{"id":9096,"date":"2020-06-25T13:26:29","date_gmt":"2020-06-25T12:26:29","guid":{"rendered":"\/gb\/en\/blog\/?p=9096"},"modified":"2023-01-16T17:31:52","modified_gmt":"2023-01-16T17:31:52","slug":"part-7-call-centre-trends-call-scripts","status":"publish","type":"post","link":"\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/","title":{"rendered":"Part 7: Call Centre Trends: Call Scripts"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A modern <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/contact-centre\/overview.html\">contact centre<\/a> is a complex place. You see, agents have many different tasks to complete. And the best practices for fulfilling their duties are ever-changing. How to best serve customers then evolves with new consumer demands and new technology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In our call centre series, we looked at some of the changes taking place at modern hubs. Furthermore, we examined the <\/span><span style=\"font-weight: 400;\">types of calls that centres deal with<\/span><span style=\"font-weight: 400;\">, and how they\u2019re evolving. This latest post concentrates on the <a href=\"\/gb\/en\/blog\/definitions\/ip-telephony\/\">telephony element<\/a> of a contact centre\u2019s operation. Specifically, it looks at one aspect of the calls that contact centres make and receive. That aspect is the scripting that may or may not go into those calls.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019re going to explain what call scripting is and why contact centres may use it as a tactic. Then, we\u2019ll drill down into how prevalent call scripting is and why. Finally, we\u2019re going to examine any changes in call scripting usage. That will help predict how call scripts will be used in the coming years.<\/span><\/p>\n<h2><strong>What is Call Scripting &amp; What Benefits Does it Offer Contact Centres?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Contact centres deal with a high volume of calls on a daily basis. As well as the quality of service, how quickly calls get resolved is also a consideration. There\u2019s often pressure on agents to be as efficient as possible in working through calls. When we spoke to David Rolf at Cymphony, he explained that some agents could take as many as 30 calls per hour.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With call volumes as high as that, contact centres want to maximize efficiency. Call scripting is precisely such a tactic. As the name suggests, call scripting is when <\/span><a href=\"\/gb\/en\/blog\/customer-experience-automation-vs-human-interaction\/\"><span style=\"font-weight: 400;\">interactions between agents and customers<\/span><\/a><span style=\"font-weight: 400;\"> get planned in advance. Questions agents must ask or answers they should give are predetermined.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, the degree to which call scripting is possible depends upon the nature of a call. Firstly, scripts are often more relevant to outbound calling. That\u2019s because an agent knows the purpose of the contact in advance. With an inbound call, it\u2019s usually only the caller who knows the topic. The responses agents should give to different queries, though, can still get scripted.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are a range of reasons why contact centres do use call scripting:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To aid consistency<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To boost efficiency and speed of call handling<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To make call evaluation simpler<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">To reduce training time and complexity<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For centre-wide compliance<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With set scripts in place, a contact centre can be sure that callers are getting a consistent service. By defining the answers agents give, operators know that each caller gets told the same thing. Crucially, customers won\u2019t get frustrated at getting conflicting information if they call the centre more than once.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As mentioned above, call scripting can also help speed up call handling. A script, or prompts, are a ready source of information for an agent. With the right information available to them, operators can answer callers\u2019 questions faster. Indeed, they won\u2019t have to waste time searching for solutions or information to give to each customer.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9097 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-2-2.jpg\" alt=\"Part 7: Call Centre Trends: Call Scripts-419\" width=\"1000\" height=\"513\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-2-2.jpg 1000w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-2-2-300x154.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-2-2-640x328.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-2-2-768x394.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: center;\"><b>Source: <\/b><a href=\"https:\/\/c1.sfdcstatic.com\/content\/dam\/web\/en_us\/www\/images\/hub\/service\/script-service-1c.jpg\"><span style=\"font-weight: 400;\">Salesforce<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">If your agents\u2019 responses are scripted, analysing and comparing calls is also simpler. Scripts give the conversations carried out by agents more structure. That makes it more straightforward to utilise audio as data and assess processes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But let\u2019s face it, the turnover of staff in contact centres is often high. We\u2019ll look into this and how centres try to aid staff retention in a later post. However, with high turnover, new <\/span><a href=\"\/gb\/en\/blog\/5-benefits-hiring-remote-call-centre-agents\/\"><span style=\"font-weight: 400;\">agents have to get hired<\/span><\/a><span style=\"font-weight: 400;\"> and onboarded frequently. And call scripting speeds up the training element of onboarding. An agent who uses scripted responses doesn\u2019t need an encyclopedic knowledge of products or processes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more, Many contact centres are subject to legislation and regulation. Depending on the fields or clients they serve, what agents say, and how they say it may get strictly monitored. With a script, operators can be confident that all agents are complying with the relevant rules. They have more control over precisely what their agents are saying.<\/span><\/p>\n<h2><strong>How Prevalent is Call Scripting in the Modern Contact Centre?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Given the advantages explained above, it\u2019s little surprise that call scripting gets employed by many contact centres. An industry survey from 2018 found that <\/span><a href=\"https:\/\/www.callcentrehelper.com\/images\/reports\/callcentrehelper-what-contact-centres-doing-2018-survey-181112.pdf\"><span style=\"font-weight: 400;\">52.7% of centres used call scripting<\/span><\/a><span style=\"font-weight: 400;\"> technology. That same study revealed that of the 47.3% of centres that didn\u2019t, 11.7% had the tech on their \u201cwish list\u201d. While call scripting has been around for a while, then, many centres still see it as a way to improve operations in the future. Exactly the type of scripting those centres are \u201cwishing\u201d for, however, may not be quite as you expect. That\u2019s something we\u2019ll discuss a little later.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Both Cymphony and FM Outsource reported that they use some form of call scripting. What\u2019s even more interesting is that usage of call scripting seems to be on the rise. When you compare the survey mentioned above to one from 2016, there\u2019s an over 4% rise in the proportion of centres that script calls:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9098 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-1-2.jpg\" alt=\"Part 7: Call Centre Trends: Call Scripts-334\" width=\"1000\" height=\"644\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-1-2.jpg 1000w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-1-2-300x193.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-1-2-640x412.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-1-2-768x495.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: center;\"><b>Source: <\/b><span style=\"font-weight: 400;\">\u00a0<\/span><a href=\"https:\/\/www.callcentrehelper.com\/how-to-develop-the-best-script-for-your-call-centre-10901.htm\"><span style=\"font-weight: 400;\">Call Centre Helper<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That suggests that the benefits of call scripting still resonate with contact centres. Those benefits are offset, though, by a few notable drawbacks. Most notable amongst the cons of scripting is how the process is seen by consumers.<\/span><\/p>\n<h2><strong>What do Consumers Think About Call Scripting?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">As discussed, scripted calls aid productivity and efficiency in a contact centre. But there\u2019s an argument that they don\u2019t boost quality. From a customer\u2019s point of view, scripting can diminish the value provided by a support call, sounding \u201crobotic\u201d or \u201cstiff\u201d in tone. And as you can appreciate, robots, so far anyway, aren\u2019t that good at creating rapport.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this way, customers come to feel that agents only say what they\u2019re being told. They don\u2019t think that the advisors listen or respond to what they\u2019re necessarily saying to them. When customers feel that way, it\u2019s easy for them to get frustrated or angry.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, the Software Advice website carried out a couple of <\/span><a href=\"https:\/\/www.softwareadvice.com\/resources\/what-customers-think-call-center-script\/\"><span style=\"font-weight: 400;\">illuminating surveys<\/span><\/a><span style=\"font-weight: 400;\"> on the topic. In 2014, they found that 69% of respondents thought unscripted calls improved their experience. In 2018, an updated report showed that 78% of customers had the same opinion.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-9099 size-full\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-3-2.jpg\" alt=\"Part 7: Call Centre Trends: Call Scripts-272\" width=\"1000\" height=\"658\" srcset=\"\/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-3-2.jpg 1000w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-3-2-300x197.jpg 300w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-3-2-640x421.jpg 640w, \/gb\/en\/blog\/wp-content\/uploads\/2020\/04\/call-centre-trends-call-scripts-3-2-768x505.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: center;\"><b>Source: <\/b><a href=\"https:\/\/www.softwareadvice.com\/resources\/what-customers-think-call-center-script\/\"><span style=\"font-weight: 400;\">Software Advice<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The degree to which customers feel unscripted calls improve their experience is also fascinating. In the 2018 report, 34% of those surveyed reported that experience \u201cimproves tremendously\u201d. That\u2019s as opposed to 15% of people who gave the same response in 2014. So consumers clearly favour a more natural conversation with agents.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How, though, can those insights into consumer preferences align with the increased uptake of call scripting? The answer lies in precisely how modern centres are implementing the process.\u00a0\u00a0<\/span><\/p>\n<h2><strong>How Are Contact Centres Responding?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You see, the phrase \u201ccall scripting\u201d is actually a little misleading. It evokes ideas of agents reading word for word from a long, formulaic document. The truth is that no modern call centre would use such an inefficient process. When centres say they script calls, what they mean is that they use a form of scripting to <\/span><a href=\"\/gb\/en\/blog\/interview-cedric-blum\/\"><span style=\"font-weight: 400;\">support agents<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jack Barmby, Founder of FM Outsource, summed things up well. Jack told us he doesn\u2019t \u201cparticularly like the idea of proscriptive scripts for agents\u201d. From Jack\u2019s point of view, such scripts get in the way of valuable human connection and contact.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, the \u201cscripting\u201d FM Outsource use is more about prompts and supportive information. When an agent answers a call, they have a process to follow. There\u2019s certain information they must give and questions they should ask. But they get reminded of those by the prompts delivered via the centre\u2019s contact system.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which prompts agents see gets dictated by the line a customer called or the interactive voice response (IVR) options they chose. Put simply, that means which number they pressed or voice command they gave when navigating the centre\u2019s call system. Such a solution, therefore, offers all the benefits of scripting. It doesn&#8217;t, though, turn agents into robots who don\u2019t listen to callers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This version of \u201cguided scripting\u201d is the type of solution getting traction industry-wide. Call Centre Helper\u2019s <\/span><a href=\"https:\/\/www.callcentrehelper.com\/images\/reports\/callcentrehelper-what-contact-centres-doing-2018-survey-181112.pdf\"><span style=\"font-weight: 400;\">\u2018What are Contact Centres Doing\u2019 survey<\/span><\/a><span style=\"font-weight: 400;\"> supports that contention. It discovered that 42.4% of call centres used \u201cguided scripting or visual flows\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modern call scripting, then, is intelligent and aligns with consumer preferences. It\u2019s also a process only likely to improve over time. Yes, because <\/span><a href=\"\/gb\/en\/blog\/understanding-conversational-ai\/\"><span style=\"font-weight: 400;\">AI increasingly supports<\/span><\/a><span style=\"font-weight: 400;\"> software solutions that deliver guided scripting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Machine learning and natural language processing are the areas of AI of most benefit. Those processes give software solutions the ability to understand conversations better. As such, prompts and information delivered to agents will get more relevant for each call.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<h2><strong>Call Scripting &amp; Contact Centres \u2013 An Evolving Relationship<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">So the relationship between contact centres and call scripting is a nuanced one. Call scripting has a plethora of benefits to centres. Compliance is easier to manage, agents have more support, and training doesn\u2019t have to be as extensive.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Such advantages explain why most contact centres do persist in scripting calls. Consumer attitudes to scripting, though, are mixed at best. Many customers feel that \u2018robotic\u2019, \u2018stiff\u2019 scripted calls negatively impact their service experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modern call centres, as a result, are striking a balance. They must walk a tightrope between efficiency and <a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a>. That\u2019s why an increasing number of centres use guided scripting or prompt-based systems. These solutions offer the benefits of call scripting without the principal drawbacks. It\u2019s one more example of tech and consumer demands reshaping the contact centre niche.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A modern contact centre is a complex place. You see, agents have many different tasks to complete. And the best practices for fulfilling their duties are ever-changing. How to best &hellip; <a href=\"\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Part 7: Call Centre Trends: Call Scripts&#8221;<\/span><\/a><\/p>\n","protected":false},"author":244,"featured_media":10708,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-series.php","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Part 7: Call Centre Trends: Call Scripts | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"In our series, we looked at some of the changes taking place at modern hubs. 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This latest post focuses on the telephony of a contact centre\u2019s operation.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/","twitter_misc":{"Written by":"RingCentral Team","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":":\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/#article","isPartOf":{"@id":"\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/"},"author":{"name":"RingCentral Team","@id":"\/gb\/en\/blog\/#\/schema\/person\/cc4f043d2b478862a8622c28b0ebd08c"},"headline":"Part 7: Call Centre Trends: Call Scripts","datePublished":"2020-06-25T12:26:29+00:00","dateModified":"2023-01-16T17:31:52+00:00","mainEntityOfPage":{"@id":"\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/"},"wordCount":1608,"commentCount":0,"publisher":{"@id":"\/gb\/en\/blog\/#organization"},"articleSection":["Contact Centre"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":[":\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/#respond"]}]},{"@type":"WebPage","@id":"\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/","url":":\/gb\/en\/blog\/part-7-call-centre-trends-call-scripts\/","name":"Part 7: Call Centre Trends: Call Scripts | RingCentral UK Blog","isPartOf":{"@id":"\/gb\/en\/blog\/#website"},"datePublished":"2020-06-25T12:26:29+00:00","dateModified":"2023-01-16T17:31:52+00:00","description":"In our series, we looked at some of the changes taking place at modern hubs. 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