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BEST PRACTICE: How testimonials work

Customer success stories are often included as part of a customer credibility programme. Too often, however, they are viewed as merely a 'check mark' to be completed and are sometimes even deferred altogether. Actually, customer success stories can play a critical role in driving both new and repeat business.

There are numerous studies that have shown that individuals are influenced by the behaviour of those around them. Psychologists refer to this as a type of informational social influence known as conformity.

But how many opinions does it take to conform or influence the crowd? Fewer than you might think. Studies have shown that it only requires three or four people making an argument for a specific choice to have a significant impact on the members of a group. In other words, you will only need three or four customer success stories to help influence your target customer's brand preferences.