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25 Testimonial Questions to Ask Your Customers

25 questions to ask your customers

Testimonials help persuade potential customers to trust your company and purchase your products or services. However, before you can create testimonials, you need to ask your customers the right questions to learn more about their experience with your business and why they would want to spread the word about it to others. 

Asking testimonial questions isn’t difficult. Here are 25 ways to go about it so you can capture quality feedback that will convince others your business is worth their time and money.

1. What do you think about our customer service?

This is a fundamental question, but you want to know what your customers think about their interactions with your company. You’ll probably be surprised by their answers. And don’t just ask for a general impression; get specific. 

It’s a basic question, but it reveals a lot of information about how your customers feel about their service experiences. Are they happy overall, or do they have specific complaints?

2. What would you change about our service?

This question sounds like something a telemarketer would ask, but it’s not! People are always thinking of ways their company can improve. Getting your customers involved in making suggestions is a great way to improve customer satisfaction and loyalty. 

If there are things your customers want changed about your service, you should be making those changes! That can also serve as an icebreaker for future interactions with that customer.

3. Why did you choose us?

Asking your customers why they chose you (rather than your competitors) is an excellent way to get valuable feedback. This can help you understand what makes you stand out from other businesses and decide what features/benefits are most important in keeping existing customers and attracting new ones. And it’s a lot easier for your customers to offer genuine feedback when they don’t feel as though their reputations are on the line.

4. How did you find us (the company, product, etc.)?

This question will give you insight into what your customers’ channels of information are and which ones they rely on. If a customer found you through a friend, ask if they know anyone else who might benefit from your product. This type of person is likely more than willing to give you a testimonial because their friend told them that it was helpful for them.

 5. Where did you first hear about us?

Referral programs are a great way to grow your business. Make sure you capture customer referrals at every turn. You might have a few prompts in place asking customers for their suggestions, but put a call-to-action directly on your website asking them if they know anyone else who could benefit from what you offer.

6. What was your first impression of us?

By asking your customers what their first impression of your business was, you can learn how to improve that first impression even better. This question is instrumental if you want to see what they thought before purchasing from your company. 

Chances are, some of those same things need improving today. It’s good to know what these are to improve your business.

7. How easy was it to find us?

How easy was it to find us? Was it your first time on our website? If so, how easy was it to navigate? Did you experience any confusion or frustration? 

If so, please let us know which pages were confusing. If not, please tell us what made navigation so easy. Would you have any suggestions to help other customers quickly and easily find the information they’re looking for on our site?

8. Would you recommend us to someone else?

If a customer is willing to hand over their name, email address, and telephone number, it’s safe to assume they’re happy with your service. Reach out to them, asking if they’d be willing to share their experience publicly by answering a simple question: Would you recommend us? If they say yes, get a little more information on why they feel that way (try including follow-up questions such as: What do you like best about working with us?

9. When was the last time you recommended our business/product/service to someone else?

No matter how loyal your customers are, they could always be more trustworthy. Customers who believe in your brand and want to share it with others are among your most valuable assets. Asking for customer testimonials is a quick and painless way to obtain input on what you can do better. This question makes it easy for them to ask when they have already given such feedback.

10. How did the people you recommended our business responded when you suggested our business/product/service to them?

Did they respond positively, negatively, or were they indifferent? What did you tell them about our business/product/service? 

Did your friend try out our business/product/service?: If so, what was their experience?: Were they satisfied? Were you not happy enough to recommend us again?

11. What do you think is our best feature/quality?

Asking for a customer’s opinion of your product or service can be an excellent way to get a second set of eyes on what you are offering. Asking, “What do you think is our best feature/quality?” gives you their honest answer and allows them an opportunity to give back.

12. What could we do better next time?

It’s often said that if it ain’t broke, don’t fix it. So what happens when you realize that something is broken? If a customer tells you they had a negative experience with your product or service, chances are you have an opportunity to learn and improve.

Getting specific feedback on exactly how your customer perceived your failure is invaluable.

13. Have we made any mistakes or done anything that disappointed you?

This question forces your customers to recognize your business’s mistakes, giving you valuable insight into how to improve moving forward. It also shows that you’re listening and want customers’ feedback.

14. What have you achieved since you started using our product?

This question can help you determine if customers are using your product or service. If they are, it’s a great sign that they like it and want to continue. You can also ask them why they use your product and why they’re loyal. If they aren’t getting much use out of your product, maybe you need to reevaluate its value for people?

15. What would you tell someone who wants our services?

This is a powerful question that you should be asking for two reasons. First, it will help you get better at engaging with your current customers, which will increase retention and referrals. Second, it’s easy to forget what we do (or how we’re different) in our daily grind. When a customer tells you about how they use your service or product, especially when they tell you why, it makes everything crystal clear.

16. How did your business benefit from using our business?

Of course, you’ll have your answers for how much your business benefited from using a specific product or service. But what about asking customers? It’s a fantastic idea to start a survey with these three questions: How did you benefit from using [company X]?, What are you currently trying to achieve with [company X], and Why did you choose [company X]? These will give your potential customers insight into what problems they need solved.

17. What does your team think about our products or services?

By asking your customers their thoughts on your products or services, you will figure out if there are any problems with them. This will help you make your product better. It is a great strategy that companies often overlook.

And it’s something that can make a difference in terms of revenue and customer satisfaction. When people know they can have their say and share their opinions, they feel more invested in you as well as they company they’re working for or buying from!

18. What about our business surprised you the most?

This question gives your customers a chance to let you know that something caught them off guard or even displeased them. It’s also an excellent way to learn how they perceived their experience with your business. There could be an issue you’re not aware of, or there could be something you could do better in the future. You’ll never know until you ask!

19. What is the main reason why you are a repeat customer?

You may want to know why your customers keep coming back for more. This might also be a good way for you to learn about their needs and expectations. Learning about these things can help you provide better products and services, which will make them come back even more. It’s basically a win-win situation!

20. What exceeded your expectations since you met us?

People often tell you what went wrong in a situation and how your company could improve, but it’s equally valuable to hear how you made a difference for them. What benefits did they gain that surprised them? 

What were their original goals that you met in a way they didn’t expect? For example, if one of your products reduces your customers’ total cost by 10 percent while they anticipated saving 5%, ask them why they think that happened and what those results mean to them.

21. What almost prevented you from buying our product/service?

Is there something that almost prevented your customers from not buying from you? Maybe a friend or co-worker recommended them to buy from someone else. Maybe they weren’t 100% sure about their decision and needed a push.

Or, perhaps they were afraid of change, so they stuck with what they knew. Whatever it is, discover as much as you can about what caused your customer pause and use that knowledge in any future sales conversations. 

Take steps to address any concerns right off the bat (such as price) and acknowledge any hesitations or risks.

22. How different is our product from others?

Ask your customer what their experience with your product is compared to other similar products. If they’re satisfied but not thrilled, find out why by asking what they dislike about alternative products. You can also ask them how they use your product different from similar ones. Perhaps there’s a way you can make that easier for them in future iterations of your product.

23. What problems do you solve with our products

Sales teams need to ask questions beyond asking what your customer likes about your product. A great way to gather information on how your customers use and benefit from your products is by asking what problems you solve with our products? 

This will provide details on how customers see value in using your services or products. What are their pain points, issues, goals, etc.? Why does it matter? This question encourages people to put themselves into situations where they have to detail exactly why they need your product and not just say it’s cool or a favorite. It also makes them think through whether there are better ways of solving their problem involving changing vendors.

24. Did we meet your budget requirements?

Price is an essential factor in any customer’s decision-making process. But no matter how great your price point, if your product or service doesn’t deliver what you promise, you won’t get repeat business. When a customer is ready to make a purchase, ask them if your pricing was within their budget; if it wasn’t—or if they had any questions about cost—ask them why not. Their answer will help you better understand their business priorities.

25. Do you mind if I share this review with others?

If yes, ask how you should share it. If not, ask the customers how they’d like you to handle it. If your customers don’t want anything shared, you may need to edit out that part of the testimonial. Or, simply remove it if they decide that they don’t want it published after all.

The Bottom Line

The idea of asking your customers for testimonials may seem scary. But, it’s just a simple process that only takes a few minutes. You can easily set aside time at each customer service interaction (or once per week) to thank them for their business and give them an opportunity to provide feedback on your products or services. This is also important as you build trust in your business over time, so you can grow more confident about asking for testimonials as your business grows.