How to use client feedback and case studies to the benefit of your business

A satisfied client is an asset to any business, but business owners often neglect to use the positive references of clients as a marketing element in the establishment of credibility during their marketing activities.

First things first: If you wish to use a client’s feedback and want to mention him/her by name, it is of the utmost importance to obtain the written consent of such a client.

What should you consider?

Consider the following elements in deciding whether feedback is of value, or not:

  • Is it interesting? (Will it capture the attention of prospective clients?)
  • Is it appropriate?
  • Has the input been written ‘well’? (Will prospective clients be able to understand and associate themselves with the input?)
  • Does it contain learning experiences that may benefit others?

What framework should you use?

When a case study is considered, the framework below may be utilised to neatly ‘package’ the information

  1. Introduction (Outline the client’s history and the situation before he/she made use of your product/service.)
  2. Highlight the main challenges the client had faced that are relevant to your product/service as a solution for similar challenges.
  3. How would the client benefit from using your product/service?
  4. What was the proposed solution?
  5. How did you tackle the challenge and solve it for the client?
  6. What was the result/outcome after the implementation of your product/service?

What's next?

After ‘packaging’ the information in the most appropriate manner, you may utilise client feedback and case studies in the following ways

  • Put them on your website
  • Make them part of your brochures
  • Integrate them with your business profile
  • Use them in articles
  • Include them in your business’ newsletters

Start using one of your business’ dormant assets – the feedback of satisfied clients – to help market the service/product of your business today.


The content in this article was provided by Jannie Rossouw, Head: Sanlam Business Market. Sanlam is a diversified financial services group, headquartered in South Africa, operating across a number of selected global markets.

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