Marketing and Sales worked hard to find the opportunity and close the deal. The people in Operations knocked themselves out to deliver above expectations. It's been a year or more since the relationship began, and your client is patting himself on the back for taking the risk to invest into your solutions.

As you say to yourself "I told you so," are you wondering how many other companies have the same needs as this client? Similar reservations?

Moreover, are you missing other sales opportunities because some of your most promising prospects don't know about all of your services—or don't fully recognize the value to their businesses?

Would these companies be more likely to buy if they knew how others have benefited from your services? If so, maybe it's time to tell them.

Better yet, let your current clients do the talking. But make it easy for them to share their experiences with a wide audience. Launch a customer case study program.

What Is a Customer Case Study?

The goal of a case study is to demonstrate the success that your customers achieved as a result of deploying your solution. A typical case study includes a description of your customer's business, the crisis or opportunity that caused this organization to seek out your company's services, and a detailed account of the particular use and results derived from your product or service.

Far from being a mere listing of your product's features and benefits, a good case study truly focuses on the customer. As the name suggests, a case study is a business case justifying an investment in your solution from the customer's perspective.

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Barbara Bix is managing principal of BB Marketing Plus, where she helps companies enhance their brands by capturing and enhancing the customer experience.