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Customer success stories or user application stories are one of the most powerful tools in a marketer’s toolkit. They provide social proof that your product or service can deliver results. And when it comes to B2B marketing, that social proof can be the difference between winning and losing a contract.

In this blog post we’re going to look at how to create customer success stories that will transform your B2B marketing. We’ll cover everything from identifying the right customers to interview, to crafting questions that will elicit detailed, impactful answers. By the end of this post, you’ll have all the information you need to start creating customer success stories that will help you close more deals and grow your business. We also provide you with all the questions to ask to get the information you need.


How to Identify the Right Customers to Interview

The first step in creating a customer success story is identifying the right customers to interview. When choosing who to speak with, look for customers who meet the following criteria:

  • They’ve been using your product or service for at least 6 months (preferably longer)
  • They’re happy with your product or service
  • They’ve achieved measurable results thanks to your product or service
  • They’re accessible (i.e., they’re not too busy to take part in an interview)

It’s also important to choose customers who come from a variety of industries and company sizes. This will help you create customer success stories that will resonate with a wide range of prospects.

Once you’ve identified potential interviewees, reach out and ask if they’d be interested in taking part in a customer success story. If they say yes, great! If not, move on to your next choice. It’s important not to get discouraged; even if you have to contact dozens of customers before you find someone who’s willing to participate, it will be worth it in the end.

How to Craft Questions That Will Get Detailed, Impactful Answers

Once you’ve found someone who’s willing to be interviewed, it’s time to start crafting questions that will help you get the detailed, impactful answers you need. Here are a few tips:

  • Avoid yes/no questions: Yes/no questions won’t give you the level of detail you need for a customer success story. Instead, focus on open-ended questions that will encourage your interviewee to share their experiences in detail.
  • Ask about specific results: Remember, you’re trying to create a customer success story—not a general testimonial. As such, your questions should focus on specific results that your prospect can achieve by using your product or service. For example, “Can you tell me about how our software helped you increase sales?”
  •  Avoid leading questions: Leading questions—questions that contain the answer within them—will bias your results. Instead of leading questions, try asking follow-up questions that allow your interviewee room to elaborate on their experiences.

By following these tips, you’ll be able craft questions that will help you get the detailed answers you need for an impactful customer success story.

Craft the User Story

With the gathered information, create a narrative that follows a compelling structure. Start with an introduction that sets the stage and introduces the user and their application. Describe the challenges they faced and the goals they wanted to achieve. Then, showcase how your product or service was implemented and the specific features that played a crucial role in their success. Highlight the measurable results and benefits they gained from using your offering. Conclude the story with a strong call-to-action that encourages the reader to take the next step.

Approval Processes

Before publishing any user application story, seek approval of the finished article from the featured customer. Make sure they are comfortable with the content, quotes, and metrics presented. Ensure that any sensitive information is handled with care and that their brand is represented positively in the story.

Choosing the Right Platform

PR service. Press releases & article copywriting and distributionSelecting the right platform for publication of your user story is crucial. You can publish it on your website, blog, or social media channels to reach your existing audience. Additionally, consider reaching out to industry-specific publications, blogs, or online communities that cater to your target market. Collaborating with relevant platforms can extend your reach and enhance your credibility within the industry.

Customer success stories are incredibly powerful tools—but only if they’re done right. In this blog post, we’ve looked at how to create customer success stories that pack a punch. We’ve covered everything from identifying the right customers to interview, to asking detailed questions that will elicit impactful answers. Now it’s time for you put this advice into practice and start creating customer success stories of your own!

Still not sure where to start? To help you kickstart your journey into creating impactful user stories, we’ve prepared a comprehensive guide filled with expertly crafted questions that will unveil the most compelling insights from your customers. With this invaluable resource in hand, you’ll be well-equipped to craft engaging user stories that resonate with your audience and drive your business to new heights.


If the prospect of creating customer user stories yourself feels overwhelming or you find yourself short on time and resources, fret not! We’re here to lend a helping hand. Our experienced team is ready to take on the task and craft compelling user stories on your behalf.

Contact us today, and let us handle the user application stories while you focus on growing your business. We’re just a click away, ready to assist you every step of the way.