Here are ten common mistakes to avoid when collecting customer testimonials:
1. Not Asking for Testimonials
- Missed Opportunities: Failing to ask satisfied customers for feedback can mean missing out on valuable testimonials that could enhance your brand’s credibility.
2. Waiting Too Long to Request
- Fading Impressions: Waiting too long after a purchase or service experience can result in less enthusiastic testimonials, as the excitement or impact may fade over time.
3. Being Vague in Your Request
- Unfocused Feedback: Asking generic questions can lead to vague testimonials. Be specific in your request to get detailed, useful feedback.
4. Ignoring Negative Feedback
- Missed Learning: Avoid only seeking positive testimonials. Negative feedback can offer valuable insights and show that you take customer concerns seriously when addressed publicly.
5. Over-Editing Testimonials
- Losing Authenticity: Editing testimonials too heavily can make them sound inauthentic. Preserve the customer’s voice to maintain credibility.
6. Not Offering Guidance
- Unclear Expectations: Customers might not know what to say. Provide prompts or questions to guide them, making it easier to gather specific, relevant testimonials.
7. Forgetting to Get Permission
- Legal Risks: Always get explicit permission before using a customer’s testimonial. This avoids potential legal issues and maintains trust.
8. Relying Solely on Written Testimonials
- Limited Engagement: Don’t just stick to written testimonials. Use video testimonials, social media posts, and case studies to showcase diverse customer experiences.
9. Failing to Follow Up
- Incomplete Stories: If a customer agrees to provide a testimonial but doesn’t follow through, don’t hesitate to send a polite reminder or follow-up request.
10. Not Showcasing Testimonials Effectively
- Wasted Potential: Collecting great testimonials is just the first step. Ensure they are prominently displayed on your website and in marketing materials to maximize their impact.