Q. My customers must love my products and services because they keep returning. But they don’t send thank you letters, they don’t compliment me or my staff, and if I ask them how we did, they say “Great!” That doesn’t tell potential new customers anything. What’s with them?
A. Customers are only human. They know they are talking to the head of a business they like, so they want to give you what you want. But they aren’t sure exactly what to say (they expect you want marketing jargon and they don’t know how to speak jargon); are shy about revealing their ignorance of the specifics of what you did; and feel resentful about having to invent something right now or about confronting endless surveys. The wise approach is to put a third party into the mix.
Strong Interviews Lead to Strong Testimonials
Here’s how I handle customer interviews to make sure they deliver testimonials and information you can use to market, align, and improve your business.
- First, I interview you to find out what you think you accomplished for that customer and how how that particular job reflects your overall business and its goals.
- Then, I contact your customer (after you’ve prepared the way with a brief email or phone call) to ask for a 15-minute interview at the customer’s convenience. That time limit is most important.
I ask the customer leading questions, listen to the answers, and base my next question(s) on those answers. We take a journey together through the customer’s experience, with no previous expectations. I ask the hard questions, too; for example, what would you do differently next time to solve your problem? What should the company do differently? I can ask those questions because I am not the business owner, and I can negotiate confidentiality if that’s necessary. I keep the interview on target and deep dive for differentiators.
Finally, I create one or more strong testimonials, which I then submit to the customer for the customer’s approval. Or I create an entire case study, which I submit to you first (to make sure the content matches your goals) and then to the customer for approval. Because I listen well and ask insightful, respectful questions, most testimonials and case studies return from the customer with minor if any changes.
Strong Testimonials Connect with Potential Customers
The result: You have testimonials that actually say something in clear, everyday language that speaks to potential customers. You learn facts about your business and the customer experience that you may never have expected. You have the basis for or a complete case study that explains exactly what you do and how you do it.
TWP Marketing & Technical Communications has over a decade of experience in interviewing business owners and their customers. If you want testimonials that work hard for your business in the marketplace, contact us today.