Testimonials from customers who are not famous have been effectively used in marketing for as long as marketing has existed.[citation needed] A past or current customer will present a formal "word of mouth" testimonial that a business can use in marketing and to build trust with future customers. Testimonials are incredibly effective when believed to be true, but a challenge is having the audience believe that testimonials presented by a business are given by real people, not fabricated by the business itself. Even so, testimonials, reviews, and case studies are still considered by most marketing experts to be the most effective means of marketing and gaining brand trust by small- and medium-sized businesses.

Research by Martin, Wentzel and Tomczak (2008) found that the effectiveness of testimonials depends on the degree to which consumers are influenced by normative pressure and the quality of the product features highlighted. Results showed that people influenced by peer pressure place a greater emphasis on the testimonial than on the attribute information. In contrast, people who ignore the opinions of others are more influenced by attribute information.

When you think about collecting customer feedback, it’s easy to get overwhelmed by the sheer volume of possibilities. With so many customers — and so many ways to connect with their feedback — it’s hard to know where to start. One thing is clear though: taking a proactive approach to collecting customer feedback ensures you never stray too far from the needs of your community, even as those needs evolve.