When I write scripts for customer service and for selling, I test them, tweak them here and there, and then I deploy them at my clients’ sites.
Minimally, it’s a systematic process of validation, and once my scripts have been proven in dozens, hundreds, thousands and even millions of conversations, I can say, very authoritatively, that they work.
From my standpoint it is important to be as scientific as possible, not only to be dispensing solutions that are assured of producing sales and customer satisfaction, but to overcome the perennial cynicism that salespeople, customer service reps, and their managers bring to scripts.