The Difference Between Call Center Scripts and Call Flows
When it comes to customer support, many e-commerce and online brands still rely on phone calls as an important channel for customer communication. Phone calls can effectively augment emails, chat, social, and other channels. While this can be an effective way to provide support, it can also be difficult to manage and maintain. This is where call center scripts and call flows come in.
Both call center scripts and call flows can be extremely helpful in maintaining a successful call center. By using these tools, you can ensure that all customers receive the same level of support, and that your reps are able to handle inquiries quickly and efficiently.
In this post, we'll break down the key differences between these two processes so you can make the best decisions for your business.
Call Center Scripts
A call center script is a document containing an explicit set of instructions or even exact wording for customer service agent responses to customer inquiries. These instructions typically include a greeting, a list of questions to ask, and possible responses to common customer queries. Call center scripts are designed to help agents handle calls more efficiently and provide a better overall experience for customers.
There are several benefits to using call center scripts, including:
Improved efficiency: By following a script, agents can handle calls more quickly and move on to the next customer. This is especially helpful during periods of high call volume.
Reduced training time: Scripts can help new agents learn the ropes more quickly. Agents won't need to memorize every possible scenario and "talk track".
Improved consistency: Scripts can also be used as a reference tool for experienced agents who need a refresher on company procedures. Or, as procedures are updated over time, referring to scripts can help all agents stay up to speed with the latest and greatest information. Consistency in messaging across your customer service organization reduces confusion and improves the customer experience.
Increased customer satisfaction: By providing high-quality, consistent information, delivered in a friendly manner, scripts can help improve the overall quality of customer service and improve customer satisfaction (CSAT).
However, there are also some potential drawbacks to using call center scripts you will want to keep an eye out for, including:
Inflexibility: Agents who rigidly stick to a script may come across as robotic or impersonal. This can frustrate customers and lead to negative reviews.
Agent burnout: If agents feel like they're just reading from a script all day, they may become disengaged from their work. This can lead to higher turnover rates, lower levels of productivity, and higher levels of frustration by customers who sense they are dealing with a disengaged agent.
Decreased customer satisfaction: In some cases, scripts can actually lead to decreased satisfaction if they are not used properly. For example, if an agent seems scripted or unwilling to deviate from the script, this can create a negative experience for customers.
Poor ROI: If scripts are not used correctly, they can actually end up costing more money than they save. This is because inflexible or unhelpful scripts may lead to more calls being transferred or extending hold times. In order to get the most bang for your buck, it's important to carefully consider whether call center scripts are right for your business.
The key takeaway when it comes to call center scripting is to use your best critical thinking to identify when and where scripts make sense and will lead to the desired outcome for your customers and for your business. A trap some customer service managers fall into is thinking that every customer interaction under the sun should be addressed by a script. While many scenarios can benefit from scripting, try not to go overboard.
Call Flows
A call flow is an interactive guide that helps customer service agents handle calls more effectively. Unlike scripts, which are linear in nature, call flows branch off in different directions based on customer input. This allows agents to provide more personalized service and address each caller's needs more directly. Call flows are an efficient way for CX agents to guide customers through the problem-solving process.
There are several benefits to using call flows, including:
Improved flexibility: Call flows allow agents to deviate from a set path based on the needs of each individual caller. This provides for a more personalized experience and helps resolve issues more quickly, resulting in higher CSAT.
Improved tone and rapport: Allowing agents to go "off script" a little bit, while still staying within well-defined guardrails, can help an agent sound more natural and less robotic in their speech patterns. Customers always prefer this style of interaction to an obvious script reader.
Increased efficiency: By handling each caller's needs directly, call flows can help reduce hold times and transfer rates. In addition, they can help free up time for other tasks such as follow-up calls or emails.
Reduced training time: Similar to scripts, but not quite as rigid, call flows can be designed so that they are easy for new agents to follow without extensive training. In addition, experienced agents can use call flows as a reference tool when handling complex issues.
However, there are also some potential drawbacks to using call flows, including:
Increased complexity: Because call flows branch off in different directions, they can be more difficult for agents to understand and navigate than linear scripts. In addition, call flows require access to multiple resources which can be time-consuming for agents to find during a call.
Implementation costs: In order to use call flows effectively, businesses often need to invest in new technology or make changes to their existing systems. This can lead to increased costs upfront, but may result in long-term savings. You'll want to ensure you calculate your ROI accordingly before making any investments.
Parting thoughts on call scripts and call flows
So what's the verdict? Is it better to use call center scripts or call flows? The answer, of course, depends on your business's specific needs and goals. If you're looking for improved efficiency and consistency, scripts may be the way to go. On the other hand, if you want increased flexibility and personalized service, call flows may be a better fit. At Rush Order, we find a hybrid of the two approaches is the best solution for most of our brands, although the exact mix of script versus flow is dialed in to each of our client's unique needs.
Ultimately, the best way to decide is to evaluate your options and choose the system that will work best for your business. We hope this blog post was helpful. If you have any questions or would like some help exploring your options, please contact us. And, don't forget to subscribe to our CX newsletter.