Customer Experience News & Trends

How to make scripting work

Say “script” and most customer service professionals cringe. But you can make scripts work to improve the experience. Here are proven ways. 

Once hated for the robot-like spoken tone they created, scripts can now be a powerful tool in helping customers across the most popular communication channels such as email, social media, chat and even the phone.

Even though most organizations want employees to build rapport with customers and create one-of-a-kind experiences, business still needs to be done efficiently. Many times, a script can provide speed and a high level of personalization.

“In order for a customer service operation to scale effectively with business, it’s essential to have both … quick and efficient service that goes after a ‘Wow’ on every interaction,” says Jeremy Watkin, Head of Quality at outsourcing company FCR.

Well-written, properly executed scripts work because they:

  • provide a good portion of the technical meat for a problem-solving conversation
  • ensure customers get consistent information
  • protect front-line service pros from creating solutions from scratch all day, and
  • often automatically help organizations see, tag and categorize the most prevalent issues.

Here are four ways to make scripts work:

1. Build and maintain a voice

Scripted responses need to sound like they’re coming from a person who is committed to your company. Establishing a brand voice — the tone, personality and uniqueness your organization or product wants to convey — is the cornerstone of quality scripts. Your marketing team can help you understand (or build) your brand’s voice.

Use that voice across the scripts you write.

2. Take writing seriously

Good scripts sound like natural conversations, not stilted instructions. Content writers, marketers and other communication experts can help create scripts that are natural.

Writing experts are better equipped to talk with your product or subject experts to create and regularly update scripts that feel or look like genuine exchanges between front-line service pros and customers.

3. Connect with customers

Bottom line: Rarely is a scripted conversation enough to send or say to customers. There’s almost always room for some personalization that will make the entire exchange feel personalized.

Add a greeting, acknowledgement of the issue and how it has made customers feel, as well as a clear offer and willingness to help.

4. Simplify

Less is best when it comes to the content of scripts, Watkin warns. Compact the most basic, relevant topics and information into short responses. If customers need more information, employees can expand with another scripted response or a more customized, adaptable solution.

Email scripts should be limited to one screen. Spoken scripts limited to a paragraph. Social media responses to three sentences. More than that will look or sound scripted.

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