You’d be forgiven for thinking they’re the same thing: customer stories and case studies. In fact, many marketers (and copywriters) freely interchange the two terms. But they’re not the same. In my humble opinion anyway.
“But it’s all about showcasing what you’ve done for your customers Anna, you’re splitting hairs here!”
You might think that, so here’s my response…
“No, I’m not. Having worked (and written) through several ‘case study’ decades, I appreciate the evolution in this area. And it’s hugely important when you want to engage your prospective clients and convert them faster.”
So, let’s crack on and unpack what I mean.
The case study
This term’s been used by sales and marketing teams for decades, and everyone feels they get it. Many businesses have churned out case studies (often created by salespeople) to demonstrate their value to prospective customers. Fair play.
But from my experience, they generally go something like this (and I summarise for the purpose of keeping to the point…)
Problem
Customer A is a leading provider of XXX. They approached us because they wanted to achieve/overcome XXX. As we’re market-leading experts in XXX, we were able to help.
Solution
Our experts spent time with customer A. We then came up with a plan that involved doing XXX. It took XXX weeks/months to implement, and everything went incredibly well because we’re experts at this and know what we’re doing.
Results
Thanks to us getting involved and doing this (and we’re really great at it, honest), customer A achieved XXX/overcame their problem of XXX. Since our involvement, they’ve had XXX results.
[A one-sentence comment follows from customer A. They say how happy they are with the product/service, and of course, their amazing supplier.]
Putting my customer hat on, what do I think?
“Hmmm… sounds like the sales team pulled this together. And the customer hasn’t said much I can relate to or given me faith in the product…”
So, do I feel more confident about your business solving my problem? Probably not. Which is a problem for you, as all long-form content should contribute to building trust.
As the business world becomes more people-focused – that’s to say, there’s less stuffy corporate communication and more empathetic ‘real people’ messaging – so must your case studies. And for that reason, I firmly believe the most effective step change is to ditch the traditional (rather outdated) idea of case studies and create customer stories instead.
The customer story
Your potential buyers really want to read about other people’s first-hand experiences. Imagine if your customer told them their story face-to-face over a coffee. This approach feels less ‘selly’ and more trustworthy. And we all know that gaining trust is a key component to converting a prospect.
Your customer should therefore be central to the story, and it should be rich in their own words. You want to incorporate LOTS of customer comments in the language they actually used, not just a contrived sentence or two at the end.
Your role in all this? Simply to narrate the story and sit humbly in the background. Your customer does the rest.
Let’s look at the structure of a customer story. It typically goes something like this…
1. What was going on before they discovered product XXX? What were their problems and challenges? How did they feel about this? How did this hamper their progress? What triggered their decision to do something differently?
2. How (and why) did they choose product XXX/supplier YYY? Did they look at other providers? What mattered in their decision?
3. What has been their experience of using product XXX from company YYY (you)? How do they feel now? How does it help them/their team/their business perform better or overcome the challenge? (mentioning KPIs or specific facts when possible)
4. Has it fully resolved the challenges they previously experienced? What has been (and will be) the difference in their business performance? And what comes next?
That’s a whistle-stop tour of the structure. Can you appreciate how this is a different approach to creating a case study?
Just think for a moment: which would you rather spend your time reading?
• Business boasting case study
• Customer-focused story
Clients tell me customer stories “move the dial” for them. They shorten sales funnels and gain trust faster. In fact, a client once told me one of their customers said: “We want to do what they’re doing with you!” having read another customer’s story. The commercial result was many tens of thousands of £££. The benefits to your business from telling genuine customer stories in relatable language are huge.
Now for some stats…
Don’t just take my word for it. When you need more proof that customer stories punch their weight, consider this research.
Global communications firm Edelman and LinkedIn collaborated on a piece of research. It found that 92% of B2B buyers engage with ‘customer success content’ before making a purchase. That’s 9 out of 10 buyers. And according to Forrester Research, customer stories can increase conversion rates by up to 20%.
Still don’t know what a customer story *looks* like?
OK, let me show you how I practice what I preach. You’ll find a selection of customer story examples on this page. All created by me on behalf of my lovely clients. These days, I create lots of B2B SaaS and software development stories. Previously, I’ve supported manufacturers, coaches, and professional services with their customer story needs. The principles remain the same for every B2B sector.
No two stories are ever the same, though. And that’s the attraction. Your customers are different, and your business is different. Even a dozen stories for the same business can be different.
Your customers will have experienced a wide range of problems, worries, frustrations, and challenges before considering your product. And they’ll more than likely have gained a variety of benefits from your services, too. This all serves to create a library of fascinating stories to help others build trust in you.
One more thing. When created correctly, customer stories serve your business for years. You can use them in so many ways, I’ve honestly lost count. That said, this article highlights 23 ways, for a start.
“OK Anna, I get it. Ditch the salesy case studies, embrace the engaging customer stories.”
Yes! That’s the spirit.
And should you want to learn more about how I create endless customer stories for my switched-on clients, have a look at this page. Always happy to chat about your yet-to-be-captured stories.
