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4 Customer Service Case Studies to Inspire You
Customer service case studies help attract new customers to your business by showing them how your company can help them. Instead of simply telling customers what you can do for them, you demonstrate it with storytelling and draw them in.
November 24, 2022
6 mins read
If you’ve researched any brand it’s more than likely you’ve come across a customer service case study. Real-life customer experiences are a powerful way to advertise a brand and showcase the real interactions customers have when approaching a company’s customer service department.
Instead of simply telling a customer what it’s like to benefit from a company’s customer service, they demonstrate genuine examples of customers who have submitted tickets to their customer service team.
On the surface of it, one company can appear much like another without powerful customer service case studies to demonstrate its impact. Customers will be required to actually sign up to your service before they can experience your customer support for themselves.
What is a customer service case study?
A customer service case study is a strategy to show the experiences of customers that have actually signed up to use your product or service and have actually witnessed your customer service for themselves.
Potential customers who are researching what your company has to offer will benefit from the case studies of customers that have already passed through the buying decision. Instead of a company simply telling prospective customers what they have to offer, they will be able to demonstrate their service in reality.
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A customer service case study goes beyond being a simple testimonial, however. It’s factual evidence of customers who have implemented your company’s product or service and a demonstration of its ability to actually deliver results.
Why are customer service case studies important?
Without customer service case studies, your business will struggle to show how it is helping its customers. A case study shows your prospective customers how the business has performed in a real-life example of customer service, and helps them imagine what it would be like to do business with your company.
Customer service case studies show potential customers how your business has helped customers to solve their problems and further their business goals. Although there are other ways to market your business, customer service case studies are a solid way to reach out to new prospects and convert them into customers.
Successful customer case studies showcase successful examples of customer service that persuade your prospects to actually buy. They show prospects how well your customer service actually works and highlights your product’s value.
How do you write a customer service case study?
There are a few strategies you need to follow when writing a customer service case study. Having a variety of different case studies will enable you to reach more potential customers which cover a range of situations and needs.
1. Focus on your personas
You need to consider the type of the customer that you want to attract with your customer service case study. Mapping out your personas is an important part of your marketing strategy because it helps you identify prospects with unique wants and needs. Your customer service may appeal to different types of individuals and it’s crucial to target each one specifically.
2. Tell a story
At their core, customer service case studies are stories about particular customers. Simply raving about how great your company is wil be boring for your readers, and you need to take them on a journey. Stories need to have obstacles to overcome, and your case study should show how your product or service is the hero of the narrative.
3. Emphasize benefits
The benefits of your customer service will help to appeal to customers that have a specific pain point to solve. Instead of focusing on products or features it’s important to show how your service will help them. Your customer service case study is likely to be a representative example of a customer that has similar problems to other prospects, and it’s important to help prospective customers visualize using your service.
4. Highlight the results
Highlighting the results that your customer service will help your customers achieve means focusing on the before and after of using your service. Genuine improvements to your customer’s business will help to convince them that your product or service is the answer. Showing the results of your customer service helps customers see how they can save or make more money after choosing your business.
4 interesting customer service case studies
Quick heal and kayako.
Here’s the first interesting customer service case study from Kayako. There was a company called Quick Heal Technologies which was a provider of internet security tools and anti-virus software. They had millions of global users, but they were struggling to deliver outstanding customer service due to a high volume of customer service requests.
One of their main issues was the absence of a system to track requests from different sources. Agents were checking many different platforms for customer service requests, and lacked a vital overview of the customer experience. They were losing tickets and suffering from incomplete information. There were delays in the customer support experience and the existing system couldn’t manage its workflow.
Enter Kayako, help desk software. Their Shared Inbox Solution brought together the different customer service platforms such as email, Facebook, Twitter, and live chat. Quick Heal agents were able to support customers seamlessly and minimize the number of tickets that were dropped. They could significantly reduce their ticket response times and accelerate the time to resolution. Agents were able to much more effectively collaborate and reduce duplication of effort.
Springboard and Help Scout
The next customer service case study is about Springboard, a platform which provides online resources and personalized mentors to help students build their dream careers. Their aim is to make a great education accessible to anyone in the world.
So far, they have worked with 250 mentors to train more than 5,000 students over 6 continents. Their success has depended on their ability to create an open environment where students feel comfortable requesting feedback and discovering course information on their own.
Springboard needed a solution that could help them build relationships with their students, even if it’s over email, and they decided that Help Scout was the answer. They chose Help Scout because it means they can have human conversations rather than treating their students like a ticket number.
They make use of Help Scout’s help desk features to find key insights into students’ conversations, as well as their Docs knowledge base which provides answers to common questions. As a result, students are able to more effectively learn and overcome problems when they arise.
We’ve got another customer service case study from an airline – in this case, JetBlue. They really know how to make their customers smile with small gestures and ensure they can win customers for life.
One customer called Paul Brown was flying with JetBlue from the smaller terminal at Boston’s Logan airport. He realized that he couldn’t grab his usual Starbucks coffee because there was no Starbucks at the terminal. On a whim, he sent a tweet to JetBlue asking them to deliver his venti mocha, and to his surprise they obliged! Within minutes JetBlue customer service representatives had delivered the coffee to Paul’s seat on the plane.
This example of customer service shows that JetBlue is willing to go the extra mile for customers and will ensure that the company can continue to attract more customers.
Gympass and Slack
Gympass is an international platform that gives companies and their employees 50% to 70% off a global network of fitness studios, digital workouts, and mental health and nutrition services. It was founded in 2012 and has experienced steady growth, now worth more than USD $1 billion. Users of Gympass have access to 50,000 gyms and studios in more than 7,000 cities, so they can work out while they are on the move.
The problem with this growing company was communication across the globe. The company was overly reliant on emails which led to silos and employees missing out on vital information. The solution to this problem was Slack, a communications platform which is made accessible to all new employees so they have everything they need right from the start.
Now, teams at Gympass work across a range of 2,000 Slack channels which are open to 1,000 employees. They can share documents, messages and information, keeping connected across locations and facilitating new projects like event planning. It’s enabled Gympass to build a strong culture of collaboration and ensure that every employee can find the information they need.
Customer service case studies help attract new customers to your business by showing them how your company can help them. Instead of simply telling customers what you can do for them, you demonstrate it with storytelling and draw them in. Showing your customers benefits and outcomes support them to make the decision to purchase.
Before they actually have a trial of using your product or service, it’s hard for customers to know what it would be like. Case studies can give a valuable preview into what it would be like to work with your company and highlight customers that have already achieved success.
Catherine is a content writer and community builder for creative and ethical companies. She often writes case studies, help documentation and articles about customer support. Her writing has helped businesses to attract curious audiences and transform them into loyal advocates. You can find more of her work at https://awaywithwords.co.
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5 Case Studies to Improve Your Customer Service
As more and more customer transactions occur virtually, the quality of online help desks and customer service support is becoming an essential differentiator for companies. An estimated 73% of consumers say a good experience is critical in influencing their brand loyalties.
Customer satisfaction directly impacts the bottom line, too, as 84% of companies that work to improve their customer experience report an increase in their revenue.
Apart from the stats, it is important to look for examples of company success stories improving customer service and productivity. Having high-performance customer service is essential for any company, regardless of industry. Check out these five case studies that will help you improve this process in your business.
How Quick Heal optimized their customer service, extending support hours and responding to inquiries faster
Quick Heal Technologies is a leading provider of internet security tools and anti-virus software, serving millions of users worldwide. Like many fast-growing companies, they experienced bottlenecks in their customer service process due to the high volume of requests.
- No system to track requests from different sources.
- Agents could not maintain a global view of the customer request, negatively impacting customer service.
- High incidence of lost tickets and incomplete information.
- Customers were not happy with the support delays.
- The existing system did not manage its workflow.
Quick Heal researched several options yet didn’t find a solution with the right blend of factors. That’s when the team signed up for a free trial of Kayako. Before the free trial even ended, Quick Heal decided that Kayako was the right solution.
Kayako’s Shared Inbox Solution creates a frictionless experience by unifying interactions from different sources like email, Facebook, Twitter, and live chat. The Shared Inbox Solution means QuickHeal agents can serve customers more efficiently while preventing dropped tickets and lost conversations.
Kayako Benefits for Quick Heal:
- Reduced ticket response and resolution times
- Improved collaboration and reduced duplication of effort
- Extended support hours
- Consolidated conversations from multiple sources
“Without Kayako, we would not be able to manage all of the incoming ticket requests in an organized manner nor provide the quality of support we stand for. Kayako is far more efficient than our previous help desk system.” Sushant Dashputre, Assistant Manager of Technical Support at Quick Heal
Are you ready to deliver Friction-Free Customer Service? Capture your customer’s entire journey in a way a support ticket or traditional help desk never could. Discover Kayako Single View
Increasing NameCheap’s agent productivity through a self-service knowledge base
Namecheap is a leading domain registrar and technology company that offers domain registration, hosting packages, and related services. Customer support is vital to Namecheap, especially because they serve many repeat customers. Scaling personalization in support is imperative to avoid customer churn.
- No optimized workflow for the high volume of requests led to customer complaints.
- Due to a complicated and overwhelming process when responding to customer tickets, Agents became stressed.
- Low productivity for service agents.
Namecheap began to look for a reliable, unified customer service software solution. They had difficulty finding an option that fit all their needs. The Namecheap team then learned about Kayako and decided to try it.
After Namecheap integrated Kayako into their website, they saw an immediate improvement in agent productivity. They implemented a Self-Service Portal with tools like macro-libraries of responses, automated replies, and a self-help knowledge base to help customers get helpful answers anytime they need help.
Kayako’s SingleView gives agents a complete visualization of the entire customer journey, from initial purchase to most recent customer service inquiry for individualized customer questions needing personalized support. Kayako enables Namecheap to scale personalized customer service, the holy grail for companies with a high volume of repeat customers.
Kayako Benefits for Namecheap:
- Improved self-service knowledge base.
- Streamlined ticket management.
- Boosted productivity.
- Increased customer satisfaction.
“One of the things we most value about Kayako is how carefully they have thought about real-life support processes. In all aspects, Kayako provides us with value in buckets.” Nata Trusova, Director of Customer Support at Namecheap
How Envato manages multiple customer bases in one place and resolves tickets faster
Envato is a world-leading online community for creatives. The company’s steady growth since 2006 outpaced its existing resources for support requests. Envato tried building their own help desk and quickly saw that a DIY solution would be prohibitively expensive in terms of time and money.
They began to search for an existing customer service software solution that could meet their needs and fit their budget.
- Existing support system not keeping up with the volume of requests.
- Support requests were hard to track, sometimes going to individual emails.
- Envato managed multiple customer databases and needed a way to coordinate them.
Using Kayako’s SingleView dashboard, Envato could access multiple customer databases in just one place. SingleView provides a complete view of the customer journey so that customer service agents can provide personalized support to every customer.
Using features like Kayako’s ticket parsing rules, Smart Routing and internal collaboration tools helps Envato efficiently give customers accurate answers every time. With Kayako, the Envato team handles more requests in less time while increasing the quality of customer service. Best of all, Kayako is a scalable solution that can grow with Envato.
Kayako Benefits for Envato:
- Resolved tickets faster.
- Managed all customer databases in a single system.
“Kayako has allowed us to extensively customize our help desk. This really meant that we can just make our help desk work in the way we want, rather than coming up with an elaborate system to fit into the technical requirements of other help desks. It has functionality that other support providers have not been able to match.” Jordan McNamara, Community Manager, Envato
Increasing Texas Tech´s customer satisfaction with a communication and collaboration platform
Texas Tech University is a top institution focused on advancing higher education, research, and health care. With more than 10,000 employees and over 36,000 students, their support team was overwhelmed with the volume of service requests.
- Support staff, students, faculty, and many other stakeholders were frustrated because the system couldn’t handle the high volume of support requests.
- The situation reflected poorly on their brand as a top higher education institution.
- Staff was trying to manage support requests using a shared Outlook account.
- They had no way to collaborate internally on support requests.
After comparing different options, Texas Tech chose Kayako because it offered Kayako Collaborators Feature they needed to coordinate internal communications and to serve customers with faster responses.
Their team quickly implemented Kayako’s out-of-the-box features and immediately saw improvement.
“Once we implemented Kayako, we immediately noticed an increase in the quality of communication and collaboration, especially between our support and development team. Our customers also praised the improved communication.” Kevin Eyck, Enterprise Server Administrator, Texas Tech University
Kayako’s integrated self-service feature helped Texas Tech reduce the number of live-agent.
tickets by assisting customers in helping themselves. Texas Tech also leveraged Kayako’s customization options, using a custom LoginShare and integrating it with the intranet and applications used on their campus.
Kayako didn’t just help Texas Tech improve the support experience for the customer; it also enhanced their internal team’s productivity.
With Kayako, Texas Tech University handles all of its support requests quickly and easily resolves customer problems. Customers also benefit from the improved processes for ticket management and communication.
Kayako Benefits for Texas Tech University:
- Reduced the number of support tickets.
- Improved internal collaboration.
- Gained self-service capability.
How Kayako helped CoinStop reduce average response time and implement omnichannel customer support
Coinstop is a trusted provider of cold storage cryptocurrency hardware wallets. After launching in 2016, Coinstop experienced extremely rapid growth.
They soon struggled to manage and respond to all of the support inquiries and questions from potential customers. The Coinstop team began searching for a customer service software solution that was easy to use and implement.
- Rapid growth was putting a strain on the existing bare-bones support process.
- Coinstop must spend time educating customers as well as selling to them.
- Customer service practices did not scale with the company.
- Coinstop was providing customer support using a single email account.
- Manually responding to hundreds of emails per day wasn’t a productive use of time.
- There was no way to track the progress of support requests, they couldn’t standardize responses across the various agents, and they found themselves asking repetitive questions that frustrated their customers.
Coinstop needed a help desk and live chat software to organize and optimize their support. They chose Kayako customer support software because it offers the best experience for both support agents and customers.
Using the Kayako dashboard, agents can interact with customers across multiple social platforms, email, and live chat. Agents can see the customer’s history from all channels, not just chat or email.
Everyone on the Coinstop team has immediate access to all the information they need to provide quick, personalized support to customers with Kayako’s SingleView.
Kayako Benefits for Coinstop:
- Reduced average response time.
- Managed a higher volume of tickets with the same number of agents.
- Improved collaboration between departments.
- Implemented omnichannel support.
“You need one place to browse every single conversation you have had with each customer. Kayako is very well organized. You can tie everything into it, including emails, social media, and team members.” Christopher Pavlesic, Co-Founder of Coinstop
Are you ready to increase your team’s efficiency? Provide a better employee experience and speed up internal support with Kayako HelpDesk. Discover Kayako Self Service
Common Challenges, Custom Solutions for Customer Service Help Desk
As you can see, companies across a spectrum of industries often share similar challenges with customer service. Do you have questions about improving your customer service process? Join world-class customer support teams like the companies in these case studies using Kayako to deliver exceptional customer experiences. Book a Demo today.
What you should do now
- Start your free trial or take the tour to learn more about Kayako
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Deliver Excellent Customer Support Experiences With Ease
11 great customer service examples in 2023
Excellent customer service is essential for business. In fact, consumers are willing to spend 17 percent more with companies that deliver great customer service, according to American Express .
Unfortunately, it’s true that bad news travels faster than good news, especially in the age of social media. Most customer service stories online are about a bad customer service experience, and consequently, you don’t always hear about companies who are achieving customer satisfaction.
Keep scrolling to find customer service examples that will inspire, as well as tips for improving your customer experience.
What does excellent customer service look like?
The definition of “good” customer service is flexible, because it entirely depends on the level of expectation that customers have for your brand. This can be affected by variables such as your industry, product cost, brand reputation and more.
For example, if you’re flying in Economy, you don’t expect a 5* service with champagne and snacks - but if you were flying Business class, you’d be annoyed if those things weren’t provided for the higher cost of your seat.
What consumers expect from your customer service experience is the key factor in whether they perceive your brand to be great or terrible. Do they want to be able to resolve issues on multiple channels, or do they go to one channel for specific problems? Is your average response time more important to them, or is it how many self-service options you provide that matters? Is poor customer service the main reason why they might try a competitor?
Your support teams are your front line, shaping customer experience on a day-to-day basis. They can be proactively helpful in providing customer service that’s memorable, and turn a bad customer service experience around.
Investing in great service is worth your while. Don’t lose customers and brand loyalty by failing to meet and exceed expectations - grow your business’ revenue by ensuring that your excellent service keeps customers coming back.
Examples of good customer service experiences are more often than not the result of a kind, customer-centric service agents who are good at the following things:
Good customer service examples
- Responding quickly: A customer will appreciate fast response times when they want to ask a question or highlight a problem.
- Acting on customer feedback: When a customer support agent acts on the feedback they’ve received, it shows them that their opinion mattered.
- Showing empathy: Employees that try to understand a customer’s point of view make a customer feel valued, and can turn an angry customer into a happy one.
- Maintaining customer self-service options: Sometimes customers would prefer to find their own answer to problems rather than getting in touch with your customer service center. Having an up-to-date FAQ page or knowledge article base can be very helpful.
- Providing omnichannel support: Different communication channels can support customers that have busy schedules or want flexibility in how they connect with businesses. Your customer service teams need to be prepared to offer support through email, phone, live chat, and social media.
- Going the extra mile: When an employee is able to deliver excellent customer service beyond the customer’s expectations or adds a personal touch to the service experience, it can leave a positive impression and increase customer loyalty.
A less generalized amd more specific example of enhancing customer satisfaction and building loyalty is by offering discounts and coupons (depending on your industry and needs).
Why is delivering excellent customer service important?
There are several reasons why great customer service is important for your business. Below we list the most important ones.
Satisfied customers will spend more
According to Hubspot , 68 percent of consumers are willing to pay more for products and services from brands associated with excellent customer service. When you invest in delivering great customer service, you’re creating happy customers but also generating enough brand equity to charge a premium for your offering.
Your ROI will improve and profits will increase
Deloitte found that brands that were customer-centric were 60 percent more profitable when they were compared to companies that neglected to focus on customer experience. Your support team should be empowered to provide excellent customer service, not just for the customer’s benefit, but for your brand’s financial benefit as well.
Customers are more likely to forgive you
If you provide good customer service, you can convince customers to return, even if something didn’t go as they expected. Salesforce found that 78 percent of consumers will do business with a brand again after a mistake is made if the customer service is excellent.
Customer loyalty improves with great customer service
Microsoft says that a whopping 96 percent of customers believe customer service is vital when they’re choosing to be loyal to a brand. If you don’t provide customer service that meets expectations when dealing with an upset customer, you risk alienating them from returning to spend more. Quality service will help you to increase customer lifetime value.
A great customer experience means a higher chance of recommendations
Consumers who have a good customer service experience are more likely to recommend your brand to other people. Our own XM Institute found that consumers who rate a brand’s service as “good” are 38% more likely to recommend that company to others.
Real-life examples of great customer service
It's one thing to talk about what good customer service is in theory, and another to apply it to real-world companies. Below are eleven customer service examples from companies that go above and beyond, as well as the customer service tips we’ve taken from their stories.
- JetBlue - Thank frequent customers with small gestures
- Tesla - Meet your customers where they're at
- Adobe - Respond to customer service complaints before they happen
- Trader Joe's - Help those in time of need
- Coca-Cola - Get involved in social causes
- Zappos - Personally reply to every email
- Us! - Provide an exceptional event experience
- Sainsbury’s – Don't be afraid to change everything
- American Express – Give customers benefits that can be used globally
- Walmart - Invite customers into the company family
- The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities
1. JetBlue - Thank frequent customers with small gestures
Paul Brown was flying JetBlue airlines when he casually tweeted that he couldn’t grab his Starbucks coffee before boarding the plane because he was flying out of the smaller terminal at Boston’s Logan airport. Within seconds of seeing the tweet, JetBlue sprang to action and the airport customer service reps delivered a Starbucks venti mocha to his seat on the plane. Brown was elated and raved about JetBlue on Twitter.
Good customer service takeaway : This is definitely one of those great customer examples other companies can learn from. The main takeaway? Your customers don’t always need large gestures, but just want to know they’re appreciated. In fact, 68 percent of customers leave because they perceive you don’t appreciate them. I’m sure after knowing his request was heard, Mr. Brown feels appreciated and he’ll be a loyal customer for a long time. Keep your company at the top of your customer’s mind, with good customer care by doing small acts for more people, instead of a few large things for a lot of people. Believe it or not, it's the simple things that count and produce loyal and happy customers.
2. Tesla - Meet your customers where they’re at
Tesla literally meets customers where they’re at by going to the customer’s home and fixing issues on their car. It’s convenient for the customer because they don’t have to sit around a repair shop and it can be scheduled on their own time. This is an example of excellent customer service.
Flat tire on Sunday. Called Tesla, git a loaner tire within 40 minutes. Today they came to my house to replace the tire in 10 minutes. scheduled to come back to fix a small issue next week. What other car company does this? @elonmusk @TeslaModel3 @Tesla #mobileservice pic.twitter.com/GiNwOM3RJZ — Chris Kern (@cjk7216) October 31, 2018
3. Adobe - Respond to customer service complaints before they happen
When Adobe had an outage due to an issue with Amazon Web Services, they posted a tweet about it before they started getting customer complaints. The tweet contained a video of a puppy stampede as a distraction and lightened the mood. While there were some comments asking when the program would be running again, many replies focused on the adorable puppies.
Hi all, some Adobe services are down due to the AWS outage: https://t.co/U2qtybaT8J Here's a puppy stampede to take your mind off of it. ? pic.twitter.com/Glv6Anavje — Adobe Customer Care (@AdobeCare) February 28, 2017
4. Trader Joe's - Help those in time of need
An 89-year-old man was stuck in his house during a snowstorm and his granddaughter was worried he wouldn’t have enough food. She called around to several grocery stores and asked if they would deliver, to no avail. Finally, Trader Joe’s said they normally don’t deliver, but they would help. She read off a big list to the store and they delivered the entire order and more within 30 minutes, free of charge.
5. Coca-Cola - Get involved in social causes
Since 1984, Coke has given back more than $1 billion through the Coca-Cola Foundation. What’s great is they give back at the local level and not just to large organizations. For instance, Coke in Ireland initiated the Coca-Cola Thank You Fund , which gives €100K annually to local charities that empower young people, foster sustainability, and encourage diversity and inclusion.
6. Zappos - Personally reply to every email
Zappos responds to every email it receives, even if it’s addressed to the CEO. In this case, a woman sent a request to Tony Hsieh and even though he was unavailable, his representative sent a humorous and engaging email back.
7. Us! - Provide an exceptional event experience
During many conferences that we attend, we send our “Qualtrics Dream Team” to fulfill customers' needs and wishes to make the event a truly exceptional experience. From food and drinks, to swag, to even vacations and massages, our team tries to fulfill as many requests as possible. They also collect customer feedback and make changes for a better event experience, such as room temperature and providing phone chargers.
Not a legal comment, but every other company listed here has some example of a customer thanking them for good customer service. I think our example would be stronger if we had something like that.
Curious to know how we run the Dream Team using our own software, or why we bring it to events like #CXOLeadersSummit ? Stop by our booth and we'll share all the secrets! Our team is here till 4pm AEST. pic.twitter.com/pEjfd2Jl8K — Qualtrics (@Qualtrics) August 8, 2018
8. Sainsbury’s – Don't be afraid to change everything
When Sainsbury’s, a UK supermarket chain, received a letter from three-and-a-half-year-old Lily Robinson, they ended up rebranding one of their products entirely. Lily thought their "tiger bread" didn’t resemble a tiger’s stripes at all – it looked more like the pattern on a giraffe. Sainsbury’s responded that the little girl was right and made new labels to share Lily's insight with other customers.
9. American Express – Give customers benefits that can be used globally
American Express maintains their position as a top-tier credit card company by offering its customers plenty of extra benefits: complimentary travel flight credit, insurance, and access to airline lounges to name a few. Combine these worldwide benefits with American Express's 24/7 support line and its global partners network and you have a company that truly connects with you wherever you are.
10. Walmart - Invite customers into the company family
Walmart has a reputation for being focused on providing value to everyday families. They live out their family focus through the way they treat their employees. When one of their associates turned 101 years old, they shared the news on Facebook and invited customers to participate in the celebration.
11. The Ritz-Carlton Hotel Company – Turn customer errors into service opportunities
Ritz-Carlton employees are allowed up to $2,000 to fix any guest problem, no questions asked. One example was told by customer John DiJulius, who left his charger behind at The Ritz-Carlton Sarasota. He received a next-day air package with his charger and a note saying ‘Mr. DiJulius, I wanted to make sure we got this to you right away. I am sure you need it, and, just in case, I sent you an extra charger for your laptop.’
How to provide great customer service
The best way to provide a good customer service experience is to gather feedback, set metrics and take action on your overall customer experience (CX) .
Why not check out our free survey template to collect feedback for customer service and contact centers? You can download it here.
With Qualtrics, you can track key metrics with a customer service benchmark report to help you to understand how your service is improving over time. Track interactions and feedback across the customer journey and customer service experience, and set action into motion to gain customer trust and loyalty.
Best customer service practices: Improving agent effectiveness
Diana Kaemingk is a contributor to the Qualtrics blog.
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Your guide to creating customer case studies (+ some show-stopping examples).
Teams are constantly looking for ways to stand out in crowded markets. Customer case studies may be just the differentiator companies have been seeking to give them that competitive edge. Not only do customer case studies showcase the types of pain points that a product or service can address, but they also highlight the results and successes real-life users have seen.
To put it simply, a customer case study is a real-life, detailed story that spotlights a customer’s opinions and achievements based upon the usage of a product or service.
Typically, customer case studies follow this format:
- Introduction: Setting the stage with situational context
- Challenge: Evaluating the problem at hand
- Solution: Providing an overview of how the product or service was used
- Benefits: Highlighting the key advantages
- Results: Recapping the aftereffect once the product or service was implemented
Similar to how competitive comparison landing pages provide trust and credibility for a brand through real-life recommendations, customer case studies deliver the same effect. These studies are people-focused, factual, and stray away from the promotional lingo that prospective customers have seen time and time again during their product search. After all, what prospect wouldn’t want some insight on the successes users have seen thus far?
Now that you have a better understanding of what a customer case study is, let’s dive into why they are important from a competitive standpoint and explore some tips on how to incorporate them into your marketing strategy.
The importance of customer case studies
Competition is heating up more quickly than ever before and is not expected to cool off anytime soon. Our 2021 State of Competitive Intelligence Report found that 53% of businesses say that the majority of their deals are competitive–an 8% increase from last year.
Sales teams need the help of marketers more than ever before to combat the growing number of industry rivals. To be successful in prospective calls, in particular, they need to be equipped with loads of marketing collateral, battlecards to guide them through objection-handling, and more. Customer case studies may be that piece of collateral they didn’t realize was missing from their stack to help seal the deal.
According to Eccolo Media’s 2015 B2B Technology Content Survey Report , customer case studies rank as the fifth most influential content marketing type in the purchase process for both small technology businesses and large enterprises. That’s an impressive ranking when it's being compared to assets such as product brochures, emails, and white papers. In fact, 42% of respondents said that in the last six months of the survey, they had consumed customer case studies as a way to evaluate a technology purchase.
As I’m sure you can see, there’s no doubt that customer case studies can help you stand out from your competitors. Let’s take a look at some examples that you can model yours after.
Successful customer case study examples
While some customer case studies come in the written form (typically distributed as a PDF), other organizations opt to turn it into a video–or do a combo of both.
Check out these examples from Zoom, Hootsuite, and AT&T below:
1. Zoom featuring Groupon
In this example, Zoom opted for a video case study. It opens up with a multimedia services manager at Groupon discussing the company’s pain points and then goes into how Zoom helped solve them. The video is professional, to-the-point, and highlights how Zoom has provided Groupon with a standardized platform that meets the needs of its video-first culture.
As you can see above, Zoom also has an entire web page dedicated to case study videos–all highlighting different industries but with the same end-goal–streamline companies’ telecommunications needs. It’s clear that the page can resonate with a variety of audiences and that’s the key to success.
2. Hootsuite featuring The British Museum
This case study example from Hootsuite is a combination of both text and video. When you first open the page, it provides some context at the top describing who is being spotlighted and why ( The British Museum ). The page then immediately dives into a video. Following that video are the following sections: “What They Did," “How They Did It," and “The Results." This approach appeals to prospects looking for both a quick synopsis (the video) or more in-depth information (the written portion).
Looking at the example above, the page ends with some impressive statistics bolded to grab a reader's attention and a quote provided by a member of the customer’s leadership team. Prospects will walk away with a comprehensive understanding of how the platform could benefit them and the types of results customers have achieved.
3. AT&T featuring Birkey's Farm Store
AT&T chose a more traditional route for a customer case study with Birkey’s Farm Store –a PDF format. This format ensures that all of the information is organized, clearly displayed and that the key elements are emphasized. This format allows for a visual representation of data and easy scanning for important details. For those in a time crunch, chances are they’ll prefer this format–just be sure you’re engaging readers through graphics, bolded text, colors, etc.
Historically, customer case studies were in written form but as technology evolves, videos have come into play, stealing the spotlight. While there is no right or wrong format to use (it truly does depend on a reader’s preference), it is important to note that HubSpot estimated that over 50% of consumers want to see videos from brands more than any other type of content. My vote goes to a combination of both like the Hootsuite example!
5 tips for creating a customer case study
Now that you’ve checked out some examples of what a good customer case study looks like, let’s dive into some tips on how to be successful in creating one.
1. Determine your target persona(s) upfront
Before putting pen to paper, pinpoint the groups within your target audience that your case study should resonate with. Catering your studies to specific personas will ensure that the right audience is reached and that it is relevant to your readers.
2. Connect with your team
Be sure to connect with your company’s customer success and sales teams to hear what customers they think are best to target. After all, they will have great insight since they are the day-to-day contacts. You’ll want to choose customers with whom you have strong relationships and who, of course, have seen great results based upon implementing your solution. While the case study would be “free advertising” for them, there’s no doubt that they’d be doing you a favor by going out of their way to help you bring this asset to life.
3. Create case study interview questions
Once you’ve got your customer(s) selected for the case study (and they’ve agreed to participate), take some time to draft out universal interview questions. Ideally, these questions can be used in the future and are general enough to translate to all industries that would be spotlighted on your page.
Your customer(s) will also be appreciative of your preparedness. It’s important to make the process as easy as possible for them and coming in prepared with a list, will ensure that your conversation is focused and strategic. After all, your case study needs a beginning, middle, and an end–make sure you gather enough information to put it all together into a full story.
4. Utilize statistics
Although your customer’s “results” won’t be revealed until the end of the case study, don’t shy away from using stats throughout it–in fact, it’s encouraged! Statistics stick out to any viewer and can be helpful for those trying to sway decision-makers. For example, when setting the scene, describe how many employees and locations the customer has and make those numbers stand out. Although it may seem minute, these stats can help readers determine whether their company is similar and the results achieved are comparable.
5. Build out a case study web page
It’s important to showcase your case studies in a strategic, organized, and easily accessible way (scroll back up to the Zoom example as an example). Create a designated case study hub on your website. When building out this page, it’s important to have a plethora of customer case studies–that way there will always be a case study that a prospect can relate to. Be sure that all types of industries you work with are represented and that your page is broad enough to appeal to the masses.
Incorporate case studies into your marketing plan
Marketing teams are always looking for ways to express the benefits of a product or service authentically and creatively. This type of non-promotional collateral can make a major impact on the number of leads generated and can add a new level of credibility to your brand name. It paints a picture of the types of success a prospect could have and that’s the recipe to success for any deal getting closed.
Not only do customer case studies showcase the value of your product or service, but potential customers are provided with a better sense of how real customers leverage it to excel their business. And as a bonus, it’s free publicity for your customers – that's a win-win in my book!
If you have any other tips for creating a successful customer case study, let us know in the comments below!
See why Gong, Mastercard, and ZoomInfo trust Crayon to help them win more competitive deals.
Related Blog Posts
How to write a case study — examples, templates, and tools
It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.
That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.
A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.
In this article, you’ll learn:
What is a case study?
How to write a case study, case study templates, case study examples, case study tools.
A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.
The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:
- Celebrate the customer and make them — not a product or service — the star of the story.
- Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
- Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
- Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
- Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.
Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.
Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.
Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.
Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.
Here are the basic steps to writing a good case study.
1. Identify your goal
Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.
The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.
2. Choose your client or subject
Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.
The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.
Some of the most compelling case studies feature customers who:
- Switch from one product or service to another while naming competitors that missed the mark.
- Experience measurable results that are relatable to others in a specific industry.
- Represent well-known brands and recognizable names that are likely to compel action.
- Advocate for a product or service as a champion and are well-versed in its advantages.
Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.
3. Conduct research and compile data
Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.
This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.
4. Choose the right format
There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:
- An engaging headline
- A subject and customer introduction
- The unique challenge or challenges the customer faced
- The solution the customer used to solve the problem
- The results achieved
- Data and statistics to back up claims of success
- A strong call to action (CTA) to engage with the vendor
It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.
5. Write your case study
We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.
- Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
- Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
- Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
- Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
- Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
- Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.
6. Promote your story
Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.
Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.
Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.
Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.
Template 1 — Challenge-solution-result format
- Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
- Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
- Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
- Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
- Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
- Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.
Template 2 — Data-driven format
- Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
- Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
- Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
- Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.
While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.
One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.
The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.
When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.
Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.
When you’re ready to get started with a case study:
- Think about a few goals you’d like to accomplish with your content.
- Make a list of successful clients that would be strong candidates for a case study.
- Reach out to the client to get their approval and conduct an interview.
- Gather the data to present an engaging and effective customer story.
Adobe can help
There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.
To learn more, watch the Adobe Experience Platform story .
Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.
Watch the Real-Time CDP overview video to learn more.
Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.
Request a demo to learn more about Adobe Analytics.
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5 mini case studies about understanding and serving the customer
This article was originally published in the MarketingSherpa email newsletter .
Mini Case Study #1: 34% increase in conversion for powdered health drink company by helping customers come to their own conclusions
A single-product company that sells high-quality, all-natural, powdered health drinks engaged MECLABS Institute to help better understand their potential customers and increase the conversion rate of prospects reaching the homepage.
The original homepage took a claims-driven approach – it provided several bold statements about what the product would do for a customer with no information about the product to help the customer understand why it would work for them. Here is a look at the upper left of the original homepage.
Creative Sample #1: Upper left of original homepage for health drink company
The MECLABS team created a version of the homepage that took a conclusion-driven approach – instead only trying to convince potential customers with only bold claims about the product, the homepage copy included information about the product to help customers understand why the product would help them.
Creative Sample #2: Upper left of treatment homepage for health drink company
The team tested this version as the treatment against the original homepage (the control) to help better understand what communication style customers would respond to.
The treatment generated a 34% increase in conversion rate.
This experiment highlights a classic disconnect between customers and marketers. If you work in a company or with a client, you have intimate knowledge of the product and believe in its effectiveness. You spend all day thinking about it. You personally know some of the people who designed it. Your paycheck depends on the success of the product.
A customer does not have this same understanding or belief in the product. They have a significant gap in their knowledge about your product. Bold claims alone are not enough to close that gap. They have to understand why the product will work and come to their own conclusions about the company’s ability to deliver on its promises.
You can learn more about this experiment in The Conversion Heuristic Analysis: Overcoming the prospect’s perception gap from MarketingExperiments (MarketingSherpa’s sister publication).
Mini Case Study #2: Bags company increases conversion 191% by adding clarity to homepage
“I'm the CEO of Doubletake , a tennis and pickleball bag company, but I spent the majority of my career focused on messaging and research, consulting as a strategist for top brands for the last 10 plus years, and in-house prior to that. I'm almost embarrassed that I have this example to share, but I thankfully came to my senses!,” Shawna Gwin Krasts told me.
“It is interesting that crafting messaging/copy for products that aren't ‘your baby’ is so much easier – there is just more distance to see it for what it is. If this wasn't so near and dear to my heart, I would have caught it in a second.”
The team launched its homepage with only the headline “Sports Meets Style” over a photo of a bag. The headline was meant to differentiate the brand from competitors that were either only sporty or fashionable. Below the headline was a call-to-action (CTA) button with the word “shop.”
Creative Sample #3: Previous homepage copy for bag company
Internally it seemed obvious that the company sells tennis and pickleball bags since a bag was in the photo.
But they came to realize that it might not be as clear to website visitors. So the team added the subhead “Gorgeous Yet Functional Tennis and Pickleball Bags.” They also added the word “bags” to the CTA so it read “shop bags.”
Creative Sample #4: New homepage copy for bag company
These simple changes increased the website's conversion rate by 191%.
“It is so important for marketers to get out of their own heads,” Krasts said. “I suppose this is why I struggle with messaging so much for Doubletake. I am the target customer – I have the answers in my head and I suppose my natural curiosity isn't as strong. But clearly, I also have to remember that I've seen my homepage 10,000 more times than my customers, which means things that seem obvious to me, like the fact that Doubletake is a tennis brand not a reseller, might not be obvious.”
Mini Case Study #3: Online motorcycle gear retailer doubles conversion with personalized emails
There are ways to better tap into what customers perceive as valuable built into certain marketing channels. Email marketing is a great example. Marketers can build off information they have on the customer to send more relevant emails with information and products the customer is more likely to value.
"Very early in my marketing career I was taught, 'You are not the target audience' and told to try to see things from my customer's perspective. Empathizing with customers is a good start towards seeing products from the customers' perspective, but marketers really need to focus on quantifiable actions that can help identify customers' needs. That means continuous testing across messaging, price points, packaging, and every other aspect of a product. This is where personalization can really shine. Every time a marketer personalizes a message, it brings them closer to their customer and closes that gap," said Gretchen Scheiman, VP of Marketing, Sailthru.
For example, 80% of the email messages RevZilla sent were generic. But the website sells motorcycle parts and gear to a wide range of riders, each with their own preference in brand and riding style. The online motorcycle gear retailer partnered with Sailthru to better connect with customer motivations. The team started by upgrading the welcome series for new customers by personalizing the email messages based on the customers’ purchases and preferences.
The company has tested and added many new triggers to the site, and now has 177 different automation journeys that include triggers for browse and cart abandonment as well as automations for different product preferences, riding styles and manufacturer preferences.
The conversion rate from personalized email is double what RevZilla was getting for generic batch-and-blast sends. Automated experiences now account for 40% of email revenue. Triggered revenue is up 22% year-over-year and site traffic from triggers has increased 128% year-over-year.
"Customizing the buyer journey isn't about one long flow, but about lots of little trigger points and tests along the way. For any marketer that is intimidated about getting started with personalization, it's important to realize that it's more like a lot of small building blocks that create a whole experience. We started with a custom welcome series using testing and built from there. We're still adding new tests and new trigger points, but it's with the same concept that we started with,” said Andrew Lim, Director of Retention Marketing, RevZilla.
Mini Case Study #4: Pet protection network increases revenue 53% thanks to survey feedback
Huan makes smart tags for pets to help owners find their pets if they go missing. Initially, the company focused on the technical features in its homepage copy. For example, the tags don’t emit harmful radiation, are water-resistant and have a replaceable one-year battery.
From customer feedback surveys, the team discovered that customers purchased the product because they were worried they wouldn’t be able to find their pet if the pet went missing. This discovery prompted the team to change its messaging.
The new messaging on the homepage read, “Keep your pet safe and prevent heartbreak. Huan Smart Tags help you find your missing pet automatically.”
Revenue increased 53% increase following the change in messaging. “We immediately saw an increase in engagement on our website, with a lower bounce rate, higher click-through rate and a higher conversion rate. There were also a few people who messaged us on social media saying how our new message resonated with them,” said Gilad Rom, Founder, Huan.
Mini Case Study #5: Talking to new customers leads SaaS to change strategy, increase sales 18%
When Chanty launched, the marketing messages focused on pricing since the Saas company is 50% less expensive than the best-known competitor. However, when the team started talking to customers, they discovered most people had switched from the competitor for different reasons – ease of use, better functionalities in the free plan, better experience with the customer support team, and a better mobile app.
The team changed its marketing to focus around these product attributes and only listed pricing in the end as an additional benefit.
“It turned out that this was the way to go because we attracted people who wanted a better experience, rather than just customers who wanted to save money. After six months of implementing this new marketing and sales strategy, our sales grew by 18%,” said Jane Kovalkova, Chief Marketing Officer, Chanty.
The Prospect’s Perception Gap: How to bridge the dangerous gap between the results we want and the results we have
Customer-First Marketing: Understanding customer pain and responding with action
Marketing Research Chart: How customer understanding impacts satisfaction
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The state of customer care in 2022
Customer care leaders are facing a perfect storm of challenges: call volumes are up, employees are leaving and harder to replace, and digital solutions aren’t yet delivering on their full promise. Add rising customer expectations and decades-high inflation to the mix, and it’s easy to understand why customer care leaders are feeling the pressure.
About the authors
This article is a collaborative effort by Jeff Berg , Eric Buesing , Paul Hurst, Vivian Lai, and Subhrajyoti Mukhopadhyay, representing views of McKinsey’s Customer Care service line.
The stakes couldn’t be higher as teams try to adapt to a postpandemic era of customer care. Over the past two years, leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home—up to 85 percent of their workforces, in some cases. Contact center employees are harder to hold onto, and nearly half of customer care managers experienced increased attrition in 2021, leading to performance variability.
Over the past two years, customer care leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home.
While digital solutions and the shift to self-service channels will solve many of these challenges, they aren’t quite reaching the goal. For most organizations, the vast majority of digital customer contacts require assistance, and only 10 percent of newly built digital platforms are fully scaled or adopted by customers.
Not surprisingly, McKinsey’s 2022 State of Customer Care Survey has found that customer care is now a strategic focus for companies. Respondents say their top three priorities over the next 12 to 24 months will be retaining and developing the best people, driving a simplified customer experience (CX) while reducing call volumes and costs, and building their digital care and advanced analytics ecosystems.
With challenges on all fronts, the question now confronting leaders is how best to prioritize investment across the people, operations, and technology aspects of their customer care strategies. Knowing where to focus or what to do first isn’t easy, and businesses need to move quickly. Companies that don’t invest in this area face the possibility of further talent attrition, customer dissatisfaction, and even loss of market share.
But customer care is also now a major opportunity for businesses. Done well—through a combination of tech and human touch—it is an area where companies can drive loyalty through a more personalized customer journey while unlocking greater productivity, increased revenue, improved job satisfaction, and real-time customer insights.
This article presents the key findings of the 2022 State of Customer Care Survey and how businesses are shifting priorities at this critical time.
Challenges on all fronts
To uncover the latest trends in customer care, McKinsey surveyed more than 160 industry leaders and experts at the director, senior director, vice president, and C-suite levels to find out how their operations have been affected over the past two years of the COVID-19 pandemic.
Care is at an inflection point
The survey findings indicate that customer care is at an inflection point. Call volumes are higher and more complex than before, while companies find themselves struggling to find talent and train them to proficiency at pace.
As customer care increasingly moves online, the distinction between digital and live interactions has also begun to blur. Organizations are looking for new capabilities that will enhance both the customer and employee experience in “moments that matter”—those interactions that may have previously happened face to face or have significant influence on overall CX.
Compared with results of the 2019 State of Customer Care Survey, customer care leaders are now more focused on improving CX, reducing contact volumes, deploying AI assistance, and increasing revenue generation on service calls (Exhibit 1).
Customer care talent is increasingly scarce
Higher call volumes and more complex calls are challenging existing capacity—61 percent of surveyed care leaders report a growth in total calls, with increased contacts per customer and a growing customer base as the key drivers. And 58 percent of care leaders expect call volumes to increase even further over the next 18 months.
While a growing customer base is a positive sign for business, it puts greater pressure on contact centers that are already under strain. More customers mean increased call numbers, and with more complex calls, customers tend to have to phone contact centers over and over again—further affecting capacity and resulting in a more negative CX overall.
To make matters worse, talent attrition is affecting customer care capacity. Employees are leaving faster than they did before the pandemic—a result of the Great Attrition—and are more difficult to replace. Nearly half of surveyed managers report increased employee attrition over the past 12 months.
The top-cited reason for employees leaving is poaching by competitors—58 percent—alongside employee burnout, employee dissatisfaction, lack of advancement opportunities, and poor work–life balance (Exhibit 2).
Retaining talent could prove vital in the race to maintain capacity. New hires require significant staff training, with 41 percent of surveyed leaders reporting that it takes between three and six months to train a new employee for optimal performance and a further 20 percent saying it takes more than six months.
Uniting self-service and live channels
Many companies have made significant investments in digital care capacity in recent years, though cross-channel integration and migration issues continue to hamper progress. For example, 77 percent of survey respondents report that their organizations have built digital platforms, but only 10 percent report that those platforms are fully scaled and adopted by customers. Only 12 percent of digital platforms are highly integrated, and, for most organizations, only 20 percent of digital contacts are unassisted.
In an increasingly digital first environment, however, customer care is fundamental to how organizations interact with their customers. Leaders in this field are asking, “How do we create a better, more personalized experience through digitally enabled services?”
Businesses are investing in three critical areas
Faced with the challenges of a fast-changing and demanding environment, companies can’t afford to refrain from acting on the customer care storm. Over the past two years, customers have flocked to digital channels because of the pandemic, and organizations have had to race to meet their needs with new channels that support remote and digital transactions.
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In a postpandemic future, this pivot to digital is likely to keep growing. And while many companies believe that they have made significant strides in their customer care transformation journey, a significant number remain at a foundational level—they are improving self-service options and automating common requests but haven’t yet moved far enough along the journey to distinguish from their competitors. Meanwhile, those that have the leading edge are leveraging real-time customer behavior insights and conversational AI to deliver proactive customer outreach.
Customer care leaders say their top three priorities over the next 12 to 24 months are to retain and develop the best people, drive a simplified CX while reducing call volumes and costs, and build out their digital care ecosystems.
Retain and develop the best people
Traditionally, customer care talent has been regarded as cheap, easy to replace, and relatively low skilled. But with call volumes growing and calls becoming more complex to resolve, these employees now require more strategic consideration.
With three out of five surveyed leaders citing attracting, training, and retaining talent as a top priority, businesses are looking at ways to build a better organizational culture. Two of the most effective ways to do this—according to customer care leaders—are to find ways to motivate and build trust with employees and to encourage leaders to listen and act on employee feedback (Exhibit 3).
Shift the interactions
Shifting the workload away from transactional, repetitive calls can address a number of the headaches facing customer care leaders. The move can free up capacity to improve CX while offering more rewarding work to employees.
Companies are looking to shift from a transactional to a solution-oriented interaction during the live, complex calls that matter most to customers. Organizations are also turning to self-service channels and tech to resolve high volumes. And the strategy is working. Nearly two-thirds of those surveyed that decreased their call volumes identified improved self-service as a key driver (Exhibit 4).
Organizations are planning to increase digital interactions one and a half times by 2024. The top three areas identified for investment include tech that improves omnichannel and digital capabilities—for example, chatbots and AI tools—automated manual activities in contact centers, and advanced analytics capabilities.
Despite digital tech taking on more of the burden for customer service interactions, human assistance will likely remain an important driver of overall CX, especially in the moments that matter. Customers want fast, efficient service, but they also want personalized customer care, whatever the channel of engagement.
Develop AI-powered customer care ecosystems
The growing challenges around increasing volumes, rising complexity, and limited talent availability are unlikely to be solved at scale without AI and data analytics. Companies can optimize the entire customer operations footprint by using tech to measure performance, identify opportunities, and deploy value-capturing change management, thus delivering critical operations insights and impact at scale.
For customers, AI-driven tools like predictive analytics can deliver a personalized and proactive experience that resolves issues before customers are even aware that they exist—enhancing CX at every point along the customer journey. Tech can also assist in developing a high-performing workforce by identifying optimal work processes and practices using analytics. Automated coaching can potentially be deployed to every individual, supporting efforts to attract, develop, and retain scarce talent.
How CEOs can win the new service game
In the AI-powered care ecosystem, around 65 percent of tasks and 50 to 70 percent of contacts are automated, creating a true omnichannel experience that provides a consistent and seamless experience across interactions. In this way, the potential of contact centers could be unlocked to become loyalty-building revenue generators through greater solutioning and sales excellence.
Putting priorities into practice
CX is fast becoming a key competitive area. Companies that don’t prioritize their strategy and digital transformation journeys are likely to face continued customer dissatisfaction, as well as talent attrition—thus threatening their brand and market competitiveness.
Getting customer care right depends on prioritizing and investing across the people, operations, and tech aspects of the customer care strategy. Companies can consider the following key steps as they look to build out their capabilities and invest in their digital care ecosystems:
- Start by setting out the vision for the customer care organization, capturing what excellence looks like.
- Conduct a rapid but thorough due-diligence-style assessment of people, processes, and capabilities, looking at the customer care operation in a new light to identify not just incremental changes but a reimagined, large-scale transformation.
- Path one follows a traditional design approach, which may take longer but prove less risky, as the entire transformation is considered at the outset.
- Path two involves an interactive and agile design, test, and iterate methodology, which may lead to new solutions quickly.
- Leverage the full suite of available technologies and analytical approaches that are driving successful outcomes in customer care, including natural language processing (NLP) and AI in frontline operations to match work to workers, together with cognitive AI assistance for resolving simpler customer queries.
Personalized digital interaction nowadays is an expectation rather than a luxury or an added perk, and customer care is the issue at the heart of this digital first environment—companies can’t afford to stumble at this juncture. If done well, however, customer care presents a great opportunity to build loyalty and long-term relationships with customers, creating organizational resilience for the future.
Jeff Berg is a partner in McKinsey’s Southern California office; Eric Buesing is a partner in the Stamford, Connecticut, office; Paul Hurst is a consultant in the Charlotte, North Carolina, office, Vivian Lai is a consultant in the New York office, and Subhrajyoti Mukhopadhyay is an expert in the Chicago office.
The authors wish to thank Karunesh Ahuja and Charles-Michael Berg for their contributions to this article.
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How to Turn a Case Study into a Customer Success Story [+ Tips from HubSpot Marketers]
Published: April 19, 2022
Expression, passion, style, persuasion, authenticity.
These five elements encompass a customer success story — a transformation from a regular case study to an enticing piece of content that encourages a reader to explore what your company has to offer.
When people think about writing a case study, they might feel a daunting rise of tediousness, or perhaps writer's block. In this article, we’ll dive into each step you need to take to create an engaging customer success story and convert leads.
Why should you tell a customer success story?
Case studies are more than proving your company's achievements. Through eloquence and thoughtfulness, you can demonstrate your product or service's power by telling a real story.
Think about it: Real customers use your product. Real employees deliver successful projects. Real customers, real professionals, real people.
What does that look like? Well, it's educating a prospect through a thoughtful perspective, and answering the following questions:
- How did the client feel at the beginning versus the end?
- What struggles did the project manager face?
- How did they feel when they overcame them?
These questions will help you pull the key sections of your story and craft together a compelling piece of content.
Turning a Case Study into a Customer Story
1. find the right client..
To get started, ask your project management or sales team about their latest projects and which one stood out.
You're looking for a client with a uniquely knotty problem, one that your company was able to solve. The more complex the project, the more you can show off your company's skills.
If most of the projects seem standard, pick the client that was the most hands-on and the most responsive. The more involved the client, the more likely they are to give you more information in their interview.
Send an Enticing Email
Before you begin, get permission from the client and inquire about their interest in participating in a case study . You can incentivize them through social media publication, tagging their company on all social platforms, and including a link to their website at the end of the case study.
Here's an example from Trujay that you can use to write an enticing email to your client:
My name is [Your Name], I'm a [Job Title/Position] here at [Company Name]. I'm so pleased to hear your experience with us was worth it! We're glad we could make all the needs of your project happen and hope you continue to enjoy the results.
Since your project was such a success, I wondered if you would be interested in participating in a case study. We like to inquire about this opportunity to only a few select customers because we find some projects have a compelling story. Yours happens to be a particularly special project, and we'd love to promote your brand by showcasing the results.
All you would have to do is answer six questions about your experience of working with us. You may answer them directly in response to this email, or we can have a phone or video call. Whatever way you'd prefer! Most of our clients like to copy and paste the questions in response and simply fill in the answers.
If you would like to interview over [Zoom, Google Meet, Skype, Other], let me know a good time and date that works for you. The call shouldn't take more than 30 minutes.
I've attached a few examples of previous success stories to get a feel for the final product. We also conduct a social media campaign so you and your company can get as much exposure as possible.
We thank you for using our services and wish you the best of luck in your future endeavors! Should you ever need our services again, know that [Company Name's] got your back. We hope you find interest in participating and look forward to hearing from you.
[ Email Signature ]
Once you have permission, let your project management or services team know that a case study is underway.
2. Create interview questions for both project manager and client.
You'll want to create two sets of questions — one for the project manager, and one for the client. These questions will give way to both sides of the story, enlightening you on the experience from both ends.
Client Questions: The Background
The formatting of the client interview questions is essential. You want to get as much detail as you can without overwhelming the client with loaded questions.
Client interview questions are straightforward and relate to a customer's company, goals, passions, and plans. You want to find out how your company solved a significant problem through the clients' perspective. What did the project management team accomplish, in their eyes?
First, get four pieces of standard information:
3. Tell the story using a standard outline.
The responses to your interview questions don't necessarily need to be in a particular order. You can either start with the project manager or client questions.
Let's say you get the client's responses first. What are you looking for, exactly?
You're looking for the message behind their words. Some call it reading between the lines. I call it the sweet spot of authenticity. What about their responses jumps out at you? Here is an excellent place to know your buyer personas and identify what kind of client they are.
After reviewing both sets of interview responses, try telling the story to yourself from beginning to end using the questions below. In your own words, speak the story out loud. Doing so will turn fact into fiction and organize your written outline.
We recommend using case study templates to help turn your customer story into a coherent, well-organized publication.
2. Lightico: A1 Comms
3. Hourly.io: Izzy's Brooklyn Bagels
What do they all have in common? When you get to these landing pages, key details are immediately prominent: The issue the company was facing and/or the results they generated.
This is a great way to hook in the reader and get them interested to read on.
By showing the results, you highlight the benefits of using your brand. By emphasizing the problems, you can help prospects identify issues and understand why you’re the solution.
Both strategies can generate positive results, it’s just a matter of figuring out which method converts best with your audience.
How to Leverage Customer Success Story on Social Media
1. figure out which case studies will translate well..
The "right client" will vary from brand to brand.
Samuel Mironko , associate marketing manager on the HubSpot brand marketing team, says that this is what they look for: brand recognition, buzziness, and relationship.
The bigger the brand, the more buzz it can create to share its story. This doesn’t mean that you should only highlight stories from recognizable brands. However, it could be a way to prioritize them.
The second is buzziness – how much interest will this story generate? Is the brand in a booming industry? This is another plus for you.
Lastly, and perhaps the most important according to Mironko, is your relationship with the customer. Building a customer story requires a lot of collaboration between the two companies. If your relationship with the client isn’t solid, you may face several obstacles as you attempt to deliver the product.
"You get a better story knowing more about the customer. You know what questions to ask, how to guide the story, and more details," said Natalie Gullatt , marketing manager on the HubSpot customer marketing team. "The customer tends to trust you more if you have a relationship with them so it makes the process better for both parties."
To narrow down a list of options, you will likely need to work with customer advocacy and/or customer success teams at your company to connect you with the clients.
They can also offer some insight into the problems that the company faces and the issues they were able to solve with your product/service.
2. Write a script.
Once you narrow down your list, it’s time to write the script for your social media campaigns.
While you follow the same format as the case study, you have to adjust it for social media – taking only the key details that will help you tell a story in an engaging but concise way.
View this post on Instagram A post shared by Hellopeter.com (@hellopeter_za)
Mironko says that this format works well for customer success stories because it tells a story. You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.
3. Get feedback from the client.
Once you have a draft, you’ll need to send it to the client for approval.
They may provide feedback on anything from the visual design to the way they’re portrayed.
We are delighted to launch our customer success story series with @GaryWidger , Head of Change at @mercuryeng - about how Mercury leveraged #nocode / #lowcode technology to connect their people through shared knowledge. Read more here: https://t.co/BDvRjRxVgd #innovation #tech pic.twitter.com/9qe7dmEART — Kianda (@KiandaBPM) March 30, 2021
Because this is a collaborative process, it’s essential that both parties are satisfied with the end result.
"Make sure to have the customers approve the drafts before publishing - that's so important," says Gullatt. "Customers may have to ask their marketing teams, legal teams before they say certain things publicly so you don't want to burn bridges."
This is why having a good relationship with the customer is key – this will make addressing issues with the content so much easier.
Gullatt adds that flexibility is key.
"Be flexible even when it's inconvenient because customers doing stories is a favor to you and your organization," she says. "Making it easy for them and being patient goes a long way."
4. Post and measure success.
Once the content is finally ready and published on social media, you’ll want to track its success.
How are people responding? Are they engaging with the content? Did it help you generate more leads?
Establishing KPIs before publishing on social media allows you to gauge your success accurately. From there, you can review the data to assess improvements for future success story campaigns.
Case studies work to showcase a company's function to the fullest degree. They represent the facts of what happened, who was involved, and what the outcome was.
The main goal of a case study is to earn prospective customers' trust and motivate them to choose you over your competitors.
Turning a case study into a customer success story is done through a meticulous and investigative process.
Now that you have everything you need to get started, design a visually appealing piece of content that gives the reader more than just words, but sparks their imagination of what it would be like to work with your company. They'll want to reap the benefits of your services — and may even become the star of your next customer success story.
Editor's Note: This post was originally published in Oct. 2020 and has been updated for comprehensiveness.
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Home > 4 Customer Service Instance Student to Inspire You
4 Company Service Case Studies to Inspire Yourself
- November 24, 2022
Include a Nutshell
Table of contents.
When you’ve researched any brand it’s more than likely you’ve come across a customer service case study. Real-life customer experiences are a powerful way to advertise a brand and showcase the real interactions customers take when approaching a company’s customer service department.
Instead of simply telling a customer what it’s like to benefit from a company’s customer service, they demonstrate genuine examples of customers who have submitted transportation to their consumer service team.
Over this face of it, one company can appear much like additional without powerful case studies to demonstrate its impact. Customers will be essential to actually sign up to your service before her ca learn your customer support for themselves. 5 mini case student about understand and serving the customer
What is a customer service case study?
A customer favor case study is a strategy to show the experiences of customers that hold actually signed up up use your product or service also have act witnessed will customer service for themselves. Potential customers judge your marketing and feature our based on the limited details they have. In other talk, people have a wahrnehmen void. They don’t show your products since what they really are, they use a sliver in resources to make a snap judgement. Here’s where marketers come in. With deeper understanding of customers’ wants, requirements, furthermore motivations, we can feed aforementioned most effective sliver of intelligence about the right propose to the customer. In this article, we share examples of companies that were able to better understandable customers to provide messages the offerings which resonated. Read on to examples from a SaaS, a bags company, online motorbiking getting dealer, and pet protection web.
Potential our anybody are researching what your company has to offer will benefit from the box studies of customers that have already passed through the buy decision. Place of one company simply telling prospective customers what they have to offer, they will be able on demonstration its support in reality. Learn how organizations of all frame use AWS to increase agility, lowers costs, and get innovations in to scenery.
See for yourself
A patron service case study goes beyond being a simplicity testimonial, however. It’s factual exhibits of customers who have implemented their company’s product otherwise service and a veranstaltungen of its ability to actually supplying results. Here be four view of customer service case studies that will show you the way to attract more customers at thine business.
Why are customer service case studies important?
Without customer serve box research, my business will battling until show how it belongs support own clients. A case investigate shows yours prospective customers how the business has performed in a real-life example of customer service, and helps them imagine how it would remain like to do store with your company. Customer News - ServiceNow
Customer service case studies display potential customers wherewith your business has helped customers to solve their problems and further their business goals. Although there are other ways to market you businesses, consumer service case studies are ampere solid way to range leave up new prospects and convert them under customers. Use these stairs to write a case study perspectives becomes actually read, with marketing case survey browse and a free template!
Successful customer case reviews showcase successful examples for consumer customer that persuade insert prospects to basically buy. They show prospects how well your customer favor actually works furthermore highlights your product’s value. 5 Hard Studies to Improve Your Customer Service — Kayako
How do you write a consumer service case study?
At are a few plans you need to follow when written a customer service sache study. Having a variety of differing case studies desire enable you to reach more potential customers that cover a range of situations and needs. Case Study Library
1. Focus on your personas
You needs to consider the type of the customer that they wish to attract includes your customer serving case study. Mapping out your personas is an vital part on your commercialization strategy because it assists you identify prospects with unique wants and needs. Your user server may appeal to different types of individuals and it’s crucial to target per an specifically.
2. Tell a report
At its core, customer support case featured are stories about particular customers. Simply raving about how great your company is wil be boring for your reading, and him need to take them on a journey. Legends need to have obstacles at overpower, and your case survey should see what your product or support is to hero of the narrative. Case Studies | HubSpot
3. Emphasize benefits
This benefits of your customer service will help to appeal on client that have a specific my dots to solve. Instead the focusing on browse other feature it’s important toward indicate whereby your service will help them. Your customer servicing case study is likely to be a representative case of an your that holds similar problems to other prospects, and it’s important to help prospective clientele visualize using own service.
4. Highlight the results
Highlighting to results the your customer service wants help your consumers zuwege means focusing on the before and after of using your services. Genuine improvements to your customer’s business will help to convince them that their product or service is the answer. Showing that results of owner customer services helps customer see how them can save or make more money after choosing thy business. Stop Testing to Delight Your Customers
4 interesting purchaser service case studies
Quick heal and kayako.
Here’s the first interesting customer service case study from Kayako. Where was a company called Speed Heal Technologies which was a provider of internet security tools and anti-virus software. They had millions the universal users, but they were struggling to deliver outstanding customer service due to a highest volume of customer service requests.
One of their main issues was the absence of a system to track requests since different sources. Agents were checking many differents platforms for customer service requests, and lacked a vital overview are the customer experience. She were losses tags or suffering from incomplete information. There were delays in the our support experience and of existing system couldn’t admin its workflow. 4 Customer Service Situation Studies until Inspire They
Enter Kayako, help my desktop. My Shared Inbox Solution brought together the different customer service sources as as email, Facebook, Twitter, or live chat. Quick Heal agents were able to support customers seamlessly and minimize the number of tickets that endured dropped. Their could significantly reduce their ticket response times and accelerate the time to resolution. Agents were able to much more ineffective unite and reduce duplication on effort. 7 Examples of good customer service practices
Springboard and Help Scout
Of next customer service case study belongs about Springboard, a platform which provides online resource and personalized mentors into helping learners build their dream your. Their aim is to build a great education accessible to anyone inbound the world.
So far, they have worked with 250 mentors to schlepp show than 5,000 our over 6 centers. Them success has depended on his ability to create an open environment where current feel comfortable apply feedback and discovering course information on their own. You're is good group. Discover how organizations rely on ServiceNow to make the planet work. Find See Case Studies.
Springboard essential an solution ensure could how them construct relationships over their collegiate, regular if it’s over email, and they decided that Help Scout was the answer. Your chose Help Reconnoiter because it means they can have human conversations rather than treating their students like a ticket number. Great customer service is essential in 2022 ✓ Learn why user are willing to spend 17% more with companies that release superior customer experiences.
They make use is Help Scout’s help counter face to find key insights into students’ conversations, as well as their Docs knowledge base which provides response to common questions. As a result, students are able to more effectively learning and overcome problems when they arise. Customer Success Stories: Case Studies, Videos, Podcasts, Innovator stories
We’ve got another patron service case study from an airline – in this case, JetBlue. They really know wherewith to make their customers beam with small gestures and ensure they can win customers for life.
One customer called Paul Brown was flyer with JetBlue from the taller terminal at Boston’s Log airport. He realized that he couldn’t grab her usual Starbucks coffee because there was no Starbucks during the terminal. On an whim, it sent a tweet to JetBlue asking them to deliver his venti cappuccino, and to his surprise few obliged! Through minutes JetBlue customer service representatives had delivered the coffee to Paul’s seat on the plane.
This example of customer service shows that JetBlue is willing to go the extra mile with customer the willing ensure ensure the company can continue to attract additional customers.
Gympass and Slack
Gympass is an worldwide platform that gives companies and their employees 50% to 70% off ampere universal network of aptness workstations, digital workouts, and mental health and nutrition services. It was founded in 2012 and has extensive steady growth, now worth more than USD $1 per. Average on Gympass have access to 50,000 gyms both studios in more than 7,000 cities, so they may labor out while they are with one move. As more and more customer transactions occur virtually, the quality of online help desks and customer service supports is proper and indispensable
The issue with this grew company was communication across the globe. The corporate was overly reliant on emails what led to silos both employees missing outbound on alive information. The solution to this finding was Slack, a communications podium the is made accessory to all latest staff so they have everything they need right from the start.
Now, teams at Gympass jobs across a range of 2,000 Slack channels which can open to 1,000 employees. She can share documents, messages the information, keeping connected across localities and facilitating new projects please incident planning. It’s selected Gympass to build a strong culture of collaboration and ensure that everybody employee can discover the information they need. Printing: R1007L The notion that companies must go above additionally out in their my service activities is so entrenched that managers infrequently examine it. But ampere study a better better 75,000 people interacting with contact-center representatives or using self-service channels found that over-the-top efforts make little differential: All customers really want is adenine simple, quick solution to their report. The Corporate Executive Board’s Dixon the colleagues describe five loyalty-building tactics that every company should adopt: Diminish the necessity for repeatedly dial by anticipating and dealing with related downstream issues; arm reps to address the neural side of customer interactions; minimize which need for customers to schaltung service tv; elicit and use feedback from resentful or struggling customers; additionally focus on problem solving, not speed. The authors also introduce the Customer Effort Score also show that it is a betters predictor of faith than customer satisfaction measures or the Per Event Score. And things
See for yourselves
Customer serving sache studies help attract new customers go thy business by showing diehards how thy group can online them. Instead of simply telling customers what thee can do for them, yours demonstrate it with storytellers and draw i in. Display your customers benefits and score support them to perform the decision to purchase.
Before they actually have an trial of using your product or maintenance, it’s hard for customers to know what it would be like. Case studies can give a valuable preview into something to become be same to work with your company and highlight customers that have already achieved success.
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How into Improve Customer Experience
Customer Service Case Studies: Real-Life Examples Of Service Scenarios.
Are you looking for real-life examples of customer service scenarios that can help you improve your own customer service skills? Look no further!
In this article, we will explore a series of case studies that highlight different aspects of effective customer service. These case studies will provide you with valuable insights into how to handle challenging situations, resolve issues, and create positive experiences for your customers.
Customer service plays a crucial role in the success of any business. It is not just about answering phone calls or responding to emails; it is about building relationships and exceeding customer expectations. By studying real-life examples, you can gain a deeper understanding of the importance of effective customer service and learn strategies to enhance your own skills.
In each case study, we will delve into different scenarios and examine how businesses successfully handled them. From resolving product quality issues to dealing with difficult customers, these case studies will showcase various approaches and solutions that you can apply in your own work.
Get ready to dive into these insightful stories that demonstrate the power of exceptional customer service!
Table of Contents
- Effective customer service is crucial for the success of a business.
- Empathy and proactive customer service are essential aspects of providing excellent customer service.
- Prompt resolution of product quality issues, with notification and compensation for affected customers, helps maintain customer satisfaction and loyalty.
- Handling difficult customers with a calm and empathetic approach, offering alternatives, and empowering them to make choices can build trust and loyalty.
The Importance of Effective Customer Service
You can’t underestimate the impact of great customer service – it’s like a warm cup of coffee on a chilly morning, instantly making you feel valued and appreciated.
In today’s competitive business landscape, providing effective customer service is more important than ever. Customers have numerous options at their fingertips, and one bad experience can send them running to your competitors. That’s why empathy plays a crucial role in customer service.
When customers feel understood and cared for, they’re more likely to become loyal advocates for your brand. Empathy is the ability to understand and share the feelings of others. In customer service, this means putting yourself in the shoes of your customers and genuinely listening to their concerns.
By showing empathy, you demonstrate that you value their emotions and are committed to finding a solution that meets their needs. This not only helps resolve issues effectively but also builds trust and strengthens the relationship with your customers.
Proactive customer service is another essential aspect of providing exceptional support. Instead of waiting for customers to come to you with problems or complaints, proactive customer service involves anticipating their needs and addressing any potential issues before they arise.
This approach shows that you’re dedicated to delivering an outstanding experience from start to finish. By taking the initiative, you can prevent problems from escalating and create positive interactions that leave a lasting impression on your customers.
The importance of effective customer service cannot be overstated. Empathy allows you to connect with your customers on a deeper level by understanding their emotions and concerns. Proactive customer service demonstrates your commitment to going above and beyond expectations by anticipating needs before they become problems.
By prioritizing these aspects in your approach to customer service, you can foster loyalty, build strong relationships with customers, and ultimately drive success for your business.
Case Study 1: Resolving a Product Quality Issue
Resolving a product quality issue can be challenging, but did you know that 86% of customers are more likely to repurchase from a company that resolves their complaint? When faced with a product quality issue, it’s important for companies to take immediate action and address the problem effectively.
One notable case study involves a product recall due to safety concerns. The company promptly notified customers about the recall through multiple channels such as email, social media, and website announcements. This proactive approach not only ensured customer safety but also demonstrated the company’s commitment to resolving the issue.
To further enhance customer satisfaction during this challenging time, the company offered compensation to affected customers. The compensation included a full refund for the recalled product as well as additional discounts on future purchases. By going above and beyond in compensating their customers, the company not only mitigated any potential negative feelings but also showed genuine concern for their customers’ wellbeing.
In addition to addressing individual complaints, the company took steps towards preventing similar issues in the future. They implemented stricter quality control measures throughout their production process and conducted thorough inspections before releasing any products into the market. This proactive approach reassured customers that their concerns were taken seriously and instilled confidence in the brand’s commitment to delivering high-quality products.
By resolving a product quality issue promptly and ensuring customer satisfaction through compensation and preventive measures, companies can not only retain existing customers but also build trust with new ones. It’s crucial for businesses to recognize that effective customer service goes beyond simply resolving complaints; it requires taking responsibility for failures, implementing meaningful solutions, and continuously improving processes to prevent similar issues from arising again in the future.
Case Study 2: Handling a Difficult Customer
Navigating through challenging interactions with clients can be a test of your company’s ability to handle difficult situations. Dealing with angry customers requires a delicate balance of empathy, patience, and problem-solving skills.
One real-life example of a company successfully managing a difficult situation involved an irate customer who had received a damaged product.
In this case, the customer contacted the company’s customer service department immediately after receiving the damaged product. The representative on the phone remained calm and empathetic throughout the conversation, acknowledging the customer’s frustration. They apologized sincerely for any inconvenience caused and assured the customer that they would resolve the issue promptly.
The representative then offered several options to address the problem, including sending a replacement or providing a refund. By presenting these alternatives, they empowered the customer to choose what solution best suited their needs. This approach helped defuse tension and created an atmosphere of collaboration rather than confrontation.
Ultimately, by effectively managing this difficult situation and prioritizing customer satisfaction, the company not only resolved the issue but also built trust and loyalty with their client base.
Case Study 3: Going Above and Beyond for a Customer
Exceeding expectations and leaving a lasting impression, one company went the extra mile to ensure a memorable experience for a dissatisfied client. The customer, let’s call her Sarah, had purchased a high-end laptop from this company but encountered numerous technical issues soon after receiving it. Frustrated with the product’s performance and the lack of support she received initially, Sarah reached out to the company’s customer service department for assistance.
To address Sarah’s concerns promptly, the customer service representative assigned to her case took immediate action. Recognizing that resolving her technical issues alone would not suffice in restoring Sarah’s trust and satisfaction, they decided to go above and beyond what was expected. The representative personally followed up with Sarah daily to provide updates on their progress in fixing her laptop. They also offered additional compensation for the inconvenience caused by sending her a complimentary accessory package.
In addition to their exceptional level of communication, this company created a personalized experience for Sarah through small gestures that left an indelible mark on her overall perception of their brand. One example was when they surprised her by upgrading her laptop’s warranty without any additional cost. This unexpected act not only demonstrated their commitment to providing quality products but also highlighted their dedication towards ensuring customer satisfaction.
By going above and beyond in addressing Sarah’s concerns and surpassing her expectations at every turn, this company exemplified outstanding customer service. Their proactive approach not only resolved technical issues efficiently but also left a lasting impression on Sarah concerning how much they valued her as a loyal customer. Through personalized attention, generous compensation, and unexpected upgrades, they not only ensured Sarah’s satisfaction but also fostered a long-term relationship based on trust and loyalty. This case study serves as a powerful reminder that going the extra mile can make all the difference in customer satisfaction and retention.
Case Study 4: Turning a Negative Review into a Positive Experience
If your business has ever received negative feedback, it’s important to know how to turn that experience into a positive one.
In this case study, we will explore how a business addressed a customer’s concerns and transformed their perception from negative to positive.
By taking the necessary steps and going above and beyond, the business not only resolved the issue but also improved their reputation in the process.
The negative feedback received by the business
Despite your best efforts, your business was bombarded with a barrage of scathing feedback that left you reeling. Customers expressed their dissatisfaction with the quality of your products and the poor customer service they received.
These negative reviews not only affected customer retention but also posed a threat to your brand reputation. The negative feedback highlighted areas where improvements were needed. It pointed out flaws in your product design, manufacturing processes, and communication channels.
While it may be disheartening to receive such criticism, it presents an opportunity for you to address these issues and enhance the overall customer experience. By acknowledging the shortcomings and taking immediate action to rectify them, you can regain customers’ trust and loyalty while rebuilding your brand’s reputation.
The steps taken to address the customer’s concerns
After receiving the negative feedback, we quickly took action to address the customer’s concerns and improve our products and services. We understand that addressing customer complaints is essential for maintaining a positive reputation and ensuring customer satisfaction.
Our first step was to reach out to the customer directly, expressing our apologies for any inconvenience caused and assuring them that their concerns were being taken seriously.
To resolve the customer’s issues, we implemented a thorough investigation into the matter. This involved examining the specific details of their complaint, evaluating our internal processes, and identifying any areas where improvements could be made. By conducting this analysis, we were able to pinpoint the root cause of the problem and develop an effective solution.
Once we identified areas for improvement, we promptly made necessary changes to prevent similar issues from occurring in the future. This included updating our training programs for staff members involved in customer service interactions and enhancing quality control measures throughout our production process. We also communicated these updates transparently with all relevant stakeholders to ensure everyone understood our commitment to resolving customer issues.
Addressing customer complaints is not just about solving individual problems; it is about continuously improving our overall products and services. By taking immediate action upon receiving negative feedback, we demonstrate our dedication to providing exceptional experiences for every customer.
We remain committed to resolving any issues promptly while striving to exceed expectations in delivering high-quality products and top-notch service.
The transformation of the customer’s perception and improved reputation
Now that the steps have been taken to address the customer’s concerns, let’s discuss the transformation of their perception and the improved reputation of your business.
By promptly addressing the customer’s issues and providing a satisfactory resolution, you’ve demonstrated your commitment to customer satisfaction. This level of responsiveness not only resolves the immediate problem but also leaves a lasting impression on the customer.
As a result, their perception of your brand is likely to improve significantly. They’ll appreciate your willingness to listen, understand, and take action to rectify any issues they may have faced. This positive experience can lead to increased brand loyalty as customers recognize that you value their feedback and are committed to delivering exceptional service.
To further enhance customer satisfaction and foster brand loyalty, consider implementing these strategies:
Personalized follow-up: Reach out to customers after resolving their concerns with personalized messages or phone calls. This gesture shows that you genuinely care about their experience and want to ensure their ongoing satisfaction.
Proactive communication: Keep customers informed about any changes or improvements related to the issue they encountered. Sharing updates showcases transparency and builds trust in your ability to continuously improve.
Loyalty rewards program: Offer incentives or exclusive benefits for loyal customers who continue choosing your brand despite any initial challenges they may have faced. Rewarding their loyalty encourages repeat business and strengthens long-term relationships.
By investing in improving customer satisfaction and building brand loyalty, you can create a positive reputation for your business while fostering long-term success in an increasingly competitive market.
Frequently Asked Questions
What are the key elements of effective customer service.
Effective customer service requires several key elements.
One interesting statistic is that 86% of customers are willing to pay more for a better customer experience. This highlights the importance of providing exceptional service.
Effective communication plays a crucial role in customer service as it allows you to understand the needs and concerns of your customers, while also conveying information clearly and concisely.
Empathy and understanding are equally important, as they enable you to connect with customers on an emotional level, showing them that their satisfaction is your top priority.
By incorporating these elements into your customer service approach, you can create positive experiences that leave a lasting impression on your customers.
How can companies measure the success of their customer service efforts?
To measure the success of your customer service efforts, you can utilize various customer satisfaction metrics and conduct thorough customer feedback analysis.
Customer satisfaction metrics, such as Net Promoter Score (NPS) or Customer Effort Score (CES), provide valuable insights into how satisfied your customers are with the service they received. These metrics allow you to quantify customer sentiment and identify areas for improvement.
Additionally, analyzing customer feedback through surveys or social media monitoring enables you to understand specific pain points and address them proactively.
By consistently measuring these indicators and taking action based on the results, you can continuously enhance your customer service performance and ensure a positive experience for your customers.
What are some common challenges faced by customer service representatives?
Handling difficult customers and managing high call volumes can be incredibly challenging for customer service representatives. Dealing with irate customers can feel like trying to calm a hurricane with a feather, as their frustrations can reach astronomical levels. It requires an extraordinary level of patience and empathy to navigate through their anger and find a resolution that satisfies both parties.
Additionally, managing high call volumes can feel like juggling flaming swords while walking on a tightrope. The constant influx of calls puts immense pressure on representatives to provide quick and efficient assistance without compromising the quality of service.
However, despite these Herculean tasks, customer service representatives rise above the challenges by employing exceptional communication skills, problem-solving abilities, and an unwavering commitment to customer satisfaction.
How can companies improve their customer service skills and knowledge?
To improve their customer service skills and knowledge, companies should invest in comprehensive training programs that provide employees with the necessary tools and techniques to handle different scenarios. These programs can include modules on effective communication, problem-solving, and empathy to ensure that representatives are equipped to handle any customer interactions.
Additionally, implementing feedback systems that allow customers to provide their input and suggestions can also be beneficial. This feedback can help identify areas for improvement and enable companies to make necessary adjustments in their processes or training programs.
By prioritizing ongoing training initiatives and actively seeking customer feedback, companies can continually enhance their customer service skills and knowledge, leading to improved overall customer satisfaction levels.
What are some best practices for handling customer complaints and resolving issues?
When it comes to handling customer complaints and resolving issues, think of yourself as a skilled navigator guiding a ship through stormy waters. Customer feedback is like the wind, sometimes gentle and other times fierce, but always pushing you towards improvement.
Conflict resolution is your compass, helping you find the right path to address concerns and turn unhappy customers into satisfied ones. Actively listen to their grievances, empathize with their frustrations, and offer swift solutions that demonstrate your commitment to their satisfaction.
By taking ownership of the problem and going above and beyond to resolve it, you can transform a dissatisfied customer into a loyal advocate for your brand.
In conclusion, effective customer service is crucial for businesses to thrive in today’s competitive market. As demonstrated by the case studies discussed, handling product quality issues, difficult customers, and negative reviews with empathy and proactive solutions can turn potentially negative experiences into positive ones.
One interesting statistic that highlights the impact of great customer service is that 86% of consumers are willing to pay more for a better customer experience (Source: PwC). This statistic evokes an emotional response as it emphasizes the value customers place on exceptional service. By investing in providing top-notch customer service, businesses not only create loyal customers but also have the potential to increase their revenue.
To ensure success in customer service scenarios, it is essential for businesses to empower their employees with proper training and resources. By equipping them with problem-solving skills, effective communication techniques, and a genuine desire to help customers, companies can build strong relationships and foster trust. Additionally, embracing technology solutions such as AI-powered chatbots or self-service options can streamline processes and provide faster resolutions.
In summary, delivering exceptional customer service requires a proactive approach that focuses on resolving issues promptly while exceeding expectations. By prioritizing the needs of customers and going above and beyond to provide personalized solutions, businesses can create memorable experiences that result in increased customer satisfaction and loyalty. Remember, investing in superior customer service is not just about satisfying your current customers; it’s about attracting new ones who’re willing to pay more for an outstanding experience.
The eSoft Editorial Team, a blend of experienced professionals, leaders, and academics, specializes in soft skills, leadership, management, and personal and professional development. Committed to delivering thoroughly researched, high-quality, and reliable content, they abide by strict editorial guidelines ensuring accuracy and currency. Each article crafted is not merely informative but serves as a catalyst for growth, empowering individuals and organizations. As enablers, their trusted insights shape the leaders and organizations of tomorrow.
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15 Examples of Tricky Customer Service Scenarios + Ready-Made Answers
People can be jerks. But still… upset, disgruntled, angry ー even the most difficult client can be negotiated. It’s a lesson Kevin took this week, the hardest of his career in customer support. During these days, he handled 15 tricky customer service scenarios, most of which looked like lion-taming. Never once Kevin fell for the provocations, dodged all the client biting and scratching attempts without a shadow of fear.
How did he turn the lion’s roar into the kitten’s purr? Neither years of negotiator experience nor secret FBI methods of mind control nor superpowers are needed.
It’s just excellent training to answer all the same questions repeatedly. Since most are repetitive and fall into a finite number of categories, we’ve collected them into this guidance!
Here you’ll find examples of the most difficult cases for role-plays and free scripts for dealing with angry customers to provide excellent customer service.
What Are Customer Service Scenarios?
You’ve probably had that déjà vu feeling when it seems you’ve been somewhere or done something before. Working with customers, you feel it daily. Most of the issues are typical situations. But putting them together, you’ll have a set of repeatable problems and a set of relevant replies accordingly.
Customer service scenario is a schematic script of pre-made actions and answers to solve an irate customer’s situation that you’re likely to encounter as a support manager.
Let’s say you’re starting your first shift. There’s one more customer ticket. But instead of ordinary sentences describing an issue, you see a crazy rant from an angry customer.
The longer it takes you to answer, the higher chances you can kiss that customer goodbye.
That’s when you’ll be thankful to have a list of ready-made reply options . It can be a flowchart describing possible questions and answers to them
…or step-by-step role-play script on how to solve the problem. I say ‘a problem’ because dealing with difficult customers can drive you crazy. That’s why all the relevant content you may google concentrates on challenging situations first. Just like the ones Kevin had this week.
In case you don’t have time to read 👇
Thanks! Now check your inbox
How can role-playing help to improve your customers’ experience?
The problem-solving skill that emerged through hands-on experience is a good advantage. The primary task here is not to lose your mind while learning. There is a kind of experience that is better to have in theory. Your nervous system will be thankful if you develop it through training exercises. Consider role-playing scenarios if you don’t want nervous wreck crazies in your service team.
Customer service managers training via acting out roles in retail, pharmacy, SaaS, etc. scenarios are usual. That’s what helped Kevin to succeed. Each week he did role-playing exercises where you offer one-the-fly solutions to irate customer situations represented by a supervisor. It helps to fill the knowledge gaps and points them in the right direction.
Customers service role-play is a quick way to:
- Test how newcomers would cope with typical client service scenarios in an interview
- Training your managers to deal with difficult customers
- Adopt the best customer communication practices
- Deal with business crisis scenarios (website crash, data loss, payment difficulty, etc.)
But the primary job it does is improving your service. Time to move to practice. So, let’s go back to Kevin.
15 tricky customer service cases to practice
Speaking about a rough week, I meant 15 situations Kevin dialed with. It’ll be honest to nominate him for the title of customer support knight after this story. Believe me, there’s a lot to learn 👇
1. Customer requested a product feature
2. Customer asked for an item that is missing
3. When you have to transfer a call to another manager
4. Customer asked a question you can’t answer
5. Customer asked, ‘Why is your tool the best alternative? ’
6. When you have to say NO
7. Customer asks you to violate the company’s rules
9. When it was your fault
10. Angry customer asks for a manager
11. When the price is too high for a customer
12. Customer asks for a refund
13. Irate customer complaints about a shipping delay
14. Customers complain about a product quality
15. Angry customer is verbally abusive
Customer case 1: Feature request
Customers are a precious source of ideas for business growth . That’s why this type of customer should be a priority for any company.
Client request example:
Hi! I purchased your tool two months ago, and it works great! But it could be better if it had a [feature]. I think it will be helpful for many clients. Can you add it in the next update?
But it’s problematic since a new feature implementation isn’t a matter of minutes. No false promises ─ the first rule here. Such tickets can make newbies nervous. But not Kevin. The first thing he thought about after reading the request for a specific feature was whether the business plans to add it.
An example of a customers service scenario script if ‘YES’
Hello [First name]! Thanks for your feedback, we are happy you liked the product. Moreover, your idea sounds great. Can you provide more details to share? It will help to prioritize their resources, so you can see the results faster. I’ll back you as soon as [the feature] is ready, and you’ll be the first to enjoy its advantages.
Customer request 2. The asked item is missing
The following customer asked Kevin about a particular product. That isn’t a big thing, but…
Customer request example:
Hi, I saw this excellent [product] in your Instagram Ads. How can I order it?
Going to grant the request and close the deal, but he found it’s unavailable. There is still a chance to save the customer interest in saying when it will be in supply.
An example of a poor answer
It’s out of stock. You can buy it in two weeks
But usually, they don’t do that. At the end of this scenario, potential customers go to the next tab where the competitors’ website is already open.
An example of a pro answer
‘The item you are interested in will be available in two weeks. I can place your order first in line, so you’ll get it as soon as it reaches our warehouse! ’
Thus, you don’t ruin customers’ expectations but just postpone their realization. The tandem of positive connotation and VIP customer treatment does its job. Do you see the difference? Choosing the second scenario, Kevin provided a company with a new customer.
- Focus on positive things, offer the solution, say when the item will be available.
- Avoid negative language like ‘I can’t…’, ‘We don’t do that’.
Customer request 3. ‘Your call is transferred’
Forced meditation — here is how Kevin calls the time that customer is waiting for the transfer to the other manager. He doesn’t like to leave the potential customer with the vague ‘Hold on while I transfer you, please.’ But we are not Wikipedia to know everything. At least for now? Even if the customers’ question is way below his specialization, Kevin tries to provide them with the transfer details and prevent scenarios where:
- Customer hangs up
- Customer killing the expert/manager
So he did this time.
‘Hi, I have a checkout issue, my e-wallet isn’t among your payment options. How can I pay for the product? ’
An example of a typical answer:
Can you hold on for one second? I’ll transfer your call to an [expert].
That usually means that the manager is glad to hear from you. He has got your problem. Trying to save your time, he has found an expert who will do it better and faster. Unfortunately, consumers can’t read minds. They expect to get a response immediately. But… This phrase lacks the certainty that a manager has the customer’s problem in mind.
An example of a pro answer:
Hi [First name], I understand your problem. Let’s get it resolved for you. Don’t you mind if I transfer you to the expert who is the best-suited specialist to help with your situation? It won’t take a minute.
Sounds much better. Isn’t it? The expert is safe, and the customer is happy. Mission complete.
Tips to keep in mind:
- Explain the reasons for the call transfer
- Focus on the customer. Use more ‘you’ sentences and less ‘we/I’.
Customer request 4: The question you can’t answer
‘ I don’t know’ — the Phrase-That-Must-Not-Be-Said in your service. But Kevin really didn’t know how to resolve the customer’s question:
Hi! I like your brand and want to buy 20 items. Is there any discount for customers who buy in large quantities?
Yes, we are only humans: there may be a newcomer to the team, a poor announced update, etc. But customers don’t care. They need an answer. So, Kevin needed to do a little research. But first, he should respond.
An example of poor response (live chat or social media):
Hi! Unfortunately, I can’t process your question now.
A simple ‘ Can I call you back? ’ and more details could improve that scenario.
An example of a pro response (live chat):
Hi [First name]! Thanks for your choice. Give me a sec to clarify this moment for you! And while I talk to the supervisor, you can browse our products on sale. Here is the link
This shows that you understand the customers’ questions and will do whatever it takes to find out for them.
- Assure consumers you will get back to them with an answer.
- Before customers go elsewhere, recommend an alternative solution.
Customer request 5: ‘Why is your tool the best alternative? ’
95% of all companies do not know what their competitive advantages are.
So how can customer service respond to this scenario? Empty phrases like ‘we have an excellent team’ don’t work here. Only proofs matter.
Hello, I was a [specific product] user for a long time, but now it’s become too expensive, so I’m looking for an alternative. Can you please tell me how your tool is different from theirs?
When a company hasn’t delivered this info to the team, managers may draw their conclusions (sometimes wrong) or use vague phrases and clichés to respond to this question. Like this one.
Customer request 6: When a support manager has to say NO
Do you know that awkward feeling when refusing somebody’s request? The same one felt Kevin talking to the loyal customer and affiliate who was asking for the s ervice the company doesn’t offer.
Customer request example:
Hi, I’m Jason, your affiliate. I want to launch a Halloween email campaign about your product. I wrote the text, but I want this newsletter to have a unique illustration and CSS animation. Can you do it for me, please? Find the tech requirement in the attachments. If you face any difficulties, please let me know. We can schedule a call, and I’ll tell you everything step by step.
But there is no such option. Kevin knew this man spent much time working on the idea and tech requirements, so he probably won’t be happy to know that. So, how to say NO and don’t lose the customer/affiliate?
An example of a poor answer:
Hi! Your idea sounds great, but we don’t provide such a service!
At the end of the dialog and disappointed the client. Can it be different? Yes.
‘Hi [First name]! I appreciate you taking the time to share your idea. Because of the lack of resources at this time, we don’t provide such a service. You can see it in the affiliate agreement document [link]. Anyway, here are: – Email newsletter builder we use. It has all the tools necessary for carrying out your idea [link] – The stock of free-to-use illustrations [link] – Websites to look for a specialist with relevant experience [links] Hope it will help you. I’ll notify you if anything changes.’
Of course, this isn’t the result that an affiliate is expected to get. But still, Kevin smoothed things over by offering an alternative solution.
- Don’t give a false hope
- Ask why when it isn’t clear
- Explain why not
- Express an empathy
Since you are in the middle of the article, it’s by far the last difficult customer example Kevin had to deal with.
Thanks! Your map with ready-made campaigns is already in your inbox
Customer request 7: Customer asks you to violate the company’s rules
This time it’s a NO reply situation again. The only difference is a request. It was one of those customers who used to get ‘ an extra slice of a pickle ‘ for free. There is nothing terrible about filling a small request to please your customer. But what if it goes against the company rules?
Hi, I’ve noticed that the demo version lacks some features I need to make a purchase decision. I’m ready to buy, but I need to make sure. Can you give me access to full functionality during the trial period?
Nice try. But the pricing is clear about the trial version features. No exceptions. But this deal promised to be pretty big.
An example of a poor answer:
Hi! We are glad to know you like the product. What email should I send a login and a password to?
Sounds good, except for the part that violates your business rules.
Hi [First name]! Thanks for your choice. It’s a pleasure to know you appreciated our efforts on the product. As much as I enjoy fulfilling our customers’ requests, I’m afraid your one goes beyond a company’s rules. If the question is about the functionality, we can schedule a demo. I’ll show you the full potential of our solution and how it can work for your business. Meanwhile, you can look through our special offers. Here is a link.
Even if you have to respond negatively, the customer should be offered alternative solutions.
- Explain why not
That is the scenario you can control. But what would you do if someone had already done the illegal action?
We like to judge. But nobody wants to be an executioner. Neither did Kevin. And he wasn’t. Even when the situation implied that.
Hi, A month ago I bought a course at your company. But the login and the password you gave me don’t work. Can you fix that?
Kevin was the one who had to clear things up.
An example of a poor message:
Hi! To prevent data loss, it was blocked.
Clear and understandable. But there’s no attempt to help, no empathy. It can be not a deliberate violation but a mistake. Remember about the presumption of innocence ☝️
An example of a pro message:
Dear customer! We noticed suspicious attempts to access your account from multiple devices simultaneously while registered with a set of a single device package. To prevent data loss, it was blocked. Did you happen to share the login data with somebody? Please let us know. If it repeats, it can lead to your data loss.
Sounds better, isn’t it? A detailed explanation of the situation and possible consequences. And notice, no threats.
- Determine the customer needs and try to fulfill them
- No blames without proof
Customer situation 9: It was your fault
Talking with a previous customer was difficult, but who knew it could be worse? The server crashed, and for half a day, service wasn’t available. Guess who had to explain this to the customers? Everyone on the team, including Kevin, of course. Because of the specificity of the business, this caused many troubles for the customers. They deserve to be notified about the issue, at least. Better yet, an excuse.
An example of poor customer service:
Sticking the heads in the sand, hoping that nobody would notice.
Dear customer, this Monday the [Company First name] server crashed. Now it’s working, but we understand the issues it may have caused you. Please accept our apologies for such a poor experience. It’s critical for [Company name] to be running, the lesson is learned, and now we will improve [company product] to prevent such situations.
Nothing special, but instead of angry customers tickets, Kevin replied, ‘Thanks, it’s all right. You’re cool’ messages.
- Own up to your mistakes
- Explain the plan
- Notify when it’ll be implemented
But nothing lasts forever, especially the good one. The next day Kevin received a ‘ Can I speak to your manager? ‘ message. And that wasn’t another meme in the company chat.
Customer request 10: Release The Kraken Manager
It was the 15th minute of Kevin explaining to an angry customer the delivery rules. The last one asked the same questions in different forms, but the client’s response was the same. Things got hairy. Polite attempts to help, arguments, and offered alternatives didn’t matter.
‘You don’t understand me. I’d like to speak to a manager’
But it was a kind of overattentive customer who didn’t want to accept the answer he didn’t like. Anyway, the company couldn’t fulfill the customer’s request.
An example of a client’s response:
‘I’m afraid my manager must tell you the same things. I’m really sorry [Company name] doesn’t have a better solution for your situation! ’
It’s enough to convince a customer, except for the angry scenario. Since Kevin was 100% sure in the info he operated, he just handed off the conversation to another manager who said the same in different words:
‘Unfortunately, Kevin is right. We now don’t have any other delivery solutions to your location except the offered one. I’m sorry about that! ’
If you’re not as sure as Kevin, ask for a supervisor.
- Show empathy
- Speak with kind authority
Customer request 11: The price is too high
There will always be someone who doesn’t like you, your job, product, much less its price. The true art of customer service is convincing them to purchase. That was Kevin’s next achievement.
Customer’s request example:
Hi! Your solution is excellent, but I found it’s too expensive. I’m ready to buy it, but the full plan price is too high. Are you going to update the pricing? Or maybe there is a discount for a new customer?
The task was clear. This scenario assumed Kevin explaining the value it can bring to the customers. What do they pay for: elements of the chosen plan, tool advantages?
An example of poor service response:
Hi! We are happy you liked the product. The pricing was updated last month, so we are not going to change it in the near future. Check out our upcoming Halloween sale If you want to get it cheaper [link].
The offered solution seems quite fair: Wanna discount ─ wait for the sale. But it doesn’t solve the reason for the request ─ a lack of value understanding .
An example of a pro service agent message:
Hi [First name]! We are happy you liked it. My colleague put much effort into providing its sustainable workflow, security, and various features. By purchasing the service, you get not just a set of features but a [advantage №1, advantage №2, advantage №3]. Daily our developers, designers, marketers, and support managers work to [a core job your tool does]. If it seems steep, you can check our upcoming Halloween sale [link] to get it cheaper. Is it what you’re looking for?
It will help customers understand your product’s value and price.
Customer situation 12: The refund request
The rest of the week promised to be easy… but not for Kevin. This time he had to deal with a customer asking for his money back. Usually, it’s a relatively easy task, except when you can’t provide a refund.
There’s something wrong with your product. Some bug must have deleted all my settings and now [the product] doesn’t work properly. I want a refund!
Even if the tool settings were wrong, it still worked. So a refund wasn’t an option. That was written in the user agreement. Thus, Kevin had to find an alternative solution.
An example of poor service agent response:
Hi! I’m sorry, but this case doesn’t fall for [Company name] refund policy [link]. Thus, I cannot offer you an account credit.
An example of a pro service agent response:
H i! I understand how this can be frustrating and really sorry about that. But I can’t provide you a refund because this bug can be fixed easily. I’d be happy to help you configure your settings again.
This message doesn’t end on the refuse. A little empathy and desire to help do magic: there’s no customer aggression, no need for a refund.
- Consult the team
Here is how we do this when comparing Dashly with Intercom, Drift, LiveChat:
Client request 13: Shipping delay
Minutes stench into hours, days — into years. Waiting for the ordered item can be torture. Unsurprisingly, even a day’s shipping delay makes people crazy. That’s why Kevin’s company is so careful about this process. But a quarantine made its amendments.
A customer ordered [a product] for his brother’s birthday. The website says about the three days shipping, which was perfect for preparing the gift for the celebration. But the package arrived two days later after the deadline. It hadn’t damaged the party, but the same cannot be said of the customer’s mood.
[Company name], you screwed me! I ordered [your product] a week ago. The website says the package had to arrive 4 days ago, but it didn’t. The delivery was late for two days which ruined my plans! You put me on the spot. So, I’m disappointed with your service!
How to make this customer happy?
Hi! The item was sent on time. It probably was a shipping company mistake.
That is true. But does it make this customer happy? That’s why Kevin chose another tactic…
Dear customer, thank you for choosing [Company name]. We’re really sorry you didn’t receive the package in time. Checking the shipping company info, I noticed they had a problem because of the weather conditions. We’ll do everything to notify you about any delays as soon as possible. Please accept our apologies and free shipping for the next order.
Sounds better, heh? It changes nothing but can provide a better customer experience.
- Explain what happened
- Tell how you are going to fix the situation
- Offer compensation
- End on a positive note
The customer is satisfied. The company image is saved. But what if the problem is on your side?
Client request 14: Quality issues
You may know this Expectation vs Reality frustration feeling. The website images tell about the perfect high-quality product, but it’s nothing like the one that had arrived. It’s the usual case in retail. But now it had happened to Kevin’s next customer.
Hi! Recently I’ve bought [your product], but it’s nothing like on the website! It arrived damaged. Since the box wasn’t broken, I’m sure it’s a manufacturing mistake. Give me my money back!
Seems like it’s your fault. Time to save the customer and the company’s image.
An example of poor agent response copy:
Hi [First name]! Can you take some pictures of the defect and send them here in the chat, please?
Asking for proof is ok, but not in the first sentence. This makes you feel like you don’t believe the customer.
If you wanna proof, argue it by a need for a report. Like Kevin did.
An example of a pro agent response:
Hi [First name]! Manufacturing mistakes are a rarity in our company. I’m so sorry it happened to you. We can send you a refund, or would you like to get a new one right away? The only thing I need is a photo of the defect for the report. Can you send it to me, please?
Thus, you apologize for the customer’s frustrating experience and offer an alternative solution.
But what if it was a customer who made a mistake? And this time, it really was so. Kevin checked the photos and noticed that [the product] was in use. So that wasn’t a manufacturing mistake, but a customer who ruined it.
Kevin had to use a ninja-like finesse to explain this to a customer.
An example of a poor response:
Checking the photos you sent, I noticed you’ve used [a product]. I’m afraid I can’t help you in this case.
This script demonstrates more empathy to a customer through the detailed ‘Why-Not’ explanation and proofs.
- If an item can be fixed, offer a solution
- Avoid blaming tone
- Teach them how to do/use [the things they did wrong] right
And now ‘the cream of the crop’ among complex scenarios: Brace yourself, the irate customers are coming.
The most difficult of service scenarios 15: Angry customer
In nearly every problematic case I mentioned above was an irate customer. Dealing with each of them, Kevin was polite. But there is a line between anger and abuse.
Angry customer’s request example:
Your solution doesn’t work! I can’t do [process №1, process № 2, process №3]. Jesus Christ, how much of a jerk can you be? WTF is your gain from there? I’ve fu###g paid you $$$!
An example of a poor customer service response:
‘Please, calm down. Contact us again once you’re willing to be more respectful.’ Operator disconnects.
Neither warning nor chances for the customer to excuse and explain the details.
An example of a pro customer service response:
Hi [First name]! I’m really sorry about that. There are easy steps to fix the issue: First, you should [a step-by-step instruction]. That will help you. Let me know if there is anything else I can do for you.
It’s another when anger is directed at a company or you personally without connection to an issue.
Abusive customer request example:
Go to hell! Your service is a piece of sh#t just like you!!!!
An example of a pro customer service message:
Hi [First name], we are really sorry to hear about your frustration! Let us know if there is anything we can do to make you feel better.
If it doesn’t work:
I’m really willing to listen to your issue and solve it. But if you continue using such aggressive language, I’ll end this conversation.
That was the most difficult customer Kevin dialed with this week. I think you’ll agree, he deserved rest. Moreover, I’d say he deserved an extra day off.
- Show that you understand the customer’s situation
- Ask for the details to cool down the customer
And put Kevin’s experience into practice 👇
There’s not just a story about a terrible week. It’s a great experience you can use for role-playing scenarios to improve your customer service . Since angry customer scenarios are quite similar, you can quickly adapt these customer service examples and use them in retail, pharmacy, healthcare, etc.
Customer service agents like Kevin are modern knights. They help struggling customers and defend the honor (image) of a company. Pre-made scripts based on popular customer service scenarios are their weapon and assistant to refer to in uncertain situations. Customer service scenarios’ role-play is their regular training to deal with dragons angry customers.
Optimize the work of your customer support with Dashly Sign up for a free Dashly trial to use these customer service scenarios immediately. Just edit and store any suggested script examples in the ‘Saved Replies’ section to dramatically reduce customer service response time.
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17 Brilliant Case Study Examples To Be Inspired By
Lead generation is complex, which means that your best bet is to have multiple touchpoints on different channels designed to capture as many leads as possible.
While you’re setting up your lead generation funnel , remember that you need to have different touchpoints on your site itself, too. It’s not enough, after all, that they’ve landed on your site on their own; you need to convince them to convert as a lead or even as a customer once they’re there.
Case studies can help with this, allowing you to prove what kind of results your brand, product, or service can offer to real clients. You can back up what you’re promising, and show the how, what, who, and why questions that customers may have. They can help generate more leads and accelerate revenue quickly.
We’ve got some great resources on how to get the information on how to conduct great case study interviews and what makes case studies valuable , but today we’re going to look at 17 individual and diverse case study examples and talk about how to write great B2B case studies.
These examples all do something exceptional and approach their case studies a little differently, but they all have outstanding final results.
Ready to get inspired and get some actionable tips to write your own B2B case studies? Let’s get started.
How to Write Great B2B Case Studies
Before we start looking at different B2B case study examples, we want to first talk about what makes B2B case studies valuable and effective.
What All Great B2B Case Studies Accomplish
Case studies are most often used to build trust by proving that you’ve gotten a specific result for clients and that you can do the same for your existing leads. In many cases, case studies should:
- Establish a persona or audience segment that the client fits into (which, in many cases, leads will relate to)
- Explain what the client’s problem was before they started working with your brand
- Detail what solution you offered to help the client (which should include some level of detail regarding the strategies, products, or tactics that you used)
- Share the results, ideally the more specific (and numerical) the better; statistics that show improvements are golden
- Feature a client impact statement or a testimonial if possible
You can use this as a guide post (or almost like a template) of how to get started with the content that you need to cover in your case study.
B2B Case Study Best Practices
When writing B2B case studies, you always want to follow these best practices:
- Try to stick to a consistent template, that way as you create a fleshed-out case study section on your site, it will be scannable and familiar to leads
- Tell a story, using a client’s problems and pain points to connect with potential leads and highlighting how you can help; think of the problem as the beginning of the story, the solution as the climax, and the results section as the resolution of the story
- Be as detailed as you need to be, but as brief as possible; while B2B case studies can certainly trend much longer in length than most B2C case studies, you also want to make sure you’re offering value because if it goes too long, your customers will lose interest
- Always include hard facts. Statistics, tactical solutions, and quantifiable data reign supreme here. They carry a case study, and they give you a nice impressive title to draw in the clicks, too.
- Rely on great formatting. Do not write a case study that’s nothing more than a giant block of text. Use great formatting to keep the entire case study scannable and easy to read. Break it up with visuals whenever possible.
Breadcrumbs has a number of content-based case studies on our site, and you know we had to feature these case studies first!
These case studies both accomplish everything we’ve discussed above; they detail a client’s problem and pain points, explain the solution, and share the results and client testimonials. All the major boxes are checked.
What these case studies do differently than most, however, is they use a content-focused approach. The case studies aren’t just boasting about the amazing results our clients have seen, but they actually share enough actionable information for other clients to replicate their success, too.
Let’s look at our case study, How to Reduce Your SLA by 99% . It discussed how a single client did reduce their SLA by 99%, but it also gives enough information that other users can discover how to use lead scoring to reduce SLA successfully themselves.
The case study is downloadable, which a “Download” button at the top of the page next to “Request Demo” and “Start Free” CTAs. It also features a well-formatted “What you’ll learn” section to engage users and assure them that they won’t just be reading about a client story, but they’ll walk away with something helpful.
One other thing to note here is that some B2B case studies can feel, for lack of a better word, a little cold. The client’s business name is mentioned, but pain points are relatively clinical and the tone is dull. That’s not the case with the Breadcrumbs case studies, where individual client contacts are referred to by first name and are written in a more conversational tone. It feels much more personal, and at the end of the day, we’re not just selling to businesses—we’re selling to the people who work for businesses.
Want to turn your case study into a lead magnet? This case study example from AdEspresso is an excellent demonstration of how to use case studies not only to pique users’ but to actually convert them to leads.
Here’s how it works:
- People go to the case study part of the site, find it through organic search, or are referred there by email, paid social ads, or blog posts
- They read the title and the description, which mentions the company name, what was accomplished, a brief explanation of how (here, it’s split testing, targeting new and existing audiences, and AdEspresso)
- The description gives a concrete result–“GlobeIn doubled its revenue”
- They encourage users to download the PDF
While most of the case studies that we’re looking at are published on their brands’ sites, this one works as a lead magnet. When users click the “Download PDF” CTA, they’re taken to a landing page with a lead form.
The landing page touches more on what results were achieved, but still requires users to download the PDF to find out exactly which strategies were used. This works because the case study isn’t just stating “our tool gets more results,” it also offers strategic insights similar to a blog post that readers can leverage to improve their own campaigns.
If you create case studies that get strategic and are heavily content-based instead of just sharing results, they can act as a different kind of touchpoint in the digital sales funnel .
Most businesses have multiple different buyer personas and audience segments that they’re targeting at any given point in time. When you want your case studies to really be effective, publishing diverse content that really speaks to each of those segments is crucial.
Freshbooks ’ case study examples really showcase how you can do that well. Their case studies feature brief customer stories from “relatable” small businesses (aka not mega CEOs of Fortune 500 companies, who are not Freshbook’s core Facebook target audience) talking about how their business used the tools to benefit.
You can see the different personas represented here. One is an agency that wanted to scale quickly; one case study example featured a growing franchise. Another was for a small business that needed help with tax prep, and the last pictured here is a freelancer who uses the invoicing software’s time tracking features to measure productivity and assess rates.
These are four very different types of businesses, and it shows potential leads in each audience segment that there’s a reason they should use this tool. By highlighting different use cases, it can increase lead generation for all high-value audiences by appealing to their specific needs instead of just highlighting general stories that would appeal to all.
4. Disruptive Digital
Disruptive Digital is a paid social agency while a high-level holistic approach to advertising. Instead of looking at “general best practices” that you could find on ten other blogs in five seconds or less, they offer strategic insights that showcases how they really get their customers result. They make case study examples a central part of a large number of their blog posts.
They’ll write a blog post about a high-level topic like “how to calculate your target ROAS,” and then show a case study with real client data to walk you through the process. This is more powerful than hypotheticals when you’re talking about data-driven PPC campaigns, and they always use it to back up their arguments as well as teach a strategy.
While these case study examples aren’t on a dedicated landing page, they work by appealing to users more towards the top of the funnel . It helps to build trust and establish credibility early while setting their blog posts apart. It’s good for their content marketing and lead generation efforts.
CoSchedule is a well-known SaaS content and social media planning and organization tool, and their case studies are phenomenal.
They do a few things well. The first is by featuring different types of clients in their case studies. In the case study example below, they’re showcasing not a brand, but a University alumni group.
Their formatting is also great. The first thing you see is “This 5-Person Marketing Team Managed 12x More Work While Working Remotely” in bright blue across the top of the page. They’ve also got a quick-reference, quick-facts bar on the side of the case study that lists the brand name, the brand’s site, the industry, company size, and marketing team size. Here, you can download a PDF of the case study, and immediately under there is a CTA to request a demo (also in blue, ideally to have the eye go from the headline to the CTA).
The case study itself is well written, and you can read the full study here . It breaks things down by sharing the challenge, the solution, and the results. As you can see below, they have a graph in bright colors to showcase exactly how impactful those results were, with the results in bolded text underneath it. They finish it off with a quote from a key team member to really drive it home.
As far as case study examples go, this one is pretty perfect. The design is excellent, with quick-reference data, important facts highlighted, great design elements to draw the users’ eye and attention where you want it, and a customer quote. They also have a strong CTA to get in touch, which can get the process moving quickly, or the option to download the case study (turning it into valuable content and a lead magnet) if the customer chooses.
ONESOURCE is a tax preparation product from Thomas Reuter’s, and the site features the below case study of The Cheesecake Factory—a major American brand—to help showcase value and generate sales.
As far as design goes, this case study is clean, organized, and condensed. It’s like a digital brochure, with all the information cleanly broken down into bullet points, key quotes and statements, and subheadings.
They share only the core information that’s needed (including what products were used, what was accomplished, and data about the Cheesecake factory’s tax department) and nothing that isn’t. It’s to the point and highly effective.
Slack is one of the most popular instant communication chat tools available right now, and especially after everyone had to work from home during the pandemic, we’re guessing a large number of readers are familiar with the platform.
Their case studies are, as you’d expect, strong and well-written. They’re longer and read almost more like a story-driven blog post than studies like CoSchedule’s fast-facts, brief-and-to-the-point content. But this works for this brand; storytelling is powerful, after all, and it’s memorable and relatable.
In this case study, they use storytelling to really highlight the company’s pain points, focusing on how shopping habits changed and impacted businesses during COVID-19. They focus on Shipt, a grocery-delivery company that was thrust into high demand quickly.
The case study talked about how Shipt had been using Slack for years, but how they really embraced advanced features and integrations during COVID to get the most out of the platform. They then share how the company uses it, and share data and statistics about usage .
There’s a quote from the director of IT in there, too, to stress the importance, and you’ll see they have a “quick facts” tab on the side with a powerful quote that highlights the value, key integrations that were featured, and a CTA to both contact the sales team and to try Slack for free.
They have a full page of case studies available, all of which state what Slack helped accomplish in a storytelling format as opposed to going hard with the data upfront. This feels more casual, but is just as powerful.
8. Culture Amp
We’re going meta. We just looked at case study examples from Slack, and now we’re going to look at a case study example about Slack.
Culture Amp helps brands maintain and facilitate their desired communication culture through feedback and communication response.
This case study features my favorite quick facts tab, sharing the brand name featured in the case study, a sentence each about the challenge, solution, and result. And there is, of course, that “request demo” CTA.
The case study does a few things that you don’t see a lot. They introduce two of the key figures in the Slack department who worked directly with Culture Amp, giving it a more personal touch and adding more credibility to the study.
It’s also well-written and engaging to read. Sentences like “Company culture is Slack’s North Star” aren’t your standard technical and almost clinical “just the facts, ma’am” approach to case studies. The case study is longer than some others, but the creative writing can keep you hooked, and it thoroughly explains how the single brand used the product and services to excel.
We’ve already looked at one case study from a marketing agency, but the way KlientBoost has their case studies set up, it’s well worth taking a look at another.
Their numerous case studies are found under the “Results” tab on their site, making them all readily visible and easy to locate. It also increases the odds that users will stumble across the case studies on their own, even if they weren’t intentionally looking for them.
And one thing worth noting: They’ve got a sorting feature to “show me clients who” meet certain qualities like “are worth billions, “got acquired,” “have small budgets,” and “have crazy complex offerings.”
This is an easy way to tell all of their potential clients that “yes, we take clients like you and get results!” while making it simple for them to find proof.
The case study itself is of course well-written and designed, too. You’ve got a bold, color-contrasting header at the top in large text that lays out core benefits (x results in just three months), with more detailed results visible on the side.
They also break down the different advanced advertising features they used, a customer quote, and an image of what the ads looked like to bring the whole thing together. This shows prospective clients exactly what they can expect when working with the agency, and it builds a massive amount of trust.
Omnivore.io is a menu management tool designed specifically for restaurants that integrate with other tools to streamline the guest experience.
The content we’re going to look at is a great example of case study creation for hyper-niche industries that have specific needs.
It’s presented as a standard blog post, but the H1 title says exactly what benefits the company achieved, and they still have a “more seating options, more problems” header to present the challenge in a creative way.
They then explain how the TableUp app works with Omnivore’s tech and other integrations to be able to offer additional services to customers like adding their party to a restaurant’s waitlist, joining email lists for points, making to-go orders, and more.
They also shared an example of how a real client (Budweiser) used the feature, and included a blurb about the integrating tool.
You’ll notice that this case study looks a little different from others that we’ve looked at. It doesn’t have a lot of hard numbers or super detailed examples, but it works because it showcases a specific integration and details specific uses.
This is, in many cases, going to be an audience focused on use case value more than just statistics; if the tool can do what’s needed, that’s what they’re going to care most about. So this formatting works.
We’re on a food-themed case study roll right now! Next, we’re going to look at a case study of how Chex Finer Foods worked with the Pepperi omnichannel B2B Commerce.
This case study is long . It’s much longer than the others that we’re looking at, with 6 total pages of content (though some are heavily dominated by images). See the entire case study by clicking above.
Here’s why it works though: They keep the “Challenges” brief and the client breakdown visible right upfront to show users why they should care.
The solutions section is also brief, explaining how Pepperi solved the company’s challenges. That all happens within the first page of the case study.
The rest of the study has five pages that look like this, showing visuals that highlight the exact product that users received when working with Pepperi. There’s no hypothetical mock-up; you get to see the mobile app, the site, the home page here. Other pages show how search results work for brands with extensive inventories, along with features like analytics, multi-product views, and more.
For customers who really want to understand what they’re getting and why they should choose this particular service, there’s no doubt. They can see what the interface looks like, and what real clients’ platforms offer.
DOTVOX sells hosted VoIP business lines to their clients.
There are a few reasons I really liked this particular case study.
First, they do a great job showcasing how their specific technology can benefit a specific type of client: a multi-site company that needs help with business communications. This is niche enough that some other tools may not be able to help (or that may be a concern that some customers have).
They also focused the case study on a business in the financial industry, letting other clients in that niche know that they offer secure communication options suited for banks, mortgage lenders, and more. These are high-value clients, so it’s a solid choice.
Later on in the case study, they break down the individual results, services, and solutions achieved. The “Feature-rich” part is my favorite; they detail unique features that other tools may not offer and explain briefly how they work.
Potential leads reading this can get a good idea of what’s possible.
Last but not least, we’ve got this case study from PortaFab .
The reason I really wanted to look at this particular case study is that it’s not selling a service or a SaaS tool; it’s a physical product being sold to businesses. That automatically changes things up a bit.
They, of course, have a brief overview of what the project entailed, but it’s organized a bit differently. They featured the challenge on the right side of the case study and the project overview and benefits provided on the left.
Underneath this, however, they’ve got their solution featured, along with an extensive photo gallery showing the finished project.
Allowing customers to easily visualize the end result is important for physical goods, so this was a smart call.
14. Strands Retail
Strands Retail sells personalization and product recommendation software to eCommerce brands. Their case study below features the work they did for mega-brand Chewy.
Featuring this particular client was smart. Chewy is highly regarded for the exceptional customer service experiences they provide, so linking themselves to the brand is a good move. It’s also a massive company, and since the case study focuses on the fact that Chewy needed a solution that scaled with their brand, it gives them outstanding credibility in terms of the potential to serve enterprise-grade clients.
The case study is visually solid and well-designed, too. Since not all leads want to read the details and just want a few quick stats, featuring a few impressive key stats at the top in contrasting colors or with graphics (which they do here) can get the point across quickly and really exemplify how beneficial the product was.
Like Breadcrumbs, Codeless.io takes a content-heavy approach to the case studies they feature on their site.
They don’t just want to show results (which are crucial for a content marketing agency to do in order to leverage trust), but they want to prove that it wasn’t just luck. They got their clients real, sustainable results with careful processes, and they can do the same for you, too.
Let’s look at an example. Their Loomly case study boasts an impressive 827% increase in CTR by updating the client’s existing content. This is smart, because it highlights a service many agencies may not offer and demonstrates the value of the service to clients who may be reluctant to spend on updating existing content.
The case study itself is written and formatted almost like a blog post and case study hybrid. You’ve got the essential details about the company listed off to the side, but there’s also an entire H2 section that details more about the business in question.
They also are incredibly transparent in the processes they used to help their client obtain impressive results, and this is something you won’t see many agencies do because they don’t want to “give away their secrets.” This builds trust, however, because clients can see that there is an actual strategy and that the company can help them, too. Everyone walks away from the case study without a doubt that Codeless was responsible for these results, not luck.
WizeHire is a hiring platform that helps businesses find the types of applicants they’re looking for, and their case studies do an outstanding job showcasing exactly how their products work and how they impact clients.
This case study , in particular—which features their client over at Mazda—is a great case study example to look at.
Their formatting is a little different than some of the others on this list, but it’s still undeniably effective. Towards the top of the case study, they have a “How We Helped” section. It introduces the point of contact, the client’s past pain points, and basic “before and after” points to highlight the value of the tool. This is a great quick overview to introduce readers to high-value concepts quickly.
They also use multiple media here, including images, video, and diverse text formatting. This makes the case study visually appealing and more engaging. If you want to just skim quickly through bullet points you can, but there’s also a video where the client raves about their experience.
And, of course, you’ve got a detailed results section highlighting how the client received long-term value from the product, featuring great statistics and a strong client testimonial.
Kosli is a highly technical tool for software developers and dev ops teams, and their case studies are a great example of how to discuss extraordinarily technical topics in an approachable way.
Let’s look at this case study , which promotes how their client Firi delivered over 100,000 changes without worrying about compliance. The case study itself is relatively short, but that’s okay, because it doesn’t need to be long to be effective.
It efficiently stresses that Firi operates in Norway, which has some of the most demanding sets of regulatory standards across the globe. That automatically assures customers that no matter where they’re based, this tool can help, making this client selection for the case study a great choice. They also explain the value upfront—100,000 changes and a proven audit trail if needed.
The formatting of this case study is smart, cleanly listing common challenges and then solutions. They had a “counterpart” solution, if you will, for each challenge listed, showing how they were able to help the client directly.
And while there isn’t a long list of statistics or improved performance in this case study, that’s okay, too; not every case study absolutely needs that. Instead, they have an explanation from their client (a CTO of the company), who explained why the software was so invaluable for their needs.
Case studies can be powerful tools used to generate and convert leads, boosting your overall revenue. And as you can see above, there’s no one-size-fits-all requirement for what an effective case study looks like or even where it should appear on your website . Take some time to think about what information you want to present and how it would be most effectively portrayed to your leads. This is a good starting point, and make sure to remember to get your design team’s input, too, so it looks and reads well.
Ready to get more conversions from the case studies you’re creating? Make sure your sales team is ready to nurture incoming leads with lead scoring! Book your free demo of Breadcrumbs today.
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6 Interesting Customer Service Case Studies to Inspire You
July 18, 2023
An 11-year-old boy’s experience with LEGO customer service changed the company’s brand perception. It’s not only brought in more customers but also justified their lead position in the market. Here, we will discuss a few more interesting customer service case studies.
One good service can not just help one customer but also influence future customers. Reading others’ stories will help you understand ways to overcome new challenges.
I will start with some popular ones.
Popular customer experience case studies
Customer service is not just limited to providing product-related support anymore. We have passed the line way back. As the market gets more critical, everyone is running a few extra miles. Even the top companies in the field are not compromising anything.
Let’s start with JetBlue’s customer service case study.
JetBlue sets an example of how you can use social media to provide excellent customer service. They have multiple teams at different levels that are active on Twitter. And there are many examples of it.
Here is one: Paul once tweeted that he couldn’t find Starbucks at the gate while boarding the flight. JetBlue immediately responded with an alternative, which was free for him.
Another challenge that JetBlue faced was the winter storm in early January of 2017 . They had to cancel a lot of flights at that time. And because of this, thousands of people were impacted.
The challenge here is that JetBlue cannot change the weather or ensure a safe flight during a storm. But they can provide up-to-date information.
So, they started to tweet updates about the storm and the flight schedule the whole time. As a result, even though the passengers were frustrated, they were happy with JetBlue’s service.
Zappos has a good reputation for providing the best customer support. And it has a lot of interesting customer service case studies. One particular service case created a lot of buzz in the market.
Zappos’s service agent talked with a customer for 10 hours in one call. And, surprisingly, Zappos took it in a positive way. The call wasn’t even about any service.
This long call started with where and how that customer lives. Then, eventually, it turns into clothing and fashion-related conversation. Finally, the customer ended the call with the purchase of a pair of UGG boots.
It breaks all the records and wins a long-running battle. Which one is better, automated calls or live agents? And without a doubt, it’s the personal touch that steals the crown every time.
This customer service case study is a bit more heartwarming. 11-year-old James Groccia has Asperger’s syndrome. He was looking at an expensive LEGO set for his birthday. It’s the exclusive Emerald Night Train set.
James saved money for two years. The money came from his birthday gifts and his participation in research. But he was heartbroken when he found out that it was unavailable.
His mother looked everywhere possible. On Amazon, eBay, or any other platform, it was either out of stock or too expensive. Eventually, with the help of a social worker, James wrote to LEGO.
It was a huge surprise to James that LEGO wrote back. And not just that, they surprised him with the exclusive Emerald Night Train set just before his 11th birthday.
It wasn’t easy for LEGO as well. It was a discontinued set and a collectible. They had to track it down for him. This extra mile not only made that customer happy but also established a brand perception that cares about its customers.
WPManageNinja’s customer service case study
While we were looking for customer experience stories, we talked with our Support team head, Mr. Kamrul Islam , here at the WPManageNinja office. He shared a few interesting case studies with us.
“I made a full website using your table builder plugin.”
Our support team faces and solves a lot of interesting cases every day. So, from a lot of stories, we have chosen three interesting stories to share with you in this blog. And, we are not going to be technical here at all.
So keep reading.
Story #1: Fluent Form
Let’s start with a simple one. One of our clients creates a ticket with an issue through our Fluent Support helpdesk system .
Ticket created from customer’s end
I am a Fluent Form user. And I want to create a booking form using your form builder.
Thanks a lot for contacting us. Let us get into it and see what we can do for you. We will get back to you ASAP.
Booking system plugins are typically used for appointment booking. However, our support team needs to find a way to use our form builder plugin to accomplish this task.
But instead of saying, “This is not possible,” to our client, they get to work. Started figuring out a workaround for this. For obvious reasons, a form builder cannot provide a booking system facility, but the team finds a way to use it as a basic date booking system.
Our support team used two date-picker blocks from our Fluent Form builder and used different blocks to pick the starting and ending dates. Our team got in touch with the customer and gave him the solution.
But the customer knocked again.
I am happy with the solution, but I’m facing an issue. I picked one date from the “Start from” calendar drop-down, but I can still see the previous dates are active in the “End at” drop-down. I want it disabled.
Here is a screenshot.
We can certainly help you out with this. We will get back to you shortly with a solution. We really appreciate your patience, and thanks a lot for being with us.
As our support specialist stated, they provided a solid solution. They had to write some custom code to implement a new feature in the client’s system.
That customer not only gave us a 5-star rating for our service but also became one of our loyal customers.
Story #2: Ninja Table and Fluent Form:
Speaking of adding custom features, it’s one of the regular jobs for our support team. Support agents, from time to time, write custom codes to fulfill customer requests.
Once, we got another ticket about a dynamic integration between two of our products. And the request came in multiple layers.
Hi, I am ruining a multi-user-based site, and recently I purchased the Ninja table for my site. I bought this to list my users information in a single table. But after a few tries, I failed to do it. Can you help me?
Thanks a lot for connecting us. We can help you with your issue. We will get back to you ASAP with a solution. Thanks a lot for being with us.
Our support agent needed to create a table from the site’s SQL data that contained user information.
It was an easy fix. Ninja Table has that feature built-in. Our expert agent wrote a few lines of script to pull users’ information. It created a table from SQL data.
The tickets continue.
Now I can see all the users’ information in a single table. But now I want to display only logged-in user information in the table. The rest of the user’s information should be hidden for that user.
Sure, we can do that for you.
So, the support agent created a custom shortcode to embed the table on the display page. That custom shortcode restricted other users’ information to the logged-in user.
But the client came to our support team again.
Hi, I’m very happy with the output. But now I need one more thing from you. I need another column in the table with a form link in it. If a customer clicks on it, it will open a new page with the form on it. And I need it to be prefilled with the information from the table. I don’t want my customer to fill out the form again.
We can certainly help you with this. Our engineers will get into it and get back to you soon with a solution.
Our support team has two challenges in solving this ticket.
- A table created using SQL data has a limitation. You cannot add a new column to the table without touching the SQL data. Altering SQL data is not a good idea at all. So, adding a new column in the table with a form link is difficult.
- Pull the data from the table to prefill a form with logged-in users data. And then make the prefilled input box uneditable.
Our team starts with the first challenge. We cannot create a new column without altering the SQL data. But then they figured out a way to replace particular data with the desired data. And in this case, the desired data is the form page link.
So, they used a column from the SQL data set that did not have important information. Using the custom scripting, they replaced the SQL-pushed data with the form page link. Part one is solved.
For the second challenge, our team used Fluent Form. They integrate the Fluent form with the Ninja table. With the help of some custom scripting, they were able to pull the data from the table into the form’s input box.
The client was really happy with the outcome. Just because of this service, the client bought all of our products. And there is no need to mention that the client became one of our advocates.
Story #3: Ninja Table
Customers can show you totally different use cases for your product. This particular story is the best example of this statement.
Hi, I am using your Ninja Table plugin on my site. I need to link a Google Sheet with the plugin. Is it possible?
Thanks a lot for connecting us. We have a built-in integration facility for Google Sheets in the table settings.
At this point, the WP Manage Ninja team sent a step-by-step video tutorial to show how to do the integration. and the client was happy with this.
But shortly after that, clients connected with our support team again with multiple queries.
I need your help to customize the table. I want to make it look different from a regular table. Specifically, I want to hide the header and border and resize the columns and rows. I also want to know if I can apply custom styling to the data from the Google Sheet and if an image inserted in the Google Sheet will appear in the table. So somehow, I don’t want it to look like a table.
Thanks again for connecting with us. All of your requests are possible. However, it would be helpful if we could have access to the site table on your site. This would allow us to provide you with a better suggestion.
The client shared a link to the site with the support team. The whole team was a bit confused.
Hi again. Thanks a lot for sharing the site link with us. But we may need a little more information about the site. And please specify where you want to put the final table. Also, can you please give us a link to the actual table?
I gave you the link to the table.
We are very sorry; you just gave us a site link. We cannot see any tables here.
That is the table.
May you please elaborate? What do you mean by that?
I made a full website using your table builder plugin.
After some inspection of the site, our agent realized our client had made a fully functional website using our table builder plugin. We were just amazed by this type of use case.
The client also linked the table with a Google Sheet, which we helped them with previously. This means that they do not need to log in to the WordPress dashboard to change any data.
The client can simply make changes to the Google Sheet from their phone, and our table plugin will automatically update the data on the site.
This is so far one of the most unique and clever use cases we have seen for any of our products.
Takeaways customer service case studies
Up until now, we have shared six different customer service case studies. But these are not just stories. These case studies tell us what excellent service is. It teaches us how we can go the extra mile and how it can impact our customers.
Essential qualities of the best customer service reps
So, here are a few takeaways from these case studies:
- Be responsive. Respond to the customer, even if it’s a tweet. Be quick and efficient.
- Be helpful. Go above and beyond to help customers, even when they don’t know it’s not required. This could mean offering advice, making recommendations, or just listening.
- Be transparent. Be honest with customers, even when it’s not good news. Customers always appreciate a direct response, even when they are angry.
- Be personal. Take the time to get to know the customer’s individual needs. This will help you provide more personalized service. Which will make them feel special.
- Be human. Don’t hold your personality back; let your human side shine through. Show that you care about the customer and their experience. This could mean using humor, being empathetic, or just being yourself. The personal level of connection is effortless. This will make your service seamless.
- Go the extra mile. Go above and beyond to help customers. This could mean tracking down a discontinued product, giving a refund, or even just sending a handwritten note. Whether you need to write custom code, provide training, or even just be a sounding board, let it be.
- Be creative. If you can’t find a solution, that’s fine. Go out of the box and come up with a new one.
- Be patient. Sometimes, it takes time to find the right solution that works. Be patient with customers and stay with them until they’re happy with it.
- Be open-minded. Customers may use your product in ways that you never intended. Be open to new ideas.
- Be impressed. Be amazed by the imagination and creativity of your clients. When you see customers using your product in a unique way, make sure to let them know how impressed you are.
Being a tech support specialist or service agent is a challenging job, no doubt. A customer can come up with any type of issue. Hance, the service providers have to be sound enough to deal with any surprises.
The service-dependent industries are constantly facing a variety of cases every day. That’s why customer service case studies are a must-read for support and service providers. And, on the other hand, these stories can bring in new customers.
Md. Ariful Basher
Hi, this is Abir, a full-time content writer and nocturnal web designer. With a love for psycho-thrillers and sci-fi action movies, I channel my creative energy into crafting captivating content and visually stunning websites. And, always provide top notch customer experience as a writer and as a designer. Also, I love eating.
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Customer service roleplaying scenarios
Want to improve your business’s customer responsiveness ? Learning about possible customer service scenarios is a great way to prepare for any future customer issues. It’s always good to anticipate issues and train employees to handle potential situations at-hand. Companies who do customer service right are able to appease unhappy customers and maybe even win their business back.
Benefits of good customer service
Not only will your customers enjoy a better experience, but improving your customer service can also benefit your bottom line. The people who have already spent money with you are essentially the lifeblood of your organization. Did you know that repeat customers continuously spend more money with you the longer you keep their business? A Harvard Business School study showed that customers spent an average of 40% more money on their sixth purchase than their first, and an average of 80% more on their eighth. Keeping customers happy and coming back is crucial to creating loyalists and staying profitable.
What are customer service scenarios?
A customer service scenario is a situation that could involve an upset customer. That means looking at all of your processes and identifying some moments (maybe some that have happened in the past) that could cause some hiccups. In this article, we will not only give some examples of these customer service scenarios, plus solutions and tips, but we will also give you some scenarios your team can practice dong role-play.
3 Difficult customer service scenario examples & solutions
These are some of the most common situations that can happen, plus how to fix them. Are you ready to become amazing at customer service?
Customer service scenario 1: Angry customer
An angry customer is something just about every seasoned business owner has witnessed. Since most small businesses don’t typically have dedicated customer service reps, the person needing to know these customer management skills should also participate in the role-playing scenarios we’ll cover later.
So, you’ve got an angry customer—perhaps you’re communicating over the phone or through your website live chat . In any case, the best thing to remember when you have an angry customer negatively addressing you is one simple acronym: HEARD. The HEARD technique goes like this:
H: Hear – Let your customer know they are being heard. Be patient, and don’t cut them off.
E: Empathize – Having empathy in business pays off in all relationships—practice understanding and compassion when listening to your customer’s grievances.
A: Apologize – Even if you were not at fault, after empathizing with the customer, you should be able to sincerely apologize. Nobody likes being inconvenienced; you should understand that. It’s like replying to a negative review IRL. (Pro tip: there are reputation management tools to help with angry customers online.)
R: Resolve – Come to some sort of common ground with the customer. Ask how you can help. Find a way to make things right—whether this means you give them a discount on future purchases or a free product.
D: Diagnose. After the issue has been resolved and both parties are amicable, get to the bottom of the issue. Who or what really caused this to happen? This way, both you and the customer benefit from new information that can help it from happening again.
Ensuring that everyone who deals with customers on a daily basis follows this checklist can greatly improve your reputation. The last thing you’d want is an angry customer taking to Twitter to rant about their horrible experience with your business—resolve the problem before that can ever happen.
Customer Service Scenario 2: Unable to answer a customer’s question
This is never a good feeling, and it most often happens to new employees. If this happens, even if you don’t know the answer, you should try to find it. You can usually use problem-solving skills to answer the question. If you truly don’t know the answer, inform the customer that this is the first time it’s come up, then proceed to ask for the time needed to find the answer. Many times, a good default is to report the question to a higher level of management or simply ask. Remind new employees of these tactics during onboarding, and hopefully, you won’t run into this problem too often.
Customer service scenario 3: Crisis mode
A crisis can strike any company at any time. You often don’t see them coming; that’s why crises can be so damaging. However, if you and your staff are equipped to handle a crisis when it comes your way, you will be much better off. What kind of crises are we talking about? Well, one example in today’s digital age is security breaches. Scammers are becoming trickier with their techniques, making it very hard to even know you’re giving away sensitive information to a thief.
Thus, it’s best to train everyone on proper crisis management, especially when it comes to speaking with customers . The people who have invested in you will be upset. You want to keep their business, so, you…
- Apologize . Even if a crisis is not directly your fault, apologize. Whatever did happen caused harm to your customers, and you should want to genuinely apologize for that.
- Communicate . Keep everyone updated. Whether that means issuing press releases, posting on Facebook, or sending emails to your list, keep your customers in the loop on the steps you’re making to amend the crisis and ensure it never happens again. It is important to keep the communication open if you want to win back your customers’ trust.
Crises are never simple, cut-and-dry experiences, but they can be handled well if you stay honest and stick to these tips.
Customer service role play scenarios
If you really want to excel at customer service, we recommend role-playing a few common customer service scenarios with your team. Basic role-play means one person will act as the customer and the other will act as the employee handling the situation. It can be fun if you’ve got some creative staff members!
Below are some examples of customer service role-play scenarios, just fill them in with scenarios that can or have happened at your business to make them relevant to your team.
- A customer has come to speak to a member of staff to make a complaint. They are threatening to get you to shut down. Your objective is to resolve the issue with minimum reputation and financial damage to the company. What do you do? (Inspired by this example )
- Someone slipped and hurt his or her self in your place of business. What is the wrong thing to do in this situation? The right thing?
- A begrudged former employee is bad-mouthing your company online with all kinds of negative fake reviews and untrue stories. How do you get him or her to stop without elevating the issue further?
- Your employee accidentally deleted your entire database, including personal customer information. Customers are not happy and refuse to give you their information again. What’s your first move?
- Someone wants a refund but it’s unwarranted. They’re trying to bully you into giving them their money back for no real cause. What do you say to him/her?
- A thief broke into your office last night and stole most of the electronics. What’s the first thing you do? The second?
- Two employees are having a disagreement. There are customers all around and curse words are being said. As the manager, how do you resolve the issue without scaring off customers?
- A customer is trying to use an expired offer or coupon. It’s for a very large purchase. They insist that they should be allowed to use it. Do you let them use the expired coupon?
Customer service tips to keep in mind
Lastly, when in doubt, remember the golden rules of good customer service. Here are some customer service tips to keep in your back pocket when you’re having a hard time with a customer.
- Be patient and a good listener
- Practice empathy
- Be adaptable; sometimes situations can change
- Stay knowledgeable of your product or service
- Have a can-do attitude
- Develop a thick skin
As you can imagine, dealing with customers is not always easy. But understanding how important customer service and training employees on correct customer service procedures can greatly help your reputation in the community. At the end of the day, think about what it’s like when you’re the upset customer. You don’t enjoy it either, do you? With patience, empathy, and a problem-solving mindset, your customer service can go from average to stellar. Now, just wait until you see the results of happier customers.
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By John Becker
Mar 19, 2022
How To Write a Case Study That Speaks to Your Customers
How to write a customer case study in 6 steps
- Identify the need
- Identify the subject
- Conduct your interviews
- Cover the basics (who, what, how)
- Provide the right framing
- Include emotion
For a prospect who’s just about to make a purchase, a case study could be the most helpful piece of content they could come across.
A case study tells the story of a customer just like them : someone who faced a similar challenge and, with the help of your business, overcame it. This prospect can see themselves in the case study, and the testimony of a real-life customer will have more weight than any other marketing materials you have.
But, as with any piece of content, a case study needs to be produced in just the right way to have the most impact. Too vague and the effect is lost. Too salesy and the prospect doesn’t trust it.
The best case studies are detailed without being dry, and poignant without being mawkish.
At IMPACT, we guide our clients to write compelling case studies that they can use with prospects in the sales process. Below, we’ll give you the step-by-step guide we teach so that you can put this powerful tool into the hands of your own sales team.
Below, we’ll cover:
- What a case study is (and isn’t).
- How to write a case study in 6 steps.
- Examples of great case studies to inspire you.
- How to know if your case study is working as it’s supposed to.
Ready to tell your customers’ stories? Let’s walk through this process together.
What is a case study?
A case study is a piece of content that tells the story of a customer’s journey. Ideally, this customer struggled with a specific problem before they found your business and your solution, which alleviated the pain point.
Case studies are so effective because they balance anecdote and quantitative data, so they appeal to both the head and the heart.
Marketers, after all, are storytellers, and case studies are a wonderful chance to tell the story of a customer . Humans are hard-wired to appreciate stories of struggle and triumph, so your case study should fit right in.
A case study will usually take the form of an article, but it could be a video or other medium as well.
Most often, case studies are written with bottom-of-the-funnel prospects in mind. As someone approaches a purchase, the case study can help convince them that buying from you is a good idea.
What a case study isn’t
Although a case study is marketing material for your business, it is not about you . The customer is the hero of this story. Your business is the guide that helped them overcome challenges and succeed.
Case studies should include emotion (more on that later), but they should not be sentimental or emotionally manipulative .
How to write a case study in 6 steps
Jen Barrell is a content trainer at IMPACT who works with businesses to plan their inbound marketing strategy. She has guided numerous clients through the case study writing process.
She advises a six-step process to produce a rough draft, after which you should follow your normal process for QA and publication.
These are the steps she asks businesses to follow.
Step 1: Identify the need
Before you begin, Jen says, you must determine the need this case study will solve. Ask yourself these questions:
- Who are you actually writing this for?
- What key problems are you trying to solve for the reader?
- At what stage in the buying process will this case study be used?
Having answers to these big questions up front will save time in the long run. You want to be sure about your audience and your scope so that you know exactly how to tailor your message to suit your future customers.
Step 2: Identify the subject
Second, you’ll need to determine who you’ll be writing about. It could be a business or an individual, depending on what you sell, but it should be a single customer, so focus on only one.
Talk with your sales and service teams to decide on some previous customers who could be good subjects. Compile a short list of possible candidates and reach out to them, explaining the process and timeline.
According to Jen, this is a time to follow the path of least resistance. “The best case studies are created out of interviews,” she says. “You want to talk with people who are enthusiastic and genuine.”
In other words, if they’re resistant to your initial outreach, they’re likely to be a less compelling interview subject.
Step 3: Conduct your interviews
A good case study tells a story. You’ll need to compile solid evidence to show the effect your business has had on that customer’s life.
- Did your insurance company help them rebuild after a disaster?
- Did your team help them win their court case?
- Did your marketing plan help them successfully launch a new product line?
- Did you provide alternative solutions for their design process so they could be more efficient?
Whatever the case may be, you’ll need the numbers to back it up. What was it like before, during, and after your company’s involvement? What initial challenge did they face? What positive results did that customer eventually see? How long did it all take?
You’ll need to do research to find the raw data to make these key points. You can get some from your team and some from the subject.
But a case study isn’t just about numbers and profit. Sure, these may be your main findings, but you don’t want to overlook the human element. You’re telling a positive story about transformation.
In your interviews, make sure to ask questions about the people behind the numbers. Ask questions about the emotions they felt during their journey.
Step 4: Cover the basics
Any reader looking at a case study is looking for very specific information. They want to know the same thing:
- Who is the customer being described? What makes their story relatable?
- What were the problems they were facing? What challenges did you help solve? What other possible solutions did they try or consider?
- How did your company’s offerings — whether product or service — help the customer succeed?
- Results: What did their success look like? How long did it take? What were the details of the experience?
If you cover these basics in every case study you write, you’ll produce a consistent product that is digestible for bottom-of-the-funnel prospects in the final stages of a purchase.
Jen says, “This is a time when having a formula to follow will serve you well. Prospects might read several case studies at once, so make sure they’re easy to read and well-structured.”
Step 5: Provide the right framing
As the writer, it’s up to you, to provide the right framing and structure to make your case study grab the reader’s attention while at the same time conveying relevant facts that might feel dry.
This starts in your introduction.
Most case study intros jump right into the who-what-how without providing the context of what’s to come. Instead, Jen advises using a “P-E-P” approach in the intro to hook the reader. Think of this as the welcome mat of your case study, she explains. “In your introduction, start by identifying the problem , then demonstrate your experience , then offer a promise .”
- Start by connecting with the reader by showing them you recognize the problem they’re experiencing. For instance, if you’re writing a case study that shows how your roofing company helped a customer replace their roof after a hurricane, then most likely the people drawn to that particular case study are experiencing a similar situation.
- Then you’ll want to provide the context of the case study by telling them who you are and the expertise you have to solve their problem. While the case study certainly isn’t about your company or product, the reader does deserve to know who’s advising them.
- Finally, your intro should make a promise to the reader about what’s to come. This is the space where you’ll preview to your reader what the payoff is for reading through to the end.
What the P-E-P approach looks like in practice
For the example above, the case study introduction might look something like this:
The worry that natural disasters cause homeowners can easily turn to panic when a worst-case scenario occurs. The loss of a roof during a storm both exposes the physical contents of your home and tests your emotions. You’re left wondering how long it will take to repair, if your house is safe to live in, how you’ll deal with insurance, and who will help you navigate through this mess in the coming days. [Identify the problem.] As a Florida-based roofing company, Acme Roofing has helped 20 families in the past year alone repair their homes when the unthinkable happened. Jane Smith and her family lost their roof in the last hurricane and have some crucial advice for not only making it through this trying time but coming out with a home that’s both beautiful and safe for her family. [Show your expertise.] Keep reading to find out what happened to Jane’s home and the steps she took to secure a safe place for her family. [Offer a promise of what’s to come.]
Any article could rely on this intro format, but case studies are especially well-served by this approach, Jen says.
From there, each section of the case study should smoothly lead into the next. Be sure to provide transitions and appropriate pacing. This should be informative, but not dry like academic writing.
Step 6: Include emotion
Be sure to include human elements that convey to the reader that this is a real story involving real people. There are emotions connected to every decision we make, and conveying these in the case study will enhance its appeal to your audience.
Was he afraid he would lose his business?
Was she frustrated by previous products that didn’t solve her problem?
What did they feel when your business stepped in? Relief? Joy? Satisfaction?
Include these emotions . Case studies often come across as extremely dry, but this is one article type that can carry heavy emotion. Use the emotion of the people you got to know during the interview process.
After you’ve completed these steps, you’ll have your rough draft. Share it with the customer whose story you’ve shared. See if anything needs further exploration or additional background information.
Bring together two or three trusted colleagues who can serve as editors. Avoid having too many cooks in the kitchen, though.
Then, polish and refine what you have, including the feedback of your colleagues, to create your final draft. If necessary, work with a graphic designer to create visual elements to help enhance the story.
Then, get that sucker in the hands of your sales team .
Case study examples to inspire you
What does an actual case study look like? There are dozens of ways your business could approach a case study, but don’t forget those core elements. You must tell a compelling story that will resonate with your target audience: potential customers who are almost ready to make a purchase.
Example 1: IMPACT and Bill Ragan Roofing
Here’s a narrative-style case study that tells the story of one of our clients, Tennessee-based Bill Ragan Roofing.
Note how writer Jolie Higazi balances the numbers and the human element. Readers feel like they’re getting to know this business and want to celebrate its success.
Example 2: Screensteps and The Peninsula Jewish Community Center
Screensteps provides training software to businesses for onboarding and other instruction. Here is a case study explaining how they helped a nonprofit implement a new CRM for more than 200 employees.
With wit and illustrations, they tell the tale in a way that is accessible and engaging. Again, this doesn’t feel like research writing. It reads as a compelling narrative — and includes quotes from various stakeholders throughout.
Evaluating your case study
How will you know if your case study is any good?
Simple, says Jen. Listen to your sales team.
In most cases, case studies will be used by your sales team with bottom-of-the-funnel prospects who are close to a decision. Jen advises that marketers check in with sales reps to see exactly how the case study landed with a prospect.
Did they ask follow-up questions? Did they see themselves in it? If your case study is covering all the bases, your sales team should be raving about it. If not, go back to the drawing board and make it better.
If your case study is aimed at a broader audience, evaluate it the way you would any article. “Look at your conversion data,” Jen says. “Make sure that your bounce rate is low because that shows your audience immediately wanted to learn more about what you offer.”
The real-life stories your buyers need
Case studies are incredibly useful for your sales team and helpful for your buyers. However, keep in mind that they need to be regularly updated to avoid looking stale. If you tout yourself as a cutting-edge business but your case studies all come from five years ago, you might inadvertently hurt your chances with a prospect. Even a great example might not age well.
Once you produce a case study, it will be up to you to update as needed. Set aside time each quarter to read through old content and make sure it’s up to date and still makes sense.
If you need help convincing your potential customers that your offerings are perfect for them, case studies are perhaps your greatest asset. Spend the time to tell these customer stories so that your prospects can learn about a real-life situation in which they can see themselves.
How to Write a Persuasive Case Study That Converts (w/ free template)
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Essential Case Study Questions to Ask Your Best Customers
Picture this: a customer is looking to replace their email marketing software . As they evaluate different options, they look for products with features that suit their needs and preferences. Most importantly, they want proof that your product works.
You can tell the story yourself, but the problem is that 9 out of 10 customers won’t trust what you say about your brand . Instead, they want to hear from other customers who have used your product and reaped the benefits. This is where case studies come in handy.
A case study gives skeptical customers evidence backed by data, numbers, and analysis. It’s an impactful direct endorsement from satisfied customers that tells others, “come buy this product: it enables me to achieve these results and will work for your business, too.”
Where to Use Case Studies
Case studies are an important part of your content marketing strategy . Here are a few places you can feature your case studies to drive social proof and conversions:
- Your website: 92% of potential customers look for social proof before making a purchase. Adding excerpts of your case studies on key web pages and on focused landing pages will improve conversions.
- Nurture emails: If you have a case study about a feature or product a customer is looking to buy, send a targeted, nurture series featuring the case study.
- Sales and marketing team: When the customer is in the consideration stage, you can send them targeted case studies. Sales and marketing teams should also learn to use case studies at the right moments in the buyer’s journey.
- Newsletters: Case studies are a great resource for your newsletter series, whether you’re looking to build new relationships or strengthen existing ones.
- Marketing videos: Making video case studies or testimonials helps potential customers see what your product can achieve from a third-party perspective and may convince them to buy. Actually, 2 out of 3 customers claim they’d make a purchase after watching a testimonial video.
- Blog posts: You could also use quotes from case studies to add credibility to information in your blog posts and articles.
Identifying the Right Customers for Case Studies
Not all customer stories lend themselves well to case studies. For a case study to really woo your customers, it has to be authentic, believable, and captivating.
When picking candidates for case studies, consider the following:
- Company size: The size of the company that suits your case study comes down to what you want to achieve. If you want to add more SMBs to your customer base, then write a case study about a small business; and vice versa.
- The challenge: Evaluate your target audience and pinpoint the problem you want to solve. Then, identify the specific product feature that solves that problem. Lastly, search through your customer base and pick a customer that had a similar problem and used the same feature to solve it. Chances are, if you use that customer as a case study, the story will resonate with the target audience.
- The results: Remember, for the case study to have a significant impact, it has to showcase cold, hard data. For this reason, pick a customer with solid numbers to back up their anecdotal results. Gather direct quotes, as well, to spice up the case study and improve narrative flow. You’re telling a story, after all, so make it exciting!
- Other things to consider include: pick a customer you’ve recently worked with, and ideally, one requiring minimal layers of approval. This way, your proposal to feature them in your case studies will get approval in time — and you won’t have to delay for months while you wait for legal to provide their stamp of approval.
Fundamental Case Study Questions to Ask in Your Interview
Asking your customers the right questions can make or break your case study. The questions you ask will vary depending on your industry and the angle of your case study, but here are some essential ones to start with:
- How did you find out about us?
- When did you start working with us?
- What was the beginning of the engagement with our company like?
- What problems were you looking to solve?
- Did you evaluate our competitors or other solutions to your problem?
- What made you decide to go with us?
- How did our product/solution solve your problem?
- Did you need any help using our product/solution, and how did you get help?
- What are some of the main benefits of using our product/solution?
- What are the three biggest things you love about our company?
- What would you say to other people considering us?
1: What’s Your Background?
Getting your customer’s backstory is a great way to set the stage and tone for your case study. It might even help steer your case study down a path you hadn’t considered before. Better yet, these personal stories engage potential buyers, helping them to relate to your customer base.
2: How did you find out about us?
3: when did you start working with us, 4: what was the beginning of the engagement with our company like, 5: what problem were you trying to solve.
Every buyer is working to address a problem. Your case study should focus on one problem, so ask what problem the user was trying to solve. This question will give the reader (and you) insight into how people perceive and use your product.
6: How Was The Problem Affecting You?
Most buying decisions are based on emotions rather than logic. Expand this question by asking how the problem was affecting impacting the customer’s bottom line, what difficulties it was causing and how it made the person feel. Ask open-ended questions and try to elicit emotional responses as much as possible.
7: What Possible Solutions Did You Consider?
There are always multiple ways to solve any problem. Those who read your case study will trust the testimonial more if they can see that the customer considered other solutions. Buyers always start with a list of options and then narrow down the list until they find the perfect fit.
8: Why Did You Choose Our Product or Service?
Case study readers will be interested in the decision-making process previous buyers have gone through. If they identify with the process, they are more likely to buy the same product.
9: What Would Have Happened If You Had NOT Made The Purchase?
Asking this question reiterates the original problem. Hopefully it’s the same one the reader is trying to solve. It emphasizes the consequences of postponing a purchase and increases the likelihood of the reader making the decision you want him or her to make.
10: What Risks Did You Consider?
Every decision has risks. If you ignore them they won’t go away, so you need to address each risk to reassure your prospective customer. This helps the reader to overcome their natural aversion to taking risks. Risk analysis has two main components; how likely it is, and how severe are the possible consequences.
You can reduce perceived risk by including a ludicrous over-the-top warranty that offers much more than the standard money-back guarantee everyone offers.
11: What Reservations Did You Have?
This is similar to risk analysis and gives you another way to find why people might not be buying from you. If one person has reservations, other buyers might have similar feelings and need to confront them before making a decision to purchase.
12: Did you need any help using our product/solution, and how did you get help?
Provide potential customers with a taste of what it’s like working with your company. Do you have 24/7 support? Personalized account management? Give your customer service and support a chance to shine.
13: What are some of the main benefits of using our product/solution?
14: what measurable benefits have you seen.
This question gives your case study respondent an opportunity to address the value in your product and to spell out exactly how it solved their problem. It is more convincing as the final question because readers can see the feedback is credible. Praise is more effective when it’s given after a detailed risk analysis and consideration of alternatives.
15: What are the three biggest things you love about our company?
16: what would you say to other people considering us, bonus: can you provide creative assets.
Be sure to ask your customer for a headshot, company logo and other brand elements you can add to their case study to make it feel even more personal and authentic to your audience.
You know what you need and how your study needs to be structured. If you simply ask someone to give you feedback on a purchase, what you get is unstructured and rambling praise that lacks credibility. Structuring responses will save the respondents time and gives you something much more valuable.
Your best customers value your partnership and want to help you succeed. They will more than likely be happy to take part in a case study. All you need to do is to ask.
by Benchmark Team
Occassionally, the worldwide Benchmark Email team will collaborate on a post to deliver the latest and greatest news, tips and feature updates to all of you.
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3 Bad Customer Service Case Studies
Find the Speed You Need! Talk with an Adviser Today!
According to the Harvard Business Review , simple actions, such as responding to tweets quickly, can increase the amount of money people are willing to pay doing business with an organization. Quality customer service builds loyalty and increases profits. Sometimes, however, even major brands have moments when their service goals go horribly wrong, teaching lessons for everyone else. The three bad customer service incidents below have recently sent major brands scrambling to preserve their image. Here's what we all can learn from their mistakes.
An Air Transat flight sat on the tarmac for hours without service
In July 2017, passengers aboard two Air Transat flights were diverted to Ottawa. While the airline had no control over the diversion itself, they had a responsibility for the fair treatment of their passengers following landing. Yet passengers reported being stranded on the tarmac for over four hours, on one flight without any food, air conditioning, or water. This incident caused at least one passenger to call 911 in an effort to force the airline to act.
Following the incident, the airline was fined and held responsible by the Canadian Transportation Agency. During the hearing, however, customers and the press noted that the airline and airport continually came up with excuses and tried to blame each other, which led customers to say they will not fly with Air Transat again.
Lesson to learn
Air Transat didn’t just make a mistake when they failed to provide comfort and necessities to their customers during the unexpected delay on the tarmac, they failed to take responsibility for their actions or make proper amends with their customers. Mistakes and incidents can happen to any business, but how you respond to the issue and treat your customers will have a lasting impact. Refusing to accept responsibility or focusing solely on the bottom line to the detriment of the customers can cause serious harm to your brand.
T-Mobile changed a customer’s name on their account to “Idiot”
T-Mobile had a customer calling about a billing issue with his new phone. When he didn’t get the desired help, he decided to reach the phone carrier through Twitter. Although most people would agree that customer service can be a very challenging job, the T-Mobile team certainly could have handled the situation more appropriately. The rep dealing with the issue apparently changed the customer’s name to “Idiot,” which the customer saw the next time he logged into his account. He posted his account of the incident online, which reasonably led to poor press for T-Mobile .
Providing customer service can make many people frustrated enough to scream. What is not acceptable, however, is doing anything that could get back to the customer. Brands should work to provide excellent service, even behind the scenes, to create an outstanding experience for customers. It’s important to have the right team with the right training to handle customer issues with grace and diplomacy. It’s not about the customer always being right – but the customer always deserves your respect.
Apple reduced the speed of their older devices
Apple decided to slow down their older devices without telling their customers. Although they may have had an understandable reason for this action, their failure to notify customers led to outrage among users.
Apple claimed the action was taken to preserve the battery life in the older phones. While this might have been true, it was the lack of transparency that angered customers. The brand ended up apologizing to customers and offering discounted battery replacements.
Despite good intentions, if your actions negatively impact customers, you need to err on the side of transparency. If Apple had let customers know upfront that their devices would eventually slow down and why, it would have been less of a scandal. Instead, since customers discovered it on their own, it left them feeling suspicious about what else the company isn’t telling them. Trust is one of the most important qualities in your relationship with customers. Don’t give them any reason to doubt you.
Customer service remains a critical component of any successful brand. If you want to grow, you need to focus on outstanding customer care during every interaction. Bad customer service will cost you more than just the customer directly involved, so take the lessons learned from these recent disasters and make sure you don’t make the same mistakes.
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32 customer service survey questions to understand customer satisfaction
By Celia Cerdeira
Customer service survey questions are a powerful tool for gaining insights directly from your customers. These customer satisfaction surveys help businesses assess their performance and identify areas for improvement, ultimately enhancing the customer experience.
Carefully crafted survey questions can help you uncover the strengths and weaknesses of your business from your customers’ perspective. For example, you might find that customers appreciate the user-friendly design of your product but are frustrated with long wait times when contacting your customer service team. These insights can guide you in allocating resources and prioritizing improvements.
Asking specific questions about different aspects of the business also allows you to gather detailed feedback to better understand your customers’ needs and expectations.
In this article we’ll explore:
Benefits of customer satisfaction surveys.
32 examples of customer service survey questions., best practices for collecting customer feedback..
Customer satisfaction surveys offer a wealth of benefits that can significantly impact your business’s growth and success, including the following:
Improve products and services.
Customer satisfaction surveys provide direct feedback from those using your products or services. This valuable information can highlight what is working well and what needs to be changed and improved.
For instance, customers might be thrilled with your customer service team’s responsiveness but find your product lacks certain features they desire. This feedback can help you to make informed decisions about product development and service enhancements.
Enhance customer experience.
Conducting a customer satisfaction survey shows customers that their opinions matter. This can foster a sense of trust and loyalty, which is integral to building strong customer relationships. Beyond this, the insights gained from these surveys can help you streamline processes and eliminate any obstacles or frustrations in the customer journey .
For instance, if customers report difficulties with navigating your website, you can take steps to improve its layout and usability. This proactive approach to resolving issues enhances the customer experience and demonstrates your commitment to customer satisfaction.
Increase customer satisfaction.
When you take action based on the feedback received from customer satisfaction surveys, customers feel heard and valued.
Continual improvements to your products, services, and customer interactions also show customers you’re committed to meeting their needs and exceeding their expectations, leading to increased customer loyalty and retention. Satisfied customers are more likely to recommend your business to others, leading to new customer acquisition and growth.
Crafting effective survey questions is a critical step in gathering insightful customer feedback. Here are 32 carefully curated examples of customer service survey questions that can help you better understand your customers’ experiences, expectations, and satisfaction levels.
NPS survey questions.
- On a scale of 0-10, how likely are you to recommend our company to a friend or colleague?
- What is the primary reason for your score?
- What could we do to improve your likelihood of recommending us?
- How would you rate our products/services compared to our competitors?
- What do you like most about our products/services?
- What do you like least about our products/services?
- If you could change one thing about our products/services, what would it be?
- How likely are you to purchase from us again?
CES survey questions.
- How easy was it to find the information you were looking for on our website?
- How easy was it to complete your purchase with us?
- How easy was it to get your issue resolved by our customer service team?
- How would you rate the ease of use of our product/service?
- Did our product/service meet your expectations?
- How much effort did you personally have to put forth to handle your request?
- Was it easy to get your problem solved?
- How easy was it to navigate through our website/app?
Open-ended feedback survey questions.
- What did you like most about your experience with us?
- What did you like least about your experience with us?
- What can we do to improve our services?
- If you could change one thing about our product/service, what would it be?
- Do you have any suggestions for how we could better assist you in the future?
- Can you share more about why you gave this rating?
- How can we make your experience better next time?
- What other products or services would you like to see us offer?
CSAT survey questions.
- How would you rate your overall satisfaction with our product/service?
- How would you rate your satisfaction with our customer service team?
- How well did our product/service meet your needs?
- How satisfied are you with the value for money of our product/service?
- How satisfied are you with the timeliness of our service?
- How satisfied are you with the quality of our service?
- How satisfied are you with the ease of use of our product/service?
- How satisfied are you with the information provided about our product/service?
The Global State of CX 2023
Download The Global State of CX 2023 to discover how and why customer loyalty is harder to win, and what those with the biggest CX budgets are investing in.
Collecting customer feedback involves careful planning and execution. It’s not just about asking questions—it’s about asking the right questions in the right way and through the right channels.
Here are some best practices to keep in mind:
Use a mix of quantitative and qualitative questions.
Quantitative questions, such as rating scales or multiple-choice questions, provide valuable data that can be easily measured and analyzed. This data type can give you a clear sense of general customer sentiment and identify trends over time. However, they may not provide the detailed insights you need to understand why customers feel the way they do.
That’s where qualitative questions come in. These open-ended questions allow customers to express their opinions and experiences in their own words, offering deeper insights into their feelings, perceptions, and needs. For example, while a quantitative question might tell you that a customer is unsatisfied, a qualitative question can help you understand why they’re unsatisfied. Using a combination of both types of questions in your survey can yield more comprehensive and actionable feedback.
Feedback loop closure.
Closing the feedback loop involves acknowledging receipt, taking action based on the feedback, and communicating the action taken back to the customer. This shows the customer that their feedback is valued and has an impact and enhances their overall satisfaction and loyalty.
For instance, if a customer suggests a new feature for your product, you might develop and add that feature, then reach out to the customer to let them know their suggestion was implemented. This follow-through demonstrates your commitment to meeting customer needs and can lead to stronger customer relationships.
Choose the right channel.
Different customers prefer different channels for providing feedback. For instance, some prefer online surveys, while others find phone surveys or face-to-face interviews more convenient.
Consider the demographics and behaviors of your customer base when choosing your feedback collection methods. Younger customers may be more comfortable with digital channels like social media or email, while older customers might prefer more traditional methods like phone calls or in-person meetings. When you choose the right channel for your audience, you can increase response rates and get more accurate feedback.
Easily collect customer feedback with Talkdesk.
Talkdesk Feedback™ simplifies and enhances the process of collecting customer feedback. Various features are specifically designed to make survey creation, distribution, and feedback analysis as straightforward as possible.
Survey creation and distribution.
The Talkdesk Feedback intuitive interface allows you to design comprehensive and engaging surveys without technical expertise. You can choose from a selection of pre-designed templates or create your own custom surveys that align with your brand identity and the specific information you wish to gather.
Once your survey is ready, you can distribute it across multiple channels, including email, SMS, and social media platforms. This multichannel approach ensures you reach your customers wherever they are, increasing the likelihood of response and providing a more holistic view of customer sentiment.
Real-time feedback gathering.
In a fast-paced business environment, real-time feedback is invaluable. Talkdesk provides tools for gathering this feedback instantly, allowing you to track customer responses as they come in. This real-time data can help you identify trends, respond to issues promptly, and make quick decisions to improve customer satisfaction.
Talkdesk doesn’t just help you collect feedback—it also aids in analyzing the data you gather. The platform offers robust reporting and analytics features, enabling you to gain actionable insights from your survey responses. You can track key metrics, identify patterns, and understand the factors driving customer satisfaction or dissatisfaction. These insights can guide your customer service strategy and significantly improve customer experience.
Talkdesk also offers a range of other features and benefits that can help businesses enhance their customer service, improve team collaboration, streamline operations, and gain valuable insights from customer feedback. Start your journey towards improved customer satisfaction today!
2023 Market Study: CX Trends, Challenges, & Opportunities
CCW Digital’s Annual Consumer Preferences Survey reveals that customer experiences are actually regressing, with brands continuing to miss the mark in areas like personalization, speed, convenience, empathy, and channel accommodation. Where have brands been going wrong? Download the report to find out.
Célia Cerdeira has more than 20 years experience in the contact center industry. She imagines, designs, and brings to life the right content for awesome customer journeys. When she's not writing, you can find her chilling on the beach enjoying a freshly squeezed juice and reading a novel by some of her favorite authors.
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November 15th, 2023 0 1
Azure Cognitive Search is now Azure AI Search, and semantic search is now semantic ranker. Visit here for more details about Azure AI Search .
In today’s digital landscape, efficient and effective customer support is necessary for the success and sustainability of business. Advances in artificial intelligence and machine learning help companies improve their customer experiences, such as the Retrieval Augmented Generation (RAG) pattern. RAG empowers businesses to create ChatGPT-like interactions tailored to their specific data sets.
In this post, we demonstrate how, using Azure OpenAI Service and Azure AI Search SDK, the RAG pattern can revolutionize the customer support experience. Our case study focuses on Contoso Real Estate , a fictitious company providing real estate solutions to Contoso employees. You can find the sample documentation here .
Understanding the Retrieval Augmented Generation Architecture
The core of this innovative approach lies in its comprehensive architecture, comprising several key components that seamlessly integrate to deliver a fluid and intuitive customer support experience:
Search Service: This pivotal backend service is designed to facilitate robust search and retrieval capabilities, enabling users to swiftly access relevant information from the company’s extensive knowledge base.
Indexer Service: By meticulously indexing data and creating search indexes, this service efficiently organizes and categorizes information, ensuring that the retrieval process is optimized for maximum efficiency.
Web App: The web app serves as the user-facing frontend application, presenting a dynamic and user-friendly interface. This setup allows customers to interact with the system effortlessly. Acting as a bridge between users and backend services, the web app enhances the support experience by using natural large language models, also known as LLMs, for intuitive interactions.
Unveiling the Contoso Real Estate Experience
The system incorporates the following features:
Chat and Q&A Interfaces: Users can engage with the system through interactive chat and question-and-answer interfaces, facilitating swift access to crucial information and resolutions for their queries, while business stakeholders make sure the information is always updated and relevant.
Trustworthiness Evaluation: The application offers various mechanisms for users to evaluate the trustworthiness of responses, including citations, source content tracking, and other credibility-enhancing features. These features ensure customers can always rely on accurate and reliable information and visit the sources for extended context.
Data Preparation and Prompt Construction: The application demonstrates various approaches for meticulous data preparation and prompt construction, ensuring that the system can effectively understand and respond to user queries with precision and relevance. The sample offers a debugging feature, to better understand the thought processes and data points used to elaborate each response.
All the components of this application, the static frontend and the backend services are deployed as a composable architecture unit, to their respective managed infrastructure services. We selected Azure Static Web Apps for the web app, and Azure Container Apps for the services.
During an initial deployment or successive workflow executions, the Azure AI Search indexer service ingests and indexes data to make the application functional.
When the end-user submits a question using the frontend web component to the assistant the request, including a set of headers, will hit a backend Azure Open AI service that will then process it according to the configured options like the context approach for example “retrieve then read,” the retrieval mode, which can be full-text or vector, or even hybrid, the use of semantic features, like “semantic ranker” for optimized relevance of the responses or “semantic captions,” and implementation of streamed responses using HTTP Readable Streams in order to formulate a response that the frontend can render.
Because the web component is built with distribution and customization in mind, it implements a slim design system that can be easily adapted to any existing branding definitions.
Performance Monitoring and Tracing: With the optional integration of Application Insights, the application offers comprehensive performance monitoring and tracing, allowing businesses to gain valuable insights into user interactions and system performance for continuous optimization and refinement.
Embracing the Future of Customer Support
In conclusion, the convergence of advanced AI technologies and the RAG pattern offers a promising glimpse into the future of customer support, where seamless interactions, personalized assistance, and reliable information converge to create unparalleled customer experiences. With the continuous evolution of AI and machine learning, businesses can look forward to a future where customer support transcends traditional boundaries, ushering in a new era of personalized and efficient support services.
Hector Norzagaray Product Manager, Azure SDK
Natalia Venditto Principal Product Manager
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