Surface Ripples

Stop Using Scripts

These days, when I call a customer service hotline it often seems that the person who answers is following a set script.  There’s a standard greeting followed by something like, “How may I help you?” 

So far, so good.  However, when the whole conversation sounds scripted from end to end, then there’s a problem. For example:

Operator: “Good morning, you’re through to (name of organisation helpline), this is (name of operator speaking. How may I help you?

Me: “Good morning/afternoon (name of operator) I need help on issue X.”

Operator: “I’m sorry to hear that you seem to be having a problem…” (another stock response – “operator shows empathy”). 

In general, this would be perfectly normal and acceptable if you were calling about a genuine problem.  In some cases, though, I’ve called to speak to a particular operator who is aware of my case and its history only to have exactly the same formula repeated!

It can get much worse if one’s problem goes “off script”.  This means that the operator’s list of standard questions and responses is insufficient to deal with the problem at hand and things grind to a halt.

If a human is involved, they can at least refer you to a colleague, to a more senior person or to somebody with the authority to make things happen.  If the scripted responses are combined with AI, things stop there.

I understand and appreciate that organisations are trying to cut costs by replacing staff with either cheaper (less qualified) staff who, instead of proper training, are given the “standard Q&A List” or with AI. What often happens though is that, in their efforts to cut costs, they end up with a sub-standard service.

People will say that “AI needs to be trained.  Indeed, it does but at least let this training not be at the expense of quality service.  An organisation that has “real humans” answering calls without a script is likely to take business from those who persist in turning to automation as the solution to everything.  As an example, think about Dame Judi Dench training Call Centre operators in the film The Best Exotic Marigold Hotel. 

No doubt in time to come, AI generated responses will be standard and appropriate to every situation. That time isn’t now however, and if we want to keep our business, we need to keep the “human touch”.

I deliver change in markets ranging from the most developed to “emerging” economies. With a wealth of international experience in international financial services around the world running different operations and lending businesses, I started my own Consultancy to provide solutions for improving performance, productivity and risk management.  I work with individuals, small businesses, charities, quoted companies and academic institutions across the world. An international speaker, trainer, author and fund-raiser, I can be contacted by email. 

Labels: Customer Care, Productivity, Selling

posted by William Martin @ 09:16