Conversation Agent - Valeria Maltoni - Why Case Studies Fail You With Customers

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I'm grateful to be with a company that is constantly going to its existing customers and asking what we can do better. These customers are also the catalysts for new programs we offer. Is this the norm?

At previous B2B companies I've worked for, lead generation always trumped customer retention.

Companies sometimes forget about their existing customers (yeah the ones fueling paychecks) and instead continue to invest enormous costs in acquisition/lead generation campaigns.

Thanks for the thoughtful post. You definitely make the case too for including in a case study details about the ongoing relationship - and waiting to do a case study until there's that track record there.

For companies that do continue to support customers, talk about "above and beyond" customer support, responsiveness, etc. can be a major deciding factor and the #1 message in a case study.

Great post, Valeria; thank you for always guiding your readers back to the customer. Your golf post analogy reminds me of a post by Kathy Sierra from February 2007 showing a picture of prospect vs customer (sexy images vs a couple arguing). And this is too true.

Making customers feel special and valued is very important, and it can't be done just by having great customer service people on the staff. It needs to be proactively planned in the same manner that one would create a marketing or social media strategy. Companies need a customer strategy which encompasses understanding their needs, then addressing those needs (differently for different customers) in such a way that an outstanding experience is created for the customer.

Only then will customers be treated well and companies succeed.

Thanks for making us think, Valeria. You rock!

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