Despite the clear value advanced analytics could bring to contact centre organisations, research suggests that only 37% are utilising it effectively. But those who have applied advanced analytics including its real-time applications were able to reduce average handling time by 40%, boost conversion by 50%, and improve self-service by 5-20%. One of the ways in which real-time analytics unlocks these benefits is by preventing script non-compliance.
What is Script Non-Compliance in a Contact Centre?
In most contact centre scenarios (particularly outbound), agents are equipped with a script that will guide the conversation in the right direction, making sure that thorny areas are avoided while the essential conversation points are mentioned. Importantly, contact centre scripts aren’t 100% structured end-to-end with no room for flexibility.
They are more like a checklist of dos and don’ts that a contact centre agent must adhere to when interacting with customers. Telephony-based centres and live chat support both require script adherence.
In this context, script non-compliance can be defined as instances where agents have deviated from the preset interaction script, either mentioning an element that was to be avoided, forgetting to mention a necessary element or following a script not suited to the interaction at hand. While there is always a little wiggle room around script adherence, non-compliance can pose a variety of risks:
- Failure to mention privacy terms & conditions could violate regulatory laws
- Customers could interpret the interaction as offensive in some way, as it is not standardised
- It becomes difficult to maintain quality assurance if interactions are outside of set standards
- Agents could lose out on cross-selling/upselling opportunities without the script to provide them with a timely nudge
For these reasons, it is advisable that contact centres use real-time analytics to monitor script adherence during live conversations and flag non-compliance immediately.
How Does Real-Time Analytics-Powered Script Non-Compliance Flagging Work?
The solution uses a combination of speech analytics, real-time data processing, data visualisation, and alert delivery systems to monitor ongoing interactions and flag non-compliance, reporting the instance to a supervisor.
