Choose the right experience, not just the familiar logo
A big name can generate attention. However, for a potential client to make a decision, it's also crucial whether the described situation is comparable. A small team with limited internal production capacity asks different questions than a marketing department with its own editorial team.
Therefore, select clients based on relevant experience: a similar challenge, a clearly defined task, and a contact person who has personally experienced the collaboration. This person doesn't need to be particularly media-savvy. They should be able to honestly describe what was difficult, what was implemented, and what changed.
In the preliminary discussion, also clarify what information may be published. Even if specific figures are confidential, the reference can still be valuable. In that case, observable changes should be described without making unsubstantiated claims of success.
These interview questions will help you move forward
| Section | Introductory Question | Meaningful Follow-up Question |
|---|---|---|
| Initial Situation | What were your concerns before the collaboration? | How did you notice this in your daily work? |
| Decision | What did you have to clarify before starting? | What doubts or alternatives were there? |
| Collaboration | How did a specific work step proceed? | What was different than expected? |
| Result | What has changed since then? | What can you tell from this? |
| Classification | For whom would this approach be suitable? | Under what conditions? |
Follow-up questions are often more revealing than the initial response. "That was professional" can be followed by, "In what situation did you notice that?" This transforms a general judgment into a comprehensible observation.
Ask open-ended questions without suggesting the desired outcome. "How much better was it with us?" already implies an evaluation. "What worked, and where did we need to make adjustments?" allows for a more credible answer. Not every critical point needs to be included in the final video; however, it should be addressed in the conversation.
Prepare the person without giving them a script
Send topics and organizational information in advance: duration, location, contact person, and intended use. A fully written-out response, on the other hand, can lead to the person primarily trying to remember everything correctly. Their natural language can easily get lost in the process.
Start the conversation with simple questions. Allow pauses and ask for a second wording if needed. If the interview question isn't audible in the finished video, the answer must be clear on its own. For example, "Yes, clearly" becomes a complete statement about the process in question – naturally, in the customer's own words.
If someone feels uncomfortable in front of the camera, a calm conversation and time to settle in can help. For recurring appearances, Camera training can be helpful. However, an interview shouldn't be an acting test.
Numbers need a comprehensible framework
"More inquiries" is not yet a reliable description of results. If you use numbers, clarify the time period, the basis for comparison, and the data source. Was the advertising budget changed? Was there a new offer or a seasonal peak at the same time? Such factors can influence the classification.
A possible editorial structure is: starting value, ending value, time period, and relevant conditions. This is a structure, not a request to estimate missing values. Have the client confirm specific results and distinguish between their assessment and measured data.
Even without a revenue figure, a result can be concrete: an implemented approval process, regularly usable video footage, or clearer responsibilities. Only describe changes that have actually taken place. A single experience is not a guarantee for all future clients.
Editing and approval are part of the content
Structure the video according to problem, collaboration, and result. Supplementary footage can show what is being discussed: application, team, or work steps. They shouldn't simply provide any glossy backdrop.
Cut out repetitions, but don't change the meaning. Exercise particular caution with conditions and limitations. A statement that applies only to a specific case in conversation shouldn't come across as a general guarantee in the final version.
Before publication, agree on who approves statements, attributions, images, and the scope of use. Paid distribution and further editing must be explicitly included in this agreement. For commercial collaborations, the labeling must also be checked; the following provides guidance: guidelines of the media authorities.
Where should the customer testimonial appear?
Place it where it answers a specific question: next to a relevant service, on a project page, or within the sales process. A video about reliable production processes, for example, is suitable for potential clients who are concerned about internal coordination efforts.
Several independent answers can emerge from a single interview. Not every excerpt needs to tell the whole story. Our Repurposing Guide will help you with the selection..
Do you have satisfied customers, but no convincing video testimonials yet? For Production planning, a brief overview of your customers' situations, potential interviewees, and the questions your prospects regularly ask is sufficient to start.