FSA issued a notice on how to deal with customers, including a long list of do's and don'ts. When I joined the agency they had a series of training packages for county office employees, including one called "counter skills", since the usual setup for the offices included a counter, like that in banks back then, over which the farmer and employee conducted business. I've no idea what the package included, whether it was mostly the sort of communication skills included in the current notice or whether it was more content oriented. I'd guess the later. The current notice reflects, I think the change in the culture over the past decades.
Unusually for me I'm not quibbling or nitpicking the instructions, they're good, at least for the case where there's an arms-length relationship. [Second thought: to some extent it's the same sort of thing as the procedure for developing individual development plans or the script for a play. If the actors put their heart into it, it can be great; if they just read it, it's lousy.]
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