VIDA Management Consultants

Specializing in Customer Interaction

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Past Project

Script Development and Testing

Vicki has developed telemarketing and customer service scripts for business to consumer and business-to-business situations. She has also developed “talking point” guidelines when scripts don’t work, but the agent needs a structured approach.

Scripts are tools and as the saying goes “you need the right tool to get the job done”. Scripts are used to provide consistent and accurate information to customers. However, customers can become frustrated or impatient when an agent “stays on script”, and does not respond to the customer. There needs to be a balance between guidelines for the exercise of judgment, and mandatory adherence to verbatim scripts.  Scripts don’t work in all situations, so you must have a means to evaluate their effectiveness for both the customer and the agent.

It’s important to get agent feedback and to monitor calls to hear first-hand how customers respond.

Scripts have to be tested and results measured. Tests must be structured to test one variable, such as the offer, a price change, new benefit verbiage, etc. To measure the effectiveness of the test variable, the control script is tested against the test script. If the script is for outbound calls, both scripts must be used with a similar customer segment or prospect list. If the test is for inbound calls, then scripts must be used the same number of times or some other equalizer to validate the results.