functions that your products
and services improve. They then performed measurements again as your customer after a period of time, and are able to cite
quantifiable benefits. If not, all is not lost, but a case study will have a less compelling story to tell for decision makers
with P/L responsibilities.
Plan B
In the absence
of measurable data, focus on business benefits that logically translate to higher productivity and balance sheet enhancements.
3. Choose a professional to do the case studies. To have
a customer cooperate with a case study is a fantastic opportunity. Make it a pleasurable experience for both the customer
and your organization. Assign the task to a professional writer, either in-house staff or outsource, with business acumen
and case study experience.
The experienced
professional acting on behalf of your organization respects time constraints on the customer's subject matter respresentative
and spokesperson, usually an executive or higher-level middle manager. As much research as possible is done behind the scenes
before the initial interview. The prepared professional needs only to ask a few questions to elicit the right information
and powerful endorsement testimony. A tight first draft speeds review and approval processes. When properly managed, the entire
case study requires less than an hour of the customer’s time—a minimal effort for the bounty of positive visibility
gained by the customer's organization and cooperating spokesperson.
Build a reference library
In all likelihood,
your business targets several vertical markets. Multiple case studies for each vertical will be sure to demonstrate expertise
in the only market a prospect views important—theirs. The more case studies at hand, the more options sales teams will
have to convince, persuade and sell.
Video testimonials and case studies
Although
more expensive to coordinate and execute, there is no denying the powerful impact of capturing customer testimonials on video.
The visage, voice and on-screen persona of a customer spokesperson establish a pseudo face-to-face relationship with viewers.
Edited sights and sound work to deliver stronger messaging from a perceived authority ideally in their business setting. The
presentation is passive and easier to absorb versus requiring prospects to have to read copy.
Video testimonials
have applications in corporate videos, at trade shows, on Web sites and promotional DVD. Editing allows uses as complete case
studies, shorter benefits-only statements or a montage of brief customer endorsements.
The cost
of video production, which can escalate with travel expenses to customer sites, is the major cost/benefit consideration. Staging
production when multiple customers gather at an event, such as a users’ group conference, is one way to curtail costs.
Customers
are as receptive to video as they are to print testimonial. An on-site visit occupies less than a full day of their time,
which includes shooting raw footage of their business facilities to the extent permitted by corporate policy.
It’s
one thing for your company to say how its products and services benefit customers, and another for customers to say so.
Click here to build or augment your library of customer success stories.
