You’re the customer.  You go to the store, and they ask if you have a loyalty card.  You call the doctor’s office, and they ask for your birth date.   You walk up to the counter, and they ask if you found everything you were looking for.

These are all valid questions, and they’re all scripted.  And there’s nothing wrong with a scripted question.  It usually has a purpose to help you save a little money by using your loyalty card, help the employee pull up your account by getting your birth date, ensure that you found everything you need.

Scripts are not always a bad thing.  They help to standardize the information shared or the information requested.  But they have to be complemented with phrases that convey appreciation for the customer.  They have to be complemented with words that personalize the encounter.  They have to be complemented with a tone and body language that denote sincerity and an interest in the other person.

Therefore, the success of a script is not just based on the specific words used and making sure that they are structured and consistently applied to achieve your organizational goal.  The success is also achieved by the words that are not part of the script, by the way that that script is delivered.

So, focus on the customer when they first come up to you or call you on the phone.  Initiate the greeting, and be self-aware of your body language and your tone of voice.  Utilize their name, and communicate with them in a simple, clear, and effective manner.  Be positive, personalized, and professional in how you deliver your message.  And sprinkle a “Thank You!” or “I appreciate that…” or “It’s great that you…” throughout the conversation.

Master the art of the successful script by mastering what surrounds those phrases.

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