I'd say that if it's a run of the mill scotch, just pouring it is fine, but never add ice or water without checking with the customer.
If it is a more expensive bottle it would be appropriate to show the bottle to the customer when pouring.
Never put scotch in a shot glass and if you don't have specific whisky glasses, ask if a brandy snifter or wine glass will be okay if the customer is having it straight.
Get a set of Glencairn whisky glasses, which have now become the standard, and are more durable than they might appear.
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