Learn about their business first, and only then move on to how your product or service came into play. You don't want them to only talk about how your business helped them-that takes away from the story aspect of it. Notice that the first two items on that list are about the customer, and the other two are about your product or service. Specific benefits and outcomes from using your product/service How your product/service helped them reach their goals or tackle their pain points We like to create a unique set of interview questions for each customer, but there are a few things you'll definitely want to cover regardless. Conduct the customer success story interviewĪs each customer is unique, you'll need to approach things differently depending on the types of products or services they use, and who they are (i.e., what their role/industry is). Wherever your customers are, that's where you should be looking.ģ. However you deliver customer service-whether that's through Messenger or a dedicated customer support tool-you'll be able to find happy customers.ĭepending on what type of business you have, you might also find customers through in-store interactions with staff, social listening, monitoring online forums, or anything in between. We've found some customer success story contributors through our online chat tool, Intercom. You can find customers anywhere that you interact with them. Look for customers that have been with you for a long time or returning customers who can speak to more than just one transaction. The more involved they are with you to begin with, the more likely they'll be to give you the details that will make the story shine. Be sure to toe the line between unique and complicated, though-you want to be sure the issue resonates with other users. Look for a customer with a unique pain point that your company was able to solve. There's no secret formula for this part, but here are some tips: You want to find someone who the majority of your audience will identify with-or at least the segment you're targeting. The first challenge here is finding the right customer for the story. Now let's go through these steps in more detail. Make a consistent loop of this process every month, and it'll run like clockwork. We prepare ads, social media content, emails, and other assets for various promotional channels. We have a dedicated customer success story page, and we publish the stories to it. ![]() We create the interview questions and collect the information from the customer either through a form or a live interview. We have an email or chat interaction with the customer to get them on board.Ĭonduct the interview. We have weekly communication with the customer success team on possible exciting new use cases, and we also look for customers wherever they're interacting with us. You'll definitely want a dedicated content team member to manage it all, so you can be sure you're getting the most out of these stories.įind suitable customers. I'm going to walk you through our internal process of collecting, managing, creating, publishing, and amplifying customer success stories. More than a social share or referrals, customer success stories are powerful tools. And they give consumers that trust they're looking for. They highlight the customer's pain point and how a particular product or brand offered a solution. Whereas case studies reveal the facts, customer success stories share the overall experience and have an emotional undertone. ![]() I want to share our approach to gaining this trust: it's about capturing, creating, and distributing customer success stories. And this desire for trust has only been amplified during the pandemic. From our experience, we've seen an increasing awareness from modern customers, who want social proof from other customers about companies' trustworthiness. Do you find it increasingly difficult to trust the brand messages you see in this noisy world?įor the past three years, I've been the content manager at a SaaS company, EmbedSocial, that explores the power of user-generated content.
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