Anti – testimonial
When we check Trip Advisor and think who would write such a glowing testimonial report, we know, it’s possibly the best friend of the director or owner of that business.
When we read a scathing one, we know it’s possibly the competitor’s version, of don’t go there, find us instead.
It’s the in-between reports that seem the most genuine and realistic. After reading enough 3’s and 4’s rather than just the 1’s and 5’s, we start to get a picture of what’s really going on.
So as an alternative, perhaps it’s better that when we ask our customers for feedback, and then we decide upon taking this one step further.
Imagine if you would, picking a 3 or 4 from your client feedbacks and reporting on and after the feedback event. Let me explain it this way.
One course we ran recently had a delegate say the following;
“I loved the course but felt it was too superficial. I would love to have some more detailed examples of how the process works. Especially ones that are true stories and an application of how it worked. Otherwise, the course was great, food was nice, venue ideal and the trainer was engaging” 4 out of 5.
So, when it comes to reporting a testimonial, it would be very tempting to just reprint the first and last sentences, missing out the suggestion and the critique.
This makes it slightly disingenuous.
A more powerful way would be to report the whole and then, address the critique and suggestion, and ask for second feedback.
We did just that.
The client was invited back, at our own cost, and we added the suggestion in as well as addressed a bespoke solution to a client issue he had at the time.
This is what he wrote after the second event.
“Attending the follow-up course, I was stunned to realise that my feedback had been taken so seriously. I had more than a renewed understanding of the training concept, I had a practical solution to one of my own difficult issues. I was blown away! The food was nice again. The venue was ideal, and the trainer was just as engaging. However, this time I had a fantastic experience and will be recommending this wholeheartedly. Thank you for listening but thank you more for taking action to improve my experience.” 5 out of 5.
The first and second testimonials, carry so much more weight and honesty.
Feedback is the food of champions. We know that. However, what we do with it is the key.
Are you brave enough to quote both the feedbacks and then give an explanation of why the difference or are you just going to highlight the positive bits and miss the real powerful testimonial?
It is one way to set yourself apart. It is more genuine and realistic. It also shows that you care enough about doing a good job that you will expose where you fell short and prove that you are willing to do something about it too.
That takes guts. You need to be brave to do that. You need to be openly honest enough to admit you are not perfect but are trying always to be better.
Go on. I dare you.
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