Sticking to a script is a tempting solution to our uncertain world. However, new research into the science of high performing cultures shows that, to be innovative, organizations should prioritize flexibility when things become less predictable. The lesson is no more evident than in customer service, which has gained a nightmarish reputation because of continued attempts to automate everything, including the humans.

In the age of automated menus and voice recognition, customer service experiences have become a punch line. Navigating the maze of numbered options is only half the battle—if you’re lucky enough to reach a human being, they won’t sound much different than the robot.

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