Script or no script?

Many call centre managers face a big dilemma.

Whether or not to use scripts? It can be an emotional question. Managers feel they have to retain an element of control - to maintain standards, and ensure that agents are conveying a consistent message.

It’s quite obvious that scripts, consistently adhered to, can provide the degree of management control that most managers crave for. However, current research into customer preferences has confirmed what we might have suspected anyway - that word-for-word scripting is a turn-off.

It is not difficult to identify that an agent is using a script. If it is used almost countless times a day, it is probably impossible to disguise. There is a level of forced formality and limited opportunity for interaction.

And when unexpected questions are inserted by customers, the agent can stumble.

Not surprisingly, scripts are also unpopular with agents. They leave little opportunity for individuals to adapt as the moment requires. In reality, it is common for agents to abandon the script and once that happens, consistency and quality control are lost.

Early in 2006, it was reported widely through the UK business media that the huge banking group, Lloyds TSB (it’s history as Lloyds Bank goes back to 1765) had made a major call centre decision. Lloyds agents would no longer read from scripts when talking to customers.

In a press release, the bank announced that it decided to bin the scripts after research showed nine out of 10 callers got annoyed when they were talking to call centre workers who were obviously reading from a script.

Other survey findings quoted by Lloyds at the time, seemed to make a very strong case:

• 60% of customers said they thought the use of a script led to staff failing to answer questions properly.
• 55% of customers said they thought scripts meant staff didn't listen to questions.
• 50% of customers said they thought scripts were "really impersonal."
• 50% said scripts made calls longer.

While announcing the scrapping of scripts, the bank also claimed that the move was supported by 86% of call centre workers, with many claiming it would help them to sort out queries faster.

Of course, proponents of telemarketing scripts say that developing them is an art.

They say there are key elements that have to be included and that psychologically developed telemarketing scripts offer a powerful advantage to telemarketers.

Of course, not all scripts are as good as they might be. When they are developed for psychological impact, proponents claim that they can produce a tremendous improvement in response rate. With the best scripts the prospect is motivated and keen to allow the telemarketer to continue the presentation.

Maybe the answer is call guides. In many call centres, call guides are used in place of scripts to outline what agents should say.

With a call guide, each part of the call is outlined, with key points to make along the way. For some points, suggested or typical language may be offered.

The aim with a call guide is to structure a call, but allow agents to choose their own words. The challenge for the agent is to listen to a prospect’s comments and respond to them, while still incorporating all of the elements in the call guide.