When this topic matters
The "read or not read script" debate is as old as phone sales. But it is usually framed wrong.
It is not about having or not having a script. It is about how to use it — as support or as a brake.
What happens in practice
Operators who read scripts literally sound unnatural. But operators without any structure often wander and lose control of the call.
Best operators have the script "in their head" — they understand the structure, know key points, but formulate in their own words.
Why it fails
Script fails when it is too long, too complicated, or when operator does not understand its logic.
Conversation without structure fails when operator has no clear goal, does not know how to respond to objections, or forgets key information.
How to think about it
Instead of "script vs conversation" think about three levels: 1) Framework (call structure). 2) Key messages (what must be said). 3) Formulation (how to say it).
Framework and key messages should be fixed. Formulation should be flexible — adapted to the person on the other side.
What you gain and what you lose
Strict script: consistency, easier training, but lower authenticity and worse adaptation.
Free conversation: authenticity, adaptation, but higher demands on operator and risk of inconsistency.
When to use what
Strict script: new operators, compliance-sensitive segments, simple transactions.
Looser framework: experienced operators, complex B2B, segments requiring personalization.
It is not about script yes/no. It is about three levels: call structure, key messages, and formulation. First two fixed, third flexible.