Sharing Customer Stories

The Background

In the Advoz app, there are numerous templates that offer businesses the opportunity to showcase their customers’ stories. One of these is the Customer Story template.

However, depending on your industry, you’ll also find references to customer stories in other categories, such as video and image.

Why do we offer these options? Because we believe that there are numerous benefits to spotlighting your customers and their experience with your brand.

While we also offer options related to reviews, in this article, we’ll be focusing more specifically on the benefits of longer stories or testimonials. These are opinions that you’ve actively sought out, or reviews that you are choosing to showcase.

What Kind Of Customer Stories Should I Post?

Customer testimonial videos can include topics such as:

  • What sort of problems your customer was facing, and how they solved them using your product or service.
  • Your client’s customer experience and experience working with your team
  • How your customer felt about the improvements brought by your product or services

How Do I Ask Customers To Do A Testimonial?

  • If your business is one that sees customers frequently (for example, a restaurant with regulars, a gym, a medical clinic or a fitness studio), you can just ask!
    • To keep things even more convenient, you can have a group storytelling day: invite your regulars to your location and let each tell their story in camera, alone or in groups.
  • If you’ve gone above and beyond for a customer and they are raving about your product or your service, you can reach out and ask if they wouldn’t mind sharing their story.
  • Similarly, if someone leaves a glowing online review about your business, you can reach out via that channel, and invite them to tell their customer story.
  • Depending on your business’s style, you can reach out to your email or newsletter list. K

The Dos And Don’ts Of Sharing Your Customer’s Story

Do

  • Create video content. While there is nothing wrong with using quotes on landing pages or in brochures, video content, is by far the most engaging type of content, as well as one of the most authentic.
  • Be clear about whether you have paid for a customer story. If you are working with an influencer who you have paid for their services, be sure that both you and the influencer are clear about this in your content. To do this, you can use terms such as ad, collaboration, or brand ambassadorship.
  • Let your customer/guest tell their story in their own words. Avoid scripting whenever possible.

Don’t

  • Don’t focus on your product or service right away. Instead, let the audience get a sense of who your customer is are and what challenges they were facing.
  • Don’t forget to make sure that your online reviews are well-managed. Having glowing customer stories but a third-party review page full of negative feedback can undermine your credibility. If you do have negative reviews, it isn’t the end of the world. Make sure that you respond to all negative reviews and address any outstanding customer concerns.
  • Don’t create “enhanced” customer testimonials. While ads often use fictional characters, having a paid actor or actress represent your customer in a testimonial story can generate confusion and undermine your authenticity.

OK, But How Do I Create A Customer Testimonial?

Creating a customer story is relatively straightforward. Here are our 3 key tips.

1. Set Up The Ideal Environment

Lighting and sound are key when creating any kind of video. Make sure your video doesn’t have any unnecessary noises or distractions. In many cases, an empty location might be best. In another location, having the hustle and bustle of your business (such as a coffee shop) in the background might enhance your video, as long as it is not too noisy or distracting.

2. Prepare Questions In Advance

For many businesses, the most challenging part is for the customer/guest to tell a story that flows on camera. While some people are very comfortable in front of the camera, others might be unaccustomed to public speaking.

You can help your guest along by creating a list of open-ended questions that will prompt them to tell a story to move along.

Example (for a dance studio)

  • Tell us a little bit about yourself!
  • What made you try out our location?
  • What was your first impression?
  • What results have you achieved after working with our teachers?
  • How would you describe the atmosphere at our location?
  • How has your life changed since you’ve started working with our trainers?
  • Who do you think could benefit from our classes?

The exact questions you ask can depend on the customer as well as the nature of your business.

3. Have Your Guest Repeat Questions Back To You

Before starting your interview, let your interviewee know to repeat the question as part of their answer. For example, if your question is “What made you try our location?”, they could state, “I tried [Business Name] because…” before elaborating. Then, you can edit out your question, leaving only your customer’s story. This keeps the spotlight on them while ensuring that your story is complete.

Summing It All Up

To sum up the key points we’ve gone over, there are numerous benefits to sharing customer testimonials. They can establish trust, credibility, and authenticity. There are multiple ways to ask a customer to share their story. In our experience, video testimonials are the most useful. While there are a few essential “dos and don’ts,” they are much easier to create than you’d think!


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