This paper assesses the cultural diversity of improvisation. More specifically, it focuses upon the empowerment as jazz metaphor by highlighting a two-way process considering what marketers (including managers and empowered direct contact staff) and improvising jazz musicians can learn from each other. It examines the apparently polarized concepts of freedom and constraint by identifying how jazz guitarists differ on a hypothetical continuum in terms of the divergence of their performances, as demonstrated by the level of preconceived structuring and pre-composition evident in their work. The metaphorical link highlights the value of making scripted responses appear more customized and spontaneous in order to create the impression of a more personalized service encounter. It urges increased opportunities for employees to be creative and imaginative, but considers the extent to which the freedom to make real-time decisions may be a nebulous and partially illusory ideal for both the empowered service provider and the improvising jazz musician.
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