evaluation playbook
activation playbook
adoption playbook

Creating case studies and customer success stories

The best part of any achievement? Sharing it with the world, of course! In this playbook, learn how to leverage your existing customers’ success to create solid social proof for prospects.

What you’ll learn: 

  • How to identify, develop, and share compelling customer success stories and case studies.
  • What value leveraging customer success stories in showcasing your product's value and attracting new customers brings.
  • Which techniques matter for crafting effective case studies that highlight the benefits of your product.

What you’ll need: 

  • A pool of satisfied customers who have benefited significantly from your product.
  • Strong writing and storytelling skills.
  • A creative mind to present stories in an engaging and compelling way.
  • Suitable channels to share the case studies (your website, social media, email newsletters, etc.)

Suggested playbooks to check out before starting this one:

6 steps for creating case studies and customer success stories:

Step 1: Identify potential customers for your case studies.

  • Look for customers who have experienced significant success using your product.
  • Consider customers who have unique use cases or have overcome significant challenges.
  • You can also run a Net Promoter Score (NPS) survey to help you identify your product’s advocates and champions. Hint: we’ve created a playbook for “Measuring customer satisfaction using NPS surveys.”

Step 2: Conduct thorough customer interviews.

  • Reach out to your chosen customers and set up interviews. You can use our Case Study and Review Template for inspiration here.
  • Ask open-ended questions that allow customers to fully detail their experiences.
  • Get detailed information about their challenges, how they used your product, and the benefits they gained.
  • You can use an approach and questions similar to the ones we covered in our playbook on “Doing user research to improve your product-led experience.”

Step 3: Create a compelling story.

  • Use the information from the interview to create a compelling narrative.
  • Structure the story in a way that highlights the problem, solution, and results. For example, use the before and after copywriting technique to help your customers picture your product in action.
  • Make sure the story resonates with your target audience and showcases the value of your product.

Step 4: Validate the case study with the customer.

  • Once the draft is ready, share it with the customer for their review and approval.
  • Make sure the customer is comfortable with the information being shared and how it's presented.
  • Make necessary revisions based on the customer's feedback.

Step 5: Share your case study.

  • Once approved, share the case study through appropriate channels.
  • These can include your website, social media, email newsletters, and sales presentations.
  • Tailor the case study’s presentation to the platform it's being shared on.

Step 6: Monitor the impact of the case study.

  • Track engagement with the case study to understand its effectiveness.
  • Use metrics like website traffic, social media engagement, leads generated, etc.
  • Gather feedback and make improvements for future case studies.
Looking for more Playbooks? Go back to the Product-Led Growth Flywheel →