Why You Shouldn’t Interview Your Own Client for a Success Story
Case studies, also known as customer success stories, are a proven method of documenting social proof. They are one of the best ways to show qualified prospects exactly the type of value you will bring to the relationship, by demonstrating how you have helped your clients solve real-life problems. Case studies work much like an online review, except you maintain control of the narrative, and you can focus on those aspects of your service you most want to highlight.
Developing an effective case study is more art than science, and the client interview is one of the most crucial steps in the process. While it may be tempting to interview your own clients, there are several reasons why that approach might be less effective than having an experienced professional handle that task.
Why it’s best to have an independent party do the interview
The legal profession has an adage (variously attributed to Abraham Lincoln, Benjamin Franklin, and Anonymous, among others) that states, “He who represents himself has a fool for a client.”
Well, conducting your own case study interviews doesn’t make you a fool, but it does have some downsides.
It’s likely true that no one knows your client—and understands their needs—better than you. But when it comes time to conduct a success story interview, that closeness can be a hindrance.
For one, it’s all too easy to skip over important pieces of information that you already know, like how the client found you, why they selected your firm, or what challenges they faced before they sought out your services. Although you may think you know the answers to these important questions, if you don’t ask your client directly, you may never get the full story.
Additionally, if you’re the one asking the questions, your client may not be comfortable answering difficult questions in an open and honest way. For instance, if you ask, “Did you experience any difficulty with the onboarding process?” they may be less willing to offer criticism. On the other hand, an objective third party will be in a better position to gently probe for constructive feedback that can help you improve your service.
For these reasons, it’s generally advisable to use an objective, independent professional to conduct the interview. A skilled interviewer can ask the tough questions and uncover those “golden nuggets” — powerful details and quotes that can help your client’s story really come alive.
Who should do the interview?
At Success Story Studio, we recommend letting an experienced case study writer conduct the client interview. Each of our writers has written dozens of success stories and has years of experience and training in journalistic interviewing styles. They combine an independent, objective viewpoint with a client-friendly, empathetic approach. They know how to dig deeper by asking follow-up questions when appropriate, enabling them to get to the heart of the story.
In addition, the person conducting the interview is in the best position to write the case study. Through the process of speaking with the client, the interviewer gets to know them intimately, increasing their level of comfort and knowledge when it comes time to write the story. In fact, it can be said that when the interview is done properly, the story almost writes itself!
The client interview is one of the most critical stops on the road to creating an impactful, effective case study. To ensure a successful result, leave this task to the pros.