- Customer Value Led Growth
- How to tell convincing customer stories with data
How to tell convincing customer stories with data
Hi, Markus here. Welcome to a premium edition of the Customer-Value-Led-Growth Newsletter.
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Hype, trend, or buzzword? Neither. Storytelling with customer data is here to stay because it’s a powerful asset for every CS professional.
But what does that even mean? Presenting 239 slides with charts, tables, and graphics? Not at all.
Because you are not telling any but the customer's success story. Some might call it the customer journey but at the end of the day, that’s what customers came for.
You don’t tell the story for the sake of it either. You are doing it to
gain insights and clarity to make qualified decisions and take action
highlighting wins, best practices, or complex problems internally
build a narrative for your customer meetings (e.g. QBR)
The 5 Categories of Customer Stories
If you want to make customer success stories work for you as outlined above, it’s not enough to gather a handful of superficial data like
On the other hand, it’s also not about putting every single number and metric together and hoping to magically get something out.
Instead, you need to peel the onion and select and collect meaningful - qualitative and quantitative data.
A full customer success story consists of the
Goals they want to achieve and where they started from
Problems they solved and the tasks they completed
Content and services they consumed
What customers did with your product
Results they have achieved
Feedback they have given
Interactions with you
While every customer’s success story is unique, each one falls into 1 of a total of 5 different categories.
1. Customer is successful without your help
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