Maximising Scripting Campaigns

Modern communication takes a variation of forms such as texting, calling, writing, emailing. It can be difficult to convey messages or intent accurately when using and blending these different methods. The language, terminology, slang and accompanying gesticulation could be misinterpreted. By analysing the differences between the written and spoken word, we are able to identify where scripts can lose their impact or direction in transition.

The spoken word is largely an informal method of communication. Most of us do it continuously throughout our average day and don’t always think too carefully about what we are saying or how we are saying it. When speaking face to face or on the phone, we can use tone of voice to emphasize parts of our speech and define the meaning behind our words. We are able to add to the conversation immediately. This can be beneficial when there has been a misunderstanding or when the speaker can sense that the listener is becoming bored and disinterested. There is however, a limited time to consider what you are saying and individuals can find it challenging to think on their feet.

The written word is a more structured communication platform. The author has the luxury of being able to write at their leisure, being able to rewrite, edit and follow their own plan. The written word is also more permanent so it can be used as a measurable tool or guide.

The tone of a piece of writing, especially in business, is more formal than the spoken word. This does not always translate to the spoken word as the writer may wish. For example, a speech could be written and sound great on paper or when read through but once spoken aloud to a group, it can take on a totally different vibe. This is why scripts can sound too, well, scripted!

So how do we get it right?

“To write an efficient yet friendly script takes some creative thinking”, Rachael Drouet, Training and Education Manager at CallScripter. “A major consideration is to consider the mindset of the customer. Why is contact being made, and what type of call is taking place? A complaint or fault may require some listening and gentle words before the agent can proceed. Alternatively, a selling opportunity may need to be quick, friendly and informative. Regardless of the situation the agent needs to have the knowledge to speak with confidence and clarity.

All essential information should be clearly labelled or validated so that the agent does not leave anything out. Delivery of mandatory information should be as short and to the point as possible. Ensure the sentences are short and concise, and do not contain abbreviations, excessively long words or tongue twister. Only by reading it aloud will these be identified.

If the nature of the conversation is more relaxed, the script could comprise of prompts. Even if the script does require a definite flow of information, include conversation prompts between data collection pages, to make the interaction more human and pleasant for the customer.

When writing a script there is a danger of overcompensating and creating a monologue that sounds forced when spoken by an agent. This highlights the importance of testing your script on a number of agents before rolling it out across the centre. CallScripter advise that you trial a new script on less experienced agents so you can be sure that all of your representatives will be able to deliver the script efficiently and naturally to your customers, putting them at ease and generating the results that you need.”

At CallScripter we offer bespoke training to help customers get the most from our product. Contact Rachael for more information.