
Customer reviews that work!
Customer reviews - also known as testimonials - are one of the oldest and most effective tools in marketing. However, anyone who has scrolled through online shops or company websites quickly realises that many testimonials are superficial, interchangeable and unconvincing. "Great product!" or "Super service!" - such reviews hardly generate trust and certainly not the decisive impulse to buy.
But why is that the case? Why do customers find it difficult to write truly meaningful testimonials? And how can a company organise the way testimonials are collected in such a way that they are convincing, create trust and ultimately significantly increase the conversion rate?
The answers to these questions can be found in psychology. Through clever timing, thoughtful questions and targeted incentives, testimonials that are more than just empty words can be won. Let's explore together how you can get the best out of your customer testimonials.
The power of the right timing: utilising the peak-end rule
Imagine you've been to a restaurant and had a fantastic main course. The service was friendly, the ambience pleasant. But then comes the dessert - and it's a complete disappointment. When you think back to this evening later, your memory will not be characterised by the great main course, but by the negative experience at the end. This phenomenon is called the peak-end rule, a concept from behavioural psychology coined by Daniel Kahneman. People primarily remember the emotional climax and the end of an experience - and this is exactly where you need to start.
So when is the perfect time to ask for a testimonial?
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For online shops: Not immediately after the purchase, as the customer has often not yet tested the product. Ideally, you should send a friendly request 7 to 14 days after delivery, when the enthusiasm about the initial user experience is still fresh.
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For services or software: The perfect moment is directly after a sense of achievement, for example after a user has been able to complete an important task particularly quickly thanks to your tool or after a successful consultation.
Use this emotional peak to ask customers about their experience.
π Tip: A personal, empathetic approach makes all the difference. "Hey [name], you've been using [product] for 10 days now. Was there a moment when you thought: 'Wow, that really helped me! Tell us about it!"
Ask smart questions: How to get meaningful answers
Many companies make the mistake of simply asking: "What did you think of the product?" The problem? Open-ended questions like this don't invite you to tell an interesting story. They generate answers like "good" or "convenient" - uninspiring and of little value to potential customers.
A much better strategy is to direct the customer through specific questions. Use questions that encourage them to describe specific experiences:
π Better questions for online shops:
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"What surprised you most about [product]?"
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"Was there a situation in which you realised: 'Wow, this is really helpful'?"
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"What has [product] changed in your everyday life?"
π Better questions for services or SaaS products:
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"How has our solution changed your business?"
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"What could you do with our software that wasn't possible before?"
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"What would have happened if you hadn't had our solution?"
These questions encourage people to tell real stories - and that is exactly what makes a strong testimonial.
The cycle: good testimonials create even better testimonials
Most companies see testimonials primarily as a sales promotion tool - but they can do much more than that. A cleverly designed testimonial system can not only convince new customers, but also motivate existing customers to leave better and more meaningful testimonials.
How to use testimonials for better testimonials
π 1. use inspiring testimonials as a template for new customers
Instead of simply asking for feedback, you can use existing testimonials as an anchor point.
π‘ Example of a targeted testimonial request:
- "Lisa told us that our product helped her speed up her processes by 30%. How has [product name] changed your life or your day-to-day work?"
- "Many of our customers report that after using our software, they have less paperwork to deal with and more time for their core business. Have you experienced a similar effect?"
This technique is based on the principle of social proof - when people see that others report in detail, they are subconsciously encouraged to do the same.
π 2. turn testimonials into a community experience
Many customers are reluctant to leave detailed reviews because they feel that no one really reads or appreciates them. You can change this by creating an interactive community around testimonials.
π Ideas for community integration:
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"Feature of the month": every month the most exciting testimonial is highlighted in a blog post or on social media.
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Customer interviews: You can prepare particularly interesting stories in an interview format and publish them as a video or podcast.
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Direct interaction: Personally thank customers whose testimonials have been published (e.g. with an email or a small gift).
π 3. approach customers for even deeper insights
Good testimonials can be the starting point for even deeper insights. If someone shares a particularly interesting experience, you can ask them to tell you more about it:
π‘ Example:
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"That sounds exciting! Would you like to tell us a bit more about the specific challenges you had before and how our product solved them?"
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"That's a great experience! Can we contact you for a short interview to find out more?"
Away from classic evaluation systems
As you can see, you won't get testimonials like this with traditional rating systems. Traditional review systems rely on customers writing reviews of their own accord. But in reality, only a few customers leave detailed testimonials of their own accord and they tend to be annoyed. An interactive approach to collecting testimonials can help here.
Interviews or chat enquiries
Instead of simply asking for a review, companies can have targeted conversations with their customers - be it via chat, phone or email. This can provide deeper insights and valuable information.
This is how it works:
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Customer is approached after using the product or service - via chat, phone or email.
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Ask targeted questions - not open questions, but ones that encourage reflection.
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Summarise the answers and send them to the customer for confirmation.
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Prepare the testimonial professionally and agree it with the customer.
Advantages of this method:
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Lower hurdle for the customer - They do not have to write a long text, but only provide answers to specific questions.
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More authentic and longer testimonials - As the answers are recorded in a structured way, they contain more valuable details.
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Customer-centric approach - This personalised approach makes the customer feel valued and creates a stronger bond with the company.
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More than just text - The interactive approach conveys that you are genuinely interested in the customer's success. This makes it much easier to collect audio, video and image material for your customer review.
π‘ Example of a guided testimonial:
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Company: "What has our solution changed for you?"
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Customer: "I now save at least 5 hours a week on invoicing."
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Company: "Can I use that as a quote? Or would you like to add something else?"
This interactive process can be automated with minimal effort, e.g. using a short chat script or a simple email template.
Testimonials as a self-reinforcing effect
Testimonials are not just a marketing instrument, but a powerful tool for customer loyalty and brand building. By using existing customers as a source of inspiration and actively involving them in the feedback process, you build up a dynamic that generates more and more valuable, detailed and credible testimonials.
Traditional rating systems are outdated - instead, companies should actively approach their customers, obtain structured feedback and create real success stories from this.
The more targeted you manage testimonials, the more you can not only convince potential buyers, but also motivate existing customers to write even better testimonials. π‘π