If you want to better understand your business: have your clients teach you. The testimonial, or as I prefer the "User Experience Story", is a powerful tool for connection.
It acts as a lens for how you impact your clients and lets new people feel the satisfaction that they are craving by hearing the real words and energy of the people for whom your work was transformative.
When I'm doing a User Experience Story for my clients I typically run the conversation. Not "interview" and never "testimonial". Those great people are not used to being on set with all the cameras and lights and such. It makes them nervous and you can often tell by how stiff they are in the edit.
Instead for me, it's a targeted conversation; two new friends getting to know each other and explore a common topic.
Here's a little bit from the project that I did for the Meier Ski company. This is how it tends to flow ... Content