Are customer testimonials all made up?
I have been reading customer testimonials from our bed competitor’s web sites and it has slowly dawned on me that they read totally different to the testimonials we get.
First the letters and e mails we receive are normally quite long and often have spelling errors and exhibit grammatical idiosyncracies like what my blogs do. So my first thought is that there is some heavy duty editing going on…
Second, over 50% of our “thank you” letters involve us fixing a cock up. Now, having worked for national UK bed and furniture retailers I know for 100% certain that we cock up far less often than most. So my second thought is that there is some heavy duty filtering going on.
Then I read the same unalloyed enthusiasm for the same things all the time – normally what that bed retailer specialises in, eg next day delivery or expert advice. Our testimonials never cease to suprise me – they are all so different.
Finally, I’ll let you into a secret here. Not many customers take the time to write in. The shops get a real lift when they get a “thank you” and I always see a copy. So how can there be so many testimonials on these other bed retailer web sites?
Yes, I think some of these testimonials are made up. I’m going to get sued.
As a footnote, and I know you are not going to believe me, but we receive far more testimonials than we do complaints. I have a (very slim) A4 ring binder with all our customer complaints sent to Head Office since 2001. It’s only half full. For that I am particularly proud.