Tips for Testing Call Center Scripts

When running a DRTV campaign, it is important to test your call center scripts to make sure your reps have the information they need to answer questions prompted by the content of your spot and to better convert leads to sales. “When you’re broadcasting, you’re going to get a lot of questions,” says Steve LePera, director of sales and marketing for mail order at Mantis, a Southampton, Pa.-based marketer of landscape and gardening equipment. To this end, LePera suggests the following tips for testing call center scripts.

* Test a number of scripts for each campaign. Depending on your call center’s capabilities, your DRTV spots can feature different toll-free numbers that would route leads to alternate scripts to be served up at the call center. The sales generated by each script will give you an idea as to which version is the most effective.

* Listen to the feedback from call center agents. This “testing” is a little more subjective, but it pays to understand the feedback from your call center staff. Does the script your agents are using generate confusion among callers? Are callers asking a lot of questions in response to the script? If so, it’s time to revise.