Today I have been pondering the usefulness of Testimonials on business websites. Those flattering words of 100% satisfied customers writ large to potentially attract other prospective customers to the checkout.
On the face of it, there would seem few negatives in displaying affirmations of a good customer experience and, in any event, how could it harm…?
Well, I don’t believe 100% glowing testimonials are the ‘convincers’ they once were simply because they lack balance. As in life, very few things are all bad or all good. Life is made up of varying shades of dark and light. So I believe it should be with business testimonials.
Perversely maybe, I actually take more notice of business testimonials which include some negative experiences. How the company then goes on to resolve the issues often forms the basis of whether I will continue to be interested in that company. While few of us want to witness an abusive tirade on any website, a professional summation of a complaint and, thereafter, courtesy and professionalism in ensuring an unhappy customer leaves a happy one, shows a regard for good customer service which, to my mind, is hard to beat.
My reaction often is that this is a real company, with real people, dealing with real everyday issues. ‘Real’ being the operative word here just in case you missed that!
So when a business’s dirty linen is aired and dried nicely – along with those other glowing white testimonials – it engenders a level of trust. Trust that if things do go wrong they will be resolved to the customer’s complete satisfaction.
That here is a business doing business in a world which is never just black or…whitewashed.