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How to Get More Customer Testimonials: 11 Proven Strategies

Posted by Kevin Yun | Last updated Jan 27, 2024

Customer testimonials are powerful tools for building trust, credibility, and social proof for your business. They provide authentic insights into the value of your products or services directly from those who have experienced them. For B2B companies especially, positive testimonials can significantly influence purchasing decisions and accelerate the sales cycle.

However, many businesses struggle with consistently collecting high-quality testimonials from satisfied customers. This comprehensive guide will explore 11 effective strategies to help you gather more impactful customer testimonials and leverage them to drive growth for your company.

Table of Contents

  1. Develop a Systematic Testimonial Collection Process
  2. Time Your Requests Strategically
  3. Leverage Multiple Collection Methods
  4. Make the Process Easy for Customers
  5. Offer Incentives (Within Reason)
  6. Utilize Social Media Listening
  7. Conduct Customer Interviews
  8. Create Video Testimonials
  9. Use Case Studies for In-Depth Testimonials
  10. Implement a Net Promoter Score (NPS) Program
  11. Turn Customer Support Interactions into Testimonials

1. Develop a Systematic Testimonial Collection Process

To consistently gather high-quality testimonials, you need a repeatable system in place. This ensures you're not missing opportunities and helps maintain a steady stream of fresh testimonials.

Key steps for developing your process:

  • Identify key touchpoints in the customer journey where satisfaction is likely to be high
  • Create templates for testimonial requests to maintain consistency
  • Set up automated triggers for sending requests (e.g., after a successful project completion)
  • Establish a review and approval workflow for received testimonials
  • Determine how and where testimonials will be showcased (website, social media, etc.)
  • Schedule regular check-ins to refine and optimize your process

By formalizing your approach, you'll be able to scale your testimonial collection efforts more effectively as your business grows.

2. Time Your Requests Strategically

The timing of your testimonial request can significantly impact both the likelihood of receiving a response and the quality of the testimonial itself. Consider these factors when determining the optimal time to ask:

  • Recent positive experiences: Reach out shortly after a successful interaction, product launch, or project completion when the positive experience is fresh in the customer's mind.
  • Achieving specific milestones: If your product or service helps customers reach certain goals, request a testimonial when they hit those milestones.
  • Length of relationship: Long-term customers who have seen consistent value over time can provide particularly powerful testimonials.
  • Seasonal considerations: Be mindful of your customers' busy periods and avoid overwhelming them with requests during these times.

Remember, timing isn't just about when you ask—it's also about giving customers enough time to form a well-rounded opinion of your offering. Rushing to ask for testimonials too early in the relationship may result in shallow or less impactful feedback.

3. Leverage Multiple Collection Methods

Different customers prefer different communication channels. By diversifying your approach to testimonial collection, you can increase your overall response rate and gather a wider range of perspectives. Consider implementing a mix of these methods:

  1. Email requests
  2. In-person or virtual meetings
  3. Online surveys
  4. Social media outreach
  5. Phone calls
  6. Website feedback forms
  7. Mobile app prompts

Each method has its strengths and can be appropriate for different scenarios. For example, email requests work well for busy professionals, while in-person conversations at industry events can yield more detailed, candid feedback.

4. Make the Process Easy for Customers

The easier you make it for customers to provide testimonials, the more likely they are to follow through. Here are some ways to streamline the process:

  • Provide clear instructions and expectations
  • Use short, focused questions to guide their response
  • Offer multiple format options (written, video, audio)
  • Create customizable templates or prompts they can use as a starting point
  • Implement a user-friendly submission system (e.g., a simple online form)
  • Follow up promptly with any necessary clarifications or edits

Consider creating a dedicated landing page on your website for testimonial submissions. This can serve as a central hub for customers to easily share their experiences and for you to manage incoming testimonials efficiently.

5. Offer Incentives (Within Reason)

While the quality of your product or service should be the primary motivator for customers to provide testimonials, offering small incentives can help increase participation rates. However, it's crucial to strike the right balance—you want to encourage participation without compromising the authenticity of the testimonials.

Appropriate incentive ideas:

  • Exclusive content or early access to new features
  • Small discounts on future purchases
  • Entries into a prize drawing
  • Branded merchandise or company swag
  • Donation to a charity of their choice

Always be transparent about any incentives offered and ensure they comply with relevant regulations and platform policies. The goal is to show appreciation for their time and effort, not to "buy" positive reviews.

6. Utilize Social Media Listening

Your customers may already be talking about your brand on social media platforms. By implementing a robust social listening strategy, you can uncover organic testimonials and engage with satisfied customers in real-time.

Steps to leverage social media for testimonials:

  1. Set up monitoring for your brand name, product names, and relevant hashtags
  2. Regularly review mentions and engagement across platforms
  3. Identify positive comments and experiences shared by customers
  4. Reach out to users (with their permission) to expand on their comments for a formal testimonial
  5. Create a system for capturing and organizing social proof from various platforms

Remember to always ask for permission before using someone's social media post as a testimonial on your official channels. This approach not only ensures compliance but also often leads to even more detailed and enthusiastic testimonials.

7. Conduct Customer Interviews

In-depth interviews with satisfied customers can yield rich, detailed testimonials that go beyond simple quotes. These conversations allow you to dig deeper into the customer's experience and uncover compelling stories about how your product or service has impacted their business.

Tips for effective customer interviews:

  • Prepare a list of open-ended questions to guide the conversation
  • Use active listening techniques to identify key points and ask relevant follow-up questions
  • Focus on specific results and measurable outcomes the customer has achieved
  • Capture direct quotes that highlight emotional responses or particularly impactful experiences
  • Consider recording the interview (with permission) to ensure accuracy and potentially use for video content

After the interview, draft the testimonial and send it to the customer for review and approval. This collaborative approach often results in more authentic and impactful testimonials.

8. Create Video Testimonials

Video testimonials can be incredibly powerful, as they add a human element and allow potential customers to see and hear directly from your satisfied clients. While they require more effort to produce, the impact can be well worth it.

Steps to create effective video testimonials:

  1. Identify customers who are comfortable on camera and have compelling stories to share
  2. Provide clear guidelines and potential questions in advance to help them prepare
  3. Keep the video short and focused (ideally 1-2 minutes)
  4. Ensure good lighting and audio quality for a professional result
  5. Edit the video to highlight key points and maintain viewer engagement
  6. Include captions or transcripts for accessibility and to increase engagement on social platforms

Consider creating a mix of professionally produced videos and more casual, user-generated content to appeal to different audiences and use cases.

9. Use Case Studies for In-Depth Testimonials

Case studies offer a more comprehensive look at how your product or service has benefited a specific customer. They combine elements of storytelling with concrete data to create a persuasive narrative.

Key components of an effective case study:

  • Background information on the customer and their challenges
  • Detailed explanation of how your solution was implemented
  • Specific metrics and results achieved
  • Direct quotes from key stakeholders
  • Lessons learned and future plans

When approaching customers for case studies, look for those who have experienced significant, measurable success with your offering. The more impressive and relatable the results, the more impact your case study will have on potential customers.

10. Implement a Net Promoter Score (NPS) Program

A Net Promoter Score program can be an excellent source of testimonials while also providing valuable insights into customer satisfaction. NPS surveys ask customers how likely they are to recommend your product or service to others on a scale of 0-10.

Here's how to use NPS for testimonial generation:

  1. Set up regular NPS surveys for your customer base
  2. Follow up with customers who give high scores (9-10, known as "Promoters")
  3. Ask these satisfied customers if they would be willing to elaborate on their positive experience
  4. Use their responses to craft testimonials or as a starting point for more in-depth feedback

An NPS program not only helps you identify your most satisfied customers but also provides a constant stream of potential testimonial sources.

11. Turn Customer Support Interactions into Testimonials

Your customer support team is on the front lines of customer interaction and can be a valuable source of testimonial opportunities. When a customer problem is successfully resolved, it often results in a highly satisfied customer who may be willing to share their positive experience.

Strategies for leveraging customer support for testimonials:

  • Train support staff to identify potential testimonial opportunities
  • Implement a follow-up process for customers whose issues were successfully resolved
  • Create a simple way for support staff to flag accounts for testimonial requests
  • Consider using post-support satisfaction surveys with an option to provide a testimonial
  • Highlight testimonials that showcase your company's commitment to customer service

By turning support interactions into testimonials, you not only gather valuable social proof but also demonstrate your company's dedication to customer success.


Gathering impactful customer testimonials is an ongoing process that requires strategy, persistence, and a commitment to customer satisfaction. By implementing these 11 strategies, you can create a robust system for consistently collecting high-quality testimonials that showcase the real-world value of your products or services.

Remember, the most powerful testimonials are those that tell a story, highlight specific results, and come from relatable sources. As you refine your testimonial collection process, focus on gathering diverse perspectives that speak to different aspects of your offering and appeal to various segments of your target audience.

Ultimately, a steady stream of authentic, compelling testimonials can significantly enhance your marketing efforts, build trust with potential customers, and drive sustainable growth for your business. Start implementing these strategies today, and watch as your collection of powerful customer testimonials grows, providing social proof that sets your company apart in a competitive marketplace.

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