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Stay succinct and informative

Our first best practice to keep in mind when writing a call center script is to make yourself, and your purpose known. So, first, you’ll want to confirm who you are speaking with and then introduce yourself and your company.  

Everyone is busy, and their time is valuable, so be intentional with your call center scripts. For example, imagine a customer can only give you five minutes of their time. How will you make the most of it?   

In an article by Nathan Teahon, ABM Desk Strategic Account Director, titled “5 Keys to Writing a Successful B2B Telemarketing Script,” he shares the “30 seconds to buy a minute” rule.  

“The first and most common mistake in a B2B Telemarketing script is having the agent ask, “How are you today?” Managers believe that inserting that phrase into a script for agents to use helps build rapport. No, it doesn’t. It has the opposite effect. In fact, that very phrase made the number one spot in the Entrepreneur Magazine “Top 5 Counterproductive Questions to Never Ask on a Cold Call“. 

“I don’t know you, don’t ask me how I am. At best, my eyes will roll right out of my skull. You don’t care how I am. I don’t care how you are. We don’t know each other. It’s disingenuous. And as a result, you have wasted 20 seconds of your 30 seconds to capture my attention in a meaningful way. At worst, you have caught my attention but negatively, and you have no time to turn this into a productive call for anyone.” 

A 2020 research report surveyed over 1,000 people about what influences exceptional customer service. The respondents shared three words they felt best described a good customer service experience: fast, helpful, and friendly.  

To be successful, you’ll need to give customers a reason to stay on the phone. An effective call center script guides a representative through the call while keeping them conversational and informative.

Flexible or verbatim

Another best practice for call center scripts is allowing for possible personalization and flexibility. Some scripts need to be read word-for-word. It may be necessary to avoid confusion, handle complex info, cover legal requirements, etc. But first, decide whether you need to have the script read verbatim.

Avoid rigidity and sounding scripted

To keep agents from sounding robotic, you must plan for customer responses. Your customers want to talk to real people who understand their problems. Therefore, you want your agents and reps to authentically engage, listen to your customers’ issues, and design a solution for them.   

Tip: Read your script aloud to understand how it would sound to a potential customer and adjust accordingly. The goal is to sound natural and sincere.  

Test, evaluate, and iterate

Once you write your call center script/call guide, you’ll need to measure its effectiveness.  

  1. Select a small group of agents to role-play in a training environment, so they become familiar with the script. 
  2. When it’s time to implement with live calls, test the script using several agents and listen in real-time or to recorded calls. 
  3. Compare and review call data. 

 

This approach highlights any issues with the script before it’s rolled out to the broader team while providing detail on the effectiveness of the script. 

After reviewing the calls and data, you can decide if changes are needed. Then, continue to iterate until the script is final. 

 

Make the Most of Your Call Center Scripts

As is the case for other types of writing, keeping your audience engaged is essential. It’s easier for a customer to remember your interaction when it’s brief but gets the point across.  

Our team has years of experience developing call center scripts based on our best practices.   

As an industry leader, ABM Desk makes telemarketing simple and worthwhile for our clients, leaving them more time to focus on critical company goals.   

So if you’re looking for a partner that can provide call center solutions that achieve results and make the most of your budget, call us at 1 (866) 963-2889 or send us a message here.

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