Kill The Scripted Customer Service Response

 

What is a Script?

A script is a written document that a person is supposed to read as though it was a conversation. It contains the so-called “acceptable” responses allowed by a business in order to control service quality and marketing message. There is a problem, however. Two people are interacting but only one has a script. Customers do not provide canned responses or questions. They are the ultimate in improvisation.

The customer service script is one of the most used and reviled forms of customer communication there is. Scripts are the tools of a weak customer service organization that thinks the representatives they hired are incapable of learning how to interact appropriately with customers; a perceived safety net, if you will.

And guess what? Customers hate scripts. They easily recognize when an agent is using a scripted response and it puts them instantly on edge. All too soon, that poor agent is learning the hard way how to handle a hostile customer. Unfortunately for the company, the customer will only be handled once; then the customer leaves and may vent on social media or other channels about the poor customer experience at your company.

Why Companies Use Scripts

The main reason scripts are used is because they are seen as a cost cutting measure. The thinking is that with a script in place training can be limited and a lower salary can be paid. Customer service and support scripting is appealing for management that fears their agents don’t know how to speak to their customers.

In certain instances scripts are meant to guide a support representative through troubleshooting sequences when a customer has a problem. In others, it is a way to avoid certain verbiage. Finally, some companies use scripts to ensure all steps have been taken in lower tier support before the call is transferred up to the next tier.

What’s So Bad About Scripts?

Scripts Replace Skill—First and foremost, using a script in place of hiring and training means you are placing unskilled people in direct touch with your customers that have your reputation in their hands. In today’s highly competitive market you can’t afford to lose customers because of poor customer service. Scripts can cause several problems that make a negative customer experience. On top of that, 99% of conversations can’t be fully scripted according to CustomerCare.com.

Scripts Irritate Customers—Customers do not want their time wasted or their intelligence insulted. When customers call the service center they expect to converse with a human being who will listen to what they say and respond appropriately. Customers do not call the help desk to talk to a robot; if they did they would call automated support or go straight to self-service on the company website.

Many customers calling the help desk are technically quite capable. Requiring an agent to adhere to a script means customers are asked to repeat troubleshooting steps or suggestions that they have already tried. Telling them to try these steps again is an insult and a waste of time. Not the best way to relate to people in a hurry.

Scripts Are Impersonal—In a way, scripts are deceitful. Even when read by someone talented at making the dialog sound conversational, customers will still make statements or ask questions that aren’t realistically answered by a script line. The fact that an agent was using a script will also come to light if a customer calls in again only to hear the same spiel from a different person with all the same responses as before.

In a Cornell University Study it was found that customers can tell when a script is being used, even when the scripting isn’t strict. In other words, using even a partial scripting approach was still noticeable to customers. Furthermore, detecting that a script was being used impacted a customer’s perception of the company and its quality of service.

How to Get Rid of the Scripts 

Careful hiring goes a long way towards being able to retire scripts. Hire the right people and pay them well. Invest in ongoing training, both in customer service and on your products and services.

Taking the time to select the right type of person for the job goes a long way towards having a wonderful representative of your company. Providing extensive training in listening, overcoming objections, and in-depth information on the products or services will give you someone who is able to interact with each customer as an individual.

With appropriate training and a fair wage, there will be no need for scripts. And if you have hired the right people, you can trust them to act in the company’s best interests. Allowing such people the autonomy to please the customer will enhance the experience and improve retention for both customers and employees.

When to Use Scripts

Scripts are not all bad. There are some legitimate uses for them in limited terms. For instance, a brief scripted greeting shared by all employees can include the company tagline for branding. An example of this is from Benjamin Franklin Plumbing. Every telephone greeting includes the tagline, and a reminder, “If there’s a delay, it’s you we’ll pay.”

Scripts can also be used for simple interactions where consistency is critical such as stating business hours, warranty terms, and other information that must be conveyed the same way each time. 

Another acceptable use for scripts is for training purposes. In this case, the script is only used between a trainer and a trainee as practice in handling different interactions and methods of defusing negative experiences.

Summary

Using scripts in the customer service and support space will likely cause more problems than it solves. Employee retention is poor because of a lack of autonomy in assisting customers as well as being on the receiving end of a customer who is angry about wasted time.

Customer retention is poor because of the aforementioned wasted time and the insult to their intelligence. Customers call for service and support to get assistance from a live human being. A script makes the interchange robotic and repetitive. Poor customer service is the leading cause of customer loss across industries.

Scripts will not save money in the long run and in the meantime, the company reputation is tarnished, something that takes a long time to polish again. If you must use scripts keep them short and only use them for branding or consistent information purposes.  

To Learn more about TeamSupport customer-centric software, visit us at www.teamsupport.com.