How Call Scripting Helps Achieve Objectives | Awaken

Author: Geouffrey Erasmus | Date: 07/05/2019

Improving customer experience with Dynamic Low-Code Scripting

It probably goes without saying that businesses need processes to operate efficiently. People need to know what steps must be taken to manage enquiries, process a sale and so on, in order to fulfil the business’ objectives. This is particularly crucial in customer-facing areas, such as contact centres, where a well-defined business process is required to deal with customers’ enquiries in a manner that delivers satisfaction and retains their loyalty to the brand.

Call centre scripting has long been used to support the call handling process in contact centres. Unfortunately, it has gained a bad reputation in some circles for causing poorly-trained call handlers to perform their script “robotically”, which customers find annoying. In addition, poor process further frustrates customers when they make contact. Research conducted by Forrester revealed that 42% of contact centre agents were unable to resolve customer issues because the process was disconnected and involved using multiple systems or even departments to store customer information, which also impacted customers’ satisfaction with how their enquiry was handled.

However, with the right software, script and an adaptable process, call centre scripting tools  will deliver many benefits, helping contact centres meet compliance requirements  and exceed customer expectations , reducing the burden on resources, and empowering agents to fully engage with their role and think for themselves when finding solutions.

How call scripting helps business achieve objectives

Although call scripting is sometimes viewed disparagingly, it is an important tool in the battle to maintain standards, ensuring that customers receive a consistent and informed service. According to consumer research, 60% of customers are willing to pay more for a better, more reliable experience, so quality of service is increasingly becoming a determining factor when customers choose suppliers and service providers. There are three key areas where call scripting supports this important business objective:

  • Agent Training: Call scripting simplifies agent training, allowing agents to be deployed on live calls faster. Lengthy training processes can be costly and often demoralising for new recruits. Awaken’s low-code call scripting technology has been proven to cut training times and budgets by up to 50%, shortening the time for initial training, and training existing agents on the job. Agents are guided to collect the key information needed to resolve the call, resulting in fewer mistakes, increased efficiency and enhanced customer service quality.
  • Compliance: All businesses are required to manage their customers’ data in accordance with certain legal requirements, such as the GDPR and Financial Standards. Any breach of these rules can cost the business dearly, in both financial and reputation terms. These standards can often be complicated, making it difficult for agents to understand and uphold. Call scripting can help protect businesses by ensuring that agents remain compliant to the latest regulatory standards.
  • Adaptability: No matter what industry you operate in, business is changing at an alarming rate and it is essential to keep on top of new developments to remain competitive. Positive or negative market trends can spiral quickly so it’s essential for businesses to maintain control. Contact centres are often on the front line, so businesses are turning to technology such as Awaken to help them predict trends and speedily adapt the customer enquiry handling process to meet customer demands.

What is Low-Code scripting?

Traditional contact centre scripting technology often requires a level of technical expertise to programme and customise scripts. This makes it hard to update quickly, as it’s likely that your in-house IT department is already backlogged with demand from across the business. This lack of adaptability can result in both decreased competitive performance and robotic call handling.

Awaken’s Dynamic Low-Code Scripting platform allows businesses to build scripts that support the most complicated processes or compliance requirements, without the need for an application programmer. The visual drag and drop interface allows users to quickly build conditional and dynamic scripts, and version control makes it even easier for scripts to be updated in line with changing business requirements.

The platform automatically creates the base level code while the wizard-driven API handles integration with multiple databases and existing business systems, so that at the front end, call handlers can view relevant customer information in a single interface as they progress through the call handling process. This allows contact centre agents to be more proactive in their interactions with customers and ultimately results in greater customer satisfaction.

Scripting to support better customer conversations

As the technology to develop contact centre scripts becomes more accessible, and analytics provides more information about the customer journey through any point of contact, it is possible to develop a more sophisticated script. By analysing historical interactions, call scripters can identify common pain points and use these to define a matrix that matches these issues with possible solutions. They can adapt their customer handling processes to meet customer expectations, using key words and phrases that ensure effective communication. They may also define key up-selling opportunities which allow the business to generate revenue from their contact centre.

A good script should highlight key information that needs to be covered for regulatory reasons and guide the agent through all parts of the required process, while also allowing for agents to personalise their interactions with customers. Dynamic low code scripting helps to make the conversation feel natural, while ensuring that agents can quickly access the information they need to resolve the customer’s enquiry and provide a satisfactory outcome.