Scripting in Outbound Calls
Scripting is a technique that has been used in many outbound call centres to generate a repeatable call flow. Scripting is required in some companies for compliance reasons.
Scripting has traditionally got a bad press as it can make the call flow sound rather ‘wooden’ and inflexible. But more modern ‘scripting’ systems have recognised that a straight-line script doesn’t meet the call recipient’s or agent’s needs.
Desktop scripting systems now:
- Provide context-sensitive scripts based upon specific customer information
- Personalise scripts for teams and individual agents to support champion-challenger processes
- Dynamically route the call process based on the direction of the conversation – for example providing the agent with relevant objection handling prompts
- Directly integrate with other IT systems to make sure that the agent has relevant information ‘screen popped’ when they need it
Quality ‘scripting’ support can be a significant productivity tool in an outbound operation, delivering:
- Consistent process conformance
- Improved performance through shorter transactions
- Dramatically reduced training time for new staff and new activities
Scripting is widely used in outbound call centres, with around 51% of calls centres using this technique.
Steve Morell at Contact Babel, Ken Reid and Jonty Pearce