best questions to ask your customers in a review

The Best Testimonial Questions to Ask Your Customer or Client

Lauren Thomas

August 9, 2022



If you’ve decided to start investing in testimonial videos and have a customer or client willing to Vouch for you, then congratulations, you’ve hit the jackpot. You’re about to start experiencing all of the benefits of sparkling social proof - that you can use to attract and convert potential customers.

The next step, is creating a set of questions that will tease out the most compelling parts of their customer story, and provide you with a persuasive piece of content, without boring them with an endless list of questions that a business owner or marketing team would switch off from.

No pressure then.

At Vouch, we’ve got your back when it comes to crafting high-quality customer testimonials. Having seen hundreds of customer testimonial questions and testimonial interview responses, we know which tend to get the best result and capture positive experiences. Best of all, within Vouch, you can use our library of customer testimonial questions, from quick questions to capture one word answers, to those that go a little deeper to capture those detailed responses when you need them.

 Keep scrolling for our top five customer testimonial questions to ask your customers and clients and get highly valuable insight. These questions will help your team build your library of positive stories from all kinds of customers, which makes marketing to future customers a breeze.

Why should you ask your customer for a testimonial video?

Word of mouth has always been one of the most powerful and persuasive marketing tool your business can have when it comes to helping future customers with their buying decisions. 

Proving you can satisfy the needs of someone who has the same problems and priorities as your prospective customer, and highlighting the key product features and key benefits, goes a long way to building confidence and buying conviction.

This is not just B2C customers, but video testimonials are just as valuable for B2B customers too to show your exceptional service. All you need is a testimonial collection process and knowing the questions in advance so you capture genuine feedback and compelling testimonials.

Video testimonials take your standard written testimonials one step further.

Not only are they more engaging than a written testimonial, a video interview and far harder to ignore, and they’re more believable as with video formats like Vouch, and a previous client, you know they are an authentic response. 

Watching someone share their experience in their own words and seeing their delight on screen builds an instant connection and can trigger emotional responses that can have a positive impact on your bottom line, as authentic testimonials can directly influence purchasing decisions - and help grow your business reputation and brand.

With these highly valuable testimonial, your brand can then share these engaging assets on your website, social media, or email marketing journeys in your social circles. The possibilities are endless. All you need to do is set the stage for them to shine in your marketing materials.

Five testimonials questions to ask your customers or clients

When it comes to interviewing current customers, below are five customer testimonial questions to capture the right customer experiences, and ensure you are getting the right customer reviews on video to create impactful testimonials.

1.  Please could you introduce yourself and your role at [insert company name]

This simple question does two things when gaining feedback from clients. Firstly, it adds context and credibility. Introducing your customer as a real person, working at a real company helps build that all important trust. Particularly if they work at a company or provide a business service your other customer may have heard of.

Secondly, it helps to warm them up on camera and in a positive response mood. An easy question gets them in the flow so they are ready to confidently answer the rest as satisfied clients!

2. What problem were you facing that made you seek out [company/ service] and how did [company/ service] help you overcome those problems?

In any client testimonial, allowing your customer to explain their problem helps set the scene for your product or service to solve it for future clients. It also gives you a chance to build that relationship between your existing customer and your prospective one. The more they can nod their head and relate to a pain point they both share, the more the story and recommendation will resonate with authentic insights - and sometimes unexpected insights that just hit the right notes.

3. Would you recommend [company/ service] and if so, who to?

Asking if they’d recommend you is great, but we recommend going a step further and asking ‘who to’? Not only will it elongate a potentially short answer, but it gives them an opportunity to namecheck your target customer, giving you a hyper relevant testimonial video. This video is a powerful tool in capturing your success stories.

For examples, "would you recommend Vouch and if so, who to?"

4. What was the best thing about [company/ service]? 

Time to uncover the personal story magic, and this can be some of your best marketing content, right from your happy customers view. This customer testimonial question gives your customer space to talk about the thing they loved the most. It’s likely to be their most animated, enthusiastic answer. All of these five interview questions, and this one in particular can create video testimonial gold.

Capturing real and authentic customer satisfaction is always the goal with customer testimonial questions, so that new potential clients can see what clients loves most about your business. While this is a more open ended question for your satisfied customers, this question also allows some great follow-up questions 

5. Is there anything else you would like to tell us?

This question will stop you from leaving a single stone unturned, and a great question to capture positive body language. Speaking from experience, we find some of the very best answers come from this open ended question, but of course you can't leave every question open or there will be no structure to work with. If they’ve got something left on their mind - they can share it here with authentic customer feedback.

Steal these five questions for your own customer testimonial campaign. Select them from Vouch's question template library to get your campaign up and running in just a couple of clicks.

For example, "is there anything else you'd like to tell us about your experience with Vouch"?

Steal these five customer testimonial questions for your own customer testimonial campaign

Select these well-crafted questions from Vouch's question template library to get your campaign up and running in just a couple of clicks. Check out this quick demo from Vouch's Enterprise Sales Lead, Ben Sher, who'll show you how to set up a campaign with a question template o capture valuable feedback.

Like to try Vouch?

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon and more, tools like Vouch make leveraging video in your business remarkably easy.

Be sure to book a Vouch demo today and chat with a video content expert.

Lauren Thomas

Lauren Thomas

Head of Content at Vouch

Lights. Camera. Traction

Cut through the noise with video.