case study for customer service interview

We recommend using case study templates to help turn your customer story into a coherent, well-organized publication.

2. Lightico: A1 Comms

3. Hourly.io: Izzy's Brooklyn Bagels

What do they all have in common? When you get to these landing pages, key details are immediately prominent: The issue the company was facing and/or the results they generated.

This is a great way to hook in the reader and get them interested to read on.

By showing the results, you highlight the benefits of using your brand. By emphasizing the problems, you can help prospects identify issues and understand why you’re the solution.

Both strategies can generate positive results, it’s just a matter of figuring out which method converts best with your audience.

How to Leverage Customer Success Story on Social Media

1. figure out which case studies will translate well..

The "right client" will vary from brand to brand.

Samuel Mironko , associate marketing manager on the HubSpot brand marketing team, says that this is what they look for: brand recognition, buzziness, and relationship.

The bigger the brand, the more buzz it can create to share its story. This doesn’t mean that you should only highlight stories from recognizable brands. However, it could be a way to prioritize them.

The second is buzziness – how much interest will this story generate? Is the brand in a booming industry? This is another plus for you.

Lastly, and perhaps the most important according to Mironko, is your relationship with the customer. Building a customer story requires a lot of collaboration between the two companies. If your relationship with the client isn’t solid, you may face several obstacles as you attempt to deliver the product.

"You get a better story knowing more about the customer. You know what questions to ask, how to guide the story, and more details," said Natalie Gullatt , marketing manager on the HubSpot customer marketing team. "The customer tends to trust you more if you have a relationship with them so it makes the process better for both parties."

To narrow down a list of options, you will likely need to work with customer advocacy and/or customer success teams at your company to connect you with the clients.

They can also offer some insight into the problems that the company faces and the issues they were able to solve with your product/service.

2. Write a script.

Once you narrow down your list, it’s time to write the script for your social media campaigns.

While you follow the same format as the case study, you have to adjust it for social media – taking only the key details that will help you tell a story in an engaging but concise way.

          View this post on Instagram                       A post shared by Hellopeter.com (@hellopeter_za)

Mironko says that this format works well for customer success stories because it tells a story. You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.

3. Get feedback from the client.

Once you have a draft, you’ll need to send it to the client for approval.

They may provide feedback on anything from the visual design to the way they’re portrayed.

We are delighted to launch our customer success story series with @GaryWidger , Head of Change at @mercuryeng - about how Mercury leveraged #nocode / #lowcode technology to connect their people through shared knowledge. Read more here: https://t.co/BDvRjRxVgd #innovation #tech pic.twitter.com/9qe7dmEART — Kianda (@KiandaBPM) March 30, 2021

Because this is a collaborative process, it’s essential that both parties are satisfied with the end result.

"Make sure to have the customers approve the drafts before publishing - that's so important," says Gullatt. "Customers may have to ask their marketing teams, legal teams before they say certain things publicly so you don't want to burn bridges."

This is why having a good relationship with the customer is key – this will make addressing issues with the content so much easier.

Gullatt adds that flexibility is key. 

"Be flexible even when it's inconvenient because customers doing stories is a favor to you and your organization," she says. "Making it easy for them and being patient goes a long way."

4. Post and measure success.

Once the content is finally ready and published on social media, you’ll want to track its success.

How are people responding? Are they engaging with the content? Did it help you generate more leads?

Establishing KPIs before publishing on social media allows you to gauge your success accurately. From there, you can review the data to assess improvements for future success story campaigns.

Case studies work to showcase a company's function to the fullest degree. They represent the facts of what happened, who was involved, and what the outcome was.

The main goal of a case study is to earn prospective customers' trust and motivate them to choose you over your competitors.

Turning a case study into a customer success story is done through a meticulous and investigative process.

Now that you have everything you need to get started, design a visually appealing piece of content that gives the reader more than just words, but sparks their imagination of what it would be like to work with your company. They'll want to reap the benefits of your services — and may even become the star of your next customer success story.

Editor's Note: This post was originally published in Oct. 2020 and has been updated for comprehensiveness.

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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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5 Customer Analytics Case Studies

Customer analytics is a subset of business intelligence that provides insights to help the business better serve its customers.

Ultimately, many customer analysts start in business intelligence or data analytics and build domain knowledge in customer strategy. Customer strategy knowledge is then assessed during interviews with a customer analytics case study. If you’re interested in a customer analytics role, here’s everything you need to know about landing a customer analyst job:

• What is Customer Analytics?
• What is a Customer Analytics Case Study?

Interview Prep: How to Solve Customer Analytics Case Studies

Sample customer analytics case study interview questions, what is customer analytics.

Customer analytics is the measurement, collection, and analysis of data related to customers. The customer data may include demographics, psychographic segmentation, behavioral data, or customer feedback. Businesses then use the data to make marketing investments, operations, product development, and planning decisions.

Customer analytics relies on data from various sources, including website traffic data, Customer Record Management insights, and transactional and behavioral data. These data offer insights into a variety of business processes. For example, businesses can use customer analytics to:

• Identify opportunities for product/business development
• Minimize customer churn/predict churn
• Personalize product, service, or marketing offers
• Optimize pricing or product performance
• Improve customer experiences

Churn analysis, for instance, is a high-value-adding customer analytics problem. Businesses use it to identify customers most likely to churn from their platform or service. These insights can personalize the product, develop a new offer, or other strategies to improve retention.

How Does Customer Analytics Work?

Customer analytics relies on various data sources to answer important customer questions like Who are my most valuable customers? What strategies are most likely to increase conversion rates? What strategies are most likely to reduce churn?

Therefore, customer analytics can touch all business areas, from reducing acquisition costs to providing insights that increase retention and build loyalty.

Customer analysts must be proficient in data processing. Often, they are required to build complex datasets - both structured and unstructured data - to analyze customer behavior and product performance. The most common data sources used by customer analysts include:

• Social listening data
• Customer survey data
• Website traffic data
• Marketing analytics data
• Social media data
• Customer Resource Management (CRM) data

Customer analytics tools. Customer analysts must be proficient in various tools and have a strong sense of data processing techniques. Standard tools include analytics platforms like Google Analytics and CRMs like Salesforce, Tableau, or the Acquia Customer Data Platform.

Customer analysts must also have strong SQL skills to query data and pull customer insights, data visualization skills, analytical skills, and data sense.

What Is a Customer Analytics Case Study?

Interviews for customer analyst roles typically include one or more customer analytics case studies. An interview case study is an open-ended discussion question that asks the interviewee to solve a real-life customer analytics case. These questions assess a wide variety of skills, including:

• Technical - SQL, data modeling (in some cases), A/B testing, and statistics
• Data Sense - Ability to pull valuable metrics, data processing and metrics, and ability to generate insights
• Behavioral - Communication and adaptability are assessed, as well as your problem-solving ability creatively.

For example, the interviewee might be asked: “How would you measure the customer service quality of a chatbox feature?” In addition, the interviewer would likely give a dataset for analysis.

As an interviewee, you would then need to propose a solution and perform an analysis to develop a solution for the problem.

To answer a customer analytics case study, you should use a framework to organize your response. A framework that includes asking for clarity, making assumptions about the case, gathering data and analysis, and ultimately proposing a solution will help you best communicate your ideas.

The most common steps we recommend for answering data science case studies include the following:

Before you jump into an answer, you want to gather additional information. Data and insights about the customers are intentionally left out with analytics case study questions. Therefore, you must dig in and fill in the gaps in the provided data. Some questions to ask in customer analytics case interviews include:

• Who are the customers?
• What are the customer’s needs?
• How does the product/service align with these needs?
• Make Assumptions

At this stage, you can propose hypotheses about the case question. This stage shows your ability to develop customer insights. Remember always to communicate your hypotheses to the interviewer and walk the interviewer through your line of thinking.

2. Make Assumptions

At this stage, you might make assumptions about the following:

• Customer segments - What segments/demographics are most likely using the product?
• Customer desires - Why do customers buy the product or service? What are some reasons they might churn?
• Customer insights - How might you go about generating insights from the data? For example, what metrics would you investigate if you wanted to reduce customer churn?

3. Propose a Solution

In this step, you want to establish a hypothesis, which you will investigate. However, there isn’t one correct answer to this type of case question. Instead, these discussions are used to assess your ability to wrap your head around a problem quickly, your thoroughness in getting started, and, ultimately, how you generate insights from the data.

One tip: Your hypothesis is a refined version of the problem that uses the available data to support or disprove the hypothesis.

4. Provide Data Points and Analysis

The fundamental goal in this step is to choose and prioritize a key metric. This metric will allow you to work through the hypothesis and analyze different case solutions that will help you validate the idea.

In addition to performing analysis and gathering data, remember to discuss trade-offs. Your approach may have potential limitations, and incorporating these in your answer will show your thoroughness and ability to be proactive rather than reactive in assessing case studies.

As you prepare for a customer case interview, you can practice with these examples, including a range of customer analytics cases, analyzing churn behavior, identifying new customer outreach opportunities, and analyzing customer acquisition.

One thing to note: Customer analytics questions typically overlap with marketing analytics questions. Therefore, you might look at things.

How would you determine the best business partners for a credit card company?

More context: The company has a list of 100,000 small businesses but only has the human capital to reach 1,000 of them. How would you determine the best 1,000 businesses to reach out to?

This business case question is customer-centric; therefore, you could draw insights from existing business partners to determine the best new customers to target. You can follow along with this mock interview for this question:

What metrics would you use to determine the value of a marketing channel?

See the video solution here:

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Case Study Questions: How to Get Satisfied Customers to Make a Case for Your Brand [Video + Infographic]

Why case studies.

A potential customer expects to hear good things about your products and services from you. But their ears perk up when they hear real customers corroborate those claims.

Enter case studies. They:

• Provide social proof for your product or service’s value.
• Tell prospects in the middle or bottom of your sales funnel real-world, relatable success stories .
• Work. Marketers say case studies are one of the most effective middle- to late-funnel assets .

But not all case studies are created equal. The best customer success stories fully capture the stakes and show how a product or service helped solve a problem or seize an opportunity. Ultimately, a case study should help prospective customers with their decision making process.

Your ability to bring that story to life depends almost entirely on your line of questioning during a case study interview. Think of this process as an elaborate game of 21 questions.

Prevail, and you get an asset that’s sure to help you win new business. Keep reading for interview tips that will help you structure your thought process and improve your workflow.

Here’s a look at the downloadable version of the guide:

Download the printer-friendly PDF version here:

Who You Interview Is As Important as What You Ask Them

Choose your brand advocates carefully. Ideally, your interview subject will be a customer that’s highly representative of your target audience, and that has a strong rapport with your company.

( Note: You can technically write a case study without the customer’s voice, but peppering in direct quotes can make a good case study great.)

Once you have the customer in mind, the first question you should ask is, “What stakeholder can best help me tell this story?”

Ideally, your interview subject will be a customer that’s highly representative of your target audience.

This is a question for your main client contact. If they aren’t the ideal interviewee, they can probably direct you to the people who were most affected by your brand’s involvement in their business.

With B2C markets, finding the right interview subject is a little more direct in the sense that the customer is an individual and not an organization.

In-Person, via Phone and Video Chat, or via Email?

Each interview format has its pros and cons:

Pros: Face-to-face interactions, unrehearsed answers, non-verbal cues, visual elements such as physical setting that can be useful for storytelling.

Cons: May require travel, some interview subjects might give better answers if they have more time to think about them; also, some people get frazzled or camera shy in cases of video testimonials.

Phone and Video Chat

Pros: Easy to ask follow-up questions or probe for more detail, more conversational than email interviews, no travel required, easy call recording.

Cons: No non-verbal cues if the conference doesn’t include video, harder to interject and control the conversation, you don’t get to place the subject in a scene.

Pros: Ample time to ponder and answer each question, no need to record or take notes since everything is written down, less planning involved than for the other methods.

Cons: Less room for conversational back-and-forth, harder to really capture the voice of the person you’re interviewing, more pressure to ask the right question every time, responses can be terse or may sound overly formal.

An in-person interview is almost always ideal, and is necessary if you’re creating a video case study or testimonial.

However, video chat or phone interviews work for most written case studies that won’t include video testimonial. The call recording feature is particularly useful for recall and the collection of direct quotes.

Just remember that some states require permission to record calls:

• Connecticut
• Massachusetts
• New Hampshire
• Pennsylvania

And even in states that don’t require permission, it’s a best practice to always ask before proceeding with call recording.

Once you’ve started recording, confirm that everyone is OK with it on the line so you have a record of consent.

Planning Your Line of Questioning

Every case study has a few core components that your questions can be constructed around:

• Introduction: Setting the scene, or providing background on the company.
• Problem: Presenting the key issues that need to be resolved or addressed.
• Solution: The measures taken to solve the problem.
• Benefit: The outcome of those measures.
• Looking ahead: How the company continues to benefit, and how they may benefit more in the future.

Try to avoid asking questions that you easily find online via the company’s website or on LinkedIn. Remember that you’re taking time out of this person’s day. As an interviewer, it’s important to make the most of the minutes you have with your subject.

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A Few Key Factors To Keep in Mind

Before we dive into specific case study interview questions, let’s review tips and tricks and general considerations as you plan your interview:

• Write down your questions and the order in which you wish to ask them. You don’t have to stick to this list rigidly, but they can help you get back on track as the conversation meanders.
• Ask follow-up questions as needed.
• Take notes, and be sure to mark the time in the recording when you hear something quoteworthy. It makes your life easier later on.
• Have a sense of the story you want to tell ahead of time. This will help direct the type of information you ask for.
• Ask open-ended questions. They’re great for getting quotes, and can be especially useful for the less verbose subjects.
• Get permission to quote the interviewee directly.
• Pivot your angle and tweak your line of questioning as you go if the story turns out to be different than you envisioned.
• Interject if the interviewee rambles or digresses. You only have so much time to get through your questions.
• Be clever as you dig for quotes. For instance, use a particular phrasing or analogy in a follow-up question and your interviewee will likely mirror that language in their answer.
• Be sensitive and non-judgemental. This is particularly true for B2C brands, which may be oriented around personal goals as opposed to organizational goals.
• More detail is always better than less. Yes, it’s more to wade through later on, but it’s preferable to learning you don’t have enough when you sit down to start writing.
• Thank your subject for their time, as there are almost certainly better things they could be doing with it.

With all of this in mind, let’s move on to some examples of case study questions.

Note that this is by no means an exhaustive list of questions, and we wouldn’t necessarily recommend asking all of them verbatim. Use them as inspiration to get you started.

Download the PDF: 21 Case Study Questions to Ask Your Satisfied Customers:

Background Questions

1. Provide us an overview of your company and your role and responsibilities in it.

2. How big is your department or your team?

3. Tell us about your target customers and the clients you work with. What do they care about most?

4. What are some of the issues that are unique to the industry you operate in?

Always be on the lookout for follow-up questions that can help color your narrative.

If you’re operating in a B2C market take a similar approach. Ask open-ended questions to get a foundation of who the customer is. For instance, “tell us a little bit about yourself.”

Always be on the lookout for follow-up questions that can help color your narrative. They give you more to work with as you start writing your case study.

Problem Questions

5. What drove you to seek out a partnership with our brand?

6. Can you elaborate on some specific pain points you were experiencing?

7. Explain how you were previously dealing with those issues. What was the outcome of those efforts?

8. How did these issues affect morale, efficiency, customer satisfaction, etc.?

The purpose of your problem questions is to fully understand the conflict and what was at stake.

B2C brands might ask similar questions with minor adjustments. For example, instead of asking about morale or customer satisfaction, tailor questions around the challenges they face and any relevant pain points. A mortgage lender, for instance, might ask about some of the concerns that a homebuyer had going into the process, and how they had been dealing with that.

Think of the purpose of your problem questions as a way to fully understand the business problem or key issues and what was at stake.

Solution Questions

9. How did you first hear about our products and services?

10. Which products and services did you use? Elaborate on how you used them to help resolve the issues you were experiencing.

11. Were you looking at other vendors? If so, tell us about that process and why you chose us instead. What capabilities made our solution stand out?

12. Tell us about the implementation. How long did it take, and who championed it in your organization?

Learn why they chose your brand, and the capabilities of your products that were most useful for their problem.

This is the problem-solving part of your line of interview questions. Your goal is to learn why they chose your brand, the capabilities of your products that were most useful for their problem, the ease or difficulty of implementing and using those products, the quality of customer support and what stakeholders were involved.

Benefits Questions

13. What KPIs or metrics were you tracking throughout implementation (productivity, time-saving, cost, employee morale, etc.)? And what sorts of changes/improvements did you see after using our product/service?

14. What did you do with the time/money/energy saved?

15. What were some of the unexpected or less quantifiable benefits?

16. How was the product/service received among other stakeholders and team members?

17. What did you like most about the experience with our product or service?

Pay close attention to intangible benefits such as less stress, greater employee retention or boosted confidence.

Your goal here is to learn how the client measured the value of your product or service. Try to get them to elaborate on specific results. The more hard numbers and percentages you can get, the better. Don’t hesitate to request internal reports or documentation, as well as any imagery they might have (if relevant).

And lastly, pay close attention to intangible benefits such as less stress, greater employee retention, boosted confidence, etc.

‘What’s Next?’ Questions

18. How do you intend to maximize the value that our product or service provides in the future?

19. Tell us about any upcoming initiatives or expanded uses for our product or service.

20. Explain what, if anything, you would like to see added or changed about the product or service.

21. Do you have anything to add that we haven’t covered, or that you think is important for someone reading this to understand about your experience?

Demonstrate how your brand’s value extends beyond the life of just one problem.

This part of the case study interview is your opportunity to learn about the longevity of your relationship with the customer. You want to demonstrate how your brand’s value extends beyond the life of just one problem, and how it can continue to be relevant.

With all the facts and insights of the story in hand, there’s only one thing left to do: Go and write a great case study.

Remember to break up the copy with plenty of subheads, pull quotes, imagery and bulleted lists. Don’t be afraid to slightly clean up direct quotes as long as you don’t change the meaning of what was said.

If you have follow-up questions or need clarification or insight, you can most likely reach out via email. Once your first draft is complete, share with the interview subject. Implement any changes, add in any design elements and begin using the asset as part of your content marketing strategy.

Any questions?

Editor’s note: Updated November 2020.

By Dominick Sorrentino

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• Development

Customer Success Case Study Interview

Don't miss, how to ace and interview, what questions to ask in a nurse practitioner interview, how to set up a phone interview, how to prepare for a recruiter position interview, example of elevator pitch for interview, sample oral interview questions and answers, how to prepare for ml interview, do you need an interview to renew global entry, customer success customer support and account management.

There is still confusion everywhere on the differences between Customer Support, Customer Success, and Account Management. Understand the industry-standard outcomes that each of these roles drives and how the company that you are interviewing with has aligned them.

How the company aligns these roles will directly impact your day-to-day responsibilities and possibly your happiness.

Incorporate Case Studies Into Your Marketing Plan

Not only do customer case studies showcase the value of your product or service, but potential customers are provided with a better sense of how real customers leverage it to excel their business. And as a bonus, its free publicity for your customersthat’s a win-win in my book!

If you have any other tips for creating a successful customer case study, let us know in the comments below!

‘curveball’ Interview Questions For Customer Success Managers

Find out our top 5 ‘curveball’ interview questions for Customer Success Managers that will help you separate the strategic high performers from crowded candidate marketplace.

The primary objective of any interviewer is to make sure you get the best out of every candidate you meet, but sometimes its interesting to throw in the odd curveball question. These questions are designed to help you get a deeper level of insight around candidates and their potential.

Due to the broad range of backgrounds and skillsets migrating towards the area of customer success, it will sometimes be necessary to find potential diamond candidates in the rough. We asked our network of hiring managers to give us some of the curveballs they throw into an interview. Here are our top five curveball customer success interview questions.

#1: Tell me about yourself…

#2: Put the following in priority order: the business, the customer, yourself…

#3: How can you tell whether a customer is happy or not?

#4: When was the last time you asked someone for a favour? What did you need? How did you go about it?

#5: How many customers do you think you should manage?

If you’re looking to scale your customer success function why not check out our latest report entitled: So you want to be successful in Customer Success?

***NOTE OF CAUTION WHEN USING THESE INTERVIEW QUESTIONS***

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If You Had To Handle Multiple Problems At The Same Time What Would You Do

Skill: Task prioritization and time management

Customer success jobs require good work organization and flexibility. Usually, teams are understaffed and this means that they need to juggle between many cases each day. Choosing which ones require their attention at any given time is a skill. And an important one too.

A good candidate should prove that they know how to prioritize tasks and align them with the business goals of your company.

Example answer

I would go through them one by one and not try to do everything at once. The most natural thing to do would be to prioritize tasks by the amount of time they require, their urgency, and overall importance. However, evaluating them can also be time-consuming and ineffective. Thats why it is better to do it in real-time. In my previous job, we designed a system of tags and labels. It used to automatically organize task priority in our customer database software . And if someone was busy they could assign it to a different agent with one click.

What you should pay attention to as a candidate: Many employees take on too many tasks. Therefore, the ability to delegate tasks or schedule them over time is critical. Especially for managerial positions. Youll be better off if you admit that sometimes it is impossible to handle everything all at once.

Extra follow-up question: Do you know or use any good time-management techniques?

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What Are You Hoping To Learn In This Role

This sort of question takes a forward-thinking approach to this job, and hiring managers are looking for a few things here. Firstly, theyre looking to see if you plan on actually sticking around, or spending enough time in the role to learn and develop skills. Secondly, theyre observing how you self-assess your own skills. What skills do you believe you already possess, and what skills do you think youre lacking? Thirdly, theyre seeing if youre someone who values continuous learning , and how trainable you are.

The best way to answer this question is to highlight skills you already have, that youre hoping to advance, to showcase where your strengths lay. You should also answer this question in a way that exhibits your drive for on-the-job continuous learning, to demonstrate that you are extremely trainable.

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Customer Success Interview Questions

• How do you handle rejection?
• What skills are you hoping to develop in this role?
• How do you measure success in your current role?
• What would you add to our culture, or what would you change about it?
• How would you prevent customer churn?
• How would you de-escalate a frustrated customer?
• Let’s say you have to complete multiple tasks, how would you determine their priority?
• If you saw a customer using more seats than theyre paying for, how would you handle it?
• What feedback would you give the interviewer?

What Challenges Were You Facing And What Motivated You To Solve Them

This is the core of your success story: the problem your customer encountered that drove them to you. So ask questions that help your client really dig into the root of their issues and why exactly they were so bad.

The worse the problem seems at this stage, the more impressive your solution will become. Delve into the turning point when your customer knew their situation needed to be fixed, and what they were feeling at that point. What was at stake?

Also Check: How To Do A Group Interview

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Which Type Of Interview Is Best When Asking Customer Success Manager Interview Questions

Structured interviews make it simpler to assess candidates responses, especially when using interview scorecards. Avoid unstructured interviews, because they can lead to a bad candidate experience and damage your employer brand .

Unstructured interviews are also more time-consuming when compared to structured interviews. They are not as legally defensible because of the lack of structure and the fact that the interview questions may not all be related to the role youre looking to fill.

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How Would You Explain Our Product To Your Friends

This type of question, where the interviewer is asking you to explain their product, is used to gauge several things. Firstly, theyre again checking if you did your homework when it came to understanding their company and their product. But second, theyre seeing if youre able to deliver value and information effectively in a short amount of time. These skills come in handy in many aspects of Customer Success, including during customer onboarding .

In order to answer this question effectively, you need to demonstrate your persuasion and influence skills when speaking about the product and your services as a CSM. You get the chance to showcase your general communication skills , and display that youre easily able to get to the meat of a subject and express it in an engaging way.

Why Do You Want To Join Customer Success

This field has just gotten established, unlike other roles. You need to have the necessary information before you make this call. This question is certainly recruiters favorite one to throw at you out of curiosity to know what got you interested. Have you done your research to arrive at your decision?

To think upon, customer success is about helping the customers achieve the value they seek from a product or service to ideally meet their business goals. So, that requires you to know the ins and outs of the product. And that must drive you to a sense of accomplishment. If you feel so, it is only then you are in alignment with customer satisfaction as your priority. Else, it isnt a cup of your tea.

With that said, customer success is a multidisciplinary field. It includes you to be

• Exceptionally good at communicating your knowledge to solve their problems.
• Involved in giving the best training to customers to make them understand your product better.
• Believes in building a rapport with the customers.
• Advocate your customers in making impactful decisions as they trust you with their goals.
• being well versed with customer success tools
• Initiate cross-selling and up-selling conversations as an advisory sales pitch.
• Of all, proactively initiate the processes as you are knocking customers systematically before even they think of you.
• Most importantly be empathetic to dealing with customers as this role solely keeps the customers in the center!

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Required Skill Set Of A Csm

While the above skills are mandatory in a candidate and should be an essential part of their daily job, there are some more basic customer success skills which a CSM should possess. Lets take a brief look at them so that you can check these skills in them through the interview questions.

Peoples person

Interacting with multiple clients is the key responsibility of a CSM. Hence, they should be able to deal with tough as well as easy going clients. There would be situations when a CSM must be working on high-pressure situation. In your interview, you must gauge their capability to deal effectively in such situations. How do you deal with an angry customer interview question is one of those questions which will help you examine their response in tough situations?

Problem solving attitude

When you hire someone for a CSM role, make sure that they understand that helping their customers in every situation that is called for is their prime focus. Every time a customer approaches a CSM, it is an opportunity to create a positive impression about the brand. So, a CSM must do whatever in their capacity to solve the customers problem. If they cant do it by themselves, then they should know whom to approach. A director of customer success should be a part of this interview and assess this quality in a candidate.

Technical knowledge

When should you use these customer success manager interview questions.

Use these customer success manager interview questions during the interview stage, at the bottom of your hiring funnel.

We strongly advise you to use skills assessments before interviews, in order to evaluate candidates knowledge and suitability for the role before you actually spend time interviewing them.

With this approach, youll be able to filter unqualified candidates early on and only spend time and resources interviewing the ones who meet your requirements.

This will help you reduce unconscious bias, mitigate the chances of making a bad hire, reduce your time-to-hire, and help you hire exceptional talent.

Recommended Reading: What Are The Interview Questions For Project Manager

What Are The 3 Most Important Skills Candidates Should Highlight During Their Customer Success Manager Job Interview

The three most important skills for a customer success manager are:

1. Communication: The ability to clearly and effectively communicate with customers is essential for success in this role.

3. Organization: A customer success manager must be able to keep track of multiple projects and deadlines, and prioritize their time accordingly.

4. Interpersonal skills: The ability to build strong relationships with customers is key to success in this role.

Wrap Up The Interview

At the end of the interview, ask some general business case study questions relating to customer satisfaction and relationship management. You can use these to conclude the case study. This section of the interview is also likely to generate some potential customer quotes you can use in your .

• Have you referred us to your friends or clients?
• How likely are you to work with us again?
• How can we improve our product to best meet your future needs?
• In which other instances can you see our product providing a viable solution?
• Is there anyone else I can talk to for more information?

Also Check: Interviewing Skills Training Course Outline

Why Should You Tell A Customer Success Story

Case studies are more than proving your company’s achievements. Through eloquence and thoughtfulness, you can demonstrate your product or service’s power by telling a real story.

Think about it: Real customers use your product. Real employees deliver successful projects. Real customers, real professionals, real people.

What does that look like? Well, it’s educating a prospect through a thoughtful perspective, and answering the following questions:

• How did the client feel at the beginning versus the end?
• What struggles did the project manager face?
• How did they feel when they overcame them?

These questions will help you pull the key sections of your story and craft together a compelling piece of content.

Get Feedback From The Client

Once you have a draft, youll need to send it to the client for approval.

They may provide feedback on anything from the visual design to the way theyre portrayed.

We are delighted to launch our customer success story series with @GaryWidger , Head of Change at @mercuryeng – about how Mercury leveraged #nocode / #lowcode technology to connect their people through shared knowledge. Kianda

Because this is a collaborative process, its essential that both parties are satisfied with the end result.

“Make sure to have the customers approve the drafts before publishing – that’s so important,” says Gullatt. “Customers may have to ask their marketing teams, legal teams before they say certain things publicly so you don’t want to burn bridges.”

This is why having a good relationship with the customer is key this will make addressing issues with the content so much easier.

Gullatt adds that flexibility is key.

“Be flexible even when it’s inconvenient because customers doing stories is a favor to you and your organization,” she says. “Making it easy for them and being patient goes a long way.”

Also Check: What Type Of Questions Do Interviewers Ask

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How Would You Ensure That Upsells Are A Part Of Your Role

Looking for growth opportunities is essential for the role of a customer success manager.

Ask candidates this question to determine how they would look for opportunities to maintain long-term relationships and upsell relevant products. Look for candidates who can provide examples of how they have used different upselling tactics in their careers.

Read Also: Long Term Goals Examples For Interview

Have You Ever Had To Explain A Major Product Update To A Customer How Did You Do This

Listen for responses that suggest your candidate can adapt to product updates and changing requirements.

If your SaaS product undergoes a major update, how would your candidates put themselves in the customers shoes and help them understand whats new?

Do they know how to communicate effectively the reasons behind the product change while making sure theyre able to retain customers?

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Leading the pack: an exclusive interview with Uber’s Chief Barketing Officer

Imagine the corporate world as a giant dog park 🐾, where innovation fetches 🎾 success and the mailman isn’t the only one running in circles. In the midst of this, there’s a tail-wagging disruptor 🐕 making paw-sitive changes, one bark 🗣️ at a time. 

Meet Teddy, Uber’s Chief Barketing Officer. With a nose 👃 that can sniff out trends faster than you can say “squirrel!” 🐿️ and loyalty that puts human’s best friend to shame, Teddy is more than just an employee; he’s the leader of the pack 🐺. 

From negotiating treats 🦴 to chasing the company’s KPIs (Kibble Performance Indicators), Teddy’s day is a fur-filled adventure 🌳 in marketing like no other.

Let’s dig into his story.

As Uber’s Chief Barketing Officer, what does your typical day look like?

It starts with a morning sniff-around the office to greet my team 🐾. I believe in leading by example, so I ensure everyone feels welcomed. My day is packed with meetings 📊, from discussing pawlicies to strategizing our next big fetch in the market. And yes, plenty of zoomies around the office to keep the energy high!

Favorite Uber benefit? 

I love that I can bring my human to the office everyday. It’s great socialization time for her with the other humans! And oh, I must howl about another fantastic perk—the free snacks at reception! Yum yum yum.

How do you contribute to Uber’s growth and success? 📈

My role is all about sniffing out the best opportunities and marking our territory in the market. I use my keen sense of smell to guide the team towards unexplored avenues and dig up hidden gems 💎. My barketing strategies are all about loyalty and creating a fetching experience for our users.

What’s the most rewarding part of your job? 🏆

Seeing the impact of our team’s hard work. Whether it’s the joy of a successful campaign or the wagging tails of our satisfied customers, knowing we’ve made a difference is truly rewarding. Also, the belly rubs after a job well done are pretty great too! 🤗

How do you keep your paw on the pulse of the latest trends? 💡

Staying ahead of the pack requires constant vigilance and a curious nose. I attend dog parks (networking events) and keep my ears perked up during walks. It’s all about staying connected to our community and listening to their needs and barks.

Favorite Uber value?

That’s easy! Go fetch it. As the Chief Barketing Officer here at Uber, Go fetch it isn’t just my daily mantra; it’s how I approach every challenge and opportunity with my tail wagging and eyes on the prize. Whether I’m chasing down innovative solutions or fetching the next big idea, my goal is always to bring it back and lay it proudly at the paws of my team, proving that with a champion’s sniffset, every fetch is within paw’s reach.

Any advice for aspiring canine professionals? 🎓

Believe in your bark! The corporate world might seem intimidating, but with determination, a keen sense of smell, and a loyal heart, you can make a significant impact. Always stay true to your instincts and remember, a friendly wag can open many doors. 🚪

P.S. Our Mission Bay HQ is dog-friendly, with humans and dogs working together in harmony day in, day out

P.P.S. Stop by reception for some homemade dog treats

P.P.P.S Work with Teddy

Posted by Uber

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