"We have tons of happy customers. How do we decide which ones to feature in
When it comes to customer case studies – and business in general
– too many happy customers is a great problem to have.
After all, having satisfied customers is the first and most important
ingredient for creating strong case studies.
But how do you decide which customers to feature?
These 6 steps will help you narrow your pool of candidates and get started:
1. Choose the products and services you need customer stories for.
Maybe you need case studies across all your solutions, or just a few. Perhaps
a competitor is introducing a product and you want to show your edge. Or
maybe you have a product or service with a number of new capabilities not
represented in current case studies.
These might be the first targets for case studies. The goal: have several
strong case... (more)
There are times when, magically, customer quotes are exactly what you dreamed
they would be. The featured customer delivers glowing, colorful, emotive
comments that speak to the exact challenges that the audience is facing and
provide the much-desired validation that the vendor wants in the case study.
Then there are all those other times, when the quotes are not the exact
fodder you wanted for the perfect story that’s in your head.
Fortunately, you do, in fact, have some control over the quotes you collect
from customers. The rest depends on the person you’re intervie... (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)
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)
It's clear that customer case studies and success stories are integral to the
sales process. But how many organizations actually use them in every
According to Robyn Haydon, Australian proposal-writing expert and author of
the book The Shredder Test, companies don't integrate customer evidence
nearly enough in actual sales proposals. But those that do, see the payoff.
"I know that a lot of my clients get short-listed because they have pushed
hard to include evidence in their proposals, and case studies are really part
of that," she said.
How do you bring your customer ... (more)