From the Harvard Business Review:
Next time you’re on the phone with a call center, listen carefully to what the rep says. Chances are you’ll hear your name several times, hear a tone of empathy, maybe an “I’m sorry.” It would be nice to think the rep really cares — but of course she’s probably just following a script. That can be a bad idea, we’ve found. In our recent HBR article “Stop Trying to Delight Your Customers“, we explored how customer service drives loyalty, including the role of managing the emotional side of customer interactions. Here’s some further insight about that delicate dance.
Most companies still suffer from the checklist mentality when it comes to managing how their reps engage with customers. Use the standard greeting…check…say the customer’s name three times…check…show empathy…check…ask if you’ve fully resolved the issue…check, check, and check.
Most companies will tell you it’s all about consistency. But, let’s face it, consistency breeds robotic interactions which fail to result in a tailored, low-effort customer experience.
We’ve seen companies move away from this “one-size-fits-all” approach and creatively teach their reps to use simple word choice — and in some cases, approaches founded on behavioral economics — to radically shape how a customer perceives an interaction.
Interesting article. How has your call center utilized its script to drive customer experience?