Customer Reviews for Business Growth

So, here’s a quick story about how I managed to take our app ratings at airtel from a 3.2 to a solid 4.3 in just 30 days. I was on a call with our account executive at MoEngage where we were discussing the RFM model. If you’re not familiar, RFM stands for Recency, Frequency, Monetization—it’s basically a way to understand customer behavior based on how often they use the app, how recently they’ve been active, and if they’ve made any purchases. After the call, I started thinking—how can we use this data beyond just targeting users for offers or notifications? And then it clicked: we could use this to improve our app ratings. Here’s what I did next: instead of showing the app rating prompt to everyone (which was clearly not working), I decided to get more specific. I created a segment of users who were really engaged—people who were listening music for at least 20-30 minutes a day and opening the app 5-6 times daily. These were our power users, the ones who were already loving the app. But I didn’t just stop there. I made sure the rating prompt would only pop up after an “aha moment,” like after they listened to five songs or changed their hello tune. I wanted to catch them at a high point when they were already feeling good about their experience. Plus, we capped the prompt to only show up once a week, so we weren’t bombarding them. And guess what? It worked! By focusing on the users who were most likely to give us positive feedback, we managed to take our ratings from 3.2 to 4.3 in just a month. It was all about understanding who to ask, when to ask, and how to make that moment feel seamless.

A tire store in my neighborhood has a 3.7-star rating on Yelp. That rating skyrockets to 4.9 when you control for one variable: whether the review mentions an employee by name. This is research I've replicated many times. High numbers of employee names mentioned in customer surveys and online reviews are a sign of a strong service culture. Customers are more likely to learn an employee's name when they make a genuine connection. Look at the comments from five-star reviews: ✅ "It was a rainy day and they were busy, but Jesse told me that he really wanted to help me, really." ✅ "Mike at the front was very responsive and even followed up the next day." ✅ "Doug arranged a free patch for me. Super appreciated his kindness!" Customers tend to dehumanize employees in negative reviews. Notice the difference from these one-star reviews: ❌ "I was placed on hold for 5 minutes, listening to him heavily breathing like he had just run a marathon." ❌ "They were completely unprofessional in the way they handled everything." ❌ "They asked me to drop it off and gave a bad vibe." There's another tire store next to this one. It has a 4.5-star Yelp rating. One explanation is more reviews mention an employee (60% vs. 48%). Try this: 1. Evaluate your surveys or reviews 2. Analyze how sentiment changes when an employee is named 3. Share the results with your team 💡Your turn: How can you get customers to learn your name?

>>> What if your next deal came from someone reading your LinkedIn profile, without ever clicking away? Yesterday, we wrapped up Referable Profile Sprint, and one insight kept coming up: We obsess over headlines and banners, but neglect our most powerful asset: client references. Don’t assume prospects will leave LinkedIn to hunt down testimonials on your website. Show the proof where they’re already looking. 🟦 How to write killer references 🟦 Sometimes your clients are so busy they’ll ask you to draft the testimonial. I recommend two approaches: →𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝗻𝗮𝗶𝗿𝗲 Send 5–7 targeted questions by email: “What was your biggest challenge?”, “What results did you see?”, “What doubts did you have before we started?” Ask them to answer in a few bullet points—then polish into a tight quote. →𝟭𝟱-𝗺𝗶𝗻𝘂𝘁𝗲 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗰𝗮𝗹𝗹 Jump on Zoom/Teams with your client. Guide them through the same questions live, capture their words verbatim, and instantly craft the testimonial together. 🟦 What your references must address 🟦 Prospects want two things: → HOPE - tangible results “After upgrading my LinkedIn presence before attending a major industry event in Q4, I closed two deals in Q1 worth €20 K. Connecting with potential clients on LinkedIn was enough. Jasna took me from 0 to 1 with my personal and company profile and coached me on prospecting from my network. I wish I’d turned my profile into a sales page sooner.” → FEAR - overcoming doubts “My priority is finding new clients, and it always felt like trial and error. Before attending my first big trade show, I never imagined I could prospect so effectively on LinkedIn. Jasna took me from uncertainty to a clear process for reaching out, and the results speak for themselves.” 🟦 Where to publish your references  🟦 → 𝗥𝗲𝗰𝗼𝗺𝗺𝗲𝗻𝗱𝗮𝘁𝗶𝗼𝗻𝘀 under each relevant 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 entry → 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝗱 section: pin 3–5 top quotes, PDFs, or short videos → 𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗣𝗮𝗴𝗲 reviews (with star ratings) if you offer services → 𝗪𝗲𝗯𝘀𝗶𝘁𝗲 testimonial slider or case-study pages → 𝗣𝗿𝗼𝗽𝗼𝘀𝗮𝗹𝘀 and pitch decks: insert one-sentence highlights on each cover slide → 𝗘𝗺𝗮𝗶𝗹 𝘀𝗶𝗴𝗻𝗮𝘁𝘂𝗿𝗲: “See what clients say ⟶ [link to Featured testimonial]” 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: When you collect, craft, and showcase references directly on LinkedIn, you turn your profile into a self-running lead generator. No more “tell me about your work” - your clients’ voices do the selling for you. What’s your biggest hurdle in gathering testimonials? Let me know in the comments—or DM me, and I’ll share my free reference-request template.

Why are guest reviews more influential than ever, and how can venues leverage them? A TrustYou survey revealed that 95% of travellers read reviews before booking, and 53% won’t consider a property without recent positive feedback. Venues that actively respond to and act on reviews see measurable improvements in bookings and reputation. One story that has stuck with me since I first heard it over a decade ago was how the social team of a trendy Miami Beach hotel responded thoughtfully to a negative online review within 30 minutes of it being posted... Their thoughtful response, addressing the guests' complaints, led to a sequence of online messages that not only turned the guest into a loyal champion, but also led to new customers from those reading the conversations online. The power of customer centric proactivity. Headline Insight: ➡️ Properties that respond to 50%+ of reviews receive 12% more bookings on average. How do you use guest feedback to shape your service or offerings? #GuestReviews #ReputationManagement #HospitalityGrowth #FeedbackLoop

Here’s a science-backed way to increase sales by 24% - without more leads or a new sales strategy. It all has to do with how you handle online reviews. I’ll give you the research, then the formula to get more sales. - A 2021 study in the Journal of Marketing Science by Proserpio and Zervas found that a single negative first review can tank your average rating by 0.29 stars, and cost you nearly 40 reviews over the next year. The research found that responding to reviews boosts star ratings and can increase the total reviews by 12%, and bump you up half a star within six months - Research from Bocconi University and INSEAD in 2023 showed that a SINGLE negative review on the first page of your webpage can decrease purchases by 42%. Each additional negative review drops that by another 27% (the effect is strongest for reviews about product or service functionality). - Research from Tuck and the London Business Schools highlights the primacy effect: A bad first review is incredibly damaging, but a relevant positive first review is a massive plus. There’s a lot more detail to these studies BUT I’ll shortcut it for you. Armed with science, are the steps to make more sales: 1. RESPOND: Respond to *every single review*, good or bad: it shows that you care, you’re listening, and this builds brand value over time. 2. NEGATIVE REVIEWS: Negative reviews aren't all bad. They give you a chance to publicly demonstrate how you handle problems and can turn dissatisfied customers into brand advocates by responding to them. 3. REVIEW ORDER: Check how your website or product listing sorts reviews, because if the first review shown is negative you’re hurting sales.  4. FEATURED REVIEWS: Use “featured reviews” - a detailed positive review as the first one that people see. This can increase your sales by up to 20% (!). I worked with a services company to lift revenues by over 20% without spending a dime on new advertising by tackling how reviews work. Using science-backed research - and the scientific method - is a cheat code for scaling (I’ve made a mini-course on how to do it, check it out).

This one habit reshaped my portfolio: Asking for a testimony. Let's face it - design isn't just about pretty pixels. It's about proving your choices pack a punch. Every decision needs to show its worth. You need to show impact. 😢 Reality check: Sometimes those shiny metrics are just out of reach. But you did the project for someone, right? Why not ask them for a testimony? A good testimony can do wonders. Your professionalism and people skills matter as much as your pixels. Next time, as soon as you meet the client, connect with them on LinkedIn. Start building the relationship. Once the project is finished, follow up and simply ask for testimony. Some tips: • Time it right - ask when the project's success is fresh • Make it specific to their experience • Keep it short and clear • Give them an easy structure to follow • Offer flexibility in length and format
 --- Here's a template you can use: "Hi [Client Name], I really enjoyed working together on [specific project]. Now that our cooperation has concluded, I'd love to hear about your experience. Would you be willing to share a brief testimonial? To make it easy, you could address any of these points: • The challenges you wanted to solve with the design • What you found most valuable about our collaboration • The impact the design has had on your business Even a couple of sentences would be incredibly helpful. I'd be honored to feature your feedback in my portfolio, with your permission. Looking forward to hearing your thoughts! Best regards, [Your name]" --- Got an active project? No LinkedIn connection yet? You know what to do! ✌️ P.S. Your turn! What's your go-to testimonial strategy? Share it in the comments!

How do you get away from generic testimonials that say things like, "She's great! I loved working with her!"? The best testimonials address real objections and speak to the transformation your clients experience. I send a questionnaire to every client at the end of each project, and it's completely changed the quality of testimonials I receive. Two real testimonials from recent clients show exactly what I mean: Testimonial #1: "Before working with Caitlin, we wondered whether we NEEDED to hire someone. Being on the other side, I can say with 100% confidence that it was a great investment of time and money! If I had tried to write the copy and create the design myself, there is no way it would look half as professional. The logo and designs she created are professional and distinctive and really help us stand out." Why this works: → It addresses the biggest objection I hear—"Can't I just do this myself?" This client literally wondered the same thing, then explains why hiring a pro made all the difference. Testimonial #2: "Hiring Caitlin is truly the best investment in my own company to date. Caitlin is an incredible listener, and I was astounded at how much she gleaned in such a short time, requiring very little lift on my part. She gently nudged where I needed it and left me with something that feels far more polished and much more reflective of my personality than what I was ever able to do on my own. I’m so proud of the result and can’t wait to see how it helps evolve my company in the future." Why this works: → It speaks to my unique process (deep listening, minimal time commitment) and the emotional outcome (pride in the result, true reflection of personality). She also references trying DIY in the past and being glad she chose to get help with the rebrand. Here's the questionnaire I send every client to capture testimonials like these: 👉 What hesitations did you have before hiring me? 👉 What made you decide to work with me? 👉 What did you like most about working with me? 👉 How do you think your new branding and website will impact your business? 👉 What would you say to someone who is thinking about working with me? BONUS question: 👉 Is there anyone you know who might benefit from my services? Would you be willing to refer them to me? I know it's easier to draft testimonials for clients and get their sign-off. But I'm genuinely curious how my clients would describe the experience without any prompting from me. In addition to getting a strong testimonial, it’s also an opportunity for real feedback I can learn from. What's your best tip for getting testimonials that actually sell for you?

The secret to powerful testimonials? 👇 Understanding the 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝘀𝘁𝗼𝗿𝘆! To truly master the art of testimonials, you must: ↳ 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰𝗶𝘁𝘆 to demonstrate clear before-and-after scenarios. ↳ Dive into the 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 to make the impact more relatable. ↳ Highlight 𝘂𝗻𝗶𝗾𝘂𝗲 𝗯𝗲𝗻𝗲𝗳𝗶𝘁𝘀 that set your service apart. [Check out the infographic for more details!] 1. What was your initial problem? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Sets the stage for the testimonial by identifying the challenge faced. ↳ 𝗧𝗶𝗽: Encourage detailed descriptions to underline the value of your solution. 2. How did the frustration feel? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Emphasizes the emotional relief your service provided. ↳ 𝗧𝗶𝗽: Prompt for vivid emotional details to paint a clearer before and after picture. 3. What makes our service unique? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Distinguishes your service from others and highlights special features. ↳ 𝗧𝗶𝗽: Guide clients to mention specific aspects that they found most beneficial. 4. When did you notice our service worked? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Captures the 'aha' moment of your service’s effectiveness. ↳ 𝗧𝗶𝗽: Ask for a specific instance or turning point to make the story compelling. 5. How is your life better now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Shows the practical and lasting benefits of your service. ↳ 𝗧𝗶𝗽: Request both tangible and intangible examples of improvements. 6. How do you feel about your business now? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Reflects the transformation in their business and mindset. ↳ 𝗧𝗶𝗽: Encourage comparison to their state before using your service for greater impact. 7. What would you tell a friend about us? ↳ 𝗪𝗵𝘆 𝗔𝘀𝗸: Elicits a natural and genuine endorsement. ↳ 𝗧𝗶𝗽: Suggest framing their response as if they were having a casual conversation. Go beyond surface-level praise! 𝗧𝗲𝗹𝗹 𝗮 𝘀𝘁𝗼𝗿𝘆 of transformation and satisfaction. What strategies have you found most effective for gathering testimonials? #cocreate #marketing #entrepreneurship #business #digitalmarketing #innovation #strategy _____ Found this helpful? Help others by sharing it 📤. Follow me Marco Franzoni for similar insights!

Pretty much every day I help freelancers and agency owners get more sales from their past work. Here's the main mistake that kills your testimonials: Asking clients to write the review themselves. What you get back: "Great to work with. Would recommend. 10/10." But that's the baseline. Everyone has that. It's generic with zero sales power. Here's what actually works: Gather raw material, then write it yourself. Ask them about the situation before they hired you. What was the pain? Why did they need this? What happened after the project launched? Any metrics or growth? Take that raw information and craft a solid before-after story. Then send it back for approval: "Does this sound right? Anything you want to change?" Most clients don't know how to write a good testimonial. They'll give you facts and feedback, but they won't frame it in a way that sells. Your job is to turn their experience into a story that shows transformation. That's what makes testimonials believable and valuable. Don't delegate the most important sales asset on your website to someone else. Keep it real -> but make it happen.

Lots of buzz going around about law firms losing reviews on Google Business Profile. Whether it's a filter glitch, AI-gone wrong, or an algorithm update, it reinforces how important reviews are to many firms. For lots of firms, generating consistent, high-quality reviews can feel like an uphill battle. Here's some ways you can combat that. A way to rethink the review request process is to go beyond the ‘case closed’ moments. Many firms are stuck in the habit of asking for reviews only once a case is resolved. While that’s a good starting point, it’s far from enough if you want to build a steady steam of client feedback, or compete from a local SEO perspective. Start asking for them during multiple stages of the clients’ lifecycle. It helps ensure you’re capturing service feedback, and generating consistent reviews during the most meaningful points in the client journey. A few examples... - After the intake process - Following the initial consultation - When signing the retainer agreement - In the middle of the process - When thanks or gratitude is expressed Some firms have clients who are hesitant to share reviews (privacy concerns). Here’s how you can approach this challenge. 1. Let clients know they can leave reviews without sharing personal details. They don’t need to go into the specifics of their case. Rather, have them focus their feedback on your level of professionalism and responsiveness.     2. Ask them to leave reviews based on the specific experiences. Was the intake process smooth and frictionless? Did you give them case updates? Timely feedback? Set solid expectations and next steps? Were invoices accurate?     3. There’s also the art of asking prospective clients who you don’t retain for reviews if you’ve gone above and beyond to point them in the right direction. Not everyone who contacts your firm is an ideal client. And if you took the time to make sure these individuals don’t wander aimlessly after speaking with you, you’ve earned the right to ask them to share that feedback with the public. To ensure consistency, systemize the review request process for the firm. • Use automated reminders. Leverage email and SMS tools to send requests based on key milestones.    • Provide staff with pre-approved scripts or templates for requesting reviews and different client stages. Bonus points if you also put processes in place to respond to both positive and negative reviews.    • Incentivize your team. Make it fun. Reward team members who actively secure reviews as part of their client interactions.    • Make it easy. Simplify the process. The fewer steps clients need to take, the more likely they’ll complete a review. ✅