Customer testimonial: What are the right questions to ask?
Number of questions
With video testimonials, the number of questions is limited. Not for technical reasons, but to maximize broadcast performance. Indeed, if the testimonial video is too long, your target audience won’t watch it all the way through, and may miss out on important elements. We advise you to limit your questions to 3 or 4, and to 30 seconds each time, so that your customer can be more concise in his answers. The result is a more dynamic montage.
Customer presentation
First, ask your customer to introduce himself or herself in a few words. The aim here is not for your customer to detail his full CV, but to list his first name, surname, position and company. A few concrete words about your customer’s business is a considerable bonus.
Another point: a summary of your initial situation (problem, objective) before calling on you can be very relevant to the rest of your testimonial.
This section will help you draw up your persona and enable your prospects to better identify themselves.
Examples:
– Would you like to introduce yourself in a few words (first name, position, company)?
– Introduce your company?
– What was your objective before using our product?
– What was your problem before you turned to us?
Feedback
In this essential part of any testimonial, the customer details his or her feelings, recounting the experience of buying the product or service. They can also talk about why they chose you, the problem they solved with your help, and the results they achieved.
Examples:
– How did this product/service help you solve your problem?
– Would you recommend this product? If so, why?
– What results have you achieved using this product?
– How did this product/service help you solve your problem?
– What improvements could you make to the product/service?
Recommendations
Finally, you can end your interview with a more recommendation-oriented section.
The aim here is to encourage your customers to designate their ideal customer. Those who need you most and who should call on your company to solve their problem. If your customer says it, it carries more weight than if it comes from you.
Examples:
– Who would you recommend our company to?
– Why trust us?
– Who do you think our services are designed for?
Other questions
To open up the end of the interview, you can ask very open-ended questions to give your customer free rein. The customer may take the opportunity to pay you a compliment, do some self-promotion, or talk about upcoming projects.
Examples:
– A final word?
– An upcoming project?
– What are your next goals?
– An announcement to make?