When it comes to writing up a customer story for your business, it’s quite a hefty task. But there are a number of things you can do to make the process more streamlined. Between transcribing an interview correctly and utilizing the interview to enrich your content, we’ve got you covered.
Transcribing the interview
The first thing to do when writing up a customer story is getting the words onto paper. While you may assume that the first thing would be to transcribe the interview word for word to then use in your customer story piece, this could waste a lot of time. It depends on what you need to use the interview for in your piece.
Listen to it through first
It’s always good practice to refresh your memory of the interview before diving into transcribing it, especially if it’s been a while since you carried it out. You’ll be able to familiarize yourself with the content of the interview too, which will make transcribing that much easier.
Think about what you need out of it
Not every customer story is going to be simply a transcription of an interview. So think about how you’re going to use the content from the interview before you potentially waste time transcribing the whole thing. If you’re only looking for those juicy quotes to use in a case study, then you won’t need to transcribe the interview in its entirety.
Transcribe the content you need
After deciding what parts of the interview you need, you can start transcribing. There are many types of transcriptions, from verbatim transcriptions to a tidied up version to only recording the necessary excerpts. So depending on your needs, you can transcribe accordingly.
Using the interview in a piece
Once you have the transcription completed, it’s time to use it for your piece. If you are writing a case study, then you’ll need a lot of quotes to build the story, but if it’s more of a product or service-based piece where the main focus is on the product or service that your customer purchased, then a few direct quotes will suffice in illustrating your points and providing real-life examples.
Have the right structure
Regardless of the main focus of the piece, to write a successful customer story, you need to be able to articulate exactly how your company solved this customer’s particular problem. The purpose of these kinds of posts is to build a relationship with your audience by showing them what your company could do for them using real-life examples that people trust.
To do this effectively, ensure that your customer story covers these bases:
- Introduce the situation
- Explain what the obstacle or challenge was
- Show how your company provided a solution to said problem
- Explain the results and outcomes of the solution
- Provide information on where other customers can get the same benefits or service
You can use this guide to build the structure of your article, or to use as a general criteria to check off. And by doing so, you will be able to create a compelling and engaging customer story that your audience will connect with.