7 Strategies to Get More Customer Testimonials (And What to Do With Them)

Strategies to Get More Customer Testimonials

In the ever-evolving landscape of business, customer testimonials have become invaluable assets. They serve as social proof, instilling trust in potential customers and influencing their purchasing decisions.

However, getting customers to provide testimonials can be challenging. To maximize the impact of your testimonials, you need a well-thought-out strategy. Here are seven effective strategies to obtain more customer testimonials and make the most of them.

7 Strategies to Get More Customer Testimonials (And What to Do With Them)

1. Deliver Outstanding Customer Service

The foundation of any successful business is exceptional customer service. When customers have positive experiences, they are more likely to share their satisfaction with others. Create a customer-centric culture within your organization, emphasizing responsiveness, empathy, and a commitment to resolving issues promptly.

Encourage your customer support team to go above and beyond in assisting customers. Promptly address concerns, actively listen to feedback, and ensure that each interaction leaves a positive impression. Happy customers are not only more likely to provide testimonials willingly but also more likely to share their positive experiences without prompting.

2. Make It Easy for Customers to Share Feedback

Simplify the process for customers to share their feedback and testimonials. Utilize various channels such as email, social media, and your website to collect reviews. Implementing user-friendly tools or platforms specifically designed for gathering testimonials can streamline the process and increase the likelihood of participation.

Consider sending personalized feedback requests shortly after a successful transaction or positive customer interaction. Provide clear instructions on how customers can share their experiences and make the process as straightforward as possible. Reducing friction in the testimonial submission process can significantly boost the number of testimonials you receive.

3. Incentivize and Acknowledge Customers

Motivate your customers to provide testimonials by offering incentives or recognition for their efforts. Consider running a promotion where customers who submit testimonials are entered into a drawing for a prize or receive a discount on their next purchase. This not only encourages participation but also shows gratitude for their time and input.

Additionally, publicly acknowledge and showcase customer testimonials. Create a dedicated section on your website or social media platforms to feature these testimonials, giving customers a sense of importance and validation. When others see their peers being recognized, it can serve as additional motivation for them to share their experiences as well.

4. Leverage Multiple Platforms

Expand your reach by actively seeking testimonials on various platforms. While your website is a natural place to showcase customer feedback, don’t limit your efforts to just one channel. Encourage customers to share their testimonials on popular review sites, social media platforms, and industry-specific forums.

Having a presence on diverse platforms not only increases the visibility of your testimonials but also reaches a broader audience. Potential customers often research a company’s reputation across different channels before making a decision. By strategically placing testimonials where your target audience is likely to see them, you enhance your brand’s credibility and influence.

5. Capture Video Testimonials

Incorporate multimedia into your testimonial strategy by capturing video testimonials. Video content is engaging and can convey authenticity more effectively than written testimonials. Reach out to satisfied customers and ask if they would be willing to share their experiences on camera.

Keep the process simple for your customers by providing clear instructions and perhaps a list of questions they can answer in their video. Video testimonials add a personal touch and allow potential customers to connect with the real faces behind the positive experiences. Share these videos on your website, social media, and other marketing channels to maximize their impact.

6. Showcase Diverse Testimonials

Highlight a diverse range of testimonials to appeal to a broader audience. Different customers may have unique perspectives and experiences, and showcasing this diversity can resonate with a variety of potential customers. Ensure that your testimonials represent various demographics, industries, and use cases.

When prospects see testimonials from customers who share similar characteristics or challenges, they are more likely to relate and feel confident in your product or service. Actively seek testimonials from different segments of your customer base to build a comprehensive and relatable collection of social proof.

7. Follow Up and Express Gratitude

Maintain an ongoing relationship with your satisfied customers by following up after they’ve provided a testimonial. Express your gratitude for their contribution and let them know the positive impact their words have on your business. This not only strengthens your relationship with existing customers but also increases the likelihood of them providing additional testimonials in the future.

Consider creating a customer loyalty program or exclusive community for your advocates. Offering special perks, early access to new features, or exclusive content can incentivize continued engagement and encourage customers to remain active advocates for your brand.

Related content: 10 Tips for Responding to Reviews and Feedback

What to Do With Customer Testimonials

Collecting customer testimonials is just the first step; leveraging them effectively is equally crucial. Here’s what you can do with your testimonials to maximize their impact:

1. Feature Them Prominently on Your Website

Create a dedicated testimonials page on your website to showcase the positive feedback from your customers. Ensure it is easily accessible from your homepage and other important pages. This provides visitors with immediate reassurance about the quality of your products or services.

2. Incorporate Testimonials in Marketing Collateral

Integrate customer testimonials into your marketing materials, including brochures, email campaigns, and product/service descriptions. Placing testimonials in strategic locations within your marketing collateral reinforces your brand’s credibility and helps potential customers make informed decisions.

3. Utilize Testimonials in Advertising

Incorporate customer testimonials into your advertising efforts. Whether through social media ads, display ads, or video content, featuring real customer experiences can significantly enhance the effectiveness of your advertising campaigns. Prospects are more likely to trust the opinions of their peers than traditional marketing messages.

4. Share on Social Media Platforms

Regularly share customer testimonials on your social media channels. Not only does this showcase your satisfied customers, but it also encourages engagement from your audience. Encourage your followers to share their own experiences, creating a positive feedback loop that can enhance your brand’s online reputation.

5. Integrate Testimonials into Sales Pitches

Empower your sales team by integrating customer testimonials into their pitches. When engaging with potential customers, providing real-world examples of satisfied clients can build trust and credibility. Tailor the testimonials to align with the specific needs and concerns of the prospect to make a more impactful impression.

6. Monitor and Respond to Feedback

Regularly monitor customer feedback and respond promptly, whether positive or negative. Demonstrating that you actively engage with customer opinions reinforces your commitment to customer satisfaction. Addressing negative feedback professionally and transparently can also turn a potentially damaging situation into a positive one.

7. Continuously Update and Refresh Testimonials

Keep your testimonials up-to-date by regularly collecting new feedback. Refreshing your testimonials ensures that they remain relevant and reflect the current state of your business. Highlighting recent positive experiences demonstrates ongoing customer satisfaction and reinforces your commitment to delivering value.


In conclusion, customer testimonials are powerful tools for building trust, credibility, and influencing purchasing decisions. By implementing these seven strategies and effectively leveraging the testimonials you collect, you can enhance your brand’s reputation and create a compelling narrative that resonates with your target audience. Remember, the journey doesn’t end with collecting testimonials; it’s about consistently showcasing the positive experiences of your customers to create lasting trust and loyalty.

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