A customer success story informs the reader about what a client has gained from the company’s product or service.
They can come in a few different formats: the most common ones are as case studies, either as a page on a company’s site or as a downloadable file. Some companies also choose to turn their success stories into videos.
Remember: a customer success story is not just a customer testimonial. Success stories have a certain structure, which we’ll get to soon. They need to contain relevant information and be properly explained. A satisfied customer saying they love your alarm app because it helps them wake up on time is not a success story.
Creating a good success story takes lots of questions, lots of writing, and lots of editing. But, you may ask, why go to all this trouble? Won’t a quote from a happy customer tell people how great I am?
Sure. But sometimes, to truly convince potential clients, you need to go deeper.
➡️Why are customer success stories so beneficial for businesses?
What’s the ideal outcome when a potential client reads one of your great customer service stories?
A good story helps the client see themselves in the situation. Not in your place, but in place of the customer who found success with your product. Maybe they’re in the same industry. Maybe they’re having a similar problem. When they read about how you helped a client solve said problem, they’ll find parallels.
Customer success stories can have as broad or as narrow an appeal as you need. Just focus on who you want to read it and what you want them to get out of it. And that brings us to our next point: how to write one.