How to Create a Positive Scripting Experience in Your Contact Centre


Positive scripting is the process of designing a script so as not to frustrate or upset your customers. Here are some top tips for scripting success.

What is positive scripting?

Positive scripting is the process of designing a script and formulating a message so as not to frustrate or upset your customers.

It can also be used to guide a customer towards a desired outcome. For example, up-selling a customer to a premium-rate contract instead of a standard rate one.

Examples of positive scripting

The use of positive words and phrases can help to support a positive scripting experience.

Here are some simple swaps you can make which can help to enhance the customer experience:

Instead of… Say…
“I’m afraid that isn’t included in your policy…” “Your policy doesn’t cover that, but I can check if we can offer that to you in a different package?”
“I’m sorry but that item is out of stock and won’t be available for 4 weeks.” “The item is out of stock. Would you like me to pre-order it for you so it will be with you in 4 weeks?”
“I’m sorry that the item hasn’t yet been delivered. You’ll have to wait for it to arrive.” “I’m sorry it’s not arrived yet. Let me check with the courier and see when delivery can be arranged.”
“I’m sorry but I can’t give you a refund.” “I’m sorry that I can’t offer you a refund, but since you are still under warranty, we can offer you a free repair.”

We have written a full guide to The Top 25 Positive Words and Phrases that you can use in your scripts.

Designing a positive scripting experience

Don’t cram too much information on one page

Scripting has a bad reputation for generating awkward pauses and making agents sound robotic, but a lot of these situations are created by agents trying to find relevant information mid-call.

Limiting the amount of text displayed on each page of a script can help to make it quick and easy for agents to find the information that they need – and keep the conversation flowing with the customer.

Ask closed questions to keep the conversation on script

The conversation can also become awkward if a customer goes off on a tangent following an open question. This can make it difficult for agents to know how to rein in the conversation and decide which question to ask next.

The wrong judgement call in this scenario can highlight that the agent is using a script and break rapport with the customer.

Designing a script with closed questions can help keep the conversation on script, moving logically from one question to another.

Avoid paper scripts to reduce delays and unwanted background noise

Some contact centres rely on paper scripts to guide their agents through different call scenarios.

However, this approach can cause additional delays and unwanted background noise, as agents shuffle through their paperwork to locate the next question.

A scripting tool can help to streamline the process by giving agents the information they need in just a few clicks.

Testing

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Test your script with a few agents before rolling it out on the floor

A new script will most likely be created in a virtual environment by a single person, away from the reality of customer conversations.

It is therefore important to test the script out with a few role-play scenarios with your agents to help spot any problems before it goes live on the contact centre floor.

Give agents a chance to look through the scripting tool before they “go live”

While scripts can reduce the need for in-depth training, it is still best practice for agents to have some familiarity with the scripting tool before they have to use it on a live call.

This should lead to a more natural conversation with the customer, as the agent will be reciting familiar information and not trying to read it through for the first time. It should also improve their confidence if they are more familiar with the overall process.

Reviewing

Regularly review scripts to remove awkward silences from the conversation

Don’t just roll out a new script and hope for the best.

In the early days of a new script, it is important to regularly review its performance to help eliminate any “teething problems” and maximise success.

How frequently you review the script depends on how much it is being used.

For example, if all of your agents are using the same new script for every call, you should have sufficient data for review after half a day. However, if the script is only being used for a handful of calls each week, it could take much longer to gather and act on any insight.

Talk to your agents about how they are experiencing the script

You can gather a lot of valuable insight by talking to your agents about their experiences of using the script.

For example, do they feel that there is too much information on the page? Or that the conversation would flow more naturally if you swapped the order of questions 2 and 3?

Talking to your agents about their experience can help gather this insight early on, before it shows up in your deeper analysis further down the line.

Look at where customers are exiting the conversation

You should also analyse where and when your customers are exiting the conversation, especially if you notice a trend of customers exiting the conversation after ‘Question 3’.

A trend for mid-way exit points could highlight a customer engagement issue in your script. For example, your sales script could be introducing prices too early on in the conversation.

Look at what is happening at key points in the conversation, then alter and review anything that doesn’t seem to be working well.

Additional resources

William Hare

William Hare

Here are some more articles on words and phrases you may find useful:

What steps have you taken to create a positive scripting experience in your contact centre?

Click on the ‘leave a comment’ box below.

With thanks to William Hare at QuickScripts for sharing his advice on how to design, test and review your scripts for maximum success.

Published On: 5th Oct 2016 - Last modified: 27th Mar 2017
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