Master of Script
Over many years of working in call centers, the most common problem I have personally seen is that a company only creates a script once or twice. It is then used over and over again without being reviewed. Although there is nothing wrong with doing this, you're potentially losing a large amount of opportunities, because your script and tone are the most critical components when it comes to customer interactions. Your script is a highly valuable asset. Like any other aspect of your business, it needs attention, measurements and continual improvement efforts to ensure you can achieve the best ROI.
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OutcomeAn optimized and effective script.
To perform script mastery effectively, you will need to utilize people with a range of key skills.
The master of script will always need a level of practical empathy. They must understand the customer in terms of their wants, frustrations and resistance. This will assist them in articulating the script, tackling points of resistance, and choosing which tones are required to deliver the script successfully. Running through the script as both the agent and the recipient will make your assumptions very clear.
The key purpose of a script's flow is to get enough attention from the customer for them to allow you to move on to the next part of the script. As the script is a flow, it needs to be viewed as such. The master of script needs to systematically review each part, element and sentence to give the agent the greatest potential of getting through the whole script.
To choose the right words, the wordsmith must understand the audience's domain of knowledge. When the agent is talking to their audience, the correct wording needs to be used in a way they will understand and can react to.
Tone is a critical point in terms of script execution. It actually makes up around 84% of a call, (read more about tone here) so some direction on this needs to be part of your script. Setting out an expectation of how to articulate key words, sentences and phrases will yield dramatically improved results. Read more on modelling tone.
The master of script needs to be analytical. The process of script writing is very similar to that of an optimization problem. Just writing a script once is not enough. There are several components which exist, including the tone, the words and the flow. Testing alternative script paths, words and choices of tone will enable you to derive an even better outcome.
The script is a core component in your business. Many times this is overlooked as something which can be written once, then just passed to agents with the assumption that it will be successfully delivered. Once established, it will need continual testing, monitoring, analysis and improvement, leading you down the path to having an unbeatable script. It also avoids script fatigue, which is when a script is reused so often that many businesses will hang up by the end of the first line.