Driving Credibility Programs with Customer Success Stories

Customer success stories are often included  as part of a customer credibility program. Too often, however, they are viewed as merely a “check mark” to be completed and are sometimes even deferred altogether. Actually, customer success stories can play a critical role in driving both new and repeat business.

Customer success stories help reduce the perceived risk of using your product, but studies have shown that the value of these stories goes far beyond due diligence and can actually change customer behavior and attitude. There are numerous studies that have shown that individuals can be influenced to behave in ways that seem contrary to their normal reasoning and beliefs merely because of the behavior of those around them, and all the more so where those exhibiting the behavior are considered to be in some position of authority or expertise.

Harvesting customer success stories is not particularly difficult or expensive, but all too often it gets relegated to an after-thought. In fact, customer success stories can form the core of an effective customer credibility program and have significant benefits. Strong references can help close initial sales by leveraging  a customer’s unconscious desire to conform with the group opinion. In addition, the act of providing a reference story helps further drive repeat business by increasing the positive opinion held by the customer providing the reference. Clearly, customer success stories need to be considered as a critical piece of your collateral.

We can help you create compelling customer success stories ranging from video interviews to print stories. We'll conduct the customer interviews, work with you to highlight the right messages, and create the final product