The Best Questions to Ask Your Customers For Testimonials

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Customer testimonials can be very powerful tools to help businesses get a boost for their brand and build confidence for those interested in purchasing your product or service.

But what questions should you ask and how would it create an impact online?

Well, here is a collection of the best questions when interviewing customers for testimonials.

Let’s divide it into separate categories so it will make sense how you determine the relevance of your questions to your specific needs. 

Nonetheless, you may still find all of these interview questions very appropriate regardless if your brand sells a product or service.

Exploratory questions


  1. Before we provided you with our product or service, what was it like for you?

The aim of this question is to get your customer to describe how bad things were before they bought your product or service. 

Their response can be used to show how your business can serve other customers.

  1. How did our product or service help you solve your problem(s)?

It is likely that your customer is not the only one dealing with the issue you helped them solve with your product. This will hopefully resonate with a reader facing a similar challenge. 

It is likely that other customers will experience the same problem if you segment your customer base into buyer personas. 

You can demonstrate your track record of customer success by including the story of one of your customers in your testimonial.

  1. How did you begin your search?

They will subconsciously guide someone to do what they did by explaining how and where they began searching for a solution. 

Your product is much easier to purchase when you provide customers with a clear path to purchase. 

The more your leads are able to relate to your customer’s starting point, the faster they’ll see your business as a solution to their problems.

  1. What is it about our product or service that makes it stand out from other options?

This question will make it absolutely clear to prospects what makes your product or service unique. Prospects often compare products between competitors, and this question will emphasize that point.

As a result, leads will trust these claims more than traditional advertising since these are testimonials. 

Whether your business claims to be better than its competitors is one thing, but whether your customers agree is quite another. 

Lead acquisition and customer retention are greatly influenced by customer advocacy.

  1. Could you tell us about an obstacle that almost prevented you from purchasing our product or service?

Making a big purchase can be difficult for anyone. 

Your customers are likely to feel the same way when making difficult purchasing decisions. 

It will empower other prospective customers to overcome their objections by sharing how they overcame them.

This feedback may also be used to improve the customer’s journey by your marketing and customer service teams. 

Your leads can be more converted if you know what the biggest roadblocks are that are affecting them.

Brand-centric interview questions

  1. What convinced you to buy this product or service?

What influenced your customer to make the decision to buy the product or service?

Was it part of the product’s feature? 

Was it about their experience with your customer service team? 

Was it about the price? 

As a result, prospective customers will be able to make more informed decisions based on the testimonials they read or hear.

 Additionally, your marketing team will be able to determine which aspects of your business customers find most appealing.

  1. Which of our company’s product or service aspects made you the happiest?

A simple product, excellent customer service, or flexible payment options will be highlighted by this question. 

Adding this factor to your marketing material will help leads understand how your company aligns itself with the goals of your customers.

  1. How has our product or service benefited you?

You made a difference in your customer’s life whether your product or service generated more leads, increased revenue, saved time, achieved goals, or allowed them to hire more staff. 

Those results will be important to potential customers as well. When you include this question, you demonstrate how your business will ensure the success of its customers in the long run.

  1. Which aspect of working with us has exceeded your expectations?

In some cases, business is straightforward, but you should always surprise and delight your customers so that they keep talking about you. 

Your customers and leads will remember when your business exceeded customer expectations. 

Putting an emphasis on individual moments of excellence makes it easier to illustrate the quality of your service.

  1. Is there a particular reason why you recommend our product or service?

If I were to make a purchasing decision, what would be the bottom line? The answer to this question explains everything.

Customers want to see honesty from your business, so asking this question encourages them to be honest.

  1. Were there any aspects of our business that surprised you most?

The answer to this question provides insight into how your brand is perceived by your customers. 

It is likely that they had a goal in mind when they first purchased your product.

Customers may find, however, that your business offers a variety of benefits, including rewards and loyalty programs, that help them achieve more than they thought they could. 

It will show your leads that you care about more than just selling a product by collecting customer stories.

Benefit-oriented questions

  1. Is there anything you would like to tell someone who is thinking about doing business with us?

You can persuade leads to buy your product by using customer testimonials when they are considering your business. Eighty-seven percent of leads read customer reviews before purchasing.

Sales and marketing teams can capitalize on timely opportunities to convert leads when your customers provide advice to leads during the buying process. 

The sales team will know when their leads are likely to run into roadblocks and what to say to overcome them.

  1. Do you think there was anything that we could have done differently?

Customer service and marketing teams will find this question helpful. 

The customer’s response should be saved as a valuable piece of feedback, unless they don’t have anything more to add. It is important to keep in mind that the customers who provide testimonials should be your happiest customers.

So, getting their feedback is a crucial part of maintaining customer satisfaction and improving the customer experience. Additionally, it makes the testimonial appear more real and less staged.

  1. Would you be able to use one word to describe your experience with us and why? 

You can learn what most stands out to your customers about your business by asking them to sum up their feelings in one word. 

Is it because you’re efficient? Have been helpful? Are you personable? 

In this question, it’s important to focus on your business, not your product.

 In this way, potential customers can learn more about who you are and how you do business. 

  1. Can you tell us how our product or service has impacted your business since you started using it? 

Results can be exceedingly persuasive. 

It encourages your customers to think about their experiences with your product in terms of the impact you have made. 

It could be that their revenue doubled or that they won more customers than they had last year. Your product will sell itself thanks to these quantifiable, tangible gains.

  1. Could you tell us about one unexpected benefit you received from using our product or service?  

This question is completely open to interpretation, which is what makes it so great.

 A customer may be interested in sharing a benefit related to finance, personal development, or the team. 

As an example, your customer may dislike attending report meetings since public speaking isn’t a strong talent. As a result of your marketing software, compiling performance data for stakeholders became much easier, eliminating the need for meetings.

In a small but impactful way, such anecdotes highlight your product’s strengths. 

Scenario-based outcome interview questions 

  1. Would you be willing to share your experience working with us throughout the COVID-19 pandemic? 

Many businesses suffered financial losses as a result of the COVID-19 pandemic.

What was it like working with us during that tough time? 

Providing your customers with opportunities to share will demonstrate how caring you are in times of crisis. 

Due to the fact that your business may have experienced hardships as well, it’s particularly relatable.

Your ease of working with them throughout the pandemic demonstrates that you value the needs of our customers.

If you helped customers during this time, this question would definitely encourage them to tell others by sharing their experience. 

  1. Since starting to use our product or service, how has your team handled [specific workflow or task] in a remote environment? 

Remote working was tough on teams both in a group and individual capacity as well as on businesses as a whole. For many of us, the challenge of working efficiently at first seemed insurmountable. 

Your product or service might make it easier for teams to work remotely, so be sure to enquire about how they handled tasks before and after your solution was adopted. By demonstrating your product’s value during times of transition and change, you will help teams succeed. 

  1. Can you tell us about one of your favorite features of our product or service? What has it done for you in terms of making your life easier?  

Simply asking the customer what their favorite feature is just isn’t enough. You should ask them specifically how the service has helped them so that future customers can envision themselves benefiting similarly. 

The answer to this question might be similar to the answer to question #10 in this list. To get a more product-specific answer, you can use this one if your customers did not mention product features in their answer to the previous one. 

  1. On a scale of one to ten, what is the likelihood of you recommending our product or service to others? 

You can measure your customers’ satisfaction with you quantitatively with this survey question, because it is easy to answer. It’s a great way to collect written testimonials. The best part is you can calculate your NPS score based on the answer. 

Video testimonial questions

Video testimonials can use any of the questions above, but there are a few that lend themselves well to them.

Unlike online or paper questionnaires, video testimonial questions typically prompt customers to tell their stories rather than provide a dry-and-cut response. 

  1. Does your team work remotely? When you started using our product or service, how would you describe your day-to-day workflow? 

Similar to #17 above, this question allows your customer to tell a story in the form of an open-ended question. Furthermore, it asks your customer to describe their daily work in more general terms rather than focusing on a specific task. 

  1. Did you encounter any unexpected challenges when implementing our product? Could you tell us how our team helped you overcome those challenges? 

A question like this is great for video testimonials since it may reveal a negative aspect of your product. Although written testimonials may seem dry and sterile, your customer’s body language, tone, and facial expression will reveal that they overcame the challenge successfully. 

Each phase of product implementation comes with its own set of challenges. In order to ensure a successful adoption, what strategies do you employ to help your customers overcome those challenges? 

Customers will be able to hear what it’s like to adopt your solution directly from the source and envision what it’s like to be a customer. 

Ensure your onboarding and product training teams are strong before asking this question. 

  1. In what ways was your business impacted by the COVID-19 pandemic? Did our product or service help you succeed during that time? Could you please explain how? 

In this question, the focus is brought back to the customer by asking about their experiences in the pandemic. 

By sharing their challenges, they can make your future customers feel more at ease. 

Additionally, it allows your customers to share how your product helped them overcome those obstacles. 

  1. Is there one success story that you would not have been able to achieve without our product?  

Make your customer choose one success story out of a few and give them the flexibility to choose. 

A great part of this is the fact that they are able to share a personal, financial, or team-wide anecdote. Your product may even enable them to spend more time at home with their families or gave them more time to focus on the core of their business.

This proves your product is instrumental to your customers’ success, whatever it may be. 

  1. Are there any other comments or suggestions you would like to make regarding our product or service?

By asking this last question, you give your customer a chance to share their thoughts. The reason for this is that your questions may not have covered all the possible experiences that they have had with your company. 

You may receive some unique feedback about your products and services if you allow your customers to speak freely.

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