Reviews, Testimonials & Customer Success Stories. What’s best for your business?

Validation and endorsement can accelerate decision making in every customer. Hearing the experience of another customer can immediately cause an undecided customer to hit your ‘Purchase’ button. But how can you leverage validation and endorsements to convince undecided customers into buying from you? This is exactly what this article is about and we will share a few tips that work for many businesses we’ve worked with.

The difference between Reviews, Testimonials and Customer Success Stories

Every customer needs proof before they are convinced to buy. Proof comes in various ways, one of them being validation from other customers. This is why competing businesses leverage customer feedback as a marketing & sales strategy for acquiring more buying customers.

Think about it. Imagine one of your best customers who is continuously satisfied with your services. Your ideal customer right? You see, when they publicly share unsolicited feedback and rank your services on a scale of 1–10 or so, they have left you a review, and it can be a very powerful validation of your products/services.

Testimonials are a little more detailed, always positive and usually requested by the business/seller. Let’s assume for a minute you’re a skincare brand, as soon as you’ve perceived anything close to extreme excitement or satisfaction from a customer, your testimonial bells should start ringing immediately. That’s a perfect candidate to ask for more details. Simply asking them to share what they loved about your service builds nicely into a customer testimonial you can share across your marketing channels to attract more customers.

When we talk about customer success stories, it’s even more detailed that a testimonial. Now we are talking about a story that exposes a problem/pain-point a customer is facing and how your services have solved their problem. Using the same skincare brand example we’ve been discussing, when a customer shares the skincare issues they were facing, how they finally found your product/service and how the product solved their problems……they’ve shared a relatable story that can easily win the hearts of other customers.

There’s another level to this; case studies, usually common with service based B2B companies. We will discuss this more in a future post, so make sure you follow us so you’re notified of future posts.

Across reviews, testimonials and customer success stories are marketing artefacts that can help you attract more customers and convert more sales. But if you’re not attracting feedback, encouraging feedback or collecting them either, it is not too late.


  1. Encourage customer reviews. You can include a reviews link on your website, email signature and anywhere your customer interacts with you to easily collect reviews.
  2. Respond to customer reviews. Thank customers who give positive reviews and contact customers who give negative reviews. This shows others you take responsibility and value customer feedback.
  3. Ask satisfied customers to give you testimonials, and consider rewarding them for their time. There is no point asking a neutral or dissatisfied customer to give you a testimonial. Focus on your most-satisfied customers to get the best testimonials.
  4. Ask key satisfied customers to give you customer success stories and also consider rewarding them for their time. Sometimes you may need to interview a customer to get the full story, so select your candidates carefully. We recommend you focus on customers you’ve built some good relationship with, after all, you need their time for an interview.
  5. And finally, share your reviews, testimonials and customer success stories strategically across your marketing channels. Also make it a habit to reference relevant testimonials & customer success stories to undecided customers especially during your sales process.

In Conclusion

You need all the customer feedback you can get, but start by collecting reviews right away. Seek testimonials from very satisfied customers and carefully select customers you’ve got a great relationship with for customer success stories.

Consider rewarding customers for taking time to help you create a testimonial or customer success story.

And as a final tip, setup a seamless process to capture customer feedback. You can’t keep relying on memory otherwise you will forget to collect feedback. Late feedback may have already lost the customer’s enthusiasm so you need to be very timely about it.

Here is our recommendation — MyCo Business Tool has a customer reviews/testimonials feature that allows you to automate the collection of customer reviews. It will also show you your top satisfied customer reviews, so you can carefully re-target them to solicit for testimonials too.

And by the way, below is one of the fantastic customer reviews we received recently from a MyCo user.

Check out to find out more about MyCo.

If you enjoyed this article, don’t forget to follow us so we can continue to share more business tips with you. Thanks for reading.



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Sanmi GB

Sanmi GB

I talk about customer experience…..actually, I talk about customer-related topics! Have a read, and add something to your business.