Vendors love case studies. They contain what existing and potential customers want to read—how other organizations are addressing the same challenges they face. A case study provides the opportunity to communicate the benefits...
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Vendors love case studies. They contain what existing and potential customers want to read—how other organizations are addressing the same challenges they face. A case study provides the opportunity to communicate the benefits that your product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster. So why isn't every organization churning out case studies? A few do; but, for many, generating case studies is a real battle. You may think of a case study as a writing project. In reality, generating a case study is an entire process that requires the cooperation and commitment of your prize assets: your customers. Most customers are busy people and do not have the time, expertise or inclination to assist you. Worse, many fear the risks of sticking their heads above the parapet and do not see the personal gain in helping you market your offerings. Contrary to popular belief, it is not the writing of case studies that presents the greatest problem. The two most difficult hurdles are gaining the upfront cooperation of clients and processing the written case studies through the approval cycle. Successful customer reference programs depend on these stages' having equal billing, alongside the customer interview and writing activities, in the case study process.
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