I wrote recently, dear reader, on the voice of the customer and its importance for case studies.

I’d like to add to that post here, and improve on it somewhat, I think. When we talk about case studies in the wider context of customer advocacy, we distinguish between the shorter testimonials and larger format case studies. They have slightly different objectives and slightly different audiences – both organisationally and individually – and for that reason they are subject to slightly different best practices.

The testimonial is shorter, punchier, a bit more ‘gushing’ and works best in the voice of the customer – the first person singular or plural – as much as possible. It’s intended for earlier in the buying cycle where evaluators are researching alternative solutions – and solution providers – to their problem.

The ‘proper’ case study is longer, requires more narrative delineating the measured results or outcomes, and works better with a combination of third person accounts and amplifying quotes from the featured customer. You need more reason, more argument and more explanation in it. This kind of document is for further along in the buying cycle where influencers and buyers are getting into the nitty gritty and are seriously judging what you can do for them in their situation.

I should have made that important distinction in my previous post. Silly not to. Perhaps this post, then, should be entitled Moron on the Voice of the Customer instead :-).

People you sell to have long since grown tired of your marketing stuff. The adage ‘self-praise is no praise’ comes to mind. Maybe that’s why we’re told as kids not to blow our own trumpet. Graciousness in defeat, humility in victory.

When faced with a problem, the first thing people will do is ask their peers. Have you faced this before? How did you deal with it? Who should we be talking to? Have you used these guys before? Were they worth it? In the networked economy, review portals and social media make this very easy.

When people can’t get they want from their peers, then they seek out the views of other customers. There are various degrees of customer advocacy, from the verbal mentioning of a client, through the use of their logo, a quote, a success story, to a detailed case study and finally the reference site, the customer who will take calls and site visits on your behalf. The greater the degree of advocacy, the harder you have to work to get them. The bigger the company, the more drawn out the process. It’s hard work getting the blue chip reference client, but it’s also worth the hard work.

When you’re preparing a press release about a customer win, or drafting a customer success story of some degree, I advise you to interview the client if at all possible. Sure, you know your key messaging, but it sounds so much better framed in the words of the people who use and benefit from your solution.

Furthermore, do as much of the write-up in the first person, using the voice of the customer to tell the story. It’s more powerful, credible and respectful that way. And, your customer can use it for their own marketing too. You’d be surprised how many see the personal and corporate benefits of being a happy customer.

Oh, and make sure you get the customer to sign off on the words too. Then as long as you don’t change the words you can recycle them at will. They are the gift that keeps on giving.