In the world of business happy customers are the source of positive testimonials. Therefore, a business needs to ensure it is doing its very best to satisfy customer needs. An ideal time to ask for a testimonial is immediately after a sale while the customer is thinking positively about the business. The business decides what format to use for testimonials.
Many customers that share success stories are good prospects for testimonials. In this instance, a customer can be contacted directly and asked to share her success story with other customers. It is important to note that testimonials should be all about the customer's experience, and not simply gushing about the business. Customer focused testimonials avoid the pitfall of being too biased in favor of the company. Consumers are often wary of glowing reviews.
When requesting testimonials a business can set specific guidelines for customers to follow. For example, asking questions about the product and buying experience. Customers may be asked what they like most and least about a product. Questions could be about benefits from using the product. A customer might be asked to give advice on how to improve a product. Testimonials can be received in written, audio or video formats.