having difficulty with [summary of the demand], right?”
4. Empathy and gathering details
Acknowledge the customer’s discomfort and ask for more information, showing genuine interest in the solution.
Script:
“I understand, [Name]. I’m sorry for the inconvenience, let’s solve this together. Do you notice if this problem happens at a specific time or continuously?”
5. Diagnosis and immediate solution
When possible, solving the problem on the spot adds a lot of value.
Script:
“Okay, [Name]. Shall we try a solution? Please follow these steps: [simple explanation]. Once you’re done, let me know if it worked, okay?”
6. Referral or escalation of the case
If you need to transfer the case, explain why and give a timeframe.
Script:
“[Name], to ensure a more thorough analysis, I will forward your case to our team specializing in [area]. Can I put you on hold for a moment, or if you prefer, I can get back to you with the answer by [email/WhatsApp]?”
7. Delivery, product, or billing issues
Sensitive situations require even more care.
Script:
“I’m very sorry about what happened, [Name]. I’ll check your order now. Can you give me the order/invoice number? As soon as I check, I’ll explain the options: reshipment, adjustment, or refund, okay?”
8. Issues outside the company’s jurisdiction
Even when it is not possible to resolve the issue directly, it is important to provide guidance.
Script:
“I understand, [Name]. This type of situation is handled directly by [agency/company/partner]. Here, we take care of [company scope]. But I will give you the contact information and the best way to resolve this as soon as possible.”
9. Alignment and confirmation of understanding
Before closing, make sure everything is clear.
Script:
“Is everything clear to you, [Name]? Would you like me to repeat any points or go over any steps in more detail?”
10. Follow-up
Showing that you remain attentive reinforces trust.
Script:
“Great, [Name]! I will follow up on this process and, in a few days, I will return to confirm that everything is in order. If you need anything in the meantime, just give us a call.”
11. Closing and after-sales
A good closing leaves the door open for future contact.
Closing script:
“[Name], thank you for contacting us. If you have any further questions, we are at your disposal. Have a great day!”
After-sales script:
“Hello, [Name]! This is [Agent] from [Company] after-sales. I would like to know if everything is okay with what we agreed upon previously and if we can help you with anything else.”
How to create a customer service script?
An effective service script is a reference, not a text to be read word for word. It should organize the agent’s reasoning without preventing them from adapting to the particularities of each case. To create a consistent script:
Know your audience
Start by mapping the most frequent situations: questions about products, technical problems, billing, cancellations, negotiations, etc. Understand the expectations and emotions involved in each context to adjust the tone and content of your responses.
Create a customer service flow
Design the ideal path for an interaction: greeting, problem identification, data collection, analysis, solution, and closure. Then create branches for different customer responses, ensuring that the attendant knows how to proceed in each scenario.
Define the tone of voice
The tone should reflect the brand’s values and culture: more formal, lighter, more technical, or more relaxed. The important thing is that the entire team uses a consistent standard, conveying the same identity in each contact.
Learn to anticipate questions and objections
List the most common questions and objections (price, delivery time, warranty, return policy, contract, etc.) and prepare clear and objective answers. This gives the attendant confidence and avoids improvisation that can cause confusion.
Create customizable responses
Offer templates, but leave room for the attendant to adjust terms, examples, and explanations according to the customer’s profile and context. Small adjustments make the service sound more human and less “stiff.”
Train your team
Present the script in practical training sessions, with service simulations. Teach not only “what to say,” but also “why to say” it in a certain way. The more comfortable the team is with the script, the more natural it will be to use it on a daily basis.
Review and update constantly
Monitor customer service, collect feedback from customers and the team itself, and update scripts based on new situations, product changes, adjustments to company policy, or best practices identified in the operation.
What are the advantages of a customer service script?
A well-constructed customer service script generates benefits for the customer, the team, and the company.
Helps with team training
For new employees, the customer service script serves as an initial guide that accelerates learning and reduces insecurity. For those already in the operation, it is a reference for best practices, which facilitates retraining and alignment.
Improves customer service performance
Having standardized responses for key scenarios increases consistency and prevents discrepancies between agents. This strengthens the brand image and gives customers more predictability about the type of treatment they will receive.
Prevents potential errors
Well-planned scripts reduce communication errors, incomplete information, or guidance that is inconsistent with internal policies. When combined with systems that show customer history, they help avoid unnecessary repetitions and misunderstandings.
Gives agents more confidence
Knowing where to start, what questions to ask, and how to conduct the service reduces team anxiety, especially in sensitive situations. Over time, this improves clarity, objectivity, and confidence in conversations.
Improves customer service team performance
As the operation matures, the script can be enriched with suggestions from the agents themselves, incorporating day-to-day learnings. This values the team and turns good practices into standards for everyone.
Improves the customer experience
When service is fast, consistent, and empathetic, the customer perceives value. Well-used scripts help deliver accurate answers, faster solutions, and more human interactions.
Have you learned how to create a service script?
Throughout this content, you have seen how service scripts can organize processes, strengthen the customer experience, and give the team more confidence. In competitive markets, offering structured, quality support is no longer a differentiator but a basic requirement.
To evolve even further, having a robust omnichannel platform, such as JivoChat, enhances this work.
With JivoChat, you can centralize everything in a single dashboard, use chatbots, AI agents, and other features that increase operational efficiency and help you put your scripts into practice in a consistent and personalized way at all customer touchpoints.