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Case Studies Deliver High-Value Stories of Customer Success

Customer case studies are powerful promotional tools for a high-tech product or service. Yet convincing customers to participate in a case study can be a long and frustrating endeavor. It can be equally difficult to motivate a customer to review and approve the story after it has been written.

You can reduce this effort and create high-value case studies by following the essential strategies outlined here for managing the candidate recruitment and approval process.

Recruiting good candidates

It’s always tempting to say “yes” to any case study candidate suggested by a sales rep or product manager. But your marketing and promotion efforts will be better served if you qualify the candidate before conducting a case study.

The following questions will help you identify the best candidates and get a good story.

The appeal of the story. Does the customer have a story that you really want to tell? For example, does the story offer the possibility to discuss an interesting problem, solution or application? Companies in a specific industry, country, or market you want to target?

timing. Ready to tell the story? Is the product implementation complete and does the customer have interesting results to report?

Participation Agreement. Is there an agreement with the customer to tell the story? Sometimes technology companies request that customers agree to a case study as a condition of receiving a beta version or initial shipment of the product.

Customer preparation. Has the customer been informed about the case study process? A standard letter or information sheet can be emailed to the customer to facilitate this process.

Introduction Are you talking to the right person within the customer organization? You may need to speak to more than one person with the right authority to get a complete view and speak for the organization.

PR involvement. Do you need to engage or get approval from the customer’s PR person before starting the interview or publishing the case study? Do you need to arrange staff access and facilities for photography or filming?

Manage reviews and approvals

Of course, an accurate and well-written case study is essential to get customer approval. But your follow-through during the review process will determine how quickly the customer approves the case study.

These guidelines will help you develop a good follow-through process.

Internal review first. Always complete any internal review before sending the first draft to the customer. Your internal reviewers should not ask customers to go through the approval process more than once because of late comments or follow-up questions.

Quick changes for the draft. Deliver the first draft soon after the customer has given an interview. Delaying on your part may send the message that the case study is not urgent, which may lead the customer to place a lower priority on the review.

Send a complete package. Along with the draft text, send any photos, video clips, diagrams, or other illustrations that will accompany the case study.

Use an authorization form. The authorization form will allow the customer to check the specific permitted uses for the case study information; Grant release for all photography, video and other multimedia material; and specify any other conditions. Do not publish case studies until you have received a signed approval form.

Follow up for approval. If your customer contact is slow to respond with comments or approvals, be polite but firm in your follow-up messages.

Send a thank you. Send the final case study, thank you notes, and perhaps a nominal gift such as a company t-shirt to everyone involved. Include the URL of a web version or printed copy of the published case study.

Celebrate! Circulate case studies internally. Giving salespeople a useful story will encourage them to help you with future case studies.

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