Are you using customer testimonials to their maximum potential?
A customer testimonial is an endorsement of your company’s service or product. They are excellent tools used towards building customer trust and can positively influence your future customer’s purchasing decisions.
There are so many ways to use them–whether it’s in a case study, social media post, or a powerful quote built right next to a call to action (CTA) on your company website.
One of the most potent ways of magnifying a customer’s endorsement of your product is by bringing it into life via video.
Take a look at a few examples of customer testimonial videos that illustrate the power of this compelling medium.
1. Patagonia
Patagonia is a best-in-class trailblazer when it comes to marketing. As an apparel company, they take a seemingly antithetical approach to marketing by promoting repairs, sustainability, and slow fashion. In this customer testimonial video, Patagonia highlights a customer who has used her Patagonia jacket through the years and also shares how she repairs gear for her climbing teammates. For her, the jacket is not just a jacket, but an heirloom piece. This video exemplifies Patagnia’s commitment to environmental consciousness and sustainability.
2. Chick-Fil-A
Chick-fil-a has a simple, effective series featuring real life customers sharing stories on their “red couch.” Even though the commercial airs on television and the customer stories are handpicked and curated by Chick-fil-a, there is a feeling of authenticity due its alignment with Chick-fil-a’s steadfast commitment to customer service that separates it from its competitors. The consistency of the series also helps reinforce this ethos.
3. NCR
NCR (now NCR Voyix and NCR Atleos) is one of the county’s longest running institutions providing commerce solutions for the retail, restaurant, and banking industries. While the technology they provide may seem more cut and dry, the solutions they provide really come to life through customer testimonials. Bread ‘N Butter Content Studio highlights how NCR’s products are brought to life by Atlanta based restaurant, Knife Mediterranean.
4. HubSpot
Customer testimonial videos are not just valuable for showing the value of physical products–they’re also critical tools in demonstrating harder-to-explain services in the Software as a Service (Saas) realm. Zoom takes a straightforward approach to the customer testimonial and highlights how industry leader, HubSpot, uses its integration with Slack to make business easier.
5. Interface
How can you make flooring exciting? Interface does so by highlighting how a customer, the Memory Center in Atlanta, uses its flooring to make a difference in the lives of the people that they serve. This customer testimonial expertly demonstrates how the nonslip properties of Interface flooring provide a better quality of life for vulnerable dementia and Alzheimer’s patients. The video powerfully conveys the flooring’s benefits beyond mere features.
