High-quality testimonials show your business’s value, inspire trust, and give your business authority. But gathering testimonials that sound sincere while also highlighting your businesses can be tough. The right testimonial questions can shape the narrative, and tell the customer’s story as well as your own. Use these 21 testimonial questions to help you and your customers create powerful testimonials for your business.

21 Testimonial Questions for All Situations

There are many different ways you might ask a customer for a testimonial. If you work with a large number of customers and you want to gather a lot of testimonials quickly, you might use an email request strategy. Or, if you sit down regularly with your customers, you might do this in an in-depth, one-on-one interview. If you want to sit down with your customers, but you or they don’t have time for a lengthy interview, you might also collect quick testimonials in your store, or online. We’ll provide some testimonial questions for all situations.

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Testimonial Questions for Emails

Testimonial request emails are a great way to reach out to a large pool of customers fast. You can automate testimonial request emails to save time, while still reaching all of your happy customers. By including the link to your testimonial collection page, like one set up through Boast, your customers can submit text or even video testimonials directly. This removes the production stage, so you don’t need expensive cameras, videographers, lighting, or other equipment for an impactful testimonial.

It’s helpful to include testimonial questions either in your email, on your testimonial collection page, or both. This will help to direct your customers’ narrative and make it easier for them to provide a helpful testimonial. Here are some example testimonial questions you might use as prompts:

1. When did you first discover (product/service/business)?

This question helps to reinforce the authenticity of the testimonial, and introduce viewers to the story. Your customer can start their testimonial with how they learned about your product or service, and this can create a natural segue into a conversation about competitors or switching.

2. What was the problem you were hoping to solve?

This is one of the most important testimonial questions you can ask. When customers describe the problem they were having, other potential customers are likely to relate to this story. This testimonial question shows what your product or service accomplishes, and how it can make your customers’ life easier.

3. What was your experience like using (product/service/business)?

Answers to this testimonial question may come up naturally with the previous question. If not, this is an essential follow-up question. Now that potential customers have heard about a problem that very likely relates to their own, the solution will be even more powerful. Ask your customers to be as detailed as possible. Emotional impacts, such as relief they experienced with your solution, will be especially helpful here.

4. How has your situation improved?

This question may be similar to the previous, however asking about specific changes can help. You might ask about time or effort the customer saved, leads or sales generated, how team cooperation improved, or other impacts that your product or service is designed for.

5. During your experience, what was the thing you enjoyed the most or benefitted the most from?

For this testimonial question, you might ask about your customers’ favorite feature, and why it is their favorite.

6. What would you say to others considering (product/service/business)?

With this question, your interviewee can speak directly to potential customers. This will be far more impactful than messages directly from the business itself. Encourage your customer to mention something specific that they wished they had changed or known, and why.

7. Is there anything else you’d like others to know about (product/service/business)?

Often, testimonial interviews will jog a customers’ mind as they go on. This question allows a customer to bring up any particular experiences of benefits they might not have remembered previously.

In-Person Testimonial Questions

Some businesses prefer to gather testimonials in person when they sit down with clients. If you work with a video production crew, this can get expensive, but you don’t have to go quite so far to make a high-quality testimonial. You can also use Boast and similar platforms during these sit-down sessions. You might set aside time for an in-depth interview, or a few quick questions.

If you choose a long interview, here are some testimonial questions you might use that will keep the testimonial conversational, while also describing to other customers how they might benefit from your business. Keep in mind that you may want to skip some of these questions, depending on the direction of the interview. Some questions you might already know the answer to, but it’s a good idea to repeat them for the testimonial.

8. Tell us about the problem or difficulties you were having that made you want to seek out (product/service).

If a customer came to you with a notable problem—their existing service was too expensive, their original product was difficult to use, or a business problem was disrupting their productivity—this is a great way to frame the interview. You can easily present your business as a solution-provider, while showing prospective customers exactly what you do and how your business works.

9. How was this problem or challenge impacting your business/lifestyle?

If your customer isn’t sure, ask about the time or energy they previously spent solving this problem. Or, the problem might be financially focused, incurring high costs or creating sporadic expenses that were difficult to predict.

10. How did you first discover (product/service/business)?

This question is important to an in-depth, sit-down interview, or a quick interview by email. This will not only help to explain your customer’s story to other prospective customers, but it will also give you information about how new customers are finding you.

11. What features, benefits or advantages first drew you to us?

If your customer switched from a competing business, this question will be particularly important. It’s not necessary to mention the name of the competitor they used to use. Focus on your business’s benefits and advantages your customer enjoys.

12. How long have you been working with (product/service/business)?

The customers giving in-depth testimonials are more likely to work with your business for a longer time period. If your customer has been with you for a number of years, this will help to show potential new customers that your business forges long-lasting relationships.

13. How has your problem or challenge been solved?

This is the turning point in your customer’s story. By illustrating how you helped your customer solve their problem, you show prospective customers how you can help them as well.

14. What impact did you see on your business/lifestyle?

This is a good question to use to focus on your business’s benefits, and biggest competitive advantages. This might include increased sales, leads, revenue, or productivity for a business. Or, for individuals and families more time, more energy, better sleep, or more overall happiness.

Fast and Easy Testimonial Questions

If you or your customer don’t have time for an in-depth interview, you can still make a quality testimonial with a few spare minutes. You might have a quick chat with them at your business, or even have a video call online. If you only have a few minutes to talk to your customer or client and get a testimonial, you need to make your testimonial questions count. Here are a few testimonial questions you might ask to get the most out of this brief interview. Most likely, you won’t have time for all of these, so pick one to three that are most relevant to your business.

15. What does (product/service/business) do for you?

This is a great fast and easy testimonial question to cut straight to the point. The testimonial won’t tell the full story, but it will explain why your customer loves your business.

16. What is your favorite thing about (product/service/business)?

This will highlight a particular aspect of your business, product or service. If this aspect was vital to solving the customer’s problem, it will highlight how your business improves customers’ lives as well.

17. How would you describe (product/service/business)?

This is great for explaining your business, while also highlighting your customer’s experience. Happy customers submitting a testimonial are likely to use positive, descriptive language that summarizes your business quickly, such as “welcoming, home-town business” or “solution-oriented, inventive and creative.”

18. Why did you choose (product/service/business) over competitors?

Customers telling other prospective customers about why they chose your business will have much more impact than statements that you might make. This testimonial question will help to highlight your competitive advantages in a authentic way.

19. How long have you used (product/service/business) and what makes you continue to come back?

Testimonials from long-standing customers will carry more weight than those from new customers. This question not only shows that your customer has an existing relationship with your business, but also why that relationship is helpful for them.

20. What made you want to start using (product/service/business)?

Depending on how a customer interprets this testimonial question, it might highlight your business’s advantages, your competitor’s shortcomings, or how you are able to solve a problem. The open interpretation of this question can help to highlight different aspects of your business with a single question.

21. On a scale of one to ten, how likely would you be to recommend (product/service/business) to others?

This question is key to determining your NPS score and overall customer satisfaction. Since it gives you a single score, it’s easy to compare year over and year and measure improvement. However, it’s important to use this testimonial question with caution. If you’re asking only happy customers for testimonials, you won’t get an accurate NPS score.

These testimonial interview questions can guide your testimonials, whether you have a few minutes or an hour. When your clients or customers talk about the impact that your business has had on their lives or how much they enjoy working with you, other customers are sure to take notice.

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