A method and apparatus are provided for guiding a conversation between an agent of a call center and a client of the call center towards one of a plurality of goals of an organization controlling the call center. The method includes the steps of recognizing a voice content of the client of the call center, correlating the recognized voice content with a first goal of the plurality of goals of the call center and presenting script to the agent of the call center based upon the correlated goal of the call center.