The Truth About Trust in Tough Times
Ah, trust. That fragile, slippery thing that takes years to build and seconds to shatter. It’s like a soufflé—delicate, unpredictable, and incredibly hard to fix once it collapses. And when a crisis hits—be it a PR disaster, a financial downturn, or an industry-wide scandal—trust becomes the single most valuable currency a business can hold.
But here’s the twist: No one trusts a brand that says, “Trust us.” That’s about as convincing as a used car salesman promising, “This one runs like a dream.” So, what’s the secret weapon in the battle for credibility? Testimonials.
In times of crisis, when doubt creeps in and skepticism runs high, customer testimonials serve as proof that your brand is still worthy of belief. But not all testimonials are created equal. Some inspire confidence; others scream “staged.” So, how do you harness the power of testimonials to build trust during tough times? Let’s dive in.
Why Testimonials Matter More in a Crisis
The Psychology of Social Proof
Psychologist Robert Cialdini, in his book Influence: The Psychology of Persuasion, explains that people look to others when making decisions—especially in uncertain times. This phenomenon, known as social proof, is why testimonials are so powerful during a crisis. When uncertainty spikes, customers don’t trust corporate statements, but they do trust other customers.
From Skepticism to Confidence
A 2023 survey by BrightLocal found that 98% of consumers read online reviews and testimonials before making a purchase. During a crisis, when trust in brands is shaken, that number becomes even more significant.
Take the case of Johnson & Johnson’s Tylenol crisis in 1982. After a poisoning scandal rocked the company, J&J focused on customer testimonials and transparent communication to rebuild trust. Their efforts paid off, and today, the Tylenol case is a gold standard in crisis management.
The Right Kind of Testimonials: Authenticity Over Perfection
A perfectly polished, overly enthusiastic testimonial can actually do more harm than good in a crisis. Why? Because people can smell fake reviews from a mile away.
Emotion Over Fluff
A good testimonial during a crisis doesn’t just say, “This company is great.” It shares a story—a real, emotional experience. For example, Airbnb faced a massive trust crisis during the pandemic when hosts and guests were left in limbo. Instead of generic statements, they highlighted real testimonials from users who successfully navigated cancellations and refunds, reinforcing their commitment to fairness.
Imperfection Builds Credibility
Ironically, testimonials that acknowledge small flaws are more believable. According to a Spiegel Research Center study, negative reviews (if they aren’t extreme) increase trust by 67%. When customers see a mix of positive and slightly critical testimonials, they perceive the brand as more honest.
How to Collect Powerful Testimonials During a Crisis
Ask the Right Questions
Instead of asking, “Can you give us a testimonial?” (which results in generic praise), ask:
- What made you skeptical before choosing us?
- How did we support you when you needed us most?
- What would you tell others facing a similar situation?
Use Multiple Formats
People absorb testimonials differently. Some prefer reading; others prefer watching. Consider using:
- Written testimonials (ideal for website trust signals)
- Video testimonials (more engaging and emotionally compelling)
- Case studies (deeper storytelling)
For example, Slack used customer video testimonials during server outages to show how teams continued collaborating despite technical challenges. This approach reassured users that issues were temporary and manageable.
Where to Showcase Testimonials for Maximum Impact
On Your Website’s Crisis Response Page
A crisis response page should include more than just a corporate apology. It should feature real customers vouching for how the company is handling the situation.
On Social Media
During a crisis, social media becomes a warzone of opinions. Sharing real testimonials from satisfied customers can drown out negativity. Companies like Tesla and Apple have successfully used customer-generated content to maintain brand credibility during controversies.
In PR Statements and Newsletters
A corporate press release may sound cold, but a customer quote adds warmth. If you’re addressing a crisis, weave testimonials into your public messaging to humanize your response.
Common Pitfalls to Avoid When Using Testimonials in a Crisis
Even the best testimonials can backfire if used incorrectly. Here’s what not to do:
Overly Scripted Testimonials
If your testimonial sounds like it was written by your PR team, it loses credibility. Keep it real, raw, and conversational.
Ignoring Negative Testimonials
Suppressing criticism is a bad look. Instead, address concerns head-on and highlight how you’re improving.
Relying on Old Testimonials
A crisis demands fresh testimonials. If the most recent review on your site is from 2019, people will doubt its relevance.
FAQs
How do I encourage customers to leave testimonials during a crisis?
Offer an incentive (discounts, early access) or simply ask. Many loyal customers are willing to support a brand they believe in.
Should I use employee testimonials too?
Absolutely. Employees can be powerful advocates, showing how the company is responding internally.
Can I edit customer testimonials?
Minor edits for clarity are fine, but never alter meaning. Always get customer approval before publishing.
What if I get only negative testimonials?
Address them transparently. Show how you’re fixing the issue. People appreciate honest responses over silence.
Should I use influencer testimonials?
Be cautious. Influencer trust has declined. Prioritize real customers over paid endorsements.
How many testimonials should I use?
There’s no magic number, but quality over quantity. A few powerful testimonials beat a hundred weak ones.
Trust Is Earned, Not Claimed
A crisis is the ultimate test of trust. While corporate statements and polished PR strategies play a role, nothing is more persuasive than real customers vouching for you.
Testimonials are not just words—they are the bridge between skepticism and belief. In uncertain times, they provide the reassurance people need to stick with you, even when things get rocky.
So, as you navigate tough times, remember: It’s not about what you say—it’s about what others say about you. And that’s the true power of testimonials in a crisis.
