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The Case for Case Studies

By Annie George

Posted on 25 Jul 12 by Annie George

We’re in the business of providing solutions for our clients – whether you’re an insurance agency offering coverage and risk management solutions for the various exposures your customers face, a wholesaler that facilitates the underwriting process and provides access to markets, or a vendor that offers agency management systems, rating products, etc. How many times have you heard variations of: Without your assistance our workers comp claims would be through the roof? Or, without your rating product we’d have no integration with our agency management system? Or, thank you for the coverage you provided – without your guidance my loss would not have been properly insured?

Get these results in writing. Of course, first, as testimonials for your website, brochure, and other promotional material. But also, dig deeper with your satisfied customers and create some case studies to include on-line and in your company materials. Some companies do this very well, including software providers. However, many don’t go the extra mile either because of the time involved or not wanting to ask the client for fear of imposing on him or her.

Most of your satisfied clients where a solution facilitated what they wanted to do or receive will be more than happy to help you.

First, what is a case study?

A case study is a story about something unique, special, or interesting—stories can be about individuals, organizations, processes, programs, etc. The case study gives the story behind the result by capturing what happened to bring it about, and is a good opportunity to highlight the success of a product or service, specifically in the insurance space.

Putting together a case study

  • First, decide on what you what to write about that would be of interest and help to convey the solutions you provide.
  • Identify what information is needed and from whom (the client, perhaps your producer or a customer service rep, or a programmer if you are a vendor).
  • Identify any documents needed for review.
  • Determine whom you will be interviewing (client – who at the organization if it’s a business).
  • Develop the interview questions you will be asking so that you get all the information you need to tell your story. 
  • Determine how you will record the interview – audiotape, notes. I suggest definitely taping the interview so you get everything and don’t have to slow down the process while writing.
  • If appropriate, do some research to provide some data in the study that is relevant to what you’re writing about.
  • Explain the problem/challenge. In doing so, explain why the problem is important.
  • Discuss the steps taken to address the problem and the solution(s) provided.
  • Outline the results after you’ve implemented the solution.
  • Include graphics in the study – even photos if appropriate. If you’re writing about a business client, be sure to include information about their company.
  • Once you write the study, share it with your client before publication. They may be able to add something after the fact.

Be sure to post your case studies on-line in a prominent location on your website, so people can easily access them and see how you are serving your clients.