Kollective Case Study Incentive Program28-Feb-17

CRITERIA FOR EARNING CASE STUDY BONUS

BONUS: $5000.00 paid for every 2 customer case studies completed. Bonus rewarded upon publication of case study or video.

  • CSM/Sales involvement:
  • Invite customer to participate in the case study program.
  • Determine what permissions are required and manage approval process.
  • Make introduction to confirmed customer case study candidate(s).
  • Provide marketing with customer story – explain the sales journey, the process, what is working/what isn’t – basically, what we know now… We need you to share the core of the case study: Problem, Solution and Results so that all participants go into the interview prepared.
  • Engage in the process outlined below, as needed.
  • Case study includes at least 5 out of 9 inclusions below.

3 Required Inclusions for ANY Case Study:

  1. Problem / Challenge
  2. Solution / Implementation
  3. Quantifiable Results

2 out of 6 Additional Inclusions:

  1. Competitive Advantage – why Kollective?
  2. Insights – what were the ideas or thinking that helped solve the problem?
  3. Fuzzy Results – can we show the increase in employee morale/engagement with employee quotes, employee surveys?
  4. What’s Next – how and why is your business is evolving with video?
  5. Video Testimonial
  6. Quotes / Images / Stats… What are some other customer gems that help us paint this picture?

CASE STUDY PROCESS – Typically 4-6 weeks

Below is the basic flow that the marketing department will follow to create these case studies. This process will not begin until you have provided customer approval, an introduction and your version of the customer story.

  • Outreach to customer to develop timeline and schedule interview
  • 30 to 60-minute customer interview via phone or Skype – CSM/Sales to join
  • Outline of case study drafted and sent to customer for review
  • First draft of case study written and sent to customer for feedback and edits
  • Second draft of case study with edits completed and revised copy sent to customer for final approval
  • Case study formatted for website, social media, sales decks…
  • Case study goes live – share with the world and our customer
  • You get paid
  • We earn the trust of prospective customers

CASE STUDY OUTLINE

We want our customers to feel prepared and comfortable during our customer interview. We want them to share their side of the story and what they are proud of. We want to produce a final piece that they may share with their audiences. I have categorized the questions and flow into six specific sections. Combined, they'll allow us to gather information to put together a rich, comprehensive study.

The Customer's Business

The goal of this section is to generate a better understanding of the customer’s current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

  • How long have you been in business?
  • How many employees do you have?
  • What are some of the objectives of your department?

The Need for a Solution

Context helps match the customer's need with your solution. Sample questions might include:

  • What challenges and objectives led you to look for a solution?
  • What might have happened if you did not identify a solution?
  • Did you explore other solutions prior to this that did not work out? If so, what happened?

The Decision Process

Exploring how the customer arrived at the decision to work with Kollective helps guide potential customers through their own decision-making processes. Sample questions might include:

  • How did you hear about Kollective?
  • Who was involved in the selection process?
  • What was most important to you when evaluating your options?

The Implementation

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

  • How long did it take to get up and running?
  • Did that meet your expectations?
  • Who was involved in the process?

The Solution in Action

The goal of this section is to better understand how the customer is using Kollective. Sample questions might include:

  • Is there a particular aspect of Kollective that you rely on most?
  • Who is using the product or service?

The Results

In this section, you want to uncover impressive measurable outcomes -- the more numbers, the better. Sample questions might include:

  • How is the product or service helping you save time and increase productivity?
  • In what ways does that enhance your competitive advantage?
  • How much have you increased metrics X, Y, and Z?
  • Have you seen an increase in employee engagement/morale?

CASE STUDY PROMOTIONS

Below is where we plan on leveraging these case studies to share our success. Our promotional channels currently include Prospect, Customer and Partner communities:

External:

  • Social Media
  • Partner Channels
  • 3rdParty Syndication
  • Website / Blog
  • Email
  • Paid Advertising

Internal:

  • Kollective University
  • Kollective Sales Process

VIDEO TESTIMONIALS VS. VIDEO CASE STUDY

The case study is paramount and the video testimonial is an additive. Creating a case study is more involved than a 15-minute video shot at Council. We are concerned about the quality and usability of the video testimonials. We must also take into consideration the costs associated with shooting and producing a proper video.

If your customer can provide a full videocase study, let us know. Ideally, this is shot at their location with multiple stakeholders from the company speaking about the problem, solution, results and why Kollective. This video could include B-roll footage of their offices or even an internal meeting.If you can’t use the customer’s facility and internal film crew then we will provide a venue and crew for the shoot.

If you feel that the customer is not film worthy for whatever reason(s) we should not even try for a video case study and go right to the written option to save time and resources.

For Internal Use Only