‘if It Worked For Them...’ – Case Studies
Case Study Shape – Example
On behalf of an international manufacturer of telecoms equipment we were asked to write a case study based on problems that had been experienced by a ferry operator with handling increasing volumes of incoming enquiries and bookings from prospective passengers. Let’s call the ferry operator ‘the Line’. In this instance the case study hadn’t yet been placed with a magazine; we were writing it
‘on spec’, so we set ourselves a wordage limit of 1,500. It went like this:
Title. An anodyne one for a so-far unknown magazine – ‘Call Centre Smooths Ferry Crossings’.
Introduction. Three lines introducing the subject of the case study and whetting appetites by mentioning that more than 2 million enquiries and bookings a year were now being handled profitably.
First paragraph. Basic facts about the Line, how successful it had been, and how its business was expanding.
Second section. The existing telephone call centre. Problems posed by handling increasing volumes of calls, and the need to adopt a more marketing-oriented approach to enquiries and bookings.
Third section. Crunch time. The Line started another cross-Channel route, calls up to 1.8m a year, more product offerings to sell, call centre not coping. Quote by call centre manager describing pressure from departments.
Fourth section. How the Line went about looking for a new call centre. The criteria and specifications they set out. Tendering. Order placed with our client for latest state-of-the-art call centre. Quote from call centre manager explaining why our client won the contract.
Fifth section. Details of the call centre. Easier to use. Flexible working. Supports more agents. 24-hour support by our client.
Last paragraph. The benefits. Improved call handling. Better workload scheduling. Ability to accept a planned new reservations system and interaction with the Line’s websites. Quote from call centre manager about staff numbers, training programmes, etc.
Conclusion. Calls now up to 2m a year. Quote from call centre manager about our client being innovative, close support, relationship good.
We finally wrote 1,490 words. Our client’s name was mentioned eight times, and the proprietary names of its equipment scored 13.
Preparing For The Case Study
Before packing your sandwiches and setting out on your expedition to Torquay or Aberdeen or wherever, you will need to prepare both yourself and the subject organisation.
Remember: the people you are going to see are not obliged to help you; they are doing you a favour. You can repay them by being well-prepared, efficient and unobtrusive. and taking up as little of their time as possible. For example, look up their website if they have one – it’s often a good source of basic information on the company and its products and services, and can save several minutes of face-to-face question time.
Having targeted the subject of your proposed case study, go through this basic checklist of things to do before appearing on their doorstep.
Decide What The Story Is
Ask the sales person dealing with that customer for a brief run-down on the history – the company, where it is, what it does, the problem, how it was solved, any ‘high spots’ in the solution that are worthy of exploration.
Find Out Who You Should Talk To
Ask the sales person for at least one contact name and phone number, preferably someone senior who can give permission for the case study to be done. It’s also useful to have the name of someone who is involved in the day-to-day running of the department or section where the solution was installed.
Phone The Most Senior Customer Contact
Explain who you are and what you would like to do. Reassure him that he will have final approval of the case study before publication – ‘nothing will go out without your say-so’. If he is willing, tell him how much of his time you would need (as a guide, most of the case studies we have written have taken between one and one-and-a-half hours face-to-face research) and agree a time and date for you to visit him. He may suggest that you interview someone in the relevant department instead; go along with it. but say that you’d also like to have the opportunity to meet him during your visit if he’s available (nice to get an off-the-cuff quote from Mr Big while you’re there).
If you are unsure of their location, check their website to see if there’s a map or directions. If not, ask them to send you directions by post, fax or email, including a map if possible. Quite a lot of organisations have these already printed up and ready, so it’s no problem for them.