A system comprises a database configured to store a plurality of baseline scripts, an applications server communicatively coupled to the database, and an analytics engine. Each of the plurality of baseline scripts is associated with a client of a call center and comprises a plurality of questions for guiding a communication session between an agent and a party. The applications server is configured to monitor a plurality of communication sessions. Each of the plurality of communication sessions is guided by a respective one of the plurality of baseline scripts. The applications server is further configured to obtain information about an actual call flow of each of the communication sessions and send the obtained information about the actual call flow of each of the communication sessions to the analytics engine. The analytics engine is configured to determine one or more proposed changes to a baseline script.