Call Now Mobile Wheel Flames Marketing Contact Us

Your Customer’s Opinion

Maximizing the Benefit of Reviews, Feedback and Testimonials

How can you get the most value and benefit from your customer’s opinion? To understand that, you have to know the difference between reviews, feedback and testimonials.

All three start with a business providing a service to a customer. All three end with a customer providing their opinion about that service. But that’s where the similarities end.

Each offers a different value. Find out which one:

  • Improves the customer service experience
  • Convinces leads surfaced through advertising of your quality work
  • Generates new leads by expanding your digital word-of-mouth marketing


What is it? When business owners and managers want to verify that their employees in the field are doing well, they often prompt customers to provide their opinions, or feedback, in one of two ways:

  1. A simple question:

“How did we do?”

  1. A mechanism that measures the customer’s level of satisfaction:

“On a scale of 1-10, how did our team do?”

How is it used?  Businesses often use the information gathered to improve customer service through team training or re-training. Outside audiences do not see or benefit from this information.

How can I get the most out of feedback?  Embrace customer feedback as a way to continually improve your teams’ service.


What are they? While written testimonials are still around, they were more fashionable 10 years ago. Today, the advent of social media has created an entire market for audio and video testimonials.

Typically positive in nature, testimonials are much more personal than feedback:

Written testimonials use your customer’s name and address

Audio testimonials use your customer’s voice

Video testimonials use your customer’s likeness and image

How are they used? Most businesses use testimonials in their marketing promotions. Used in a book, on a website or in an advertisement, they highlight the positive experiences past customers have had with your company. The drawback? Prospective customers know you hand-selected only the best testimonials to display as part of the sales process.

How can I get the most out of testimonials? Testimonials are valuable advertising tools, but understand that your future customers are smart enough to see them for what they are: carefully chosen opinions from your happiest customers. Use them wisely.

Endorsements, a subset of a testimonial, are paid advertisements for a business. In other words, a business owner pays someone to say nice things about the service. As such, they are regulated by the U.S. Federal Trade Commission and need to be posted as such. Most service business should not use reward based (incentivized) endorsements.


What are they? A review is a third-party verified comment from a customer about your business’s service. It is a transaction between a customer and an external source such as Angie’s List, Yelp or Nearby Now.

When a prospective customer sees your reviews, they know these opinions are true experiences written by people who’ve actually received your service.

Reviews are a natural extension of word-of-mouth marketing. As such, your happy customers will tell 10 of friends and neighbors about your service. Unhappy customers may tell up to 100.

Using this as your guide, there are two ways you can receive reviews.

  1. Passive: When left to their own devices, customers may be motivated to leave a review about your service. However, they typically do so because they have a negative experience they want to use to warn others.
  2. Active: When you take control of the review process and ask your happiest customers to provide their comments, you increase the number of positive online reviews about your company.  Using a pro-active marketing automation tool enables a business to benefit most.

How are they used? Most reviews end up on the third-party source’s website. That could work to your advantage if your target audience searches Angie’s List or Yelp for a service you offer but won’t help your branded company presence achieve direct results.

Since most people search Google when they are researching a need they have, you want to make sure your third-party vendor integrates your city-specific reviews onto your website so that Google sees them and ranks your branded website higher (one such tool is Nearby Now).

How can I get the most out of reviews? Use a third-party tool to pro-actively request reviews from your happiest customers and post them onto your website in a format that search engines recognize and see as coming from an unbiased external source.

When understood and used appropriately, feedback, testimonials and reviews can all benefit your business’ growth in a different way. For more information about reputation marketing, see 4-Evolutionary-stages-of-Reputation-Marketing.

Download a free PDF version of Your Customer’s Opinion

Article provided by co-authors Jack Moore and Bob Misita @ LeadsNearby

» «
DOMINATE LOCALLY Service Providers Trust LeadsNearby
Logo Lba Services Logo All Wet Irrigation Lawn Care Lighting Logo Bensons Heating And Air Conditioning Logo Clear The Air Logo Northwest Fire Systems Logo Climate Plus Logo Aaa Appliance Logo Hurlburt Heating Ac And Plumbing Logo K And D Factory Services Logo Chrome Heating And Air Logo All American Door Logo Hobaica Services Logo Federal Electric
DRIVE RESULTS / 25 Minute Consultation
Leaders In The Industry We Work With The Best

LeadsNearby provides customized and scalable marketing solutions that drive results for service providers. We work with some of the biggest names in the business and are ready to work with you.

With marketing solutions tailored to your business, our service gives you more opportunities to make money and grow your company. We also help you do business more efficiently with technological integrations that are specific to your industry.
Schedule A Quick Marketing Consultation
GET RESULTSMarketing That Works
Marketing Services of Interest
Google Business Profile
Website Design & Build
Dispatch Software Integrations
Social Media
Email Marketing
Branding & Logo Design
Chat / LaunchSMS
FREE Website Analysis
Full Service Digital Marketing
What Date Is Convenient For You?
What time of day is best for you?
First Available
Back Next