What Advice Can a Customer Success Manager Give for Creating Successful Client Case Studies?
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What Advice Can a Customer Success Manager Give for Creating Successful Client Case Studies?
Gathering authentic and compelling client case studies and testimonials can be a game-changer for businesses. We've collected five valuable pieces of advice from experienced Founders and CEOs. From securing a client interview to emphasizing storytelling in case studies, these insights can help you craft testimonials that resonate.
- Secure a Client Interview
- Tailor Format to Audience Needs
- Include Client-Specific Testimonials
- Draft Testimonials for Client Approval
- Emphasize Storytelling in Case Studies
Secure a Client Interview
Make sure you get an actual interview from someone on the client side. Where I work, I'm rarely in direct communication with the client, and I often have account execs or various SMEs tell me they'll answer my questions and then 'get me a quote.' If I can, I push for an interview because not only do I get better quotes, but I often find out interesting personal tidbits or background info that make the story more interesting. That can make the difference between someone spending 30 seconds reading your content and someone spending five minutes on the page.
Tailor Format to Audience Needs
This may sound silly, but it is often overlooked: Write a client case study in a format for the audience, which is your potential future clients. Too often, case studies are prepared through the lens of the creator. For example, what's more interesting for a potential client visiting a designer's portfolio: how the logo is made of golden-ratio proportions or how B2B sales improved by 20% following the brand lift? Focus less on the deliverable and more on the value of the solution.
Include Client-Specific Testimonials
A quote from the client in question seems like a no-brainer, but I'm surprised at how many of my competitors skip this part of a case study. Waxing poetic on your own successes doesn't mean much, even if the contract is ongoing. Potential clients and candidates need to hear specifics about what exactly sets your firm apart. So be sure to get and include that personal review when you're creating a case study, and ask the right questions. A generic 'They were great!' pales in comparison to a testimonial that covers exactly how you met the unique needs of their business.
Draft Testimonials for Client Approval
Creating a successful client case study or testimonial hinges on a blend of empathy and strategy. Here's a piece of advice that's a bit off the beaten path but incredibly effective: Start by helping your client help you. I know it sounds a bit like a riddle, but hear me out.
Your clients are busy folks, juggling their own myriad tasks and responsibilities. By offering to draft the testimonial or case study for them, you're not only easing their load but also steering the narrative in a direction that highlights the strengths and successes of your collaboration. This draft serves as a starting point, which they can then tweak or approve, ensuring the final output is authentic and in their voice.
Now, let's talk strategy. When crafting this content, laser-focus on the issues that resonate most with your target audience.
Your prospects are looking for solutions to their specific problems, so your case study or testimonial should speak directly to these pain points, backed by hard facts and tangible results.
This approach not only demonstrates your understanding of the industry but also showcases your ability to deliver real, measurable outcomes. Remember, the goal is to convert prospects into customers by showing them the path from problem to solution through the lens of someone just like them.
Emphasize Storytelling in Case Studies
One crucial piece of advice for creating a successful client case study or testimonial is to focus on storytelling. Rather than simply listing facts or data points, tell a compelling narrative that highlights the journey of your client, from the challenges they faced to the solutions your business provided and the positive outcomes achieved.
Incorporate specific details and anecdotes that demonstrate the real impact your products or services had on their business or life. This narrative approach not only makes the case study more engaging but also helps potential clients better relate to the experiences of your satisfied customers.
Furthermore, ensure authenticity and transparency in your client case studies and testimonials. Authentic testimonials carry more weight with prospective clients than overly polished or scripted ones.
