1st October 2014

The Value of Customer Endorsement

We persuaded Discovery Yachts to put some of their customers on camera and ask them what they really thought of the yachts and the service they received from the Discovery team.

This wasn’t scripted in advance and customers were most certainly not put up to present the ‘corporate view’. We just asked them honestly and openly about their sailing ambitions, how they went about choosing a yacht and why they eventually opted for a Discovery. It was a natural conversation that just happened to be recorded on camera.

No amount of pre-scripting could have come up with the spontaneous and heartfelt endorsements that Bill and Alison Cuthbert and Cameron Stewart gave.

Take a look at these two short films and think about what your customers would say about your products and services. If you can’t trust them to give a good account of the quality and value that you deliver, then you have issues to fix. But if you know your customers can be honest and compelling ambassadors for your brand, then trust them to tell your story. They’ll be better at it than you will as genuine customer endorsement is worth so much more than self promotion.

 

 

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RebeccaBattman

Rebecca Battman

Head of Brand

Rebecca is Director of RBL. An experienced brand and marketing professional, Rebecca has spent her 25-year career helping businesses to build, design and manage their brands.

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