Contact the case participant

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Before you start working, you need to prepare for communication, that is, discuss the client’s expectations and decide on the deadlines.

Often the preparation stage is delayed because the terms and other conditions of work were not agreed upon in time. To avoid this, all formalities should be discussed at the first stage, and only then work should begin.

A great option is to send an email stating yahoo email list what you expect from the collaboration and what it can bring to the client. To make the message look simpler, use:

Consent form for participation in the case study . Depending on the type of client activity, company size, and research objectives, the document may differ. Be sure to pay attention to:

an accessible explanation of why your research is needed and what it will provide in terms of results;

information about what client data you will use (organization name, logo, names and positions of employees, photographs, etc.);

a description of your expectations from the client's participation in the case (whether you expect feedback or contact information from him).

Success stories . To describe them, you need to work through the following elements:

Consent - First, you must obtain permission from the marketing department, as well as a completed and signed consent form for the study. You also need to agree on a time frame that will suit everyone.

Questionnaire - It is good if, before the interview, participants fill out questionnaires that will form the basis of the conversation.

Interview - After filling out the questionnaires, you need to contact the clients to set up a date and time for the interview (it should not be longer than 30-60 minutes). You need to prepare questions regarding their experience with your product or service.

Brief overview - after creating a draft of the case, it should be sent to clients so that they can give their comments and recommendations for adjustments.

Final Validation - After making changes, send the final version of the case to customers for approval. After publication, provide customers with a link to the project and ask them to send it to their friends, as this will help confirm the success of the company.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Step Three: Think of the Right Questions
When creating your questionnaire and writing interview questions, make sure you have taken all possible steps to ensure that your work is successful. The right questions will give your research meaning.

It is recommended to use the following questions in the questionnaire:

What is your goal?

What problems did you solve before using our services or products?

How do your products differ from competitors' offerings?

How do you make decisions?

What impact has our product had on your business? (Please provide specific numbers if possible.)

Using the questionnaire, you should identify the areas that need to be explored in more detail during the interview.

If you are going to talk to clients on the phone, use open questions. You want to write an interesting and useful story, so don’t limit yourself to sentences that can only be answered with “yes” or “no.” Ask clarifying questions, such as “Tell me more about…,” “Could you describe….”

Step Three: Think of the Right Questions

Source: shutterstock.com

The dialogue can be more effective if it is broken down into 6 sections:

Client's business.

The need to find a solution.

Decision making procedure.

Bringing it to life.

The solution in action.

Summary.

If you ask questions on each item in sequence, you will have enough information to conduct your research. Let's look at the strategy in more detail:

Client's business . You need to understand what goals are relevant for the company and how they overlap with the industry's problems. You can ask questions: "How long have you been running this business? How many people work in your company? What tasks do your departments solve today?"

Need to find a solution . Creating a success story requires context. This way, you can match the client’s needs with your example. Ask: “Why do you need to find a solution? What might happen if there is no solution? Have you ever had ineffective solutions before working with us? If so, what was the reason for the failure?”

Decision-making process . If you understand how your customers make decisions, you can manage these processes in potential customers. You can ask: “How did you learn about our services (products)? Who helped you make your choice? What factors played the main role in the decision?”

Bringing it to life . Here you need to use the experience of mastering the service or product. For example, you can ask: “How long did it take you to master the service? Did it meet your expectations? Who was involved in the process?”

Solution in Action : In this section, you should understand in detail how the customer uses your service or product. Questions might include: “Is there an element of the service that you rely on most? Who is the user of your product or service?”

Summary . Particular emphasis should be placed on significant findings and achievements. It is necessary to use specific numbers as much as possible. You can ask: “How does the service help increase productivity and save time? Do you have more competitive advantages? Name in numbers how the indicators have improved.”