From Transcript to Case Study Draft in 5 Minutes with ChatGPT

February 27, 2024

As every customer marketing professional knows, case studies are among the most rewarding but time-consuming tasks within the discipline. 

There’s so much to do: cobble together a cohesive story from a long (potentially rambling) conversation, pull out the relevant quotes for callouts and quick social snippets, and make sure your customer looks like the hero they are–all while extracting as many relevant metrics as possible, keeping the content engaging, and highlighting your company’s role in your customer’s success without hogging the spotlight. It’s a LOT.

Thankfully, generative AI tools like ChatGPT can condense a lot of this work with a series of thoughtful prompts. Below are a few sequential prompts that will get you 80% of the way toward a usable first draft. But before you get started, here are a few basic caveats to remember:

1. Protect your company’s IP if you’re using ChatGPT rather than a closed-loop generative AI system like copy.ai.  One way to accomplish this is to paste your transcript into Google Docs or Word and do a search-and-replace for your customer’s name (I like to use John or Jane Doe as the place saver) and their company name (ACME is a safe bet). That way, when you upload or paste the transcript into ChatGPT, your data will be anonymized. Just remember to put the real names back into your completed draft when you’re finished.

2. ChatGPT *may* manufacture, paraphrase or rewrite quotes. Often, these rewrites will sound better than the original. Usually, customers are fine, if not even grateful, for the wordsmithing! However,  you still want to be able to compare what ChatGPT gives you with the original quotes, just in case the AI gets a little too creative and inadvertently changes the meaning or scope of the quote.

3. Don’t paste what ChatGPT gives you verbatim and declare your case study finished–you’ll still want your case study to reflect your own writing style, and human elements that generative AI may leave out.

Now, you’re ready to start your case study prompt engineering.

Prompt 1: Organize the transcript.

“I am going to upload/paste a transcript of a customer interview that I want to be converted into a case study. Categorize the content by themes such as challenges faced, solutions sought, and outcomes achieved. This initial organization will streamline the subsequent steps.”

Prompt 2: Identify key themes and narratives.

“Carefully read through the organized transcript and pinpoint the primary themes that emerge. Note the customer’s initial challenges, their decision-making process for choosing [your solution], how they implemented it, and the benefits they observed. The goal is to sketch a narrative arc that showcases the customer journey from encountering a problem to realizing a positive transformation thanks to [your product or service/ACME]. Remember to make the customer the hero of the story.”

Prompt 3: Draft the case study structure.

“Outline the structure of your case study, adhering to a clear and engaging narrative flow. Consider the following structure as a guide:

  • Introduction: Provide a brief background of the customer and the challenges they were facing.
  • Problem: Elaborate on the specific problems or needs the customer had.
  • Solution: Describe how your product or service offered a solution to their problems.
  • Results: Detail the tangible results and benefits experienced by the customer.
  • Conclusion: Summarize the customer’s journey and the value delivered by your solution.

This structured approach will serve as the skeleton of your case study, ensuring a coherent and compelling story.”

Prompt 4: Write the case study draft.

“With your detailed outline in hand, begin drafting the case study. Integrate direct quotations from the interview to lend authenticity and inject the customer’s voice into the narrative. Focus on crafting a story that is both engaging and illustrative of how [your product or service] effectively addressed the customer’s needs. The draft should highlight the problem, solution, and positive outcomes, all through the lens of the customer’s experience.”

Prompt 5: Refine and finalize.

“Review your draft with a critical eye, focusing on improving clarity, narrative coherence, and the overall impact of the case study. Ensure the customer’s perspective is central, and the value of [your solution] is clearly articulated. Select impactful pull quotes for emphasis and include callouts for key statistics or outcomes to draw the reader’s attention. Finally, conduct a thorough proofreading to correct any grammatical errors or stylistic inconsistencies. The objective is to polish the case study to a publish-ready state, ensuring it effectively communicates your customer’s success story and the benefits of your solution.”

Alternate prompt if you already have a previous case study you like.

“I am going to upload a raw transcript and a previous case study. Create a new case study based on the provided raw transcript, ensuring to mirror the style and format of the accompanying example case study. Use the structure, tone, and key elements from the example as a guide. Begin by identifying the main themes and narratives within the transcript that align with the example’s focus areas, such as the problem addressed, the solution provided, and the outcomes achieved. Pay special attention to how the example incorporates direct quotes, structures its narrative flow, and highlights key results or benefits. Aim to replicate these aspects to maintain consistency across case studies. The final product should clearly articulate the customer’s journey with our product/service, showcasing the impact and value delivered in a manner that resonates with our target audience, following the precedent set by the example case study.”

By following these steps, you should end up with a fairly well-written usable case study draft for you to edit and refine. Now, if only ChatGPT could help with getting the internal approvals from your customer’s legal and PR teams… 😉

From transcript to case study draft in 5 minutes with ChatGPT

This is a guest blog by Lauren Turner, member of the Advocacy Mavens Coalition.

The Advocacy Mavens Coalition is an association of open for contracting customer-led professionals, each with extensive industry experience. We’re experts in building advocacy and community programs, designing experiences, running advisory boards, creating content, managing and migrating platforms, and more.

Our members are experienced advocacy marketing strategists, community and customer success managers, educators, designers, video producers, analysts, and technical consultants. Whatever your program goals, this coalition has you covered!

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