Chapter 3

Should a customer story include the hard parts?

Câu chuyện khách hàng có nên kể cả lúc khó khăn?

The chapter's question

What parts make up a good customer story?

Big idea

A customer story is credible when it has a real struggle and numbers the customer approved.

In this chapter

  1. Part 3.1

    The Situation Before

    What did the customer struggle with before using the product?

  2. Part 3.2

    Numbers the Customer Approves

    How do I ask the customer to confirm the figures?

  3. Part 3.3

    Customer Quotes

    Do I record the customer's words verbatim or edit them, and how far?

  4. Part 3.4

    The Approval Process

    Who on the customer side needs to approve before publishing?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of When Customers Tell the Story is free to read right here.

Read in Conan School

Chapters of When Customers Tell the Story

  1. 1.Will a satisfied customer actually speak up for us?
  2. 2.When does asking for a referral stop feeling awkward?
  3. 3.Should a customer story include the hard parts?
  4. 4.Could our best advocate be the first to leave?
  5. 5.Is it risky to let customers talk to each other?