Scripts are an important part of customer service in any industry, and the need for scripts is apparent. Many companies have policies for taking customer complaints, and some industries have specific guidelines for dealing with issues. Customer service professionals need to know what they can say, what questions to ask, and how to work through an issue with a customer. There is however a down side to scripts, and it can create a bad customer experience.
When customers speak to a call center representative, they are usually calling with a specific issue, and they demand a specific resolution. Listening to scripted questions and answers from a representative, that give no sign of actually truly listening to, or understanding the customers issue on a personal level, is where the customer experience begins to suffer. This could be no fault of the customer service representative, as they are sticking to guidelines presented to them by management, but a customer does not think about, or care who’s fault it is. The only thing they are aware of is the horrible experience they had while on the phone with a representative that sounded more like a robot with bad AI, than someone that can resolve their issue.
There is a need for scripts, but there is also a need for customer service professionals to connect with customers when dealing with issues. Scripts cannot tell a representative how to feel empathy for a customer, or how to display that a customers issue is important. This can only be accomplished by using less scripts and more customer service. When training representatives, there should be an emphasis placed on not getting their response from the script, but from the information given from the customer. The script should be used for basic policies and procedures, but customer service professionals should be trained to handle the customer service on a personal and meaningful level. This will give the customer a much better experience, and in return, create a much happier customer.