How to create customer success stories that build trust
The responses to your interview questions don’t necessarily need to be in a particular order. You want to get as much detail as you can without overwhelming the client with loaded questions. You’ll want to create two sets of questions — one for the project manager, and one for the client. These questions will give way to both sides of the story, enlightening you on the experience from both ends. All you would have to do is answer six questions about your experience of working with us. You may answer them directly in response to this email, or we can have a phone or video call.
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strategies to achieve customer success in SaaS
Here are the questions we used in a recent survey about the customer experience with one of our review management products. Feel free to do a copy-paste and adapt them for your form, but again, the more personalized the questions, the better. By showing the results, you highlight the benefits of using your brand. By emphasizing the problems, you can help prospects identify issues and understand why you’re the solution.
How do you write a customer success story?
- The bigger the brand, the more buzz it can create to share its story.
- SaaS companies can measure their NPS metrics by taking the total number of promoters and subtracting detractors from that number.
- You don’t want them to only talk about how your business helped them—that takes away from the story aspect of it.
- Here’s an online form template that you can reuse for your customer success story questionnaire.
- The first step in creating a compelling customer success story is to identify the customer’s needs.
- Regardless of the format or use case, the goal of a customer success story is to provide social proof that a product or service works and can deliver results.
I gave him the answer, then turned off the computer and didn’t wait for the response. Early on in my Customer Success career, I was assigned to one of our largest international customers as their CSM. When the implementation process was finished, the implementation consultant scheduled a call with the customer, and I introduced myself as their CSM. The problem soon became evident, several Customers Success Stories features had not been implemented correctly; the customer’s unique needs had not been taken into consideration in the way they expected. Moving forward, I make sure I fully understand the customer’s complaints and meet them where they are. I learned (the hard way) that only when you make customers feel heard and cared for, do they actually position you as their trusted advisor.
Customer success vs customer experience vs customer support
This helps to bring the story to life and make it more relatable to potential customers. It’s also important to highlight the emotional impact of the transformation, such as increased confidence or reduced stress. Mironko says that this format works well for customer success stories because it tells a story. You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.
WR Immigration leveraged Salesforce to raise the bar for legal tech.
Organizations of all sizes across all industries are transforming their businesses and delivering on their missions every day using AWS. John, a dedicated entrepreneur, discovered the power of XYZ Company’s software, transforming his business operations and boosting revenue by 40% within six months. He was thrilled to share his success with others, inspiring fellow entrepreneurs. Ask for their feedback and work with them to address all the changes they request before it goes live. The happier they are with the story, the more likely they are to share it with their network as well.
- In this article, we’ll dive into each step you need to take to create an engaging customer success story and convert leads.
- By listening to the experiences of their customers, companies can identify areas for improvement and make changes to their products or services.
- You don’t need to use fancy jargon to create a compelling customer success story — in fact, it’s preferred that you don’t.
- The common success story structure for different types of businesses is an introduction, challenges, and solutions.
- You leave knowing the problems the company faced before, how they attempted to solve the issue, their new experience, and how that has addressed their main pain points.
- Customer success stories give potential customers a unique perspective when deciding to buy a particular product or service.
Another key element is to write the story from the client’s experience and perspective. Readers want to hear from the client, not the company, and understand how the product or service helped them achieve their goals. So, they eagerly took to YouTube videos, podcasts, and blogs to recount their personal journeys with CoinLedger. As a result, we got dozens of engaging customer success stories for free. This strategy not only helped others earn but also enhanced our brand image with real-life success stories. We invite our customers to share their experiences through engaging videos, heartwarming anecdotes, or striking visuals, and provide incentives if necessary.
- By highlighting the challenges the customer faced and the results they achieved, businesses can create a compelling story that resonates with potential customers.
- Ensure you capture the journey from their initial encounter with your product/service (the product awareness and discovery stages) to how and why they decided to purchase your product.
- SaaS companies can measure their customer lifetime value by multiplying customer value with the average customer lifespan.
- It was like staging a captivating transformation scene in a play, but this was real life.
Our second example is Stripe – their customer success specialists did an amazing job in creating a super impactful and easy-to-read layout. In the screenshot, you can notice the elements of every compelling customer success story. Then share how your product or service “fixed” their problem, but keep the story from your customer’s perspective, not yours. You can get these details in a quick phone call, but take notes to make sure you get everything.
By sharing real-world examples of how their product or service has helped customers achieve success, businesses can differentiate themselves from competitors and build a loyal customer base. Including specific metrics is an essential part of creating a compelling customer success story. This helps to demonstrate the effectiveness of the product or service and provide concrete evidence of the customer’s success. Customer success stories can take many forms, including case studies, videos, podcasts, and innovator stories. They can be used in a variety of ways, such as on a company’s website, in marketing materials, or during sales presentations.
Hard data: Lending credibility to success stories
Once you’ve done that, multiply the weight of a single event by the frequency of these events to get an event value. High scores would indicate that your product provides continuous value while low scores suggest that there could be obstacles that reduce engagement over time. While some SaaS companies may assume that users are getting what they want just because revenue keeps growing, this isn’t always the case. The best way to gauge customer success is by monitoring a few key metrics.
A great introduction is an essential element in such an important type of content. Make sure you keep your intro short and engaging because you don’t want to lose the attention of the people that came as far as reading your success stories. Now that you’re aware of the benefits, it’s time we decompose the seven key elements that every success story is made of. Remember, the SaaS business model is heavily centered around the idea of subscriptions which makes customer success paramount. How happy customers are will directly impact your earnings making it increasingly important if you want to reduce churn or start cross-selling to your customer base. By sharing key goals and insights, you’ll prevent any disconnection between both teams and help your business adapt to its customers that much faster.
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