Authentic voices telling real stories
The ultimate test of any business is what it does for its customers. It’s the same for all of us. Whatever claims we make, it’s our customers’ success that proves our value.
That’s why we place so much importance on case studies, or customer success stories. Instead of just hearing the voice of your marketing department, your prospects, your sales people and the industry analysts can all get to hear the voice of the paying customer – real, authentic, and believable. It’s immensely persuasive.
Everyone knows it will be the best examples of how your product or service adds value that are picked out to star in your case studies. People discount a little for that. But they still know that an unhappy customer is unlikely to want to be associated with you in this way. And they know that any enthusiastic quotes will necessarily have been checked and approved before publication. So if your case study hero gives figures for time saved, costs cut, or sales boosted and talks about your product as the best for his particular purpose, you will get something like full credit for that.
Great case studies don’t just happen
The only caveat is that researching and writing great case studies is harder than it looks. A lot harder.
If the problem that was solved isn’t specific and recognizable, readers won’t identify with it. If the solution sounds too glib and easy, they won’t accept it at face value. If there’s no information about what was learnt in the implementation, they won’t find it useful. If there’s no quantification of the results, they’ll assume it’s hype. And if the quotes don’t sound like actual voices, they’ll assume they’ve been mocked up to order by some in-house marketing executive.
The Skills Connection can handle the task of researching and writing your customer success stories for you. We can produce them to the highest international standards, and at very short notice. Our people have vast experience in this area, covering all kinds of company and industry, from IT hardware and security software vendors to data rescue, telecoms, recruitment, and legal services.
