Case Studies: Tell your story ...
Published June 19, 2008 by Gillian Hunter
There is nothing more powerful than a good customer case study. It provides you with a credible testimonial. It can also help to build strong client relationships.
It pays to get a third party to do the job ... I've done quite a few case studies in my time - and I've found that people are more open with a skilled interviewer who doesn't work for the company, than they would be with a Sales Director, for example.
They will say things like: "I like this about them and they did this well, however they could do some more work on this." These insights are invaluable. Besides this, the customers feel valued and listened to.
Use the information to get closer to your customers ... This week I had two different perspectives on the same product. The CEO of a leading healthcare company was ecstatic about the solution and the company.
His first words were: "It's unbelievable. It's changed our ability to do business completely ..." Wow! Wouldn't you like a quote like that! While the ops manager said: "Its a good application. There were a few bugs but they've sorted those out now."
Case studies are a great opportunity to find out what your customers really think. Capitalise on it.
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