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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

Key Takeaways

• 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 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

Easily create beautiful case studies and more with Visme

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5 great customer experience case studies.

Home » 5 Great Customer Experience Case Studies

Exceptional CX Strategies in action are vital for organizations aiming to thrive in the competitive market. By focusing on customer needs, these strategies transform standard interactions into memorable experiences that foster loyalty. In this section, we explore five outstanding case studies that showcase innovative approaches to enhancing customer experience.

Each case demonstrates the importance of understanding customer insights and adapting services accordingly. These exceptional CX strategies not only drive satisfaction but also contribute to sustainable business growth. Through analysis of these real-world applications, we aim to inspire a fresh perspective on elevating customer experience to new heights.

Exceptional CX Strategies: Companies Leading the Way

Exceptional CX strategies often emerge from companies that prioritize customer-centricity. These organizations recognize that understanding customer needs and preferences is essential for offering unmatched service. They continually analyze feedback and insights to tailor experiences that resonate deeply with their audience. By fostering a culture of empathy, these companies empower their teams to think critically about customer interactions, leading to improved outcomes.

Moreover, their commitment to exceptional customer experiences does not end at mere satisfaction. These leaders actively engage customers in meaningful ways, ensuring they feel valued and understood. Innovative touchpoints, personalized communications, and seamless service integration help create lasting relationships. These strategies not only drive loyalty but also inspire advocates who share their positive experiences, further enhancing brand reputation and visibility. Through these exceptional CX strategies, companies are setting benchmarks in customer service excellence that others aspire to achieve.

Case Study 1: How Company A Transformed Customer Engagement

In the pursuit of exceptional customer experience (CX) strategies, a leading organization revolutionized its approach to customer engagement. Recognizing the growing competition and the importance of customer feedback, they prioritized understanding the voice of their customers. By analyzing customer sentiment, the organization gained actionable insights into preferences and pain points. This not only enabled them to tailor their offerings but also created a more personalized interaction with customers.

The transformation began with mapping the customer journey, allowing the organization to identify key touchpoints for improvement. This strategic move had a dual benefit: it bolstered customer satisfaction while also increasing market share. Enhanced engagement strategies, including personalized communication and targeted promotions, ensured that customers felt valued and understood. This case study highlights the significance of exceptional CX strategies, illustrating how a company can thrive by truly listening to its customers and adapting to their needs.

Case Study 2: The Impact of Personalization at Company B

At one organization, a robust personalization strategy significantly improved customer experiences. By using data analytics, they crafted tailored interactions that resonated with individual customer preferences, which fostered stronger connections and increased customer loyalty.

The implementation of personalized recommendations based on past behaviors was a game-changer. This approach not only enriched the shopping experience but also boosted conversion rates. Additionally, effective communication channels, such as targeted emails and customized offers, ensured customers felt valued.

Furthermore, by continuously analyzing customer feedback, they adapted their strategies to better meet evolving needs. This responsiveness illustrated the importance of exceptional customer experience strategies, ultimately establishing a competitive edge in their market sector. Engaging their audience through personalized experiences was integral to their overall success, demonstrating how critical tailored interactions are to achieving superior customer satisfaction.

Implementing Exceptional CX Strategies: Insights from Leaders

Implementing exceptional CX strategies requires a deep understanding of customer needs and behaviors. Leaders in customer experience consistently rely on data-driven insights to refine their practices. By utilizing customizable insights, organizations can pinpoint specific pain points and desires directly related to their target audience. This tailored approach allows companies to focus on areas that truly matter to their customers.

Effective CX strategies emphasize the importance of context in understanding customer feedback. Moreover, presenting evidence for insights ensures teams recognize the origin of their data, fostering a culture of trust and accountability. This blend of analysis and transparency not only guides decision-making but also enhances overall customer satisfaction. Leaders demonstrate that the journey towards exceptional CX hinges on active engagement, adaptability, and a relentless pursuit of excellence. Ultimately, successful implementation of these strategies can transform a standard experience into one that’s memorable and meaningful.

Case Study 3: Company Cs Omni-Channel Success Story

To achieve exceptional customer experience, one company successfully integrated its online and offline strategies. This omni-channel approach ensured that customers enjoyed a seamless experience, regardless of the channel they chose. The company focused on understanding customer preferences through deep insights, which allowed them to tailor their services effectively. This attention to customer needs fostered loyalty and increased engagement.

Furthermore, by utilizing data analytics, the company gained valuable insights into purchasing behavior. This enabled them to personalize marketing efforts and improve product recommendations. As a result, customers felt understood and appreciated. These exceptional CX strategies led to higher conversion rates and customer satisfaction scores, proving that an omni-channel strategy can significantly enhance the overall customer experience.

Case Study 4: Streamlined Customer Support at Company D

In one organization's journey towards exceptional CX strategies, they focused on enhancing their customer support process. By incorporating a sophisticated yet user-friendly support system, they allowed customers to easily access help through various channels. This multi-channel approach significantly reduced customer wait times, resulting in faster resolution of queries and complaints.

To further streamline the support experience, the company implemented a ticketing system that prioritized urgent issues. They trained their teams to swiftly address pain points identified through user feedback. As a result, customers felt their concerns were valued, leading to increased loyalty and satisfaction. By continuously monitoring support metrics, the organization ensured that their strategies evolved based on real-time data, laying the groundwork for a consistently positive customer experience. This journey serves as a compelling example of how focused strategies can transform customer interactions.

Case Study 5: Company Es Loyalty Program Innovation

The loyalty program introduced focused on creating rewarding experiences that cater directly to customer desires. By harnessing insights from customer feedback, the program was designed to evolve continuously, meeting changing preferences. This innovative approach ensured that members felt valued and heard, resulting in enhanced engagement and satisfaction.

Key elements of this exceptional loyalty program included personalized rewards based on individual spending habits, milestone bonuses that celebrated customer loyalty, and exclusive access to special events. Each component aimed to foster an emotional connection between the brand and its customers, ultimately driving long-term loyalty. These exceptional CX strategies not only increased participation but also fostered a community around the brand, encouraging customers to share their experiences. As a result, the loyalty program became a cornerstone of the overall customer experience, empowering customers and motivating them to build a lasting relationship with the brand.

Conclusion: Lessons Learned from Exceptional CX Strategies

Exceptional CX strategies reveal the profound impact of understanding customer needs. Through these case studies, we identify that proactive engagement and feedback mechanisms are essential. Listening actively enables businesses to adapt swiftly, enhancing overall customer satisfaction.

Moreover, crafting personalized experiences fosters loyalty. By mapping the customer journey, organizations can pinpoint critical touchpoints that need improvement. These lessons illustrate that a committed focus on customer insight not only addresses existing concerns but also anticipates future needs, ensuring long-term success in a competitive market. Adopting these strategies can position any business as a leader in customer experience.

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Kano model example case study

How I used the Kano model in real life...

Once upon a time, I was working on a very old web product. It was showing its age and needed redesigning and replatforming. Similar projects in other parts of the company had gone badly, with audiences reacting strongly to changes, so I had to tread carefully.

In this article I'll walk through a Kano model example, explaining how we applied Kano to make sure we got the most business and customer value out of the project. A Kano case study, if you like.

During this project we had to do all the Kano stuff manually, which wasted loads of time. That's why I built KanoSurveys.com, so anyone can apply Kano without specialist knowledge with just the click of a button. Try it out for free

The product

The product was a content site all about cooking recipes. It had thousands of pages of content, got a ton of SEO traffic, and had millions of users who had been on the platform for many years and relied on it in their day to day lives; and were extremely passionate about using it. So if this project went badly, it would be a disaster.

We had to do two things: move to more modern technology, and update the design to be more mobile-friendly.

It was going to be a lot of work, so I wanted to be smart about where we invested our effort. The product had a ton of features that had been added over time and it made me think - do we really need to rebuild and redesign all of these features, or just some of them...?

If we knew which of the existing features people really valued, which they didn't care about, and what was missing, we could concentrate in the right areas.

This is classic Kano model territory!

The features

We included features like:

"How to cook" videos showing how to do the recipes

Adding notes to recipes for later

Offering healthier alternative ingredients

Saving / bookmarking recipes for later

Being reminded of recipes that you've saved

Leaving ratings on recipes

Leaving comments on recipes

Earning badges for cooking certain recipes

Some of these features already existed in the product, some were new ideas that we had based on user feedback and competitor reviews.

Here are some examples of the actual wording of the questions:

We set up a Kano survey through a normal survey tool by manually creating pairs of multiple choice questions for every single feature, like this:

This took quite a long time and was very repetitive having to re-create the same list of 5 options over and over again, because most standard survey tools don't support the Kano format natively.

We also added questions for demographic information so we could slice and dice the data afterwards to see if different types of people had different opinions about the features (note: this feature is coming soon to KanoSurveys.com!)

We shared the survey link on Twitter and waited until we had a few hundred responses.

The analysis

The analysis was all done manually, with custom code written by our software engineering team. That's because all we had was the raw export of the results from the standard survey tool so we had to do all the categorisation ourselves.

We ended up using a mix of a spreadsheet (see an example here of how to build a simple Kano template in Excel or Google Sheets) and custom code to do more advanced analysis with demographics.

This took ages (creating the sheet, copy / pasting the raw results into the sheet, writing code to analyse the demographics etc) and would've been much easier and quicker if we had a proper tool to do it.

The results

Time for the most exciting part of our Kano model example.

We plotted results on a radar chart to give a view of how strongly and clearly each one was categorised.

Some features were must-haves, which we had expected. These were things like saving or bookmarking recipes for later. Most of these features already existed on the platform.

Some features were delighters, such as tips of the most common pitfalls for each recipe, or entering all the ingredients in your cupboards as a way of filtering recipes that you could make right now. Many of these were ideas for new features that didn't yet exist.

A few results were particularly surprising, so we dug into the demographics and revealed segments based on age that had polar opposite views.

In this case, younger female users wanted to see healthy alternatives, but older users didn't. This was incredibly helpful in figuring out how best to pitch these features to users.

The outcome

In the end we retired some features that people didn't need anymore, we added a few delighters that were missing, and made sure to keep the must-haves so we could continue to meet the key expectations of our core users.

This means the replatform/design was:

As quick as possible because we only spent time updating features that we wanted to keep - anything that came back as "Indifferent" or "Reverse" wasn't migrated.

Valuable to users because they got to keep all the stuff they liked and were using, and they got some new shiny features added too.

Valuable to the business because we got a very positive reaction to the update, which was way better than previous similar projects in other areas of the company.

This is just one example of the Kano model in action. How will you use it in your next project? Create your Kano survey for free

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How to write a case study: The ultimate guide + examples and templates

It would be great if we could wave a magic wand to convince prospects to buy your product or service… But we can’t. So, a case study is your next best option. 

They’re a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, they’re often dry, bland, and anything but magical. Never fear, though, as we’ve done some in-depth case study analysis.

We’re here to show you how to write a case study that will convince customers to choose you over your competitors. To create something so compelling they’ll have no doubt about your ability to deliver results.

Whether this is your first or 100th stab at it, we’ve got you covered with tips and best practices, real-world examples, and ideas for how to format a case study.  

In this post, we’ll look at:

• What a case study is and why you need one
• What makes a good case study

What should a case study include?

Essential prep for creating a case study.

• How to write a good case study in 5 steps
• 8 further case study best practices
• 7 real-life case study examples
• 8 case study templates to get you started

🔍 Are you looking for some case study examples? This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes.  

What is a case study and why should you create one?

A case study is basically a document— or it can be a video—that outlines how a customer used your product to overcome a problem. It’s real-world proof that your product works and gets results.

If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. They’re an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter.

Why are case studies important?

Case studies present a living, breathing witness to how effective your product or service is. In other words, they represent the ultimate in social proof. While customer reviews can also be valuable in influencing a potential client’s decision to buy from your company, they don’t pack the punch that case studies do.

That’s because with case studies, you can curate a story that highlights how well your product or service solved a real-life problem, and back it up with solid data. It demonstrates the value of your offering, while showing off your hard work in achieving success for a customer.

Case studies are relatable

Because you’re using real-world examples, rather than abstract concepts of what your product or service represents, case studies are fully relatable to potential new customers. 

They can put themselves in the shoes of the subject and empathize with their pain points—and realize that there’s a way to get similar results for themselves.

They’re unbiased

Whereas a landing page or product page can be purely self-promotional, a case study comes across as more authentic and unbiased. Instead of you saying how awesome your product is, the subject is saying it, and that counts for a lot. 

If they’ve switched to you from a competitor, that’s even better as it positions your product as superior without you having to spell it out.

They increase your authority

Case studies also demonstrate your ability to solve problems for your customers, positioning you as experts in your industry and building trust. The more case studies you have, the more established you’ll look. As in: “Wow, they have so many happy clients—they must be doing something right!”

They inspire readers

A narrative that’s engaging to read will get people interested in your company and inspire them to take a look around your website. And case studies give readers variety alongside other content formats such as product pages and blogs. They’re also an extra opportunity to add a CTA and nudge readers toward taking an action.

They have many uses

Case studies are versatile. You can publish and promote them in various places alongside your website—give a taster in social media posts with a link to the full article, add the video to your YouTube channel, share the stories in sales presentations. You can also extract elements like quotes from featured customers and repurpose them in other content, such as infographics.

In most cases it’s best to have case studies easily available on your website, not as downloadable gated content, but you do have this option for lead generation. You could write a blog post with a short version of the story, and offer the full version to readers in return for giving you their contact details.

They encourage loyalty

When you ask an existing customer to be the subject of a case study, it not only makes them feel special but it also reminds them of the benefits of your solution—which helps to reaffirm their loyalty. Plus, they’re getting extra brand exposure and a backlink to their own website, which boosts both their traffic and their authority online.  

In fact, there’s nothing to stop you reaching out to former customers who achieved good results with you before moving on (it happens). You never know, a reminder of you might even bring them back!

What makes a good case study? 

First, it’s helpful to highlight what makes a lot of case studies bad: most are painfully boring. What they have is research and detail, but what they lack is a cohesive, consumable story. 

They list numbers and contain data, but the reader isn’t sure what it all means or why it’s relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone. That’s unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase. 

So how do you write a case study that’s actually effective, then? Here are three characteristics every good case study should have:

It’s digestible

There’s no hard and fast rule on how long a case study should be. But it’s always a good idea to ask “how short can we make it?” 

A good case study avoids the unnecessary minutiae, knows what it’s trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and clear. 

It’s thorough

On the other side of the length equation, being thorough is also important. Case study writing is all about making impressive claims about how a product helped someone achieve a certain result. However, it also needs to explain how it happened. 

Good case studies include key details that show how the customer got from A to B using the product—something you don’t get with customer reviews . Don’t make your reader work too hard to visualize the story. If you can use images and videos, use them.

It’s a story

Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the hero—not you.

Caveat: There is no one-size-fits-all approach for what to include in a case study. But, in general, there is a recognized case study format with certain sections you should feature to make it clearer and more impactful.  This format typically includes:

• Title: This should be concise and engaging. Naming your document “A Case Study of RingCentral” sounds dry. A headline like “Navigating Communications in a Remote World: A RingCentral Case Study” has more impact and explains what theme you’re exploring.
• Executive summary: Consider this like an abstract. Provide a brief overview of the case study, including the key purpose, approaches, findings, and solutions, without giving too much away.
• Introduction: Provide essential details about the customer in context.
• Challenges: Here’s where you highlight where your customer was before using your product or service and where they wanted to be. Present raw data where applicable and discuss any other background information that shows their struggles.
• Solution: Here’s where you get to show off. Explain how and why the customer chose your company, and how a specific product or service helped them achieve their objectives.
• Results: Time to get tangible. Dive into how the customer used your product, the results they saw, and long-lasting benefits. Incorporate any testimonials and statistics that showcase these results.
• Conclusion: Case studies are just as much about the future as the present. Use this closing section to highlight where your case study customer is going next thanks to your solution. Consider including a call-to-action here to encourage your prospect to take the next step.

How long should a case study be?

There isn’t a definitive answer to this question, as the length of a case study can vary depending on factors such as the size of the project you’re talking about. It also depends on the type of case study—for example, if it’s in the form of a video then a couple of minutes is enough. (We’ll explore the different types a little later on in this post.)

Balance is the key here. You’ll need to to include enough information to convey the story properly and hook the reader in, but not so much that they get overwhelmed or the message of the story gets lost amid the detail. The last thing you want them to think is “TL;DR”.

It’s about being concise, and not allowing yourself to get carried away with the story. Only include what needs to be included, so that readers can clearly understand the subject’s pain point, the reason your solution was a good fit, and the success it achieved.

Remember that not every part of the case study has to be in narrative form. You can pull out stats and display them as graphics, highlight direct quotes or other key information, or add a photo of the subject. If your case study is on the longer side, break up the text with subheadings, bullet points, and white space.

Before you start actually writing, there’s a bit of prep work you’ll need to do to make sure your case study is amazing.

1. Choose your customer

You may have many customers who’ve seen great results using your product (let’s hope!). But you can’t just pick a name out of a hat and showcase their results. So, what’s the best way of selecting a client for a case study?

Steer clear of customers who may not be the right fit for your audience or whose results may not be typical.

For example, don’t feature an enterprise company when most of your customers are small businesses. Or a business achieving a 90% customer retention rate when most of them see 70% on average (still impressive, though).

When considering which customer to use, start by creating a list of customers that meet these criteria:

They’ve seen good results with your product or service

The numbers are what really matter. So choose customers that have seen strong results using your product (like Conair did with RingCentral). But be careful about showcasing exceptionally good results if they’re not likely to be repeated by most.

They have a respected and recognizable brand

Strong brands give your product instant social proof. They prove that you’re established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.

They’re a typical customer

Good results don’t carry as much weight when they’re achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. A client who has faced similar challenges and pain points will evoke empathy and stir up interest in the mind of your prospective clients.

So, if you sell enterprise software, choose enterprise customers. If you’re a consultant in the healthcare industry, choose a customer that works in healthcare.

With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. It’s more personal, lets you build rapport, and is harder to ignore. 

Try to get in touch with customers who use or are very familiar with your product or service—someone who can speak to results. Tell them you’re interested in writing a case study and you’d love to hear more about the results they’ve achieved. Be clear about what the process involves on their part—whether it’s a list of questions in an email, a phone call, or if it involves a camera and crew.  

If you’ve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, you’re also shining a spotlight on their own success. So it’s a win-win.  

That said, you may hear “no” a few times, too. Don’t get discouraged. Some customers will decline for different reasons, regardless of the results they’ve achieved with your product.

RingCentral: W2O

2. Begin your research

Start collecting information about your customer. This is easier if you work as a team. From sales to content marketing to customer service, everyone who’s been in touch with customers will have insight about their experience.

They can help you understand what your customers do and sell, and what challenges they’re facing. Identify the stakeholders you need to speak with—anyone in the company who uses your product—from the CEO to the marketing intern. Collect stats, even ones you don’t think are relevant—they may be later.

3. Ask the right questions

Smart questions get insightful answers. Here are some examples of great questions to start with: 

• “What were some of the bigger challenges you faced before using our product?”
• “How does our product help you reach your individual goals?”
• “Which key metrics have improved most since using our product/service?”
• “Which parts of your business have been impacted most, and how?”
• “How long did it take to roll out our product?”

But don’t stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturally—this is the magic of interviews. You can’t always plan for what interesting topics come up next.

4. Identify your target audience

Beyond your customer’s industry, consider who the target audience of the case study is. Who will see it? What group of people does it need to influence?

While it’s often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier. Meanwhile, it may also need to convince the CFO that they’ll see a real return on investment.

5. Identify the top three things you want to highlight

During the initial research phase, you’ve likely uncovered a lot of interesting information about your customer and their experiences with your product. 

While it might be tempting to use it all, when you write a case study, you should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to feature, like we did in the Barx Parx example shown below.

Stats and key performance indicators (KPIs) to consider using in your case study:

• Ramp up time : How long did it take to get started with your product? Did it improve any other facet of their workflow? 
• Sales results : How did the product impact your customer’s bottom line?
• Total return on investment (ROI) : How long did it take to earn more than they spent on your product?
• Productivity increases : Which teams saw improvements in process and workflow? And by how much?

6. Choose your format

So, what does a case study look like visually? It doesn’t have to exist only as a PDF attachment in a late-stage deal email (although there’s nothing wrong with that). Consider the format. Think about who’s going to read it (or watch it). 

Do you want to turn this into fancy interactive content? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that you’re selling to. 

Here are some options:

Report format

This long-form document has been the gold standard for B2B case studies for many years. It’s effective when the subject matter is complex and demands detail.

Here’s how Zendesk presented their case study with IDC as a report .

Remember, a CTO who’s evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager who’s evaluating a new social media ad platform.

Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance. 

Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan.

Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts. 

And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time.

Dropbox: Expedia

Infographic

If you’re wondering how to make a case study more memorable, it’s worth noting that people love infographics. They’re an excellent way to convey important data in a simple, eye-pleasing way.

If your case study requires you to use a lot of data to prove a point—or if visualizing data can make the results more clear—building an infographic case study can be a great investment.

How to write a case study in 5 steps

Congrats. You’ve done the research. You’ve made the calls. You’ve pored over all the details. Now, all you have to do is write. 

Here are five simple steps that’ll help you better understand how to create a case study that champions your customer and clearly showcases the real-world value of your products or services. 

1. Introduce the customer

Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location. 

You don’t have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful it’ll be when you show the awesome results this customer saw because they chose you.

2. State the problem

Every product or service is a possible solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leads—or good leads that were never followed up on.

Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand. 

3. Introduce your product

This is where you begin solving the problem. Briefly introduce your proposed solution and what it does.

Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customer’s problem and your solution crystal clear.

4. Show results

The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers. 

Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFO—or a prospective customer who wants to buy—to justify buying your product.

For example: 

The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign.

5. Prove it

Don’t forget to show your math. How you get the results is just as important as the results themselves. What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too.

8 Further case study best practices

That’s how to write a case study in broad strokes, but you might be wondering how to write a business case study that stands out from the crowd? Here are some top tips:

1. Avoid jargon 

As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as it’s often the language we use at work every day. 

Remember, though, that your customer probably doesn’t speak that language. When in doubt, try to put yourself in the shoes of someone who doesn’t live and breathe your product or industry.. 

2. Spend time on your title

It’s tempting to use the case study’s most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler.

3. Edit. Then edit again. 

Once you’ve got your first draft completed (and the jargon removed), edit the case study. When writing case studies, one proofread is never enough. A few best practices here:

• Look for and eliminate unnecessary adjectives—simple English is better.
• Speak in an active voice. 
• Look for details that get in the way of the story. 

And then do it all over again until you can’t edit it down anymore without losing the essence of the story.

4. Pay attention to the imagery

Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds. 

They can also help break up large pieces of text, making the case study easier to read—and nicer to look at. After all, the end goal is to have these read all the way through.

Here’s an example of a graphic from a longer CPA Canada infographic (that includes a short case study embedded inside it): 

5. Pull quotes

Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable. 

Here’s an example of what that looks like, from a RingCentral case study :

6. Make it scannable

Some people will take the time to read your case study front to back and absorb every detail. Some won’t give it more than a single glance. And sometimes, that person is the decision-maker. 

Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptive—if someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size.

7. Record your interviews

Ditch the pen and paper. If you’re conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by recording the conversation (with your customer’s consent, of course). 

There are tools that can make this easier too—you might find one or two in your marketing stack. For example, you could use RingSense AI for automatic note taking, summarizing, and transcribing.

8. Don’t forget the call to action (CTA)

Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more? 

Whether it’s a button that links to your website, an email address, or a phone number, make sure there’s an easy way of getting in touch with you in the case study.

7 Examples of great case studies from real-life companies

So, that’s the theory covered, but what do great case studies look like in practice? We’ve included a few elements from RingCentral customer stories as examples above, but let’s dig a little deeper into two more of our case studies:

RingCentral: How Ryder made significant savings with cloud communications

This case study is about Ryder Systems, a Fortune 500 transportation company who modernized their IT communications infrastructure with RingCentral.

We start off with a subheading that sums up the story, plus the key stats at a glance. There’s another stats panel farther down the page to help break up the wall of text. Pull quotes also achieve this, but that’s not the only reason why we like to use quotes.

When the quote comes directly from a senior manager at the company we’ve helped, they’re telling an important part of the story in their own words. In this case, there’s a reference to the amount of money Ryder has saved with RingCentral, and a mention of the platform’s all-in-one cloud capabilities.

The content introduces Ryder and makes it clear that they are a big name in transportation (the single largest truck supplier in the US) and a noteworthy firm in general, as evidenced by membership of the Fortune 500 and Forbes’ Most Admired Companies. 

If a big player like this is happy to trust RingCentral with their business, that says a lot about our credentials too.

We mentioned earlier that customers are attracted to testimonials from companies similar to themselves. But RingCentral caters to businesses of all sizes—so if SMBs are reading this case study, we think they’ll see our association with a large company as “social proof” and a sign of our trustworthiness across the board.

The story goes on to explore Ryder’s pain points and how RingCentral solved them, inspiring other companies with similar problems to take action (i.e. to replace legacy systems that are slow and expensive). For further encouragement, it details how Ryder were so happy with the initial success that they also went on to implement RingCentral’s contact center solution.

RingCentral: Helping Dispute Nation to change lives

Just to illustrate our point about RingCentral serving all sizes of business, here’s a case study for a much smaller company—consumer advocacy organization Dispute Nation, which has 10 employees.

Again, the story begins with stats and a pull quote from a company representative. In keeping with Dispute Nation’s values, it focuses less on the financial savings or efficiency brought by RingCentral tools but on how our solution helps this company to help others.

Drawing empathy from other startups and fast-growing small businesses, we mention how demand for the company’s services grew very quickly. This makes it obvious why they needed a unified communications system to reach all their clients by phone, SMS, and fax.

The case study highlights how digital fax in particular helps Dispute Nation to get client cases resolved sooner. Another pull quote mentions some of the other benefits of RingCentral, like automation and integrations with other tools. 

There are nods to mobility and flexibility, plus security and data privacy which will resonate with other highly-regulated industries.

The tale finishes strongly with the company founder’s assertion that “RingCentral is helping Dispute Nation improve more lives”. Readers who’ve been inspired to learn more can easily navigate from this page to explore products, resources, and get in touch.

RingCentral is far from the only company to have recognized the importance of this kind of content.

Here are some more real-life case studies from other businesses you might just recognize:

RingCentral iswe’re far from the only company to have recognized the importance of this kind of content.

Mailchimp: Make a connection in real life with postcards

What we like about it: The title doesn’t give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.

LinkedIn: How Adobe achieves alignment and ABM success with LinkedIn

What we like about it: It’s detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with.

Hootsuite: How Meliá became one of the most influential hotel chains on social media

What we like about it: The title makes you want to read the whole customer story. They’ve embedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results can’t be missed. Also, they weren’t shy about adding CTAs.

Slack: So yeah, we tried Slack

What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And it’s only two minutes long so it gets the point across quickly.

Assetworks: South Carolina School Board Insurance Trust

What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. It’s concise and easy to follow because you can see the math without actually doing any math.

8 Case study templates to get you started

Starting from scratch can be time-consuming. To help you, we’ve drawn together a few templates:

The generic one

Generic doesn’t mean boring! Canva’s templates are great if you need something concise and simple that still looks professional . A free account will give you access to several well-designed templates, including this one :

The layout is provided for you, so it’s quick and easy to customize with your branding and content. Don’t be afraid to use this as a foundation, then add in visual elements like infographics and videos.

The data-driven one

If your key messages revolve around numbers, start with a template structure that lets you highlight these. HubSpot has a data-focused template where you can pack in graphs, charts, and other visuals to drive your message home:

The industry-specific one

Not every template suits every company. Visme offers different templates created for different industries, including real estate, financial services, and healthcare.

The problem-solution-impact one

This format takes a graphical rather than narrative approach, which helps readers to visualize the events and looks colorful and appealing on the page. The template is available as a free download from Smartsheet:

The idea of this is to present the story in a logical and sequential way. It starts with the challenge faced by the subject of the case study, looks at the solution your company provided, and shows what the outcome was.

Of course, you could choose to combine this with other elements like text content, stats, and quotes—making the “problem-solution-impact” graphic the main focus of the case study.

The product-specific one

You can choose to focus your case study on a particular product, highlighting key features and the  practical applications in the real world. 

It leans into the experience that the customer has had with the product—i.e., what it feels like to use it—and the specific benefits. This one is a good choice if the customer hasn’t been using the product for very long, and you haven’t yet gathered a lot of metrics.

HubSpot has a template for this purpose :

The in-depth report one

Using the style of an in-depth report can be useful when you’ve worked with the customer on a complex project and you need to include a lot of detail.  

This template —another free one from Smartsheet—includes elements like decision criteria, data analysis, and the implementation plan:

Just be careful with this one as you don’t want readers to be put off by a lot of text. Make sure the style is conversational and engaging, not dry and formal.

The employee story one

Okay, stick with us here—this one’s a little different. As well as asking customers to tell their stories, how about getting employees to share what it’s like to work for your company, or their experience of working on a particular project?

Employee stories or testimonials are often used for recruitment purposes, but they’re also a valuable form of marketing for potential customers. That’s because happy, engaged employees represent a company that cares about its people, which all helps you to build trust.

This example from Vanguard isn’t a template as such, but you can use it to inspire your own version. (It doesn’t have to be a video—you could still use a written narrative with direct quotes, photos, and stats on employee satisfaction.)

BONUS TEMPLATE: Form for customers participating in case studies

Earlier in this post, we briefly covered some of the questions you’ll need to ask your customers when putting together case studies. But it’s always helpful to have a visual guide, so we’re including this template from Vitally , which provides a framework for collaborating with customers and collecting the relevant data. 

You can adapt this to your own needs by adding further questions.

The final word on how to write a case study…

Sure, an ad or boosted social media post can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem. 

But there’s nothing quite as powerful as someone else singing your praises. 

And that’s exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just once—but over and over again.

Originally published Jun 15, 2024, updated Aug 15, 2024

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How to Measure and Improve Customer Satisfaction Rate (+Case Study)

In a dynamic business landscape, one factor remains constant: customer satisfaction. A satisfied customer is not just an occasional buyer; they are the basis for brand loyalty, positive sentiment, and sustainable growth. Understanding and increasing customer satisfaction rate has become crucial for companies that want to survive in the face of fierce competition.

But why is customer satisfaction so crucial? It’s not merely a metric; it’s a reflection of how well a business understands and meets its customers’ needs and expectations. Measuring customer satisfaction is just the first step.

The real magic happens when companies use this data to make meaningful improvements.  In this blog, we will explore the world of measuring and improving customer satisfaction metrics.

Table of contents

What is the customer satisfaction rate, how do you measure it, what is a standard customer satisfaction rate, 5 benefits of csat, 4 limitations of csat, 10 best practices.

• Watch the Full Video Below to Uncover the Full Story 

Customer Satisfaction Score, often abbreviated as CSR, is a metric companies use to measure customer’s satisfaction and acceptance of their products, services, or overall experience. It quantifies customer satisfaction with a company’s offerings and their interactions with the brand. 

Customer satisfaction is generally expressed as a percentage and is calculated based on surveys, feedback forms, reviews, or other methods of collecting customer feedback. These surveys often include questions about product quality, customer service, usability, and overall customer experience . 

By tracking this metric, companies can make data-driven decisions, respond to customer concerns, and ultimately provide better products and services and meet customer expectations.

Measuring customer satisfaction is about collecting customer feedback to measure their satisfaction with any company’s products, services, or overall experience. 

Customers are commonly asked to rate their satisfaction on a scale. A high customer satisfaction score indicates that most customers are satisfied with an organization’s products or services, leading to increased customer loyalty, positive word of mouth, and repeat business. 

On the other hand, a low satisfaction score signals customer dissatisfaction , which can lead to lost business, negative reviews, and damage to the company’s reputation. 

The formula for calculating the Customer Satisfaction Rate (CSAT) is as follows:

The result is usually expressed as a percentage. For instance, if 80 out of 100 respondents indicate that they are satisfied with a product or service, the CSAT score would be 80%.

Here are some of the ways to measure customer satisfaction:

1. Online and Telephone Surveys

Companies can design online surveys using SurveyMonkey, Google Forms, or dedicated customer survey tools. These surveys can be emailed, posted on websites, or shared on social media. 

Customer satisfaction can be measured through telephone interviews in which trained employees call customers for feedback.

2. Net Promoter Score (NPS)

NPS is a metric that measures customer loyalty based on how likely customers are to recommend a company’s products or services to others. Customers are asked to rate their likelihood of recommending someone on a scale of 0 to 10. 

Supporters (who score 9 to 10), passives (who score 7 to 8), and detractors (who score 0 to 6) are identified, and the NPS is calculated by taking away or subtracting the percentage of detractors from the percentage of supporters. 

3. Customer Feedback Forms

Many companies use feedback forms that are integrated into their websites or apps. These forms often ask detailed questions about the customer experience and can be customized to collect detailed feedback on various aspects of the company’s operations.

4. Social Media Monitoring

Monitoring social media platforms for mentions, comments, and reviews can provide valuable insights into customer satisfaction. Tools allow companies to track social media mentions and analyze sentiment.

5. Customer Interviews and Focus Groups

In-depth interviews and focus groups can provide qualitative information about customer satisfaction. These methods allow companies to know customers’ opinions in detail and understand the reasons for their satisfaction or dissatisfaction.

6. Online Reviews and Ratings

Monitoring online review platforms like Yelp, Google Reviews, and industry review sites can provide insight into customer satisfaction. Analyzing the content of reviews and ratings can help companies identify opportunities for improvement.

7. Customer Service Interactions

Tracking customer service interactions, including emails, live chats, and phone calls, can provide insights into customer satisfaction. Customer service teams often record the opinions and feelings that customers express during these interactions.

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8. Website and App Analysis

Analyzing user behavior on websites and apps can indirectly indicate customer satisfaction. To determine user satisfaction, you can analyze metrics such as bounce rate, time on site, and conversion rates. 

Companies must choose methods that are consistent with their goals, their customers, and their resources. Combining multiple methods often provides a more comprehensive picture of customer satisfaction and allows companies to make informed decisions to improve the customer experience .

Customer satisfaction can vary greatly depending on the industry, type of product or service, customer expectations , and regional differences. A good CSAT score in one area may be regarded as different in another area.

For example, highly competitive industries and quickly comparable products or services (such as e-commerce or hospitality) often aim to achieve exceptionally high CSAT scores to maintain a competitive advantage in the market and retain customers. 

The best approach for any business is to set its benchmarks and monitor trends over time. Conducting regular customer surveys, analyzing feedback, and comparing results to previous periods can provide valuable insight into the effectiveness of your customer satisfaction strategies. 

Additionally, comparing your results to your direct competitors (where data is available) can provide context within your industry. Although CSAT scores vary by industry, a good score is generally between 75% and 85%.

Since the CSAT only measures promoter ratings, it is challenging to get a near-perfect rating. Achieving a score of 75% means that three out of four customers have rated you positively rather than negatively or neutrally.

Factors That May Affect CSAT Scores Include

• The specific product or service offered: Companies with complex, high-value products or services may have lower CSAT scores because customers may have higher expectations. 
• The company’s target market: Customers from different industries may have different customer service expectations. For example, B2B customers may expect a higher level of service than B2C customers. 
• Total customer experience: CSAT scores can be influenced by all aspects of the customer experience, from the purchase process to the quality of after-sales support.

Here is a Breakdown of Average CSAT Scores by Industry:

• Consulting: 86%
• Healthcare: 81%
• E-commerce & Retail: 80%
• Software: 78%
• Health Insurance: 73%
• Social Media Platforms: 71%
• Online Travel: 70%
• Internet Providers: 64%
• Simplicity: CSAT surveys are easy to design, administer, and understand. This is typically a simple question with a rating scale that is suitable for both customers and companies. 
• Quick Feedback: CSAT provides instant feedback so companies can measure customer satisfaction in near real-time. This rapid feedback loop allows companies to resolve issues quickly. 
• Practical Insights: While the CSAT provides a numerical score, it is often accompanied by open-ended questions that allow customers to provide qualitative feedback. This data can provide valuable insights into your products or services that need improvement. 
• Benchmarking: Companies can use CSAT scores to compare their performance over time and against industry benchmarks. This benchmarking helps you understand how well a company meets customer expectations compared to its competitors. 
• Identify trends: By tracking CSAT scores over time, companies can identify trends. For example, if there is a sudden drop in satisfaction after a particular change, this suggests that further investigation is needed. 
• Limited context: CSAT surveys typically contain a single question, which may not reflect the complexity of the customer experience. This may make it impossible to determine why a customer left a particular note, making it difficult to pinpoint the exact problem. 
• Subjectivity: The interpretation of satisfaction can vary from customer to customer. What one customer considers “satisfied” may differ from another and lead to subjective reactions. 
• Lack of detail: A standard five or 7-point scale may need to be more detailed to distinguish moderately satisfied customers from delighted customers. This can limit the depth of understanding. 
• Response Bias: Customers who have had extreme experiences, either very positive or very negative, are more likely to respond to CSAT surveys. This can lead to response bias as the average customer may need to be more motivated to participate.

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To successfully implement a Customer Satisfaction Score (CSAT), you must follow best practices to ensure meaningful results and actionable insights. 

Here are some best practices for CSAT examinations:

1. Use Clear, Specific Questions

Design clear, specific questions that relate directly to the customer’s experience with a particular product, service, or interaction. Clear questions can lead to accurate answers.

2. Optimal Timing

Choose the right time to send CSAT surveys. It’s best to send them immediately after the customer interaction or shortly after the transaction is completed while the experience is still fresh in the customer’s mind.

3. Appropriate Scale

While a standard 5-point scale (e.g., from “Very dissatisfied” to “Very satisfied”) is common, you need to consider the audience and context. For some companies, a seven or even 10-point scale can provide more detailed answers. Choose a scale that meets industry standards and customer expectations.

4. Keep Your Surveys Short

Long surveys can discourage customers from responding. Keep CSAT surveys concise and focused on critical questions to increase response rates .

5. Incorporate Open-Ended Questions

In addition to the rating scale, allow your customers to leave comments or suggestions. Qualitative feedback can provide valuable context and insight into the reasons behind a customer’s rating.

6. Segment Your Data

Analyze CSAT scores based on customer segments, such as new and returning customers or other product lines. This segmentation helps you understand differences in satisfaction levels and make improvements accordingly. 

7. Regular Monitoring

Continuously monitor CSAT scores over time to identify trends and patterns. Regular monitoring allows companies to assess the impact of changes made based on previous feedback. 

8. Respond to Feedback

The most crucial step is to respond to the feedback you receive. Use the information you gain from CSAT surveys to make impactful improvements to your products, services, or customer interactions. Customers appreciate that their opinions lead to positive change.

9. Integrate CSAT With Other Metrics

Combine CSAT data with other metrics like Net Promoter Score (NPS) and Customer Effort Score (CES) to get a comprehensive view of the customer experience. Integrating multiple metrics can provide a more detailed understanding of customer satisfaction. 

10. Review and Update Surveys Regularly

Customer expectations and business dynamics change over time. Please review and update your CSAT surveys regularly to ensure they are relevant and practical in accurately measuring customer satisfaction. 

By following the practices, companies can effectively use CSAT surveys to measure customer satisfaction, gain actionable and essential insights, and improve the overall customer experience.

Achieving Outstanding CSAT Across Touchpoints: A Case Study

Founded in 2019, Jupiter is a digital-born banking startup. To gain customer trust in an industry accustomed to decades of relationship management and branch interactions, it needed to establish strong human connections. However, when they started off with their grand vision for customer support, challenges like scattered SOPs, outdated and wrong information delivery and longer agent learning curves obstructed the mission. 

In Knowmax, they found a solution that could empower their frontline support teams with the latest knowledge, create a single source of truth for their SOPs, and reduce agent learning curves . 

“ Be it voice, chat, or email, we’ve seen a consistent improvement in overall service delivery. We’ve observed a drop in our AHT, and it has resulted in outstanding CSAT. For our long-term CX goals, Knowmax is one of our most preferred partners”.  Nikhil Godbole – Group Customer Service Head, Jupiter Money 

Watch the Full Video Below to Uncover the Full Story 

Looking to supercharge your CX?

Yatharth Jain

Yatharth has over 8 years of experience in CX, KM, and BPM. He founded Knowmax to make knowledge a genuine superpower for CX teams. He blends his experience working with CX and KM leaders across industries with the latest technology trends to build products people love.

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10 Case Study Examples to Inspire Your Marketing Efforts

Sudarshan Somanathan

Head of Content

June 20, 2024

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When your prospects are nearing a decision in their buyer’s journey, a strong case study can sway them your way. After all, everyone, even corporate decision-makers, loves a good story.

That’s why having satisfied customers showcase your strengths is more impactful than any self-promotion. It boosts credibility and earns you valuable recognition when potential customers come across these case studies.

No matter what you offer, case studies work because they build trust. They showcase real-life success stories , their detailed analysis proving your expertise and the quality of your products or services. 

That’s why they’re crucial for organizational growth.

Intrigued? Read on to explore the different types of case studies, their practical applications, and some marketing case study examples. 

By the end of this blog post, you will also have learned how to write a case study using a case study template. ✍️

Understanding Case Studies 

1. illustrative case studies, 2. exploratory case studies, 3. descriptive case studies, 4. cumulative case studies, 5. critical instance case studies, 6. instrumental case studies, 1. lucanet and hubspot, 2. cartoon network and clickup , 3. callingly and zapier , 4. philips and github , 5. google ads and samsung, 6. movingwaldo and mailchimp, 7. shutterstock and workday, 8. pidilite and salesforce , 9. sentinelone and storylane , 10. benchling and airtable , stage 1: research and preparation, stage 2: producing the case study, use the clickup case study template.

A case study is a detailed study of how your product or service has helped past customers. 

It acts as a track record of your company’s association with past customers and an insight into how they benefitted from your product offerings.

You can think of case studies as story-telling based on real-world data and results. 

Potential customers trust them because of their attention to detail in describing exactly how you delivered results for past customers. And if the past customer is someone they know or identify with, acquiring their trust is far easier.

According to the Content Marketing Institute, 73% of marketers use case studies , as they are proven tactics to drive sales. 

These studies are tailored to various industries, from business and marketing to psychology, technology, and healthcare. 

Creating compelling business case studies requires precision and clarity, like drafting a professional document. That’s where creative brief templates come in handy. They provide a structured framework to outline key details and create case study examples that resonate with your target audience.

Types of Case Studies 

Knowing the distinct kinds of case studies will help you use the best combination to influence your potential customers. We’ll also cover a few case study examples later on so you can see the different ways in which you or your marketing team can create your own case studies.

While one type of case study may help customers solve a business problem through a product/solution, others may be more suited for studying a specific event or business phenomenon. 

Let’s explore the commonly used types and case study examples.

Illustrative case studies describe a particular situation, phenomenon, or event. They use two or more instances to show just what a situation is like . The aim is to provide context, make the unfamiliar more accessible, and provide a real-world context for abstract concepts or theories.

For instance, SaaS case study examples highlight how a software solution significantly improved a client’s sales and efficiency.

Lids, a leading sports apparel retailer, has experienced rapid growth in recent years. To manage this growth effectively, Lids implemented ClickUp , a project management platform, to expedite workflows, save time, streamline administration, and improve results.

With ClickUp, our teams are more collaborative, efficient and we’re all more on-top of our work. It has made the way we work so much better.

The case study demonstrates how integrating a robust project management platform like ClickUp can streamline operations, enhance efficiency, and support substantial organizational growth.

Exploratory case studies are conducted before a large-scale investigation to help pinpoint research questions and methods for a more extensive study. 

These are often used when there is limited prior knowledge or existing theories about the subject. They are more frequently employed in social science disciplines.

For example, a research case study investigates the link between mental health disorders and social media usage in younger populations.

Researchers conducted a systematic review focusing on the impact of social media use on mental health . The study aimed to provide insights for future mental health strategies by analyzing the relationship between social media use and mental health outcomes. 

Utilizing research plan templates can help structure such investigations, ensuring an in-depth analysis and data collection and analysis efficiency.

A descriptive case study starts with a descriptive theory as a foundation. It then attempts to find connections between the subject of discussion and the theory. These case studies rely on detailed qualitative data analysis to develop an argument.

Let’s consider a descriptive case study example on the usage of technology in classrooms focused on an elementary school in a suburban district during the 2011-2012 academic year.

This compelling case study highlights the importance of detailed, qualitative data in developing its argument.

A cumulative case study collects information from various sources to summarize past studies without increasing costs or time. It aims to aggregate data from multiple sources to draw broader conclusions.

For example, a case study on the impact of climate change on the Indian coastline aggregates data from various sources to provide a comprehensive summary of past research. 

It highlights that climate change and climate variability pose significant challenges to this ecosystem.

Critical instance case studies focus on a unique or critical event to learn more about its causes and consequences. They are often used to investigate rare or significant events.

For instance, Blackboard utilized Amazon EC2 Spot Instances to scale its virtual classroom solution amidst the COVID-19 pandemic. 

This case study demonstrates how Blackboard effectively managed a staggering 4,800% surge in video conferencing usage while optimizing costs and enhancing performance.

Instrumental case studies use a specific case to generate insights into a broader issue or to refine a theoretical explanation. They are more frequently used to explore complex concepts or theories.

The story of Accenture’s Global SAP System serves as an instrumental case study example. 

It uses Accenture’s journey to create a unified SAP system to generate strategic insights into broader issues related to aligning business and IT strategies, standardizing business processes, and establishing global governance structures.

10 Case Study Examples for Different Use Cases 

Exploring a variety of case study examples can help you understand the nuances of their formatting, data presentation, and brand positioning. Here are ten case study examples to inspire you.

LucaNet is an international finance company that provides performance management solutions. With a global customer base, it wanted to opt for automated, personalized marketing in addition to handling complex lead management. 

HubSpot helped LucaNet automate its global marketing operations and bring all customer data into a centralized hub.

What do we like best about this case study presentation? HubSpot immediately showcases its key achievements at the top and provides compelling data on time savings, lead generation, and increase in MQLs.

✔️Takeaway : Highlight your measurable impact to showcase your ability to deliver tangible outcomes.

Cartoon Network’s social media team struggled with managing complicated workflows across different project management tools. 

ClickUp provided them with a unified platform to execute their social media management needs and ensure all team members are on the same page.

ClickUp’s case study of Cartoon Network is a good example of the appropriate use of supporting visuals. Rather than simply stating that ClickUp’s flexible views improved Cartoon Network’s project management, it demonstrates them in practical use.

✔️Takeaway : Create separate sections highlighting your client’s problem and the benefits offered by your solution in bullet points. The usage of supporting visuals is a major plus.

Callingly noticed that Zapier customers tend to get more value from their platform. To capitalize on this, they wanted to educate their customers on how to use Zapier effectively. 

Callingly embedded Zapier into its app, allowing customers to discover, create, and edit Zaps directly within the platform. This integration aims to give customers more control over their workflows and automate tasks seamlessly.

The integration makes it easier for customers to discover and use Zapier, reducing the need for customers to switch between platforms or manually set up Zaps.

This makes for one of the brilliant business case study examples, thoughtfully capturing how the company helped Callingly through compelling video demonstrations.

Their ‘why’ and ‘how’ sections are particularly impressive.

✔️Takeaway : Use impactful videos to engage users and educate customers on how your product works and help clients achieve impressive results.

GitHub’s case study of Philips concisely lists the customer’s problems, solutions, and products right on top for readers prone to TL; DR. It introduces the customer before presenting figures on how collaborating with GitHub helps Philips centralize their codebase. 

You’ll also find excerpts from conversations with several Philips employees, including the principal engineer and the program director, who elaborate on their need for software and how GitHub assisted. 

This case study example isn’t limited to products and solutions—it’s about listening to customers and providing real-world value.

✔️Takeaway : Having a well-written case study summary helps. Real conversations with customers and end-users can add interesting detail and value to otherwise serious (and sometimes boring) textual documents.

Google’s case study of Samsung is well-documented. It elaborately covers how Samsung utilized Performance Max, a goal-based campaign that lets advertisers access their advertising campaign across all of Google’s products from a single interface. 

What we like about the case study example is how it is a potential guide for newer businesses to experiment with Performance Max for their own ad campaigns.  

As with all of Google’s UI, the case study is minimalistic and straightforward. Yet, it leaves you wanting to experiment and try things out yourself.

✔️Takeaway : A good case study and a how-to guide don’t always need to be different. Great case studies don’t just make a point; they compel readers to take action and see the results for themselves.

Mailchimp’s case study is a detailed report on how MovingWaldo leveraged features like email and marketing automation, segmentation, A/B testing, and email marketing. It addresses the ‘how’, ‘why’, and ‘when.’ 

The case study page provides specific dates detailing when MovingWaldo implemented solutions and began observing their impact. They have also posted a short video describing the process, which breaks the monotony of reading long documents. 

Another highlight is a brief section detailing the future course of action, conveying that the journey of success is ongoing with additional feature enhancements. The case study transcends from being an account of the past to offering insights for the future.

✔️Takeaway : Specificity, such as adding exact dates, helps strengthen your case studies. Video and other multimedia content can take it up a notch.

Workday offers glimpses of its case studies, letting you choose between reading the story or watching the video. 

The case study begins with a powerful quote from the customer that demonstrates the impact of the solution. It then provides a brief description of the success metrics and highlights the core impact of the integration. 

It addresses Shutterstock’s pain points, such as diverse data sources, team members, and workflows, and showcases Workday’s effectiveness in countering those. 

While Workday keeps the case study short, it includes all the key details to educate the customer about the implementation. This is a great example of crafting a brief yet powerful case study.

✔️Takeaway : Short case studies are effective when well written because they pack a punch and tell a compelling story. Utilizing relevant quotes is also helpful.

 In this case study example, Salesforce brings out its value with the opening lines. It then lists each point of impact created by the software integration and explains its process. 

One of the best things about this case study is its organization (value summarized upfront) and thorough explanation of Pidilite’s challenges and how they were solved. 

They also feature a ‘what next’ section detailing the next steps Pidilite plans to take in its collaboration with Salesforce, implying that they continue providing value to the customer. 

✔️Takeaway : End your case study with a brief overview of your future collaboration plans with your customer. This tells your readers that the collaboration is ongoing and that you aim to keep improving your services to add value.

This case study example is an excellent showcase of customer success. What stands out is the use of a tabular format to list different use cases of Storylane’s software and provide a before-and-after for each use case. 

The table works well to summarize key achievements in a way that’s easy on the eye. The ‘Before’ column details the company’s pain points, and the ‘After’ column highlights the results that were brought about once Storylane entered the picture.

✔️Takeaway : Using ‘before’ and ‘after’ succinctly in your case studies helps drive impact and make your case studies stand out.

We liked this case study example because it simply explains how Airtable assists Benchling in prioritizing collaboration and addressing customer needs. 

It explains the functioning of the biology-first platform in a way that helps even non-technical readers understand the context. 

The case study ends with an insight into Airtable and Benchling’s future collaboration plans, indicating that more is to come in the years ahead. 

✔️Takeaway : Write a case study using simple language so customers can easily understand the product and software integration.

How to Create Your Own Case Study

We hope these case study examples have inspired you to portray your success over the years with some fantastic case studies.

While you may have ideas, feeling stuck with the marketing planning process is natural. 

Here’s how you can create your own case study in six easy steps. We’ll divide the process into two stages, research and prep, and production.

• Choose the customer: First, choose a customer willing to share their story and provide a testimonial and results. It’s important to choose a customer who has experienced significant benefits from your product or service since this will make your case study more compelling

Pro Tip: Not sure how to write an effective outreach email to enlist customer support for your case study program? Take help from ClickUp Brain’ s AI Writer to write persuasive copy. Moreover, you can email your customers directly from ClickUp!

• Outline the customer’s journey: Detail the customer’s journey from start to finish, including their actions before, during, and after using your services

Pro Tip: Storyboard your case study with your team using collaborative ClickUp Whiteboards . Once you’re happy with the outcome, create a ClickUp Task directly from the whiteboard. Assign it to the relevant owners, add tags for easy filtering, and use ClickUp Brain to generate sub-tasks and a brief task description automatically.

• Collect data: Gather quantitative and qualitative data on the company’s performance after using your services. This could include metrics like increased sales, improved efficiency, or higher customer satisfaction
• Draft the case study: Begin writing the case study by introducing the company and providing background information. Next, discuss the challenges they faced before using your product or service. Then, detail the solution you provided and how it was implemented. Finally, showcase the results and benefits the customer experienced after using your product or service, using the data you collected to support these points

Pro Tip: Brainstorm possible case study formats and outlines with ClickUp Brain, your creative partner in this endeavor.

• Get approval from the customer: Once you’ve drafted the case study, share it with the customer for their feedback and approval. This ensures that all the information is accurate and that the customer is comfortable with how their story is presented. It also provides an opportunity to make any necessary revisions

Pro Tip: Create a shareable case study in ClickUp Docs and share it with your customer in a single click for approval

• Publish and promote: After obtaining the customer’s approval, publish the case study on your website, blog, or other relevant platforms. Promote it through various channels such as social media, email newsletters, and sales presentations

Pro Tip: When your case study is ready to be distributed, add the relevant owners for social media and email distribution by simply mentioning them in a task comment

Instead of the process we just outlined, you can also use ClickUp’s free case study templates to plan, structure, and execute your case studies to maximize the efficiency of your content marketing efforts.

With ClickUp’s Case Study Template , you can: 

• Gather data from distinct sources to analyze it and identify key takeaways
• Craft compelling stories using an organized template to drive real impact 
• Collect ideas and note testimonials from clients to showcase real-life results
• Create a visual journey of the customer’s software integration steps
• Monitor and analyze the case study’s engagement
• Collaborate with marketing team members to create the case study together

ClickUp helps marketing teams optimize the entire process of writing a case study, from collecting data to finally sending customers an email for approval.

Craft Effective Case Studies with ClickUp 

Case studies are an excellent way to build trust with prospective clients and provide evidence for your claims. They exemplify how your products and services have aided others in reaching their business and marketing goals . Studying popular case study examples can help you ideate and find the perfect format for your own customer stories.

Collaborative work management platforms like ClickUp can help you plan and execute your case study project with ease. Draft customer success case studies showcasing results effectively using ClickUp’s Case Study Template. It not only provides you with a rough layout but also improves team collaboration, helps maintain consistency with the format, collects data, and much more.

Use the integrated AI assistant, ClickUp Brain, to generate outlines, write catchy copy, and brainstorm ideas. Put your case story together, along with the relevant links, images, and rich formatting, in ClickUp Docs and share it with stakeholders for input and approval.

Sign up for ClickUp today to create the most impactful marketing case studies to attain your marketing goals.

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Customer Experience

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.

Six brand case studies that proved the value of customer experience

Delivering a brilliant customer experience is all about balancing genuine emotions with the right tools.

It’s not enough to use technology to deliver a personalised experience on a website, brand’s have to create and measure its emotional impact across every channel to help build relationships and stand out from the competition.

At the Festival of Marketing 2015 , held over two days at the Tobacco Dock in London this November, there is an entire stage devoted to the emerging role of emotions in customer experience.

Here speakers will discuss how to create connected journeys and marry together datasets, tech infrastructures and teams, in order to create a customer centric culture.

In the meantime, let’s take a look at some other useful case studies.

In 2012 Macmillan research found that people affected by cancer were in need of additional support with everyday practical tasks such as shopping, ironing or cleaning.

It also discovered that one in four people newly diagnosed with cancer in the UK lack support from family and friends, which equates to 70,000 people every year.

The main aim for Macmillan’s Team Up service was to create a region-specific, online marketplace which could help to provide practical support to people affected by cancer.

The project needed to empower cancer sufferers to seek help with day-to-day tasks from members of their local community. It was vital that the service was safe, easy to use, accessible and available across all devices.

Additionally, Macmillan needed to recruit more volunteers and appeal to a younger demographic.

One of the main challenges would be recruiting early adopters to test early iterations. Another would be differentiating Team Up from other local Macmillan services.

Team Up used a series of digital practices to deliver real-world services within its pilot site of Brighton and Hove.

Macmillan embraced new technologies, running the project mobile-first and introducing pioneering software such as Veridu to verify user’s identity at point of registration.

Macmillan’s local development team worked in fortnightly agile sprints, raising and prioritising tickets before deploying changes.

A unique brand identity was developed to ensure Team Up had a distinct visual appearance, differentiating it from other Macmillan services in Brighton and Hove.

A dedicated Community Manager spent time working with local groups to sign people up pre-launch. Macmillan ran bi-weekly user testing sessions, to ensure members of the community fed into the project, to help build trust and loyalty in the service.

Team Up complemented the existing support offering in Brighton and Hove by sharing resources while offering something new.

Team Up has seen steady growth and by June 2014 had exceeded its registration KPIs (key performance indicators) by 40%.

In the offline world, tasks are on average connected to a volunteer in less than two hours. The initial target was a turnaround time of under three days. Tasks are carried out, on average, within two days.

And as of June 2014:

• Team Up has had an average conversion rate of 8.4%
• 67% of people who click ‘get started’ carry on to become a Team Upper
• From step two of registration, 93% continue to complete their registration.

Vodafone UK

Vodafone UK developed a graphical and interactive representation of its network performance, which is a first for the UK telecoms market and meant that a heavily technical subject was made simpler for customers.

The main objective was to reduce network related queries into call centre via a self-serve tool and create a system for communicating planned outages to those customers affected.

The tool had to be easy to maintain and hold the ability to update in real time, 24 hours a day, seven days a week. It should also improve network specific T-NPS scores.

Vodafone kicked off a substantial cross-channel working group, touching areas of the business such as online, network operations, service operations, public relations, technology, security and a third party supplier (Aricent).

Initially, the project was led by a technology team and involved translating network information into online messages. UX designers soon joined the project to ensure the customer was at its heart.

Vodafone carried out extensive usability studies with the public to validate graphic design and user experience before implementing, analysing and ultimately improving it.

The team built a system where information could be updated on-the-fly by field engineers via a network operation centre, linked to an email notification centre.

Affected users can now register their email address with the system, which then sends an email to those registered as soon as the issue is reported as closed with the network operations centre.

• 40% increase in visitor traffic since launch
• 25% reduction in network-related topics posted on the forum
• 66% reduction in views of network-related forum topics
• Since launch, it has been able to decommission the forum for communicating network issues, reducing manual intervention from our social operations team
• 9% reduction in network related complaints
• 54% reduction in escalated queries requiring a customer call back
• 13% improvement in network related T-NPS
• 90% improvement in time to load faults online for customer viewing

Thomas Cook

Thomas Cook wanted to establish direct relationships with its target audience, and particularly non-existing Thomas Cook customers.

The travel operator was also keen to have more influence in its customers’ online journeys and obtain a better understanding of their purchase lifecycle.

Thomas Cook launched a highly targeted lead generation campaign and travel survey to capture information on future buying intentions and specific customer requirements, which have a bearing on their decision to buy.

A nurture programme was also implemented to deliver individualised messaging and increase user engagement. Once the survey was completed, consumers were immediately presented with a choice of headline offers or redirected to the website.

Display retargeting tags were embedded into the campaign to enable Thomas Cook to deliver personalised display banners to respondents.

Once the nurture campaign had ended, the customer data, including all click affinity, response and survey data, was immediately fed into the Thomas Cook newsletter programme to become part of the overall new CRM strategy.

During the most recent campaign, more than 15,000 leads were collected.

Email engagement rates increased by more than 30% and open rates were twice the national benchmark average. Click rates averaged in double digits, more than three times higher than the national average, and far in excess of the standard newsletter program.

The results achieved just as much success from an ROI perspective, achieving an ROI of 7.5:1 in a three-month period post registration.

RS Components

Despite search engine marketing delivering 10m visits to the RS Components websites each month, customer feedback and analytics showed that its user experience was not conducive to a quick and efficient process, with 70m customers leaving the site at search stage over the last year.

With conversion being central to the business, RS Components knew it needed to improve its online experience. A huge task involving changes to 60 websites, mostly in local language.

Customer feedback from online surveys and real-time customer lab testing identified the following key priorities:

• Speed: due to the accelerating pace of technology many engineers are under immense pressure to be first to market with their innovations
• Ease of identifying products: not being able to find a product or confirm users have found the right products was causing significant levels of frustration and dissatisfaction
• Range reliability: 47% of customers come to the site knowing the exact product they wanted. In such cases they simply wanted to be able to input the manufacturer’s part number and find it in stock.

With this in mind, any improvements to the user experience needed to drive a 0.5% increase in overall conversion and make a contribution towards RS Component’s financial targets.

Data showed that 20% of searches returned zero results, causing low customer satisfaction.

So RS Components introduced the following measures to improve the customer experience:

• Search term correction
• Improvements to search result categorisation and presentation
• Improvements to facetted search, enabling customers to filter results and see faster results in real time
• Search that recognises double byte characters for China and Japan
• Mobile search

And within purchasing and tracking:

• Shared order history: engineers could now track the history of orders placed by anyone in the company, using any online or offline channel from trade counters to mobile
• Guest checkout: with 57% of purchases being unplanned, customers could now purchase with only an email and delivery address
• Express checkout: buyers could go straight from their shopping basket to order confirmation in one click

Kitchen garden hotel THE PIG was keen to improve its online customer experience. Additionally it wanted to get to grips with its customer needs, and build an online strategy around them which would ultimately lead to fewer clicks to purchase.

Improving the online booking process was of primary importance, and was a core objective for the project.

THE PIG enlisted the help of Etch, and initially spent time analysing the hotel’s customer journey, and most specifically the path to purchase, to understand the time it was taking to book a stay.

This research provided the intelligence needed to map out a new online strategy, which placed the customer at the centre.

Central to the project was the need to improve the customer experience of the onsite booking journey. Etch worked with Micros, utilising its Opera Reservation System (ORS), to create a customised booking system which had the capacity to manage the five hotel locations.

The team was given direct access to the application-programming interface so that it could design a customer experience which met the needs of THE PIG hotel’s customers.

A further part of the customer engagement programme was to ensure that the right messaging was being communicated to potential and existing customers throughout the path to purchase. THE PIG worked with Etch to ensure this was carried across all of its display advertising, email, social media, search and referral traffic.

As a direct result of the project, and particularly the new booking engine, THE PIG hotel has seen a 250% growth in online revenues over a two-year period.

Additionally, over the last 12 months, THE PIG has achieved a 319% ROI on managed PPC activities, a 965% ROI on non-branded organic search terms, and a 1,943% ROI on email marketing activities, which were all carried out as part of the new customer engagement strategy.

When AO.com set out to expand its offer with a move into the AV category, it acknowledged the need to put the user experience at the heart of the new offer and set itself the objective of breaking new ground in the way brown goods are retailed online.

The starting point for this was to understand the customer journey, with insights demonstrating that AV consumers want to be able to view a product on a site across every device. As far as users are concerned, the internet is the internet and they expect a retailer’s site to perform equally as well across all devices.

The AV market was reviewed and AO.com concluded that was tired, static and really not meeting the needs of the consumer. The online offers were overcomplicated, too jargon heavy and populated with huge ranges that were hard to distinguish.

The brand demystified the jargon, provided greater explanation of the technologies, provided a reasonable sized range of quality brands with no own label product, and provided the opportunity to have products installed at point of delivery.

TV video reviews by AO.com’s own experts deliver informative content that sits on the product page, interactive 360 degree images recreate a showroom experience online and additional presenter-led videos explain features by individual manufacturer, providing detail on what the key features are and how to use them.

The brand also supported the consumer journey with a series of curated collections to help them buy the right TV for their individual viewing needs. So those in the market for TVs for sport, movies or all-round family use will be guided to the right product through dedicated ‘collections’ pages.

Video is also used to sell sound and educate the consumer on how different sound products work and the benefits and restrictions of the products AO.com has on offer.

On top of the segmented product offer and rich media content, the brand also offered two types of installation (stand mounted or wall mounted) with its with its same day and free next day delivery offer.

The service again differentiates ao.com from its competition, as many of the retailers currently offering this service don’t do so at point of delivery, often using a third party service to carry out the installation days later.

• Average order value is consistently at £50 higher than the market average
• Both orders and visits are on the increase, growing daily
• The brand is trading customers up, over-indexing on large screen sizes and Smart TVs
• Attachment rate is higher than the market average, meaning people are buying more than one AV product from AO.com.

You can learn even more about customer experience at our two day  Festival of Marketing  event in November. Book your ticket today a nd see how you can create a customer-focused culture.

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Impact of Service Quality on the Customer Satisfaction: Case Study at Online Meeting Platforms

Ali, B. J., Saleh, Akoi, S., Abdulrahman, A. A., Muhamed, A. S., Noori, H. N., Anwar, G. (2021). Impact of Service Quality on the Customer Satisfaction: Case study at Online Meeting Platforms. International journal of Engineering, Business and Management, 5(2), 65–77.

13 Pages Posted: 7 May 2021

Bayad Jamal Ali

Komar university for science and technology, pakzad fadel saleh, komar university for science and technology - business administration department, shwana akoi, aram ahmed abdulrahman, awezan shamal muhamed, halwest nowzad noori, govand anwar.

Knowledge University

Date Written: May 3, 2021

As it’s known business rely on the customers it means the profitability of any company change depending on customer demand. Due to that, it’s necessary to treat customer as the king of the market. In another meaning, Customer satisfaction is very important issue to company’s product which it measures the level of probability between company’s product and customer belief in which the happier customer with quality and types of products more products and more profit will occur. The purpose of this project was to determine the Impact of technical and functional service quality on the customer satisfaction and loyalty. Though conducting a survey number of results was collected, and the results belong to their view about different types of platform which they used for online meeting and academic stuff. Different nationality participates in this project including (Kurdish, Turkish, Arabic, Turkmen, Indian, Pakistan, Uzbek, Nigerian and British) with having different position such as head of the faculty, instructor, academic staff, head of the department and etc. in number of universities in Kurdistan region of Iraq. As it’s shown in chapter three Excel software was used to calculate collected data through (co-variance, correlation and regression analysis) methods. And Based on the result fulfillment, privacy issues were affected the customer satisfaction and loyalty.

Keywords: Customer, Satisfaction, Service, Fulfillment and Effect

Suggested Citation: Suggested Citation

Bayad Jamal Ali (Contact Author)

Komar university for science and technology ( email ).

Sulaimani Qularesi Kurdistan, Sulaimani Iraq

Iraq Qularesi Sulaimani, Sulaimani 053 Iraq

Knowledge University ( email )

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10 B2B Case Study Examples to Inspire Your Next Customer Success Story

• October 24, 2023

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

• Customer mission should be given at the beginning
• Follow up about specifics and metrics
• Use quotes from their side to highlight
• Work out the biggest benefits of your offering and make reference to them
• Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

• Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
• Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
• Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
• Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

What follows are several benefits that Plaid offered to Betterment. 

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

Loganix nails it with its case study deck for rankings.io. 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly .

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

Zeynep Avan

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How brands win with Medallia

Enabling agile improvement and customer-led development

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7-Eleven improves case efficiency by prioritizing customer feedback

Utilizing conversation intelligence to increase sales, improve agent performance, and optimize quality management

Airbnb pulls back the curtain to talk about innovative guest experiences

Air Liquide

Air Liquide captures the B2B customer perspective in-the-moment

Using the customer voice to drive best-in-class experiences

Andersen Corporation

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BAC incorporates experience data into multiple service channels

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Improving patient experience across every customer touchpoint

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Benefit makes a point to make up with its frenemies

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Best Western earns 76% more reviews after teaming up with Medallia and Trip Advisor.

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Canadian Automobile Association increases customer satisfaction by improving servi...

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A new 1:1 relationship model is shaking up CosmosDirekt

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Dick's Sporting Goods captures digital insights in the Ecommerce journey

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Employee engagement At Esler Companies is a reflection of the CEO and founder

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Fidelity International increases revenue by focusing on the Voice of the Client

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Holiday Inn Club Vacations leverages fast, actionable feedback to safely reopen

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Group chief marketing & customer officer.

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Madison Square Garden quickly takes iconic shows to the next level by listening to the audience

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Mazda fashions itself as an experience company and keeps drivers coming back for more

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Mercedes listens to drivers to design a new premier service

Petco drives growth and improves the guest experience by taking action on feedback

PŸUR is the third largest operator in the German cable network market with over 3 million homes connected

"You need constant dialogue, regular feedback and willingness to listen to and act upon whatever you are hearing."

Una Morabito

Head of client management, workplace solutions.

permanent tsb

PEXA empowers the frontline to put members experience first

Posadas drives product innovation with guest comments

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Rent-A-Center adopts an omnichannel, customer-centric growth strategy

RingCentral

RingCentral turns feedback into product features and customer retention in B2B

Sam's Club puts customer information at associates' fingertips, on-the-go, 24/7

Schneider Electric 

Delighting customers through an outstanding digital experience

Saskatchewan Government Insurance

How SGI is improving agent productivity by taking action on contact center insights

Sunrise saves millions by shining a light on the voice of the customer

TUI makes the travel booking experience a dream

Capitalizing on real-time feedback in the age of immediacy

Volvo Cars unifies their consumer experience through the “One Voice” program

Vitality leverages VoC to help members better their lives

Walmart Mexico

Putting the customer at the center of ecommerce experiences at Walmart Mexico

Windstream uses 2.7M surveys a year to fuel customer-centric innovations

XP revolutionizes the market through a customer-centric strategy

How a global insurance company builds valuable loyalty at the local level

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Case Study: Beating the Market with Customer Satisfaction

If you’re looking to boost customer satisfaction, one of the most promising places to start is customer service. Unfortunately, it’s also a place where long-term goals tend to buckle under short-term financial pressures. Companies try to meet Wall Street’s immediate demands by cutting costs through automation and outsourcing—despite a growing body of research conclusively showing that customers are fed up with lousy service and that increased satisfaction has a positive impact on consumer spending, cash flow, and business performance.

In a groundbreaking 2006 study, University of Michigan business professor Claes Fornell and colleagues showed the relationship between customer satisfaction and financial success by creating a hedge portfolio in which stocks are bought long and sold short in response to changes in the American Customer Satisfaction Index (ACSI) . Developed by the University of Michigan’s National Quality Research Center, the ACSI is an indicator of economic success that reflects levels of customer satisfaction with goods and services purchased from about 200 companies in more than 40 industries; it’s based on interviews with more than 65,000 U.S. consumers each year.

Collectively, as the exhibit “Why Service Matters” demonstrates, the companies with high customer-satisfaction scores have blown the S&P 500 out of the water, especially over the last few years. Not only have they produced higher stock returns, but their stock values and cash flows have been less volatile.

How are these results possible, given efficient-market theory, which says you can’t consistently outperform the market? It’s because today’s stock valuation methods fail to incorporate the kind of information that forms the basis for making stock trades in the ACSI portfolio. If they did, the ACSI portfolio would closely track the S&P 500.

Download the full case study here: Beating the Market with Customer Satisfaction.

• Customer Feedback Best Practices

5 Best Practices for Effective Customer Feedback Programs

13 Must Have Win Loss Analysis Interview Questions

How To Run Great Win Loss Interviews

Customer Feedback Surveys: The 6 TRACER Attributes Your Survey Must Have

Research: 6 Key Drivers of Successful Customer Feedback Programs

Customer Advocacy: How High-Performing Companies Set Themselves Apart

Customer Journey Maps Must Come Before Transactional Customer Feedback

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10+ Customer Satisfaction Survey Examples & Questions

14 min read

The best customer satisfaction survey examples are well-designed and capture valuable feedback from customers. A good survey must cover all bases, from asking relevant questions to great design, to get a holistic picture of customer expectations and satisfaction.

However, creating an effective customer satisfaction survey can pose a bit of a challenge.

To help, we’ve handpicked ten customer satisfaction survey examples from some of the most successful SaaS companies. Use this as a guide to design your own surveys and collect honest feedback from your customers.

• The customer satisfaction survey is a questionnaire designed to evaluate customer’s opinions on a product or experience with a brand.
• Customer satisfaction surveys are important because they help retain customers, build a loyal customer base, and disclose areas with high customer effort score (CES) on the customer journey.
• Measuring customer satisfaction surveys can also help you track product efforts, establish a solid relationship with customers, and improve customer experience to reduce customer churn.
• Some customer satisfaction survey questions to include in your feedback form are: How satisfied were you with your overall experience? How easy was it to complete your task?
• You can also ask customer service survey questions to gather information about your customer’s experience with a customer service agent.

Examples of customer satisfaction surveys from inspiring brands:

• Hubspot sends customers a simple survey to collect feedback after important customer interactions.
• Userpilot sends quarterly NPS (net promoter score) surveys to its customers to measure user sentiment .
• Hubspot measures the satisfaction of customers mid-way into the onboarding program with an email survey.
• Wise sends a transactional survey via email after the user makes a payment to collect customer feedback in real time.
• Jira sends a quick CSAT survey to understand how satisfied customers are with a new feature .
• Slack triggers a generic CSAT survey at random intervals to encourage users to share opinions or frustrations about their product.
• Miro’s survey is always-on, designed to blend in with the UI design as a passive feedback collection method , allowing the user to decide when to fill it in.
• Jira’s real-time in-app customer satisfaction survey collects feedback in real-time, right after the interaction.
• Want to see how you can use Userpilot to design successful customer satisfaction surveys? Book the demo !

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What is a customer satisfaction survey?

A customer satisfaction survey is a questionnaire designed to evaluate a customer’s opinion on a product or their experience with a brand. Its main goal is to check the extent to which companies meet customer expectations and understand the major pain points they’re still facing.

Surveys like this pose a simple question, like: “How would you rate your experience today?” to measure the customer effort score and sentiment towards the product.

What should a customer satisfaction survey template include?

The best practice for designing effective customer satisfaction survey templates is to keep them simple, straightforward, and relevant.

Usually, it contains the following, but you can switch it up each time so you don’t feel stuck:

• Start with a thank you note to the customer for using your services: A simple “thank you” goes a long way and can turn a dreadful feedback experience into a positive one.
• Follow this up with a direct question like: “How would you rate the [product/customer service] experience?”: Asking detailed questions helps you see the world from your customer’s perspective.
• Answers to this question are provided on a numeric scale with a 1–5 or 1–7 point factor, which can range from strongly disagree (0–1) to strongly agree (6-7). The numerical scale can also be replaced with an emoticon scale, which makes use of emojis to help users express their results in a more visual and intuitive manner.
• You can ask a multiple-choice question when the actual answers to your survey are visible. Take, for example, a survey to uncover your best marketing channels could have a list of possible media channels to reduce cognitive stress for the respondent.
• To get more valuable insights, follow up with a qualitative, open-ended question to collect more details on the reason for the customer’s response. Asking “why” gives users the freedom to clarify their responses and express their opinions, which is subjective to them.

What’s the importance of customer satisfaction surveys?

Every smart business understands that retaining customers is crucial to its success. In addition to measuring product quality, efficiency, and reliability, customer satisfaction surveys are a good indicator of customer loyalty.

Measuring customer satisfaction can help your business to:

• Measure the effectiveness of your customer service team.
• Monitor customer sentiment at different stages of the customer journey.
• Build a base of loyal customers.
• Disclose areas with high customer effort scores (CES) where users struggle to achieve their goals.
• Measure your product efforts during the customer lifecycle and understand if they’re meeting customer needs.
• Establish a solid relationship with customers and make them feel valued.
• Improve customer experience which reduces customer churn and the spread of negative word of mouth .

3 Types of customer satisfaction surveys

Customer satisfaction surveys are essential tools for businesses to understand how their customers perceive their products or services. There are various types of surveys designed to measure different aspects of customer satisfaction.

Here are three common types of customer satisfaction surveys:

Customer satisfaction score (CSAT)

The Customer Satisfaction Score (CSAT) survey is a straightforward and widely used method to measure customer satisfaction with a product, service, or interaction. It typically involves a single question that customers are asked to answer on a scale, often ranging from dissatisfied to very satisfied. The question usually asks, “How satisfied are you with [product/service/interaction]?”

The CSAT survey is valuable for obtaining a quick snapshot of customer satisfaction and identifying areas that may need improvement. The results are typically expressed as a percentage, with higher percentages indicating high customer satisfaction.

“On a scale of 1 to 5, how satisfied are you with your recent experience with our customer support?”

Customer satisfaction survey results can be used to benchmark your company’s performance against competitors.

Net Promoter Score (NPS)

The Net Promoter Score (NPS) survey is designed to measure customer loyalty and the likelihood of customers recommending a company’s product or service to others. NPS is based on a single question: “On a scale of 0 to 10, how likely are you to recommend our [product/service/company] to a friend or colleague?” Respondents are categorized into three groups based on their scores:

• Promoters (score 9-10) : These are loyal and enthusiastic customers who are likely to recommend your business.
• Passives (score 7-8) : These customers are satisfied but not enthusiastic and may not actively promote your business.
• Detractors (score 0-6) : These customers are dissatisfied and may share negative feedback about your business.

The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The resulting score can range from -100 to +100, with higher scores indicating stronger customer loyalty.

“How likely are you to recommend our products to a friend or colleague, on a scale of 0 to 10?”

Customer Effort Score (CES)

The Customer Effort Score (CES) measures how much effort it takes for customers to either use your product or fix a problem through customer support. It focuses on the customer’s perception of the effort required to complete a task. The CES question typically asks, “How easy was it to [complete a specific task]?” Respondents rate their experience on a scale, often ranging from “Very Easy” to “Very Difficult.”

CES is valuable for identifying areas where customers encounter unnecessary obstacles or difficulties, which can lead to frustration and decreased satisfaction. Improving the ease of interactions can enhance customer loyalty and customer retention too.

“How easy was it to find the information you were looking for on our website?”

Customer satisfaction survey questions

Here’s a list of customer feedback questions that you can use or adapt to gather valuable feedback from your customers:

• On a scale of 1 to 10, how satisfied are you with our [product/service/company]?
• How would you rate your overall experience with us?
• How would you rate the quality of our [product/service]?
• Were our products/services up to your expectations?
• How satisfied are you with the assistance you received from our customer support team?
• Were our customer service representatives helpful in resolving your issues?
• How easy was it to use our [product/service]?
• Did you encounter any difficulties while using our [product/service]?
• Was our website/user interface user-friendly?
• Did you find it easy to navigate our website and find the information you needed?
• Were you satisfied with the response time for your inquiries or requests?
• How long did it take for us to address your concerns?
• How satisfied are you with our customer service representative?
• Do you feel that our [product/service] provides good value for the price you paid?
• Were you satisfied with the cost-effectiveness of our offering?
• How would you rate our communication, including emails, notifications, and updates?
• Did we keep you informed about important changes or updates?
• Were your issues or concerns resolved to your satisfaction?
• Did we meet your expectations in resolving any problems you encountered?
• On a scale of 0 to 10, how likely are you to recommend our [product/service/company] to a friend or colleague?
• What is the primary reason for your score?
• How likely are you to continue using our [product/service] in the future?
• Are you considering switching to a competitor? If yes, why?
• Do you have any suggestions for how we can improve our [product/service]?
• Are there specific features or services you’d like to see us offer in the future?
• How would you rate your experience when making a purchase with us?
• Were you satisfied with the checkout process?
• How satisfied are you with the speed and reliability of our delivery/shipping service?
• Did your order arrive in good condition?
• In a few words, describe your overall experience with our [product/service/company].
• Is there anything else you’d like to share about your experience with us?

Remember to keep your customer satisfaction questionnaire concise and focused, as overly long surveys may discourage participation. Additionally, consider using a mix of multiple-choice questions and open-ended questions when collecting customer feedback to gather both quantitative and qualitative feedback from your customers.

Customer satisfaction survey examples

To illustrate all we’ve said, let’s take a look at some great customer satisfaction survey examples from SaaS companies.

You can use these examples as a customer and satisfaction survey question template when designing or improving your own survey questions.

You can check other examples and use cases in the short video below:

Survey Examples and Inspiration

1. Userpilot’s NPS survey with a follow-up question

Userpilot sends quarterly NPS (net promoter score) surveys to its customers to measure loyalty.

NPS surveys are usually measured on a number scale from 0-10.

Userpilot takes it one step further and asks an open-ended question to understand the reasons behind low or high satisfaction scores.

Tracking NPS scores over time helps to understand how the various changes affect customer satisfaction. An increase in the score over a certain time period indicates that the changes you’ve made were positive and had a good impact on your overall UX and product strategy.

Also, we have to mention that this survey was created effortlessly with Userpilot—without coding.

Hubspot’s customer satisfaction score survey

Hubspot sends customers this simple survey after important customer interactions. They ask customers to rate their experience on a 1–7 point scale, from worst to best.

What’s impressive about Hubspot’s customer feedback survey is its simple yet impressive nature. The question asked is direct and easily understood by anyone.

Every survey is triggered contextually. It’s relevant and collected in real-time, right after a user completes an action, which makes it more accurate.

The survey is subtle and not obstructive. It comes in a smaller modal design, which works well to grab the user’s attention, without covering the entire screen. Also, Hubspot’s clear branding is reflected in the survey.

The downside to this survey is a lack of qualitative data. This makes it difficult to collect extra details on what exactly the customer liked or hated.

Hubspot’s mid-onboarding check survey

Hubspot understands that onboarding is critical to determining whether the user will become a customer or not. So, instead of playing guessing games, they measure the satisfaction of customers with the onboarding program .

Only this time, the survey is not triggered in-app but sent via email. In the email, the user is addressed by name and informed about what’s going on.

Then, Hubspot includes a simple survey and asks users to choose their answer from a series of emojis with the help of a color code from red to green for clarity.

Wise’s transactional NPS survey

After a user has made a payment with Wise, the company sends a transactional survey via email. This is a good example of how to collect customer feedback in real time as it comes right after the user performs the action, when the memory is still fresh in their minds.

The survey poses a simple question, answered on a 10-point scale, which is too demanding for most customers. To explain what each number means, Wise combines both words and emojis as a visual and text-based approach for better cognitive function.

Jira’s customer satisfaction survey regarding a new issue

Jira sends a quick survey to understand how satisfied customers are with a new feature . This survey pops up after the user has engaged with the feature for a few minutes.

Customers who need an immediate response are referred to the customer support team with a single click; customers who wish to leave a review can continue filling out the feedback form .

The survey question is presented in the hopes of capturing likely issues that might have come up when interacting with the new feature. Users can rate their satisfaction with emojis, and if they wish, they can give more detailed feedback.

Slack’s overall customer satisfaction survey example

Slack programs a generic customer satisfaction survey to trigger at random intervals. This could be after the user has spent a certain period of time on the app, when they complete an action, or when they use an advanced feature.

Slack substitutes the number scale for multiple choice answers that are more direct and sound human. The options provided by Slack make it easy for them to figure out if the user is having a UI problem, an experience problem, or a navigational issue.

This is then followed by a simple question that lets users share any ideas, opinions, or frustrations that are secondary and not included in the multiple-choice question.

Miro’s passive customer satisfaction survey example

Miro’s customer satisfaction survey is a brilliant one because its always-on. That means it is designed to blend in with the UI design as a passive feedback collection method .

So, instead of triggering the survey and interrupting the user, Miro embeds the CSAt survey into the customer experience and allows the user to decide when to fill it in.

Of course, you’d expect nothing less from Miro when it comes to visual presentation—that’s what their brand is about. So, using emojis is no surprise here.

Jira’s real-time in-app customer satisfaction survey example

Collecting feedback in real-time, i.e., while the user is still in the experience or right after the interaction, is critical. The experience is still fresh in their minds, and there is a possibility to make changes while retaining dissatisfied customers.

That’s why Jira doesn’t waste time and collects feedback right after the user engages with the feature. Surveys are triggered in-app and pop up as a modal, which is unobtrusive.

Feeling inspired? Try Userpilot for no-code surveys!

Best practices for creating customer satisfaction surveys.

How you structure and design your survey matters.

Having a good survey design increases the likelihood that you will get higher response rates and completion rates, and, ultimately, more accurate data.

So what makes a great customer satisfaction survey? In this section, we will discuss how to design a survey, write effective questions, and collect highly impactful data.

Keep the survey questions short and simple

No one enjoys taking long surveys. A person’s attention span is only eight seconds on average.

So make your survey short to respect your customer’s patience and time. Research has shown that it is better to send two microsurveys rather than one long one to get the information you need.

Segment your users before sending surveys

In order to get relevant and accurate customer insights, you need to ask the right questions to the right target audience.

Segment your customers based on their in-app behavior , different user attributes, or even previous feedback. You can then determine which surveys should be sent to which users.

This can be achieved with a tool that automates user surveys and triggers them for certain groups of users.

Create user segments with Userpilot to collect targeted feedback.

Trigger customer feedback surveys contextually

Reaching the right people with your survey is not enough. It is also important to consider when the survey will appear on their screen.

Your surveys will not only have a higher response rate if triggered contextually but also will give you more actionable insights.

Imagine a scenario where the user has started their free trial but didn’t sign up for a few days and then one day decides to give you a shot. Once they log in, an NPS survey pops up and asks them whether they would recommend you to their friends.

The user hasn’t even experienced any value with your app, how would they know if they like you enough to refer to others?

But if you triggered the survey contextually – for example when interacted with a key feature and completed their JTBD , it would make much more sense to do it.

Contextual survey triggering in Userpilot .

Show gratitude to the customers who give detailed feedback

When did you last receive a genuine thank you from someone? You must have felt like you should have done more for them.

This is how gratitude works. Whenever you thank someone for something they did, they are more likely to do you a favor in the future.

Your customers aren’t an exception—take the time to appreciate their effort and time in completing your surveys.

Upon completing the survey, you can send automated thank-you messages and give them a small reward.

Follow up and close the feedback loop

Routinely measuring customer satisfaction won’t benefit your company if you don’t act on the feedback and share the updates with your customers.

This process of collecting data, analyzing it, implementing changes, and letting customers know about it is called closing the feedback loop.

Companies that don’t do this miss out on the chance to cultivate strong customer relationships.

When you close the loop, customers feel acknowledged and valued.

How to build customer feedback surveys code-free with Userpilot

How to create and publish a survey

As you can see from the customer satisfaction survey examples above, collecting customer feedback helps you better understand how potential customers interact with your business.

Every example stated in this article should serve as inspiration when designing yours. Keep in mind that your surveys should be tested and improved for better results.

Want to see how Userpilot can help you build better customer feedback surveys? Sign up for your Userpilot demo today!

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The Key to Happy Customers? Happy Employees

• Andrew Chamberlain
• Daniel Zhao

An analysis of Glassdoor data.

In a recent analysis, analysts at Glassdoor asked: Can companies achieve great customer satisfaction without also investing in employees, assuring that workers who deliver service to customers are themselves satisfied with their jobs? Their answer was clear: There’s a strong statistical link between employee well-being reported on Glassdoor and customer satisfaction among a large sample of some of the biggest brands today. A more satisfied workforce is clearly associated with companies’ ability to deliver better customer satisfaction — particularly in industries with the closest contact between workers and customers, including retail, tourism, restaurants, health care and financial services.

We all know that customers are central to the fate of businesses. It’s captured in the maxim, coined by department store tycoons of the early 20th century, “The customer is always right.” Jeff Bezos, one of today’s most iconic businessmen, has laid Amazon’s incredible success at the feet of its obsession with customers, saying “You can be competitor-focused, you can be product-focused, you can be technology-focused, you can be business-model-focused… But in my view, obsessive customer-focus is by far the most protective of Day 1 vitality.”

• AC Andrew Chamberlain , Ph.D, is chief economist at jobs site Glassdoor and director of research at Glassdoor Economic Research .
• DZ Daniel Zhao is a senior economist and data scientist at Glassdoor.

Partner Center

The three building blocks of successful customer-experience transformations

Leading a customer-experience (CX) transformation can generate a lot of anxiety. Many leaders hesitate to even start because they are overwhelmed by the many challenges of driving change across virtually every silo in the organization. But this hesitation creates real risks for the business. The recent shifts in consumer behaviors and expectations  brought about by COVID-19 are forcing companies to change how they connect with and serve customers. Those that do not adjust to the next normal  will quickly be left behind. History clearly shows the value of investing in customer experience  during a downturn. In the last economic recession, companies that prioritized customer experience realized three times the shareholder returns  compared to the companies that did not. The time for action is now.

The good news is that there is now a proven formula for executing customer-experience transformations. It comprises specific steps across three core building blocks: a clearly defined aspiration, an agile transformation approach, and a thoughtful deployment of new capabilities, particularly advanced analytics (exhibit). By combining all three building blocks, companies can create a competitive advantage in their industry. In ten years of helping more than 900 companies design and execute enterprise-wide customer-experience programs, we have seen this approach deliver powerful results: 15 to 20 percent increases in sales conversion rates, 20 to 50 percent declines in service costs, and 10 to 20 percent improvement in customer satisfaction.

Build aspiration and purpose

The first step in a successful customer-experience transformation is to align on a crisp definition of the type of experience you want to deliver. When companies set out to define their customer-experience aspiration, they often fall into one or both of two traps: either the aspiration is generic and does not align tightly to the company’s purpose, or it’s unclear how the aspiration will create value that can be measured and tracked. Falling into either of these two traps leads to CX-transformation programs that lack clarity and coherence.

A good CX aspiration delivers on company purpose and brand promise. In alignment with their company missions, Nike seeks to deliver inspirational experiences, Starbucks looks to provide experiences that nurture, and BMW seeks to offer the ultimate driving experience. Costco doesn't try to replicate the experience its customers have at high-end retailers but instead provides a no-frills in-store experience that reflects its low-cost brand promise.

Companies then translate aspirations into expected business value by defining the specific changes in customer behavior they expect to see. If a bank were looking to deepen customer relationships, for example, this focus could be reflected in a decision to measure success by the number of customers who choose the bank for all their core banking needs. This focus on customer behavior completely changes the conversation in the C-suite. Leaders start talking about customers, not about financials. They prioritize the experiences that will lead to the expected customer behavior even as customer needs evolve over time.

Many of the best companies use quantitative research and statistical analysis to ground their decisions in facts about what customers value so they can prioritize the experiences that matter most. The most advanced companies use advanced analytics to run simulations of the expected impact of their potential investments so they can build compelling business cases for them.

Once they have prioritized the experiences with the greatest potential impact on customer behavior, CX leaders identify the internal processes and technology capabilities they need to substantially reimagine them. They consolidate the prioritized experiences and the development of the required capabilities to create a road map that identifies critical activities quarter-by-quarter. These companies typically plan their investments in 24-month increments with frequent stage-gates to validate that the expected financial impact has been realized.

Would you like to learn how Experience DNA can help your organization ?

Transform the business.

While executives often successfully develop comprehensive CX-transformation road maps, many fall into the trap of implementing business-as-usual programs to execute the needed change. The most common mistake is parceling out various elements of the program to different functions. That leads to communication challenges, ownership issues, and accountability problems that sink even the most straightforward transformation aspirations.

Customer-experience initiatives at the companies that most successfully undertake them look and feel completely different. These companies create agile, cross-functional teams that have true ownership of their projects, deep technology expertise, and a culture of design thinking and continuous improvement. Prior to the pandemic, these teams could be found problem-solving around white boards in an open floorplan with glass walls, background music, and a continuous hum of activity. One innovative bank adopted a “culture of red shoes” to illustrate its innovation speed and agility, and the CEO would lose his dress shoes in favor of red sneakers when he visited the design labs. In the current environment, these teams have seamlessly transitioned to collaboration platforms to drive continuous cross-functional innovation. For companies truly committed to a CX culture, these aren’t superficial ornamentations. They reflect a significant investment in recruiting and nurturing agile teams with deep expertise in experience design, developing cutting-edge omnichannel platforms and technology, and reimagining the experiences, products, and services that best deliver on the brand promise.

To define customer personas and understand customer needs, the cross-functional agile teams leverage design thinking and advanced analytics toolkits to carry out rapid-fire quantitative and ethnographic research. They conduct cocreation workshops to develop innovative concepts and prototypes that address pain points. They use advanced analytics to identify and prioritize meaningful performance metrics such as reduced wait time to quantify the actual financial impact of changes in customer behavior as reflected, perhaps, in increased contract renewals, and to track progress. Once they have developed new products and services, these agile teams make sure they are scaled across the business, integrated into the technology platform, and continuously tested and refined across segments and geographies.

These design-driven actions are not nice-to-have items. In our 2018 research on the business value of design , we found that top-performing user-centric companies outpace their peers in terms of revenue by nearly two to one. Critically, they also rapidly iterate as they design new experiences, ensuring they prototype and test them with consumers to increase their chances of success.

Another critical element of all successful CX transformation programs  is a central team that combines ideation tools and methods, continuously conducts both generative and evaluative customer research, and brings together cross-functional experts with specific expertise, such as scrum masters, omnichannel technology architects, designers, and researchers. This central team ensures that the culture of technology-enabled innovation becomes a distinctive competitive asset that is sustained over time and across all geographies.

Enable the transformation

Leaders who have successfully implemented new experiences for their customers sustain the changes by building new capabilities. There are four that we find are most critical for success.

Customer-centric mindsets

From the C-suite to the front lines, employees must feel confident that they have the necessary skills and tools to deliver the best possible experience for customers. Leading companies develop academies that combine digital courses, live workshops, and ongoing nudges to support the development of new capabilities. Each learning journey is tailored to a specific role within the organization. For example, front-line employees receive practical tips on how to put themselves in their customers’ shoes and demonstrate empathy when engaging with customers. CX managers and innovation teams build skills around redesigning customer experiences and mobilizing cross-functional teams. Executives receive tips on how to support, accelerate, and celebrate customer-centricity within the organization—for example, by integrating design thinking into the early stages of the strategic planning process.

Integrated technology stack

In order to deliver exceptional omnichannel customer experiences, companies need a technology stack that spans the business. It often takes the form of a digital platform built around microservices and APIs to quickly and flexibly offer a variety of services to customers, an omnichannel contact-center platform with call recognition, chat, video chat, and email management, and a single system that integrates the platforms with each other. For example, a health insurer that wanted to redesign its customer-onboarding journey pursued two parallel workstreams: one that reimagined and simplified the entire enrollment process and another that rebuilt the underlying technology. The two teams, working together, were able to modernize the omnichannel platform and technology, which enabled them to transform what had been a set of disparate, paper-based, channel-specific processes into a seamless, digitally enabled omnichannel experience. In just six months, this company tripled online applications, realized 90 percent straight-through processing, and reduced back-office work by 80 percent and front-office work by 70 percent.

Agile operating model and governance structure

Innovation teams are only effective if they have the autonomy to make decisions. This means establishing agile decision-making processes and assigning formal decision rights to leaders on the team. These new processes and decision rights often require some internal negotiations but yield extraordinary results. For example, a B2B financial services firm that committed to a new agile operating model raised raised their customer satisfaction score from less than 20 to more than 50 in two years by increasing on-time responses to customer requests by 90 percent, reducing the request backlog by 40 percent, and eliminating the need for 600 employee-hours each month.

Performance-management system built on predictive analytics and machine learning

Leading organizations are now using predictive analytics, machine learning, and big data to overcome the well-known limitations of customer feedback, which often provides an incomplete and inaccurate view of actual customer experiences. At minimum, companies need management systems with sophisticated feedback loops that teach employees which behaviors yield the best results and guide innovation teams on where to focus their efforts. The best tools allow companies to accurately predict the current satisfaction and future spend of each of its customers based on their experiences. One major travel company built a capability that scored the experience of every single customer based on data such as location, loyalty member history, and recent trip experiences. It then used machine learning to predict customer satisfaction for each customer based on their individual experience. This new capability allowed the company to dramatically improve its follow-up with customers immediately after poor service experiences, increasing satisfaction by 800 percent for the most dissatisfied customers and reducing churn intent by 59 percent.

Adapting customer experience in the time of coronavirus

Bringing it all together.

The greatest sustained impact in customer experience comes from bringing together the three building blocks. Here’s how one European energy provider did just that. Faced with increasing customer expectations, fierce competitive dynamics, evolving market and regulatory pressures, and internal complexity, its leadership team responded with a comprehensive customer-experience transformation. This included reshaping both the go-to-market approach and operating model to regain a sustainable leadership position in their market.

To define its aspirations and the value it wanted from the CX transformation, the team quickly formulated clear business objectives. By quantifying and prioritizing the individual CX “value pools” in their B2C business—acquisition, service, retention, and process digitization—it developed a transformation road map for double-digit improvement in earnings before interest and taxes (EBIT) over the course of three years.

For the second building block, transforming the business, the leadership team created a cross-functional team composed of CX “ambassadors” from ten countries and a core team of designers and CX experts. They convened for two days a week in a central location and operated as a “CX factory” to consolidate customer insights, harmonize customer-journey definitions, and translate value pools and customer pain points into tangible blueprints and prototypes for optimal customer journeys. Their analysis showed that most high-impact CX levers were applicable across all countries despite differences in individual markets. The CX factory team created a fully functional microsite for home movers, took it live in the first pilot country in four weeks, and then scaled it to other countries based on its demonstrated financial impact: increased customer retention and reduced servicing costs as fewer customers called in for support during their move.

These changes were only made possible by transforming the underlying capabilities and establishing critical enablers—the third building block. The organization embraced agile principles not only in the CX factory but also across each geographical business unit—rapidly iterating and generating ideas, prototyping, and adapting minimum viable products (MVPs) based on customer feedback. To scale these capabilities, the organization conducted virtual training sessions around key skills, such as agile, design thinking, and problem solving. It codified best practices in a virtual library for use by any team member in any country. Finally, it showcased the dramatic impact of this new way of working through videos, communications, and tools shared throughout the organization.

The redesigned journeys reduced the energy provider’s personal-contact costs by more than 20 percent and customer churn by almost 15 percent, and significantly increased both customer and employee satisfaction. In fact, one-third of the full impact potential from the three-year program was realized within the first 12 months.

How to get started

Companies that aspire to become more customer-centric can use one of the following quick-start methods.

Set a bold aspiration that reflects the brand promise

A series of three to four executive workshops is often all it takes to align around a customer-centric aspiration and the associated financial performance metrics. Many companies are able to look to internal and external benchmarks in order to set a target and establish a timeline for achieving it.

Create momentum with a ‘lighthouse’ innovation team

Many companies choose to give customers and employees a sense of what success looks like by launching one or more “lighthouse” projects that show concrete results with minimal investment. Redesigned journeys can often be prioritized, designed, and prototyped in six to twelve weeks and create excitement and support for subsequent investments. The first lighthouse can then quickly be scaled up across multiple experiences until it becomes the standard model.

Build an integrated customer insights and action engine

The most forward-looking companies have created integrated data lakes and used advanced analytics and machine learning to improve the experiences of every customer. An analytics engine that enables leadership to identify the customer interventions and investment strategies with the greatest impact can be deployed in three to four months.

Customer experience is a competitive advantage in the new normal. Only by committing to the three building blocks of a CX transformation can companies expect to emerge from the crisis with a sustainable advantage over their competitors.

Victoria Bough is a partner in McKinsey’s Denver office, Ralph Breuer is a partner in the Cologne office, Nicolas Maechler is a senior partner in the Paris office, and Kelly Ungerman is a senior partner in the Dallas office.

The authors wish to thank Melissa Dalrymple, Oliver Ehrlich, Will Enger, Harald Fanderl, Alex Lapides, Pablo Leon, Divya Mittagunta, Jesus Moreno, Friederike Schultz, Rens van den Broek, Maxence Vancauwenberghe, and Hai Ye for their contributions to this article.

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