Testimonials work because customer comments are more credible than your words. When you say something about your business, your words are viewed as claims. But when your customer says them, their words are viewed as truth.

When a customer says something nice about you, your business, or one of your employees, how you respond is critical. Customer testimonials come in many forms, including conversations, emails and letters. Few testimonials are ready-to-use, however. Most can benefit from a little effort before you can put them to work.

Although you may receive testimonial letters that include permission to use the customer