A customer story is one of the most versatile and powerful types of
promotional content any organization can create. Here are the top 25 ways you
can use case studies or success stories - or summaries of them - to establish
or reinforce credibility, educate audiences, and validate products, services
Note: "Customer stories" refers to customer case studies or success stories.
Web sites - Tease and link to customer stories right from the home page, and
include customer stories with all relevant product and service pages.
Newsletters - Run customer stories in newsletters that go to customers,
employees and partners. Direct marketing - Highlight a customer success in a
mailer to prospects and customers, either a full story or overview.
Case-study booklets - Create booklets that highlight several of your key
customer stories. Email - Capture the atten... (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)
What’s the biggest unknown in any case study or success story project?
The customer’s review and approval time.
As we’ve said, customers can turn a story around in a day or take months.
You have to find a middle ground of being persistent but stopping short of
Some people simply need specific targets. Or, to put it more bluntly, a
Typically, I don’t give customers a deadline right out of the gate, when
they first receive the story for review. I tell them that I’ll check back
with them later in the week or early next week – usually giving them 3-4
The only... (more)
If asked, will customers submit themselves as possible case study or success
From consumer-products companies to B2B to nonprofit organizations, many now
actively solicit stories with self-service “Share Your Story” links on
their Web sites. Apple created a link for this soon after the release of its
wildly popular iPhone. FileMaker software includes a link to “Tell us your
Girl Scouts of the USA asks former members to share their experiences for its
alumnae program. And Toyota Motor Sales gather owners' stories and gets usage
permission through an o... (more)
I'm a big proponent of what I call "win-win storytelling" in customer case
studies and success stories. The company creating the customer story has to
benefit, as does the featured customer.
The key - especially for landing big-name customers for customer stories - is
finding what motivates each customer (on an individual, departmental or
company level). Simply reminding the customer they receive free publicity may
not be enough.
In just the past two weeks, I've worked on several stories with interesting
customer motivators behind them:
- A civil engineer is enthusiastic a... (more)