Remember the last telephone conversation you had with a customer service rep in which the rep sounded like a robot because he or she simply recited a script? When you asked a question, did the rep ignore it and go back to reading the script? Did not getting an answer make you even madder than when the call started?
Real World Story: Last weekend, I was watching the movie The Best Exotic Marigold Hotel that had two scenes in which a customer grows more and more frustrated with a telephone agent because the agent was ignoring her situation and focusing too much on the script.
Part of that dialogue follows:
Phone rings…
CUSTOMER: “Hello”
PHONE REP: “How are you today?” (This is such a boring way to start the conversation!)
CUSTOMER: “Fine. What do you want?”
PHONE REP: “If I could just take a few minutes of your time…”
CUSTOMER: “How many exactly?” Are you really only taking a few minutes?”
CUSTOMER: “Anyway, I can’t talk right now. I’m watching TV. It’s my favorite program.”
PHONE REP: “Yes, but I really feel if you heard some of the specials…”
(The rep is obviously not listening or being empathetic. The customer just said she is watching her favorite TV program and doesn’t’ want to be bothered. A better response might be…
PHONE REP: “ Oh, what are you watching?”
CUSTOMER: “It’s a wonderful program about…”
PHONE REP: “That sounds amazing. My name is ____________________.”
PHONE REP: “Are you watching with your husband?”
CUSTOMER: “No. My husband died.”
Usually at this point, the rep would continue with her sales talk. Instead it would be better for the rep to express empathy. Something like:
PHONE REP: “I’m so sorry to hear that. You must miss him very much.”
CUSTOMER: “Yes, I do.” Pause. “Now what was it you were calling about?”
Strategies that Turn it Around:
- Scripts are designed to provide consistency for customer service reps and customers alike. So, make sure customer service reps have the flexibility to improvise when it becomes necessary.
- Be present (and human) with each customer on each call to avoid sounding robotic.
- If customers sound upset, use empathy to show you care about them and their issues.
- After using empathy, focus on the solution and/or options to solve the customer’s problem.
Remember: Each customer is unique and has his or her own set of expectations and life experiences. While it’s good to be consistent with the use scripts, don’t be so constricted by the script that you speak without a trace of humanity. Be human. Act human. Sound human.
What do YOU do when a customer service reps sticks too closely to a script? Please share in the comments section below.