Ye olde call script, oh how we loathe thee – the best ways to utilise the “not-so-perfect” solution.

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Ye olde call script, oh how we loathe thee – the best ways to utilise the “not-so-perfect” solution.

Ah, the eternal question of the contact center industry – To script, or not to script?

At the core of the successful telemarketing campaign lies the fabled treasure – effective script. Scripts ensure that the communicated message is consistent and prepares agents for any questions that may arise during the process.

Different scripts, for different folks – word-for-word variety, general call flows, and a combination of those two.

One thing is certain, and isn’t dependable on the script type chosen. It’s vital that the agents is equipped with proper knowledge and training, in order to think fast, response under pressure and successfully resolve issues, if the script doesn’t go as planned.

Many managers and supervisors think that it’s essential for agents to follow the scripts to the latter, leaving no leeway for improvisation. The fact is that it is the best way to inform the customer about all the facts regarding the product or service, but is it really the best methodology? Or is it, just a simple way of avoiding potential problems?

Engage in proper conversation.

Don’t forget that you are dealing with human beings, if they do notice that the agent is using a predefined script, they will feel like they are just another “guy” and will be instantly discouraged by the tone of the conversation.

Let your agents improvise a bit, script only the parts that contain essential information like legal guidelines, terms and conditions and pricing.

Engaging in a real life conversation works wonders as far as customer experience go.

Keep in mind, that there are campaigns or projects that will require following the script to the latter.

Don’t script the whole thing.

Frankly, most people are quite accepting of scripts in those strict situations if you give them a heads up that a scripted part of the conversation is coming up. For example:

  • “For legal reasons, I’m going to ask you some scripted questions. Are you OK with this Ms. Jones?”

Upon finishing the scripted part, the agent should thank the customer for allowing them to read the script, and return to previous non-scripted format. But how should the rest of the call be conducted under these circumstances?


The most flexible scripting option you and your contact center agents have is the call flow. It will lay down the basis what general path should the call follow, it contains a general introduction and reminders about key information that needs to be confirmed.

The call flow also equips your contact center agents with helpful tips. How to handle objections and close the sale and let us not forget about clear descriptions of features and benefits for the customer.

Remember, do not make the call flow restrictive towards agents, leave enough room for natural conversation – your employees will develop expert sales and communication skills in no time!

Proper product information.

Provide your contact center agents with access to a knowledge base, that will give them background information regarding each product or service they are currently dealing with.

Your agents will be confident and will react accordingly, even under pressure or when they need to think fast on their feet.

Knowledge is power, this simple statement is what makes proper product information so valuable for your business.

and don’t forget…

  • No one wants to talk to a robot, keep the scripted conversations as close to a natural tone as possible – script delivery also matters, , monitor and coach your agents accordingly.
  • Clear and short responses are essential.
  • Engage the customer, make him a part of the conversation. Let him voice out his opinion on the product/service.