Call Center Scripting FAQs

As call center technology evolves, companies often overlook how a newer, more advanced software product can increase the efficiency, effectiveness and productivity of a call center. Far from a rigid call guide, scripting software can act as a transaction manager, can furnish critical information and can provide a team of agents with the ability to professionally respond to virtually any objection, question or response while simultaneously handling all aspects of phone work. Below are a number of questions and answers to consider before deciding what type of scripting product is right for you.

What makes a good script? What are the components of a good script?
What is a call guide? What are the tradeoffs with a script?
What functionality should be included in a good scripting package?
How do you measure a "good" script? What criteria should be used? What is considered a good test?
What are some good design techniques when developing a script? Is it a good idea to develop a flow chart as a starting point?
When is scripting software unnecessary and contact management software acceptable?
What is considered a good integration with a predictive dialer. Why is this important?
How long should a script be? How can a long, cumbersome script be avoided?

What makes a good script? What are the components of a good script?

The components of a good script are:

Guided call flow, not necessarily word to word responses.
Transaction Management
Critical Information Available to Agents

What is a call guide? What are the tradeoffs with a script?

A call guide leads an agent through a call via a general introduction, information and close statements. A script should be more than a simple guide through a phone call - it should be a tool to manage phone transactions, integrating call center information and ensuring the proper data is entered and validated BEFORE the call terminates. Integrating call center information means that all pertinent call center resources should be made available to the agent, enabling him/her to speak on a personal level to the customer.

What functionality should be included in a good scripting package?

Scripts should be easy to create and edit on the fly, so changes and corrections can occur quickly. Scripts should be modifiable by call center personnel without requiring MIS involvement. Scripts should bring integrated call center information directly to the agent, and be able to write changes back to the database. Additionally, agents should be equipped to handle objections, questions, information requests and more. A quality package should make it easy to flag fields, and manipulate data so information is validated and corrected before the call is completed. Finally, a scripting package should easily handle complex logic, branching and call flows.

How do you measure a "good" script? What criteria should be used? What is considered a good test?

A: It is difficult to apply quantitative measurements to the script alone, since it is only one component of the overall project. First, look at speed and number of calls per hour. Second, determine if a smooth call flow increases the number of calls being made or answered. Try and ascertain if less objections or problems are being passed to supervisors. Analyze conversion rates (sales/contact). Have they increased, decreased or remained constant? Compare an agent using a script to a manual agent or compare an agent with the latest script to an agent on the prior version, looking at and analyzing the above criteria.

What are some good design techniques when developing a script? Is it a good idea to develop a flow chart as a starting point?

A: Absolutely. The best way to design a script is to start with an outline of the call flow. Then develop a flow chart with the expected branching pattern. This can be done either by hand if it is simple or using flow-charts on a computer, if complicated. Finally, when the flow of the script finalized, create the script.

When is scripting software unnecessary and contact management software acceptable?

When the objective is to keep track of contacts and callbacks, and agent need only a simple call guide, use a contact manager. However, if more complicated transactions are required, branching and integration to other data or applications is necessary, or real-time information on the scripts is essential, then a scripting package would be appropriate.

What is considered a good integration with a predictive dialer. Why is this important?

A suitable implementation easily takes the data from the dialer and inserts it into the appropriate location in the script. It then looks-up in the information in the database associated with the script and inserts it properly. Scripting that uses OLE or some other generic communication method can help make this process quick and seamless. It is vital if predictive dialing is being used and the type of call transactions that scripts facilitate are required to effectively operate the call center.

How long should a script be? How can a long, cumbersome script be avoided?

It depends on the application. Additionally, the script may contain many different paths or branches, in which case the actual agent time spent in the script may be minimal. However, scripts should be written modularly. Meaning, each section of the script should be kept separately, to maintain proper organization. If the scripting package permits, break the script down into numerous smaller scripts, and 'call' the appropriate ‘mini’ script from the main one. This will help keep scripts systematic, and will make it easier to see which components are becoming cumbersome. Finally, this will make it easier to reuse components of your scripts in other projects.

For more information about Digisoft and the call center software, CRM solutions, and predictive dialers we provide, please call us at 866-338-0678, fill out our contact form, or email us at sales@touchstar.com.

Digisoft (a TouchStar Software company)
9 East 40th Street • New York, NY 10016
Phone: 866-338-0678 • Fax: 303-338-5236

Developing call center software, CRM solutions, telemarketing software and predictive dialers for more than a decade.

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