Use this template when
- A customer got a measurable result and agreed to be named.
- The result came from a change in how they worked, not only from buying software.
- You can describe the before in concrete terms.
The template
Replace each bracket with your own material. Delete any line that doesn't fit your story.
[The team and the before. Who, what they were struggling with, and how it showed up day to day.] [What they tried first.] [The change they made. Include the part that wasn't your product.] [The result. A number with a timeframe.] [What surprised them, or you.] [Credit to the people who did the work.]
A completed example
The support team at Brightline was answering the same 20 questions every day. Their queue was 300 tickets deep by Friday. They tried canned replies first. It helped a little, but agents still had to find the right one. Then they did something simple: every Friday, the team picked the three most repeated questions and rewrote the help article for each one. They used our tool to spot the repeats, but the rewriting was all them. Eight weeks later, weekly tickets were down 31%. The surprise: the rewritten articles were shorter than the originals. Great work by Sam, Ade, and the whole Brightline support team.
The customer's own effort is the hero. The product appears once, in a supporting role, which makes the result more believable.
Tips
- Get written permission before naming the customer.
- Include the timeframe with the number.
- Credit the people, not only the company.
The example names, companies, and numbers are illustrative.