Guide to Collecting and Using Customer Testimonials

Walk the talk

To garner glowing comments, first you have to provide a stellar product or service. Find out what you're doing right and wrong.

I recommend: Allegiance CustomerVoice can ask the right questions and help your customers get and stay satisfied. QuestionPro can help you create your own satisfaction surveys. CCH Business Owner's Toolkit offers a sample survey you can download.

Collect compliments everywhere

Unsolicited testimonials are great – but you'll have more luck if you ask for what you want. Put an easy-to-find Feedback button on your Web site. Or send brief snail-mail (return postage-paid) or e-mail surveys shortly after a product has been delivered, making sure to leave space for write-in testimonials. Another possibility: An e-mail with a link that leads customers to an online survey.

I recommend: Zymic.com offers free Web templates and easy ways to create Feedback buttons. TheSiteWizard.com has a free Feedback form template to download.

Solicit expert and celebrity help

Celebrities and experts in the field lend credibility to your wares. Offer a deal or discount to celebrity or expert customers in exchange for a testimonial.

I recommend: Look for experts on sites like ProfNet.com. WhoRepresents.com tells which agents and PR firms represent various stars, in case you want to send samples to celebrities who aren't already your customers.

Make your testimonials trustworthy

Get permission to use kudos, using full name, city, state and business name whenever possible.

I recommend: Trusted Testimonials will, for a fee, verify testimonials for you and provide a seal you can include on your Web page. Request their free report "Seven Steps to Trusted Testimonials."

Communicate your success

Use testimonials in Web pages, direct-mail solicitations, on-hold telephone messaging programs, catalogs, newsletters or advertisements. For ultimate effectiveness, display testimonials next to the product or service they tout.

I recommend: HelloDirect.com offer on-hold telephone messaging equipment that let you leave testimonials your waiting customers can hear. Bronto is one of many firms that will help you create a newsletter template, manage your e-mail lists and track results.