How to Write Customer Success Stories
Inbound marketing is a field where the adage has never been more true. Stories sell, while facts inform. Stories can immerse us in the lives of others, elicit empathy, and spur action. People may envision themselves coming to the same conclusion when they recognize themselves in trials, tribulations, and decisions.
Today's shoppers decide on their purchases around 60% before speaking with a salesperson. Before making a purchase, they research online, visit your website, and obtain information. What are they looking for besides the features and advantages of the product, demo videos, and blog posts? Customer success stories and testimonials. They are seeking evidence. They want to hear, "Is this product worth my investment? Directly from actual product users. Will it fulfill the promise made? How did it benefit a person like me?
So basically, what is a Customer Success Story and how to write it? This article will explain everything you need to know while writing a customer success story. Keep reading the article to learn more.
What is a customer success story?
The terms "case study" and "customer story" are frequently used interchangeably. Both have a place in inbound marketing and are helpful at various sales funnel stages. But they're not the same. Although this article focuses on crafting customer tales, it's beneficial to consider how the two vary.
The contemplation step of the sales funnel is the optimum place to employ customer stories, commonly referred to as success stories or case studies. A customer story includes an emotional undertone that draws attention to the customer's problem and the change resulting from utilizing the product or engaging with the company.
When buyers are weighing their options, emotional effect prevails over objective data. Stakeholders often want to get to the bottom of a problem while contemplating various solutions. They want to know if similar businesses have used a solution successfully and their experiences with the product. The decision-makers will handle the technical details and financial assessments.
Importance of customer success stories for the business
What should a potential customer expect when they read one of your excellent customer service tales? A compelling story enables the client to visualize themselves in the scenario, not in your place, but in the area of the client who benefited from your goods. Maybe they work in the same field. Perhaps they are experiencing the same issue.
They will draw comparisons while reading about how you assisted a client in solving that particular difficulty. The attraction of customer success stories can be as broad or as specific as you require.
Just concentrate on the audience you want to read and what you want them to take away from it. This brings us to our next topic, which is how to compose one.
Tips for writing a powerful Customer Success Story
You need a satisfied client to write a success tale. (Having difficulties satisfying your customers? Here, we've got you covered.) Clients typically don't mind being the focus of a success story because it's further marketing for them.
But always get approval first! After receiving the support, create a list of inquiries for your client. Make an effort to leave some blanks in these so they can fill them in.
Call your client on the phone or inquire about setting up a video meeting instead of emailing them a questionnaire when asking these questions.
Get close and personal because creating a client success story requires teamwork! In an ideal world, your communication tool would enable you to send messages, hold video conferences, and make phone calls from the same app.
Additionally, if you have the option to record client interactions for later review with their consent, do so! (RingCentral, for instance, allows you to record phone or video calls.)
Once you have received the client's responses, you will have enough information to develop the story. Make sure the customer is always at the center of your writing.
Put the customer first and highlight their challenges so your tale will resonate with your intended audience. Potential customers don't see themselves in your shoes and require a subject they can relate to.
A customer story engages the reader and has an emotional impact on them through the use of characters, storyline, conflict, and resolution.
Writing an engaging customer success story requires using colorful language and illustrative facts to communicate the client's tale.
You should break it up into four scenes: situation, difficulty, resolution, and result.
The customer is e protagonist of the tale. The opening scene introduces us to our world, just like any good novel should. The customer's experience becomes relatable to the reader.
Give a brief history and mission statement of the client. Describe the folks that created the brand and why we should be interested. What matters to them? Humanizing the company will help the reader identify the client.
The Challenge or the obstacle
Next, explain the client's obstacles while completing their tasks and goals. Be very specific about the suffering that these obstacles were causing the firm, the staff, or the clients. What harm were these challenges causing to their company?
Help the reader develop compassion for the client, who undoubtedly feels the same suffering. What did the client require to address their issue, and how did they know it would require assistance from other sources to resolve their situation?
The sage advisor finally shows up to save the hero from danger. Tell how the customer concluded that you were the one who could help them in this section of the story.
What unique advantages of your product or service influenced their choice? Describe how you and your customer collaborated to relieve their suffering.
What outcome did your partnership have? What achievements has the client attained while using your solution? Has their mission been accomplished? How much has the product's use helped their firm grow?
How has your assistance helped their firm recover? Numbers are an excellent way to show how your solution affected the customer's business in this situation.
Vital information like customer success stories shouldn't be restricted to your website's "Customers" page. They make excellent video material, blog entries, social media updates, and additions to eBooks and white papers as evidence of the viability of your good or service.
Make it a habit to ask your clients for more information than testimonials to help you flesh out their customer experiences.
Potential customers can be captivated and persuaded to get in touch with your business or buy anything by reading compelling customer success stories.
Your inbound marketing approach should include them in your marketing and sales material.