Want to collect powerful customer testimonials that bring in new business? Here's the proven system for getting your best customers to share their experiences willingly and enthusiastically.
Perfect Timing
Timing is everything when requesting testimonials. Send your request within 24-48 hours of a successful service completion, while the positive experience is still fresh. Be on watch for genuine thank yous or expressions of relief. These moments are golden opportunities to ask for a testimonial.
Your request needs to reach customers when they're most likely to respond. We found commercial customers often check email in the morning; residential customers often check email in the evening. Test different times to find what works best for your customer base.
The Genuine Template
Start your email with a genuine thank you for their business. Reference specific details about their experience to show you value their individual relationship. This personal touch will increase response rates.
Make your request simple and specific. Tell them exactly what you're looking for and why their opinion matters. Frame it as helping other customers make informed decisions. When people feel their experience can help others, they're more likely to share.
Make It Easy
Make it incredibly easy to respond. Give them a clear format to follow or specific questions to answer. The easier you make it, the more likely they are to follow through. Include options for different response methods, because some might prefer email, others might like a quick phone call.
Consider offering multiple ways to share feedback. Some customers write beautiful testimonials, while others might prefer to share a quick video message or voice note. The more options you provide, the higher your response rate. Then, it's your job as the company representative to figure out where and how to display that testimonial.
Get Permission
Always ask permission to use their testimonial. Be clear about how and where you plan to share their feedback. Many customers appreciate knowing exactly how their words will help your business grow.
Keep the legal stuff simple but clear. Include a brief line asking their permission to share their feedback with their name. Make it feel professional but not overwhelming.
The 5-Line Template to Follow
Hi [Customer Name],
Thank you so much for being a customer. We truly appreciate your business and the trust you've placed in us.
I remember when you [specific detail: reached out about X / started using our product for Y / told us about your challenge with Z], and I'd love to hear how things have been going since then.
We're gathering testimonials to help other customers understand what it's like to work with us, and your perspective would be incredibly valuable in helping them make informed decisions.
If you're willing to share your thoughts, you can send a written response to this email, record a quick video, or even just send a voice note—whatever is easiest for you.
By submitting your testimonial, you're giving us permission to share your feedback publicly to help others learn about our service.
Thanks again, [Your Name]
Tracking and Reminders
Create a system for organizing and tracking testimonial requests. Note who you've asked, when you asked, and their response. This helps you avoid asking the same person too often while ensuring you don't miss opportunities.
Follow up once, politely, if you don't hear back within a week. Sometimes people intend to respond but get busy. A gentle reminder often gets results without being pushy.
Response Tracking
Track your response rates and adjust your approach based on the results. Test different email subject lines, sending times, and formats to optimize your success rate. Keep track of which types of customers are most likely to provide testimonials. Is it small businesses, medium, or large? Is it residential in these certain neighborhoods or zip codes?
Use the feedback you receive to improve your service. Even in positive testimonials, customers may mention small ways you could enhance their experience. This information is gold for continuous improvement.
Remember that great testimonials come from great service experiences. Focus first on delivering exceptional value, and the testimonials will soon follow. Your request email is just the tool that makes it easy for happy customers to share their story.
When you get more customer testmonials, you'll also get more referrals.
When you get more referrals, your business will grow organically! Isn't that what all of us service business owners want?
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