1. What Are Customer Testimonials?A customer testimonial is a review or anecdote of a consumer who has purchased, used, and experienced a product or service. This review outlines the customer’s positive or negative reactions to the product in question and reflects on the entire business. Customer testimonials are often positive reviews of a company’s offerings, explaining how that product affected a customer’s life in overcoming an issue they faced. These are then available on a website, blog, or presentation for any potential customer to see and analyze and gain an understanding of the business through others’ experiences. Customer testimonials can be of different types. They are often recorded in text form, with the consumer writing an email to the company or leaving a review. Alternate ways of acquiring testimonials are voice recordings, videos, and selective quotes. Each type of testimonial helps build trust for the company and its products. You can use pre-made PowerPoint templates to build attractive customer reviews.
2. Why Are Testimonials Important?
- Testimonials are key in proving the value of a product or offering by a company by providing the experiences of others who have also experienced the product. The subsequent testimonial acts as proof of value in terms of their experience, usually written in unambiguous language.
- They provide legitimacy to a product or service to new customers who are more likely to trust a potentially unbiased reviewer than the company’s own careful and sometimes excessively flattering messaging.
- They add an element of trust to the marketing of a product. A product with testimonials to back its claims is more trustworthy than one without.
- Customer testimonials act as social signals for other customers to buy a product. In a market saturated with scams, substandard products, and con artists, testimonials can signal the product's legitimacy to other buyers and disprove its existence as a potential scam.
3. How Do You Gather Customer Testimonials?Customer testimonials must be genuine and believable for savvy consumers to believe them. In today’s scenario, fake testimonials are all too rampant and can be identified by those familiar with them. To gather genuine customer testimonials, there are a few methods organizations adopt,
- Social Media
- Peer Reviews
3.1. InterviewsCompanies often conduct interviews with their patrons to understand their experiences with the product. These interviews can happen in person or through email and other online methods. These interviews can yield quotes and statements from a consumer that can be used as part of business testimonials. This is often the most straightforward way to get consumer feedback for a company and legitimate testimonials for other consumers.
3.2. SurveysAnother method is to send out a standard survey to consumers of a company’s product, These questions elicit responses from consumers regarding their experience of the product, which, if positive, can be used as consumer testimonials. Interestingly, negative responses to the survey can be important in developing and modifying a product to suit every consumer’s needs.
3.3. GiveawaysThis is a newer method to gain testimonials. Companies are employing tactics such as hosting giveaways for consumers that leave reviews and provide testimonials. It incentivizes consumers to share their thoughts to win a free product, and it allows companies to engage in trust-building exercises by using testimonials and giveaways to attract new customers.
3.4. Social MediaNew entrepreneurs are aware of the power of social media and are willing to harness it to promote their products. Testimonials on social can work in two ways,
- Sponsorships – A company can sponsor someone influential on social media to provide a good testimonial for a product.
- PR – Sending PR packages to social media influencers with free products, hoping for a positive testimonial that potentially reaches their followers and directs new customers towards the company.