If organized correctly, customer advocates can become a bellwether for the overall health of a brand and a leading indicator of success. This is exactly why business leaders increasingly view customer advocates as strategic assets instead of a “nice-to-have.”
The term ‘case study’ is fraught with confusion and (oftentimes) finger-pointing. After all, they are an outcome of customer advocacy and something that plagues nearly every company, big and small. Who is actually responsible for customer advocacy (in general) and customer advocates (specifically)? (Hint: it's not entirely marketing)
Below are several questions to think through that can help you to start organizing how you approach forming a Customer Advisory Board. While these are examples of the key considerations (there are about 20) it gives you an idea of how the answers can help to shape a plan.
We’re going to share our approach to case studies that will change your case-study life. The secret ingredient? Approaching the case study as you might a new customer – understand yourself and how you do what you do, understand the deeper customer problem, articulate in simple and jargon-free terms how you resolved their problem, most of all, focus on the business outcomes.