Customer testimonials are extremely valuable to the success and longevity of a company. Customer testimonial videos are even more valuable - eliminating doubt by proving the testimonial is authentic and believable. But not all customer testimonial videos are made the same. Here are 5 types of questions that can take your customer testimonial video from good to great: Identify the Need

In order for potential customers to identify with the testimonial, you should ask questions that lead the customer to explain the original problem or need they had, and how they began their search for a solution.

Ask questions like:

1. What was life like before you started using our product or service?

2. What was the need or problem that you had before you started using our product or service?

3. What inciting incident led to your search for a solution to the need or problem?

Provide Tips for the Search

This is an important but often overlooked component in a customer testimonial. Most likely the people viewing the testimonial video are potential customers who are in the process of searching for a solution to the need or problem described above. Having your customer speak about the process they went through and results of their own research can provide immediate value to the potential customer, saving them time by learning from your customer’s experience.

Ask questions like:

1. Where did you start your search for the solution to the need or problem?

2. What did you learn during the process of your search?

3. What about our product, service, or company stood out to you among the competition?

4. What made you feel at ease about choosing to work with or purchase from the company?

5. What feature sold you on the product or service?

6. What would you tell someone that is considering purchasing the same product or service?

Explain the Process

When it comes to services, sometimes the customer plays a role in the solution to the need or problem. In these cases, it helps to understand the process and how your company works with its customers. Guide your customer into explaining what their experience was like working alongside your company.

Ask questions like:

1. Who did you work with on our team?

2. What was the process like working with our company?

3. What surprised you or made you the most happy about working our company?

Show Value This is the meat of the testimonial. It’s here where the customer has the chance to explain how your company helped them solve their problem or meet their need, and how your company delivered on the promise of a great product or service. This is also where you can show evidence of quantitative results that customers have experienced by purchasing from your company.

Ask questions like:

1. What exceeded your expectations about our product, service, or company?

2. How much money did you save by purchasing our product or service?

3. How much time did you save by working with our company?

4. How much new business were you able to do by working with our company?

5. What surprised you or made you the most happy about the product or service?

Leave Room for Improvisation

Up until this point you have guided the customer in creating a great customer testimonial video, but make sure you ask a couple of open ended questions as well. There’s often angles or perspectives that you haven’t thought of that your customer can open up and explore. This is often where you’ll get the best input, when a customer really has the chance to show their emotion and personality, enhancing the authenticity of the testimonial.

Ask questions like:

1. What would you recommend about our company?

2. Is there anything else you would like to add?

Check out a couple of examples of great customer testimonial videos below. Next week we will give you tips on how to ask your customers to participate in a customer testimonial video, and what you can do to make it simple and painless for them.

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