Have you ever had a conversation with someone and said, "for example," and
proceeded to offer an anecdote to illustrate your point?
That's what a customer case study should be - an example, a case in point to
shed light on the topic of conversation.
Just as anecdotes don't stand alone in conversations, customer anecdotes
shouldn't stand alone on your website.
Too often, you find them buried on vendor websites, under isolated headings
To get them into the "conversation" on your website, ensure customer stories
and case studies are connected directly with talk of your products, services
or solutions. Include links right on those capabilities pages, as your "for
This week, I came across a great execution of customer stories as "for
example" pieces. EffectiveUI, a Denver-based user experience agency, connects
customer examples directly with ... (more)
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A few months ago, Michael Stelzner (the guy who wrote the book on white
papers) approached me about being a contributor to a new site he was
founding, Social Media Examiner.
Since then, I’ve had the chance to feature social media case studies on
companies like IBM, Domino’s Pizza and Avaya.
But the Social Media Examiner site itself ... (more)
Mark Twain is said to have called it, "a minimum of sound to a maximum of
sense." Who else could so perfectly provide such a sound bite describing
sound bites? If a customer story is the most powerful evidence of a
customer's experience, then the customer's own quoted comments are the jewels
in that crown. They sparkle and stand out above the rest of the story. Often,
it's all the viewer or reader may remember, so they better be good.
In a written customer case study or success story, sound bites are best
highlighted as "pull quotes." They are literally pulled out of th... (more)
From startups to global enterprises, every company struggles at times with
getting customers to go on record. Here are some ideas in practice at
companies today for encouraging customers to be featured:
1. Access and involvement-Surprisingly, the #1 thing customers want is
access and involvement-access to your execs and involvement in your
product/service roadmap. Generate ways for your top customers to interact
with your organization on a deeper level.
2. Co-marketing campaigns-Create a few co-marketing campaigns for the
customers you most want to feature. The focus: Ho... (more)
In the discussion about customer case studies, one question comes up over and
How long does it take to get a case study done?
How many days or weeks are needed to get a completed, approved customer story
in hand and ready to use?
Unfortunately, the answer isn’t that easy.
On average, I would say about one month. BUT, it really depends on the part
of the process that makes customer stories different from other marketing
projects – the review and approval phase.
From the time you interview the customer to completing the draft, video or
audio might be a couple of weeks. Then... (more)