It is not without reason that successful websites display customer testimonials. They are great assets and an effective way to achieve the trust of your visitors and prospects. If you are a loyal reader of our blog, which by the way was recently selected as one of the Top 10 Customer Experience Blogs by Fonolo.com (thanks again!), you know that we constantly emphasize the value of negative customer feedback as the source to drive improvements and optimization. Not this time. This time I want to discuss with you how to leverage positive feedback you earned.
Achieving customer testimonials largely differs for B2C and B2B companies, the latter having a much harder time to get hold of qualified testimonials. It is not only the testimonial itself that matters, but you also want to receive a quote from an authoritative person within the enterprise. In addition, the larger the enterprise, the longer it might take you to get a testimonial approved. In most cases, marketing is directly involved in the process of achieving B2B testimonials. For B2C however the qualification of the person being quoted is less important; what matters is the actual statement. The common source for B2C testimonials are emails received by your sales, customer service and support teams.
As a marketer you usually have no direct access to these emails, and you are at the mercy of your colleagues to forward them to you. Have you ever started a testimonial page from zero, and if yes, do you remember the sighs throughout the departments and the claims of stealing their time? I did, and if I can, I will take other routes to gain testimonials. So my fellow marketers, if you are having a hard time getting testimonials from your support and sales teams, why not take a look into your companies’ feedback inbox!
If your company is using Kampyle’s feedback solutions, this is your time to claim (partial) ownership and request to become an account user and/or to have feedback forwarded to you. You will be surprised what a good source for testimonials customer feedback is. Let’s not forget, sharing feedback and thoughts is basic human behavior that in many cases is triggered by two situations: Something really went wrong and your customers want to vent their disappointment or ask for your help (second chance, you better grasp it). Or, on the other hand, your company delivered such great service, product and customer experience that a customer wants to share praise for your team and achievements. Here you go; here are your potential testimonials.
Finally, it is not all only about leveraging the trust and praise you got from your customers for marketing reasons. Whenever you publish feedback, make sure to also share it with your colleagues. Let’s face it; it is more fun to work for a company that is loved by its customers. Not celebrating your achievements is one of the “10 Mistakes to Avoid in Customer Experience Management” according to Customer Experience Matters, mainly as it accelerates burn out and distresses stakeholders.
If you are still figuring out what the best way to integrate testimonials on your website would be, have a look at “Showcase of Testimonials in Web Design” by Vandelay Design for some interesting examples.