The Importance Of Case Studies
Posted By: DSG
Customer centricity, peer to peer marketing, WOM referrals and the globalisation of CX transfer has instructed a paradigm shift to traditional marketing and communications strategies that influence the way we market, sell and differentiate. The key to distinguishing unique selling points and customer solutions in a marketplace endemic to fierce competition can no longer rely on a conventional sales approach.
Products can be copied, reproduced and sometimes even improved upon. Services, packages and market propositions will be mimicked, overhauled and repositioned. While competitors will pilfer and pillage what you once thought was your unique market offering, what is not as easily reproduced is a customised, customer centric CX that invokes referrals, word of mouth marketing and unsolicited voice of the customer feedback.
While a brand may be somewhat at the mercy of a well-executed customer experience, there are a few other influences that a brand may use to leverage marketable attributes in order to broaden market exposure, build brand equity and influence word of mouth referrals.
A case study may be one of the most unassuming marketing tools that a brand can use to showcase how a product or service has effectively solved the need and customer expectation. A valuable case study presents the story behind the result highlighting the CX and journey travelled during each transaction.
What makes a case study effective is, although similar to an advertorial which is considered as being traditional marketing, because a case study references the customer’s story and CX with a brand, transparent delivery of the study encourages brand affiliation and advocacy.
With its innate ability to instil confidence, compound awareness and brand association, by emphasising how the customer’s conflict was addressed and resolved, will have a positive influence on conversion.
Case studies support the “Zero Moment of Truth” theory where it is said that customers have added an extra step to a typical CX lifecycle. The “Zero Moment of Truth” is a phase placed somewhere between the Investigations and Negotiation phases of the CX lifecycle. During this time, before proceeding with the active transaction, customers are now spending a significant amount of time reading testimonials, customer reviews, posting questions and polls on forums and independent product reviews.
While this phase may be somewhat out of the control on the business, it is during this ambiguous phase that an unbiased, transparent case study can actively participate in the customer’s process.
Case studies help to transform a transaction into a story and enlist peer to peer influence on a purchase decision while building awareness, band advocacy and topic expertise.