The contact center industry needs to shift its mindset from "providing a service" to "serving a person." This is a revolutionary approach because it means leadership must stop its restrictive manufacturing approach to agent-customer interactions. Instead, they need to develop agents who are authentically serving customers because research has shown that the customer experience depends almost entirely on the agent they interact with. When the agent is able to "cross the company line" where the human-to-human relationship supersedes the company-customer relationship, it dramatically increases the customer's emotional satisfaction and loyalty.