How (and why) ‘best-in-class’ companies leverage testimonials and awards to show off their high customer satisfaction

Testimonials Awards

Companies with the highest customer satisfaction want to share their success with existing customers, new prospects and other stakeholders.

But… how do they do it?

They use testimonials to show that their clients love them, and they use awards to recognize their achievements.

So why do the best companies want to show off their success?

I sat down with five of the ‘best-in-class’ companies as rated by Client Heartbeat to find out.

Why the best companies share testimonials and awards

Here are the key insights I got from interviewing these companies:

  • They use testimonials and awards with to show existing clients they are the best. This helps with retention as it reassure the clients that they are with a good provider and they do not need to look elsewhere.
  • They use testimonials and awards to drive new business with their prospects and opportunities. Best-in-class companies differentiate themselves by offering a superior customer experience and they use testimonials and awards to communicate that they value customer service.
  • They are proud of their scores and pride their business on high customer satisfaction scores. Satisfaction is embodied in these companies with everything they do – they want to be recognised for high satisfaction to show that what they are doing is paying off.
  • They love that awards and testimonials ‘close the loop’ on satisfaction. It’s ok to do a customer satisfaction surveys and get the results. But it’s even better to be able to leverage those results and share it with key stakeholders.

But how can you generate new testimonials and win awards for high customer satisfaction?

Good question. Because let’s face it, without these — no one will recognize you as a company that delivers great service that exceeds expectations.

Four ways you can start generating more testimonials and winning more awards.

1. Ask for testimonials

Have you tried asking?

It’s not as scary as you might think. You should be identifying your happy customers and asking them for testimonials.

A simple review of your customer’s satisfaction ratings will tell you who has given you a score of 8.5 / 10 or above. These are the customers I’d consider to be your potential advocates. Next time you’re on the phone with them, simply ask for a testimonial. Explain that you are looking to grow and would really value their testimonial.

If they’re happy with your service, you should have a problem getting one.

Related: 3 Steps To Successfully Getting Testimonials

2. Use a testimonial gathering tool

If you’re clients are pretty busy they might not think they have the time to write you’re a testimonial. That’s where testimonial tools can come in handy. Here are my favorite tools that you can evaluate:

Feedback Loop. This tool offers an embedd-able widget that you can place on your website; letting you showcase existing testimonials and ask for new ones. I like how it asks for verification by LinkedIn or Facebook so that you (and others) know it’s a really testimonial and not a fake one.

Feedback Loop Testimonial Widget

feedback loop testimonials

Client Heartbeat. This tool works by asking for a testimonial from customers who indicate they are happy with your service (after they complete a customer satisfaction survey). It only asks for testimonials from your customers who are happy and might be potential advocates. The tool averages 5.6 testimonials per 50 surveys.

Client Heartbeat – asking for the testimonial

Client Heartbeat Testimonial

3. Nominate yourself for awards

Awards are always a good way to showcase that you’ve been recognized as a top performer. There are a number of organisations and research companies that measure customer satisfaction and recognize the industry’s best.

Here are my favorite’s:

Roy Morgan customer satisfaction awards (Australia)

Roy Morgan Research is Australia’s largest independent research company and has been measuring customer satisfaction for many years. Roy Morgan Research collects customer satisfaction ratings from ongoing Single Source surveys, across multiple industries in Australia, New Zealand & Indonesia.

Roy Morgan Awards

customer satisfaction roy morgan awards

Learn more about Roy Morgan Awards

American Customer Satisfaction Index (United States)

American Customer Satisfaction Index (ACSI) completes an annual benchmark study that provides comparisons and data across 30 industries. The ASCI is the only national cross-industry benchmark of customer satisfaction that represents the U.S. economy.

Companies use ASCI to obtain science-based insights across the complete arc of the customer experience.

The Science of Customer Satisfaction

acsi customer satisfaction


Learn more about ASCI

National Customer Satisfaction Index (United Kingdom)

National Customer Satisfaction Index (NSCI) helps company’s benchmark customer satisfaction results with industry peers and best-in-class companies. It uses customer interviews as input along with the model developed by ASCI to help formulate customer satisfaction ratings.

NCSI-UK Methodology

ncsi customer satisfaction

Learn more about NCSI

Client Heartbeat Awards

The Client Heartbeat awards compare customer satisfaction ratings from over 300 companies across over 20 industries. It works by surveying customers and asking them to rate their customer satisfaction towards a company across five questions. These scores are then compared with other companies in each industry with the top performers being awarded the ‘best-in-class’ status. They get an award to recognize their achievement which can be displayed on their website and used in print material.

Example Award giving out by Client Heartbeat

Client Heartbeat awards

Learn more about Client Heartbeat

4. Complete a customer satisfaction research study

Another way you can showcase your high customer satisfaction is to commission a study. Work with a 3rd party research company and have them conduct customer satisfaction research across your industry.

Here are few examples of customer satisfaction research studies to give you inspiration:

 Are you ready to share your customer satisfaction success?

The best companies want to tell customers, new prospects and partners about their high customer satisfaction scores.

If you already have testimonials and awards that recognize your success, then it’s time to start sharing these with your customers, prospects and other stakeholders.

If you don’t have testimonials or awards, try one of the four strategies listed in this article. Remember to gather client testimonials and win awards to show you are the best. These will help you to build loyalty with existing customers and win new business from new prospects

Lastly, if you don’t currently have high client satisfaction then you need to focus on improving that first. If you are interested in improving satisfaction, I recommend you read these two popular blog posts:

Tagged: Customer Satisfaction

About Ross Beard

Ross Beard was on the marketing team at Client Heartbeat, the simple customer feedback tool. Learn how Client Heartbeat makes improving customer satisfaction easy.

Improve Satisfaction and Retain Customers

A simple customer feedback tool that surveys customers, measures satisfaction and identifies unhappy customers.

Try Live Dashboard

Improve Customer Satisfaction

Client Heartbeat sends personalized email surveys to your customers on a periodic basis to measure customer satisfaction. Use the data and feedback to focus on improving overall satisfaction.

Retain More Customers

By using past scores and industry data, Client Heartbeat identifies unhappy customers are 'at risk' of defecting to competitors. Get instant email notifications so you can follow up and stop them from leaving.

Gather More Feedback

Our surveys get industry high participation, often over 60%. This means you get more actionable customer feedback that you can use to improve satisfaction.