Call center agents often sound robotic — and that may well be by design. Having agents follow a script helps keep service times predictable, supports delivering consistent service, and possibly reduces training costs. The same logic holds for other forms of electronic customer service interactions — be they chat sessions, emails, or Facebook posts.
But not every firm follows this model, relying instead on unscripted interactions to build relationships with customers. Among these is Dollar Shave Club, a subscription razor service with 2.2 million members (Why Dollar Shave Club invests in unscripted customer service, Los Angeles Times, Sep 26).
The company employs about three dozen member service agents who answer phones and emails, conduct online chats and reply to queries on social media — all while channeling the brand’s distinctly playful and irreverent tone.
The strategy isn’t easy. Training takes weeks. Finding the right personalities is challenging. It…
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