Guest columnist Hal Becker, author and speaker on sales and customer service, argues that customer service can be improved with the help of empathy. Despite customer service becoming fast, scripted and efficient, Becker argues that empathy is the ultimate differenceiator in customer service. Empathy reduces customer frustration, anger, or disappointment, and increases customer cooperation and calmness. Empathetic customers are more likely to feel heard and feel respected, making them feel more satisfied and more relaxed. Empathic customers are calmer, more cooperative and less likely to ask for a supervisor. Despite policies protecting the company, empathy remains the ultimate differentiator in a world dominated by scripts, bots, and "press 4 for disappointment."