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Customer Success Managers (CSMs) field requests from every angle every single day. From upsell inquiries from sales to feature testing requests from product to the all-consuming customer requests, it is a lot to deal with. But one department tends to trickle through the noise with surprising clarity: marketing.
Your current customers are one of the best marketing channels available, regardless of your industry or product vertical. It makes sense, then, that marketing would be so keen to gather customer stories and feedback about the value they’re experiencing with your product.
Above all, the customer testimonial stands above the rest. A testimonial can range anywhere from a quick one-sentence review (perfect for placement on a website!) to an extended case study or video. During new sales conversations, many prospective accounts will ask to see some customer testimonials or even talk to customers themselves as references. The most agile customer marketing strategies have a robust catalogue of testimonials on hand with a steady pipeline of customers in reserve to talk to down the road.
There are a few different channels to collect customer testimonials, including:
Want to learn more? Check out these other resources from ClientSuccess on building a strong customer testimonial program in your organization, including:
