How customer testimonial videos impact your VoC program


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I just upgraded my iPhone from an 8 to the 13 Pro. I actually went into the store to make the change. Old school, I know. I could have done it via the app, but I had a lot of questions and didn’t want to sit on the phone waiting for an agent.

During my in-store visit, I am assisted by a friendly Mobile Expert, Jojo. She answers all my questions, gives me all the info I needed to complete my upgrade, compliments me on my outfit, asks me about my holiday plans and we even get to talking about relationships. She is a joy to work with and I am happy to have such a wonderful representative of the company to get me all set up with my new phone. I left with a smile on my face!

Shortly after my visit, I receive a text message asking me to rate my experience. Of course I rate the 5 simple questions with high scores. The survey finale wraps up with this surprising text:

I’m no stranger to video reviews and testimonials about products and services. However, this is my first experience being asked to leave one after taking a feedback survey.

Maybe I’ve been living under a rock, but the invitation leaves me surprised and intrigued.

The text on the video request page states to be used for internal purposes only. Is this the new customer feedback survey? Not only do we read it but we can see the customer’s face while they share their thoughts about the experience? Incredible!

In case you’re wondering, of course I took the opportunity to leave a video review. I noticed it is hosted through Medallia using a service called LivingLens.

The question requesting a video review states:

Thanks for option to leave your feedback via video. As a final question, if you could say anything to your local store manager about your experience, what would it be?

Simple to use, I click the link and the recording program opens up. I speak to my experience, calling out Jojo, and upload the video within their program.

While Medallia did not sponsor me to write this post nor do I use their product nor do they even know who the heck I am, I dug through their website to learn more.

On a blog post titled, How Video is Driving Impact Across Experience Programs, they state that video captures customer data that other tools just cannot do:

“…[The] answer lies in its unique ability to capture authenticity and emotion. Video provides organizations with the opportunity to really hear the authentic voice of their customers, allowing them to make better business decisions quickly. What’s more, the use of video humanizes the feedback process and helps to amplify VoC across the business.”

While of course, some brand fanatics may post videos on social media, it is usually about a product specifically and not the experience in general. It may not provide the same insights as a video request could during a feedback survey after an interaction with the company.

I then wondered what happens next…

  • Who is watching the video?
  • What insights would they find?
  • How many people actually take the time to record a video anyways?
  • Would Jojo get that raise that I said she deserves?

While I’m a newbie to the video insights via feedback surveys, and I’m still learning, I want to speak to what encouraged me to make a video at all.

Why I even bothered to record a customer video testimonial

It was easy to do

Clicking the link to record a video review was easy. No broken links, nothing else to download and it didn’t slow down my phone. I clicked one link, the recording program opened, the video uploaded and I went on my way in just a couple minutes.

I had a positive experience

I had a really good experience with the store and the representative that helped me. Had I had a negative experience, would I have left a video review? I’m not so sure. I might have felt it was silly to share my grumpy face on camera while talking about what happened.

I trust that my video will be used for internal purposes only

They call out the use for internal purposes only and I trust in that. I felt that my information would be secure with their company.

Moving forward into 2022, you can bet I’ll be researching more video testimonial reviews to successfully interact with customers and gain insights.

Does your company already requests video customer feedback? How does it work for you? Leave a comment and share!

Republished with author's permission from original post.

Jenny Dempsey
Jenny is Consumer Experience Manager for Apeel Sciences and FruitStand with more than 15 years of customer service experience. She is co-founder and a regular contributor on


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