Post Archive: Managing the Process with Customers
Chase Those Customer Stories – Before Treasured Contacts Leave!»
What a difference a couple of months makes… Earlier this summer, I was talking with a friend/associate about customer stories. The web developer was excited to capture a case study. . .
Eek, My Own Process Broke Down!»
After 11 years of working on customer stories, I’ve become set in my ways. And with good reason. I’ve refined my step-by-step process for creating case studies and success stories. . .
How Case Studies Get Done – One Leg at a Time»
Ever played a carnival horse racing game? To get your mechanical horse to move forward toward the finish line, you have to roll a ball into little holes, hoping to. . .
Are You Missing this Critical Case Study Step?»
Customer case studies and success stories change hands – a LOT. On average, 3-4 different people review a story before it’s finalized. At times, it can be twice that many.. . .
Dare to Give a Case Study Customer a Deadline?»
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. . .
A ready-to-use case study – How long does it take?»
In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks. . .
Will Customers Nominate Themselves as Stories?»
If asked, will customers submit themselves as possible case study or success story candidates? From consumer-products companies to B2B to nonprofit organizations, many now actively solicit stories with self-service “Share. . .
4 Must-Have Pieces to Ease the Customer Case Study ‘Ask’»
Just like a sales pitch, it’s essential to be organized when approaching customers about participating in case studies and success stories. They want to know exactly what’s involved, how you. . .
Beware: The Over-Eager Case Study Customer»
Nothing’s better than a customer who absolutely adores you. This customer is constantly singing your praises, talking about how he couldn’t live without your product or service. Naturally, you ask. . .
Customer Stingy with Info? Two Options…»
At an event yesterday, I talked with a marketer who mentioned a case study challenge. Seems his firm has a big-name client that is willing to go on record publicly,. . .
Top 4 Reasons Case Studies Backfire – and How to Avoid Them»
Today I’m pleased to bring you a guest post by Stephanie Tilton, the principal of Ten Ton Marketing (www.tentonmarketing.com), and founding member of and regular contributor to the Savvy B2B. . .
The 2 Must-Haves of the Customer-Story Waiting Game»
Sales and marketing are fast-moving functions of any business. The faster the case study is completed, the appointment made, or the press release out, the quicker you just might make. . .
Speeding Up Customer Story Approval – One Thing You Can Do»
Responsiveness is an important part of all our business and personal relationships and interactions. When you ask for extra mayonnaise at a restaurant, you want it right away. When you. . .
SoftwareCEO.com Runs Excerpt – Getting Customers to Be Featured»
SoftwareCEO.com is the richest source I know of for advice for growing software companies. This week, Gordon Graham’s Tips and Tactics feature includes an excerpt from my book, "Stories That. . .
Rescuing a Case Study from Certain Death»
Whew! A case study has been saved. It was close. Here’s how it went down: We created a case study that my client really needed, the first one on a. . .
Top 5 Ways to Annoy Happy Customers this Time of Year»
We’ve hit the extra-busy and challenging holiday/budgeting/year-end season. At once, customers are juggling vacation schedules while trying to wrap up ’09 budget planning and meet their end-of-year goals. Where does. . .
Customer Signoff: What Works?»
For years I’ve watched companies struggle with customer signoff on case studies. It’s an inevitable part of the process, if you’re featuring your happy customers by name. I’ve always seen. . .
PR Reps: Your Ally in Getting the Customer’s Buy-in»
For many companies, the biggest challenge in creating customer case studies and success stories is getting customers to agree to be featured. I’ve often found the customer’s PR team is. . .
Relieving reference customers – Give ’em a break!»
Most businesses have a few favorite customers they like to use again and again as live references. When they have a hot prospect, they get the happy customer on the. . .
Share Your Promo Plan with Customers»
When you’re trying to get customers to agree to be featured in a customer story, details sell — especially details about how the customer will gain exposure too. I was. . .