Ensure Consistent Customer Service with Interactive Scripts

  • by John Burton, Director Solution Management, SAP Interaction Center & Social CRM, SAP
  • October 5, 2009
In this excerpt from John Burton’s SAP PRESS book, Maximizing Your SAP CRM Interaction Center, learn about interactive scripts and how they can help your agents provide your customers with the best and most consistent customer service experience possible.
Key Concept

Interactive scripts help enforce corporate standards and provide consistent customer experiences by providing agents with step-by-step scripts to guide them through customer interactions — whether via telephone, Web chat, or even emails and other offline back-office processes. Interactive scripts are commonly used to support marketing, sales, and collections efforts, especially in outbound call scenarios. They can also be useful to walk agents through complex customer-service related procedures, like technical troubleshooting.

Interactive scripts provide step-by-step procedures to guide agents through cus­tomer conversations, marketing surveys, lead qualifications, sales opportuni­ties, complex procedures, and unfamiliar processes. The goal of using scripts is to standardize the telemarketing, telesales, and customer service processes provided by your interaction center, based on best practices and centralized corporate procedures. Using scripts, you can improve the likelihood that your customers will receive uniform messaging and consistent customer experience, regardless of the skill level or experience of the agent handling the interac­tion.

Your use of scripting will likely depend on the type of interaction center you are running and the skill level and experience of your agents. For example, telemar­keting and telesales often rely on scripting much more heavily than customer service operations. Additionally, newer and less-experienced agents typically benefit from heavy scripting more than highly-trained, experienced agents. In some situations, particularly when dealing with new agents, companies may prefer to use highly detailed scripts, instructing the agents to read verbatim from the script text. In other situations, companies may create loose scripts that only provide a rough out­line for the agents to follow, allowing the agents to improvise and speak naturally using their own words.

John Burton

John Burton is a director of product management at SAP and is responsible for the SAP CRM Interaction Center (including ERMS) and social CRM topic areas. John has 13 years of experience at SAP and has been involved with SAP CRM and the Interaction Center since 1999. He is also the author of Maximizing Your SAP CRM Interaction Center, available at the SAPinsider Store. John is an alumnus of the University of Michigan and Central Michigan University. John can be found on LinkedIn at www.linkedin.com/in/sapjohnburton.

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