“I can have training with the supervisors on how to utilize goals or assessments [in BambooHR], or how to do one-on-ones. And across the board, it's the same, no matter the location. That brings that consistency you must have with multiple branches in multiple locations.”

Fabletics leverages social media to collect testimonials from its customers. For example, it encourages customers to post themselves on their Instagram pages wearing Fabletics products and tagging "#MyFabletics." This provides a surge of engagement for the brand’s social account and creates free advertisement in the form of customer advocacy.

Good testimonials are not overly formal or technical. If they're full of technical jargon, your readers will be put off and move on to reading something else. Therefore, make testimonials conversational and easy to understand.

People are busy, and long testimonials look daunting to read. Therefore, keep your testimonials two or three paragraphs in length at most. When a customer testimonial is short and direct and includes action-centric words that capture emotions, it motivates visitors to keep reading.

Although testimonials are easy to fake, your readers will likely know when an opinion is genuine or not. An authentic testimonial will show how the customer’s problem and how your product/service improved the customer’s life. When potential customers read testimonials, they’re stepping into the person’s shoes in the testimonial and see themselves using your product. An authentic testimonial is virtually impossible for a marketer to recreate.