Ditch the script for better consistency

My local grocery store used to require cashiers to ask every customer if they wanted help out to the parking lot. Their intentions were good, but I was once asked if I needed help when I bought a single pack of gum. The cashier dutifully stuck to the script, but we were both a little embarrassed.

A better way to ensure consistent (and authentic) service is to use standards rather than a script. This gives the customer service rep the flexibility adapt to each situation and infuse their own personality while staying within established guidelines. For example, a script requires the rep to say "Is there anything else I can help you with you today?" A service standard would simply ask reps to "offer additional assistance".

Implementing service standards can be a bit tricky at first, but here are three steps to help you "ditch the script".

Step 1: Define good performance
The hardest step is identifying exactly what you expect from each service interaction. Many people assume that qualities such as "friendliness" and "professionalism" are implicitly understood, but these should still be spelled out if they are expected. The script that says "Good morning Mr./Ms. Customer" might become "greet each customer in a friendly and professional manner."

Step 2: Calibrate your observers
The next step is ensuring everyone has a consistent interpretation of your service standards . Gather your team to observe customer interactions and compare them to your service standards. Have each person score the interaction independently and then discuss the scores as a group. Repeat this exercise until the team is scoring service interactions with very little variation.

Step 3: Train your team
Your team must be trained once you define and calibrate your new service standards. Training should go beyond simply explaining the new standards to your reps. Offer them instruction, practice, and coaching to help each rep demonstrate their ability to meet the new standards. This exercise will give your reps confidence in this new approach and give them the opportunity to develop their own style.