An element is a component of a CRM script definition, used to manage each individual aspect of a customer interaction within the live script. Script elements can be thought of as discrete progression stages of the overall script workflow, with advancement through to a particular branch managed through set conditions, and separate nodes configured to match all possible outcomes and actions. Any number of elements can be employed within a single script and each one assigned a different type to control its precise behaviour, summarised as follows:
- User Script: This element type would be employed to store prescribed text that must be quoted to the caller, verbatim, during a live customer interaction.
- Information Text: This element type would be employed to store contextual information relevant to the end user, guiding them on any aspect of the customer interaction; it would typically be reserved for internal notes not to be conveyed to the caller at the point of contact.
- Script Question: This element type would contain the precise wording of a question to be posed to the caller during the live customer interaction.
- User Question: This element type would be reserved for questions to be posed only to the operator as part of the overall call progression i.e. a question would be completed by the operator at a specific point during the customer interaction without the caller necessarily being made aware of it.
- Hyperlink: This element type would be included in circumstances where it would be helpful to provide the operator with background information or reference materials relevant to the subject matter via an external document or website e.g. a policy statement, government legislative advice, etc.
- Action Buttons: A specific system action can be incorporated within a CRM script and launched during a customer interaction via an embedded button. This functionality ensures that a customer request, query or instruction can be progressed fully during the interaction in a controlled way and in line with the script workflow.
- Embedded Script: A CRM script need not exist in isolation, but rather can be seen as a component of a much larger script. Maintaining modular scripts in this way ensures that routine processes, potentially triggered from several customer interaction scenarios, need only be created once and embedded at the right point within a script element.
- Present Task Options: Individual task actions associated with a CRM case will be presented to the end user as a series of embedded buttons, which can be selected during the live customer interaction to progress the call at the point of contact e.g. to raise a repair request. Only task actions for which the end user has the necessary access privileges will be displayed; similarly, task actions with a future start date will be omitted.
- Finish: The selection of this element type denotes to the end user that all required script components have been completed and the customer interaction can be formally terminated at that point.
Once the script element type has been selected, inherent attributes can be set to control its precise behaviour and appearance, permitted question response types, syntax, text formatting, etc.
Separate help articles have been created for each key aspect of CRM script element maintenance, including:
