Contact centers still play a valuable role in the overall customer service equation as consumers still show preference to human interactions when call reasons become more complex. Whether it is an inbound or outbound operation or the team is in a sales or support role, actual caller experiences will impact contact center performance, brand loyalty and overall customer satisfaction. Research from TechRepublica suggest that average call times are 6 minutes and customer satisfaction scores hover in the 63-78% range in 2024, indicating room for improvement in person to person interactions. One of the key methods to improving customer experience and better call flow and control is through scripting. Creating scripts that are appropriate for the industry and operation can give calls a foundation to build on while enabling the agent to take better control of the conversation. Scripting strategies can provide valuable tools and resources to agents while working along the front lines and improve call metrics as well as elevate caller and customer experiences.
Positive Spins on Vocabulary and the Conversation
Establishing caller scripts is somewhat of an art-form but for business types, the first step is strictly defining the goal of the call. Building around that goal, scripts should be written in an ‘upbeat’ fashion with high energy words that evoke positive responses, both verbal and non-verbal. Using vocabulary that maintains elevated call energy while avoiding negative implying and sounding words will yield more engagement from both the caller and agent. Scripting should be light and grammar structure correct and uncomplicated. Long winded sentences and unfocused grammar will reduce the caller’s attention and increase the difficulty of achieving set call goals. Clear, concise scripting is an essential foundation to effective calls and is a key resource for agents in how they approach and execute calls.
Keep the Flow Going by Avoiding One Word Answers
One of the principles of effective conversation is avoiding one word answers when asking questions. Simple questions, such as yes or no questions, limit the thought process of the caller and can interrupt call flow and achieve defined call goals. In scripting and in live calls, agents who deploy open ended questions will get better, more detailed responses from callers, potentially uncovering opportunities. Open ended are the types of questions that require more than one word to answer and requires the caller to put some thought into the response. Example of a closed ended questions:
- Are you happy with your current internet speed?
- Possible answers – yes or no
An open ended question could be framed like this:
- What types of devices and websites do you use in your business that requires access to the internet?
- A more detailed answer is required and gets the caller thinking more about needs and wants
Getting callers talking more about themselves and what they want will create a softer tone within the call environment and increase the chance of achieving defined call goals.
Transparency Manages Expectations
Over-promising and under delivering is a common but regrettable facet of contact centers. The lack of face to face interaction adds a degree of anonymity to the transaction, making it easier to say things that may not be fact. In a constant effort to close calls, uninformed agents may take shortcuts to achieve goals but the negative impacts are felt immediately and in the long term. Scripting that emphases transparency and honesty will create a culture of integrity that both inbound and outbound callers will appreciate. Ensuring agents have access to all the resources they need before and during the call will drive transparency during the call. Teaching agents on how to handle questionable calls or hyper demanding customers is crucial and reinforcement of transparency in scripting will make it more of a habit for agents than a job directive.
The Bottom Line
Even with the mainstream application of AI and self service chatbots, the contact center industry is poised to grow over the next 5 years as consumer preferences continue towards human interactions. For frontline agents, effective call scripts are a key tool in higher performance and elevated caller experiences. Evaluating and fine tuning call scripting on an ongoing basis is essential in maintaining and exceeding performance and important KPI targets. Configuring scripts to suit individual agent strengths can improve call flow, call control and eventual conversion or resolution, depending on the nature of the interactions. While not set in stone, call scripting concepts and messages can be delivered in the agent’s own style and manner and can provide basic building blocks to better, more effective calls and customer engagements.
