Support Without Scripts

Currently reading a book called “Delivering Happiness”. This is written by Tony Hsieh and it tells the story of Zappos.com, famous online shoe store which was acquired by Amazon sometime back.

Even though this book is supposed to be a business history, it gives so many examples of how an exceptional customer service should be. I recommend this book for anyone interested in knowing how to wow their customers. Eventhough it may sound like lot of work / unnecessary cost in the short term, it will help you in the long run. That’s what CRM is all about!

For example, take Zappos customer support. Typically call center people are given ‘scripts’ for various situations and trained on how to use them. Whenever a call is recieved, they select one of these scripts and strictly go by the books. This is the most effective way of handling repeated customer queries. It is fast, and hence cheap.

But what about Customer Satisfaction?

Ha, who cares?

Fortunately, Zappos cares. They doesn’t believe in call scripts. Their call center agents are trained to help customers, no matter what the issue is, and they don’t use any templatized answers. They don’t hesitate to go out of their way and assist in solving the customer’s (or prospect’s) current issue. Even if it means they don’t get any sales out of that particular call, they are not worried. Because they look at the experience that the person gets by contacting Zappos, not just the profit made in that call. Tony Hsieh explains this with a cute (and real) story:

Once, a lady from california called Zappos in very late hours, and this is what she told their call center agent: ‘I am staying in a Santa Monica hotel and very hungry. I want to eat a pepperoni pizza now, but my hotel’s room service is closed. I want to know if there is anything you could do to help me.’

Obviously, this is a strange request. Zappos is a shoe selling online retailer, not a pizza joint.

But fortunately, that call center agent didn’t get irritated or disconnect the call. She took couple of minutes to research on places around Santa Monica who deliver pizzas 24*7, and gave that lady not one, but five addresses.

Tony Hsieh concludes this story with a superb lesson: This is the benefit of having no call scripts, Just provide exceptional support, no matter what the client issue is, and they will be your customers for life.

Naga Chokkanathan,

Director, Innovation & Presales, CRMIT

Originally Published In : http://nagachokkanathan.wordpress.com/2012/02/15/why-not-support-without-scripts/

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