that customer."
It's also about keeping the agents moving and asking follow-up questions in the right order but not telling agents what to say, Herlocher says.
"With this kind of software, you'll get to the true intent of the conversation much faster and save several minutes in a call," he says. "Dynamic scripting can provide information so that agents know what to say and they don't have to spend time hunting and pecking though systems."
Are Companies Getting the Picture?
To be sure, as with any technology upgrade, there are cost, time, and resource issues, but it seems as though more organizations are making the switch from static to dynamic scripting. Going the dynamic route is not impossible, CFI Group's Redding says.
"If you want to accelerate the shift to dynamic scripting, you really need a controlled customer feedback study to help you quantify the increase in satisfaction and its impact on repeat purchases and word of mouth for your unique customer set.
"Once you see the difference in customer response and behavior between static versus dynamic, you will have a more concrete ROI analysis to take to the strategic planners in the organization," he adds.
Software Advice's Borowski not only believes that more companies are moving to dynamic scripting but that some are "even abandoning scripting altogether.
"We've seen many technological improvements in the past decade that have opened the door to much more granular call routing, allowing agents to be more specialized and to focus on fielding smaller subsets of customer queries," Borowski says.
According to Herlocher, companies that are more customer-centric understand the benefits of dynamic scripting, but cost-conscious organizations are still thinking about getting there.
"Companies that have customer experience or customer journey–type initiatives understand this [dynamic scripting]," Herlocher says. "There are other companies that will try to drive a very specific result or are very cost-oriented. They're still learning about the fact that maybe that's not a great experience to give to the customer."
Navarra sees a tie-in between dynamic scripting and the omnichannel and believes that connection will make more companies take notice.
"With the omnichannel being such a hot topic right now, enterprises are trying very hard to make a consistent customer experience across all channels," she says. "In the effort to get this experience, we're overlooking the fact that we need these interactions to be highly personal. The agent needs some kind of leverage to be able to respond to what the customer is saying rather than stick to a script."