Advice on a new evaluation form

We are currently putting together a new evaluation form entitled "the customer experience".
We decided to change our current form as agents feel it is too procedural and felt like they were processing customers.
We would like our new form to really look at the customer experience, and give agents the chance to build a relationship. Due to the nature of our business there are certain procedures we have to abide by and it is difficult to find a happy balance.
Does anyone have suggestions on the kind of criteria we could implement to enhance the customers experience while maintaining compliance.
Previous experience of introducing new forms has created a negative impact on the quality department and we would like to avoid this, any suggestions?

SQD

Rapport building should be part of the process. I don't actually see why processing customers is a negative. It's the method of processing that needs examination and ensuring that rapport, tone of voice and client relationship is included delivers an excellent consistent customer experience.