The primary purpose of a good call center script is not to sound scripted to the customer, isn’t it? However, many a times we get swayed with monotonic languages that we forget the relevance of crafting a good scripts.
Customers should feel that the agent is having a real conversation with them, rather than running through a script. Therefore, a good agent with a good script will be able to make the script invisible to the customer. Following are some points to consider while developing a call center script.
Refrain from a Straight Line Flow
A customer is not required to adapt to your process. On the contrary, you should follow the customer’s conversation or flow. This will help agents to take down all the important information provided by the customer, and build empathy along the way. Empathy is important to gain confidence of customers. Your script should allow agents to provide an appropriate response at any point during the course of customer interaction, as well as prompt the agent to stay consistent with the company/business message.
Refine the Script for Conversation
When you are developing the script, keep in mind that it is being developed for a verbal conversation, rather than a written one. One is quite different from the other in style and impact. It is important to create a draft with all the information available. Also, check whether any conversation promotes mechanical reading. Filter out unnecessary data, and stick to only the necessary information required. Keep the sentences short, but make sure that they convey all the necessary information. Lastly, check the final draft for continuity and logical flow.
Define Call-to-Action Points
While creating a sales script, make sure to define call-to-action points. Let the customer know throughout the conversation that they can respond anytime, and make a transaction. In terms of detail, develop a script with all the details for novice agents and an edited version for experienced agents. Novice agents will require all the help (information) that they can get whereas, for experienced agents, most of the information will be required only as guidelines.
Flexible Script Language
Make sure that the script language is easy to pronounce, and flexible because your call center may have agents from different parts of the globe. Read it aloud to test for tongue twisters, unclear requests or instructions, along with complex ideas. Avoid a long greeting or a long closing line and also make them crisp and easy to comprehend. Identify yourself, your company, and get down to business.
A Simple Script is Preferred
You should use graphics, color, font, and layout options to create suggestions, emphasis, and importance to the agent. Write the script in short paragraphs to make it a simple, quick read. Include bullet points wherever necessary to make sure that the agents cover all the essential facts and pointers.
Code Your Script
For the agents to adapt to the caller, you should include coding in the script. This will ensure a better customer experience, and help the agent to save time. For example, if the caller is verified as an 18-year old, then the code can alter the script to only show questions or information which is relevant to people under the age of 21.
Flexibility in the Script
Every conversation is different and so scripting will only be effective as long as you give your agents some flexibility and freedom. A perfect script is one that allows for an appropriate and customized response to customer queries. Your script should allow your agents to move in a straight direction, but turn back upon reaching a dead-end. A flexible script will help your agents not to turn into call center robots.
Cover all Necessary Information
If agents are not provided with all the necessary information and tools, it may lead to numerous mistakes, unsatisfied customers, and unresolved issues. Therefore, agents need to be presented with enough options to cover most (if not all) bases. However, it is equally important not to overwhelm them with so many choices that they fail to see the most obvious choice. It is always better to include an agent feedback option in the script. The scripting team can take the feedback from the agents, and work on improving the script.
Role-play the Script
It is crucial to role-play the script before implementing it. You can try it with a person not associated with the business for maximum effect. You can put yourself in the customers’ shoes as well. Most of the call center training includes role-plays. You can try your new script with trainee agents also. Based on all the responses and information you garner, you can decide whether to finalize the script or improve it further.
Improve the Script over Time
You cannot expect your script to be perfect on the first day of implementation. Over time, you can improve it with the help of all the feedback you get from agents as well as from customers. A good script is never consistent and that probably is the best part of a script. It should keep on evolving to accommodate new business needs and real life situations.
Most of the call centers use a script these days. A script helps a conversation to have a steady and logical flow. What do you think are other important aspects to a call center script? Let us know in the comments below.