To Script or Not To Script, That is the Question

McDonald’s vs. Le Bernardin both are extremely successful restaurants.  One caters to the masses one is for the gourmand.  Using a script for making outbound calls can be equated to this.  If the product is one that is being sold to the masses (perhaps in a B2C scenario) the hiring of lower skilled staff is appropriate and to keep the message consistent a script is used like the making of a McDonald’s meal where even the amount of salt is measured.  On the other hand higher end products/services need a higher skill level (as in most B2B telemarketing scenarios) and should make use of a  call allowing the caller to take some liberties in what’s being said but knows what the end result should be like a chef at Le Bernardin using a recipe but tasting the food as it cooks and adjusting the seasoning as needed.