When it comes to testimonials, it’s important to have a prepared list of good customer testimonial questions. But, it’s equally important to know how and when to ask for them.
Customer reviews are one of the most indicative factors in a company’s success. In fact, 88% of customers are influenced by customer reviews when making a buying decision. If you want your company to grow, you will want to show off the very best in customer reviews.
Below you’ll find 4 ways to ask, plus 21 customer testimonial questions matched to each situation, so you know exactly what to say once you have your customer’s attention.
4 Ways To Ask & Get Answers To Customer Testimonial Questions
- Automated Email
- In-Person
- Handling A Negative Experience
- Check-In Email
21 Testimonial Questions For Clients:
- 2 Questions To Include On A Review Survey Before You Share Your Yelp Link
- 1 Question To Ask After A Negative Experience
- 8 Questions To Email After 90-Days Of Using Your Service
- 5 Questions To Ask For Video Testimonials
- 5 Questions We Ask Our Clients
These questions are geared toward service-based local businesses. If you have an e-commerce product, just exchange the word “service” for “product”. If you don’t use the word “client” then exchange the word for “customer” or “patient”.
Right now commit to asking for a review once this week and trying out these questions. You will be surprised by how good the testimonials will be from your clients!
Getting The Timing Right
Before considering the following options to ask for customer testimonial questions, it’s also important to put thought into the timing. Be sure you’re being mindful of this. The right timing can mean the difference for many things. I like what Hubspot has to say about getting the timing right.
“Ideally, you ask for testimonials after the customer experiences success with your product or service — so they’re happy with their results and with your working relationship when they sit down to write or film a testimonial.”
1. Automated Email
If you have a rather large email list, then this can be a great option. This one is like casting your net out in a lake of ‘already interested’ fish. You’re bound to catch at least a few. You’ll want to write this the way you’d write a letter with a personal touch.
Hit the following points:
- Subject – should be enticing since this is what will make them want to open.
- Address your customer by name
- Keep it simple and real – tell them why you’re contacting them and what you’d like them to do.
You can see some great advice for this below from Boast
Tell your customer what they’re looking for, why it’s important, and how they can quickly and easily help you out. Here’s an email template:
Loyal customers like you are really important to us and we appreciate your continued support. We were wondering if you could help us out today and write a (Google / Facebook / Yelp / etc.) review. This helps other customers like you find us and it really helps our business. Tell us about your latest experience, or something you love about {insert business name}. Go right to our page using this link – leaving a review takes less than a minute! {insert link here}.
Thank you so much.
Then you want to sign out.
- Sign your name & title
- Sign business name
2 Questions To Include On A Review Survey Before You Share Your Yelp Link
When we hassle our customers and clients enough we can usually get them to give us some kind of testimonial. But, these testimonials generally lack any power or influence. One problem is that they don’t necessarily know how to frame their thoughts or feelings about a service. So, it’s up to us to create and offer a foundation or outline that is easy for them to follow. So, what are good testimonial questions for clients before you share your Yelp link?
What was the primary benefit you received from our service?
You want to know this to be sure you’re hitting your target every time. Any disparity in this area will tell you if you’re off the mark. Once you know this, you can move forward with any necessary adjustments.
What made our service stand out from other options?
With information so readily at our fingertips these days, we have the ability to do plenty of comparison shopping. Once they choose a service or product, they know exactly why they made the decision they did. This is a good testimonial question for clients. It will lead them to outline the reasons your service is better than the competitor. Word-of-mouth advertising is now online and just like when we all used to see each other in person, it’s an excellent way to acquire and gain customers.
2. In-Person
This can be tricky! It can be hard enough to find a way to do this online or in an email without coming across as pushy. The reality is that it is awkward to ask for something from someone you don’t know, which is why I think this is best done between a business that sees this particular guest frequently. They are the most willing to give you a boost. If you see them regularly, it means you’re obviously doing something right. You already have a relationship with this person and they will likely want to help you in any way they can. I would guess they’ve already been talking you up with family and friends.
If you think about it, you don’t necessarily need hundreds of testimonials from people. Just a few well-thought-out and genuine reviews of your business will do the trick. I saw a TikTok recently with one of those voice-overs which highlighted the fear we all have of not having hundreds of views on social media content. I’m paraphrasing here, but the voice-over basically said, “sure, thirty views isn’t a lot, but if thirty people walked into my business I would be so overwhelmed.” She’d be overwhelmed with the interest people have shown in her business.
We need to get to a point of being happy with pleasing even one person. When we arrive there, we’ll have returned to what I believe is the reason we went into business in the first place. To help people.
So, in order to collect these few passionate and helpful testimonials, here’s an idea.
Design some special VIP cards (email is ok, but cards are more personal), with a message of appreciation for their patronization, reminding them of what you’re hoping they’ll do for you, the questions you’d most like them to answer, and include your link.
Notice above that I said ‘remind them’. I think it’s important to approach them with this card personally and explain what you’re hoping they’ll do to help you. The card merely serves as a reminder with the instructions.
5 Questions To Ask For Video Testimonials
Asking in person is also the best way to land a video testimonial. Video is another powerful tool that is readily available today. It’s relatively easy to create video content. Again, it’s a matter of creating and providing the foundation and outline for your customers to follow.
What was your greatest challenge and reason for seeking out our service?
This will help your audience know they’re watching the journey of a real person. Real people relate to other real people.
How did that make you feel?
Again, it’s nice to be relatable, and to know the struggle another person faces helps us to make a decision to help ourselves.
How has our service helped you with this issue?
This is straightforward. Of course, you’ll want to ask questions specific to your brand.
What are some specific results you’re able to share?
This is a perfect opportunity for them to get specific about both your brand and their personal experience and journey. Remember, we’re trying to piece together a story.
What would you say to a friend experiencing the same challenge who may be considering trying our service?
We speak differently to our friends than we do when addressing strangers. Have them tell their story as if they’re hanging out with friends at game night. It’s about being real and relaxed.
It is possible to present an opportunity to collect positive answers to customer testimonial questions even after a not-so-positive experience!
3. Handling A Negative Experience
In any situation that involves customer service and sales, complaints and unhappy experiences are inevitable. You can’t do anything to change that. So, what can you do?
One thing I feel is incredibly important is to train your staff properly. Any person who has contact with your customers needs to know how to properly handle someone who is unhappy with something.
I was at a restaurant recently. My friend had ordered something sweet after lunch – a brownie sundae. The brownie was rock hard. I’m talking the kind of hard that would take a jackhammer to make any headway with this thing. Let’s not pretend we want to try our teeth on something like that. My friend mentioned the issue to the server and that started a back-and-forth about the fact that it shouldn’t be hard as she “literally See’s the kitchen make the brownies on a daily basis.” She walked off in a huff as if we had personally offended her. Maybe she made the brownie, I don’t know.
She ended up coming back and apologizing for the hardness of the brownie and said she’d take it off the check. We hadn’t asked for that and I know my friend wasn’t expecting to have it taken off the bill, but it was the right thing to do. However, the fact that she walked off and was clearly offended was a problem and it should have never happened that way.
The fact is that we’re all people here just trying to get through the day and ultimately survive. It’s important to train our staff to handle these inevitable situations and to remind them regularly that they will come up. If you keep this at the forefront of their minds they’ll likely handle things properly.
I have to say here that if the server had asked for a review or testimonial (or even mentioned it), after this little hiccup, it wouldn’t have been received well. She was no longer in the position to ask for or mention an ‘opportunity’ like that. However, had things gone the way any reasonable and smart business owner would have hoped, she would have absolutely been in that position. In fact, within our first ten minutes at the table, I had already expressed that I thought she was a great server. How quickly things can change!
Let’s talk about how she could have gone about this the right way. First, I think it’s important to point out that it’s better for a customer to complain about something directly to you than to read their negative review online. Make sure your staff knows that this is better!
Once you know there’s an issue, you have the opportunity to resolve the issue. Not only that, but you can do it while they see you trying to resolve the issue. Make sure you or your staff know how to properly communicate the steps they are taking while they’re trying to figure out a resolution. It’s difficult for many, especially young people, to know how to communicate, let alone to understand the importance.
For a restaurant situation, it would be great to have a link on the bottom of the receipt so that the customer can review if they’re so inclined. Once the issue has been resolved to the best of your knowledge, ask them directly if they’re happy with the way you handled the problem. Let them know you look forward to the next time you see them and remind them of the link.
The One Question To Ask After A Negative Experience
What was the obstacle that almost prevented you from buying our product or service?
Of course, it’s difficult to hear any kind of criticism, but this is as constructive as it gets. First of all, you’re asking for feedback. Secondly, you’re asking a specific question that will enable you to identify at least one area (hopefully more, nobody is perfect), in which you could improve and even further your desirability with potential customers.
In addition, this is a question you will likely want to know the answer to in order to make necessary adjustments.
4. Check-In Email
I’ve said this before, but I don’t mind saying it again. Who doesn’t like to be checked in on? I’m not saying I want to see you at my door. Don’t do that. But, I do appreciate when a company goes to the effort of checking in after my visit to their establishment. I just had one of the best massages of my life at a chain I had decided I’d never visit again. But, I had a gift card and I was in desperate need.
The massage therapist came in and introduced himself and asked about my specific needs. I expressed (probably not in the most polite way), that my prior experiences hadn’t been great. He responded perfectly. Without being (or seeming), offended, he assured me that he would do a good job, and boy, he came through. I woke up the next day feeling better than I have in months!
The massage chain sent me a check-in email and I completed the survey. Here’s what I will say they could have done better with the survey. It asked all the basic questions. I am honest. While my therapist was out-of-this-world, the front desk employee (as always it seems), was not the friendliest or most hospitable. The survey asks how well they did in these two specific areas by asking you to use a scale from one to ten. I gave my therapist a ten. I gave the receptionist a three. The survey then apologizes for the experience not meeting standards (I guess mine), and then asks me if I’m willing to answer additional questions.
Knowing I had this article to write was the only thing that made me curious to know what they’d ask next, so I agreed. This consisted of questions primarily related to additional sales items and services. Here’s the thing… I know I agreed to answer these additional questions, but if I’m already not as happy as I can possibly be, why are you still trying to sell me on anything? Shouldn’t you perfect the service I experienced first?
What I like to see in a survey:
- Straightforward questions that deal directly with my experience as a guest.
- Questions should be easy to answer. I like the 1-10 scale questions.
- Not too many questions
- One open-ended question asking me if I’d like to add anything. This should be optional.
- Consider adding a coupon or special offer for my willingness to take the time regardless of the outcome for your business. An offer can’t hurt you.
What I don’t like to see in a survey:
- Do not ask too many questions. It should take no longer than 3 minutes for me to answer the basics (it should only be longer if I’m willing to answer the open-ended question)
- Do not try to sell me anything if I’ve expressed anything negative.
8 Questions To Email After 90-Days Of Using Your Service
Who among us doesn’t like to be followed up with? Following up with your customers and clients accomplishes two things right off the bat. First, it tells them that you care about the service you’re providing. Second, it lets them know you’re willing to make adjustments if deemed necessary. Just a side note here; you should be open to making at least minor adjustments. Nobody hates a service that they feel was tailored just for them.
By day 90 your customer will have had the opportunity to fully experience your service. This can be a crucial time to ask specific questions that will help tell their personal story and how your service improved their very existence.
Storytelling has been around since the beginning of man. Why? Because stories are powerful tools. People don’t necessarily remember facts and figures (not normal ones anyway), they remember stories!
What are good testimonial questions for clients who have used your service for 90 days? Read on…
What was it like before you had our product or service?
This question will help your customer remember what it was like before using your service and why they felt they needed you in the first place. Their story will likely resonate with other potential clients and lead to more business for you. Win-win!
Where did you start your search?
I’d identify this as being a fantastic window into the world of your competitors. It may be that you are unaware of every single option available to your clients. What better way than to have them tell you? This is also a great way to tell their personal story thereby leading other customers down a prelit path.
What made you happiest about working with our company?
Allowing your happy customers to tell this part of their story will make it clear to other potential customers that you care about what you have and can offer. It demonstrates that you’re willing to do what it takes to help your customers.
What have you been able to achieve since using our product or service?
Speaking of helping your customers… this one will further your effort to have them tell their story, in their own words. Your willingness to align your service to their personal needs and goals will be noticed and appreciated. A great way to have them elaborate on these questions would be to ask more pointed sub-questions; did we help save you time? Did we help save you money? Did we help you generate more leads?
When it’s clear you can help someone do exactly what they need to be done, they will hand you their money. It’s as simple as that!
What has exceeded your expectations since working with us?
Why not allow your customer to pat you on the back and let it be an opportunity to humble-brag on the web? Don’t you just love those sweet stories you hear about a business’ employee going above-and-beyond? I love those! You want people talking about these experiences.
What about our business surprised you the most?
Here’s another way to offer a similar opportunity for your clients to brag about you. Who knows, you may be surprised by their surprise! Yes, surprises can be difficult for the more type A’s among us, but you may find that you’re well, surprised. Too much? This is a great way to find out if there is an area you’re killing it in that even you’re unaware of; perhaps another avenue for additional revenue?
Would you recommend us?
This is the icing on the cake of testimonial questions. In case it hasn’t been made obvious to your potential customer already, this will show it off. Ask your past customer whether or not they would recommend you, as it will be the personal, unbiased touch that you need to secure a new client.
Is there anything else that you would like to comment on or say about the product or business?
It’s open mic time! This is a great opportunity to collect stories that are exclusive to their particular experience. This kind of story will likely be relatable to someone out there and that may just be the key to onboarding that person. You never know.
5 Questions We Ask Our Clients
If you are finding it hard to get good testimonials, then try these questions from Storybrand:
- What was the problem you were having before you discovered our product?
- What did the frustration feel like as you tried to solve that problem?
- What was different about our product?
- Take us to the moment when you realized our product.
- Tell us what life looks like now that your problem is solved or being solved.
Read more from the Building A StoryBrand book page 200.
Worst case, you can write a review then email your customer asking if it’s ok to quote them saying that review. This is hard to do since you are writing from your perspective and so tend to use too much jargon so it doesn’t feel real.
How To Use Your Testimonials On Your Website
When you want a really good website testimonial you don’t have to use every part that someone posted on Google or Yelp. If you have different services choose 3 to 4 reviews for each website service page.
This is a screenshot from our Local SEO page and we also use the same reviews on our homepage since our core service is Local SEO.
I took 2-3 sentences from their LONG Google or Yelp reviews.
Try one of these and let us know how it worked for you.
Still, have questions or feel lost? We’re happy to help! Schedule a call and we’ll show you how.