A fanatical customer testimony is worth more than 1000 words of bland sales copy. A compelling customer testimony validates the claims you make about how great your business is.
Bike Friday sells folding travel bicycles and has built an impressive customer testimony library. As one fanatical customer says, "I am very happy with Bike Friday customer service. I have talked with Tim & Ian who have been very helpful and prompt: all my questions have been answered and technical issues dealt with. Walter - this is the best bike I have ever ridden! Susan & I really like these machines - they purr down the fire roads!"
Fanatical customer testimonies helps create excitement and buzz about your small business. All potential buyers have some distrust when evaluating company claims. Adding testimonies to your marketing mix provides important outside perspective on your customer satisfaction among other benefits.
Benefits of Customer Testimonies
While the most significant benefit of customer testimonies is the added credibility and believability to your product or service claims, other benefits exist to help grow your business including:
The Good, Bad, and Ugly of Testimonies
There are good customer testimonies, bad testimonies, and downright ugly testimonies. Not all customer testimonies are created equal. For a testimony to penetrate the buyer's wall of skepticism, it has to be honest and believable.
Plain vanilla testimonies are bland and boring. "Thank you for taking the time to do such a thorough job. I will definitely use your service in the future and recommend you to others!"
Raving customer testimonies are real. Surfingsports.com provides believable customer testimonies. Nothing manufactured here. "The fins and t-shirt arrived today. The finish is excellent and made of the best material. This week will be almost windless. Testing will have to wait...I sat for over a half an hour rubbing my fingertips over them when they arrived. I can't wait for the real test."
Customer Testimony Collection Tools
Collecting customer testimonies can range from asking in a personal e-mail or letter, to using the latest technology such as blogs, or a new customer testimony service called KudosWorks.
Testimonial Letters: Crafting a simple customer testimonial letter will help build your customer testimony database. Begin by thanking your customer for using your business. Ask for their feedback or opinion on your services or product. Be certain you include the request to ask for permission to use their testimony.
Testimonial Blogs: Z-CoiL Footwear Inc., in Albuquerque, sells funky looking footwear featuring a built-in orthotic stabilizing plate. In order to drive home the credibility of pain relief footwear, the company maintains a blog for customers to post and share their personal stories. With the ease-of-use and affordability of blogging technology, small businesses today have even more means to solicit testimonies from raving customers.
Testimonial Web Tools: Graham Morfitt, is a believer of the power in customer testimonies. As an online retailer of innovative outdoor lifestyle products, Modern Outpost Enterprises has relied on the collection and use of testimonies to help build business. Morfitt posted customer comments on the company's customer service web pages. As a small business, the company found it had limited web space along with difficulty managing changes and highlighting the testimonies. To solve his dilemma, Morfitt turned to KudosWorks.
KudoWorks, created by Genuosity Inc., provides web-based testimony presentation tools allowing small business to automate the collection, management, and sharing of customer testimonies. For Morfitt's small business, KudosWorks solves a number of issues including the convenient showcasing of testimonials, easy links from each web page, the ability to encourage customers testimony sharing for word-of-mouth advertising and simple promotion in email communications.
Using old and new methods of building your customer testimonies will aid your customer satisfaction ratings. Discover the 6 keys you need to ensure you elicit fanatical customer testimonies.