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Microservices Expo: Blog Post

Three Steps to Capture Compelling Customer Stories

Creating business success through storytelling

Content Marketing and Storytelling are the defining factors when it comes to gaining traction with all or any of your marketing initiatives. To create explosive brand building and solidify your overall organizational value you should capitalize your existing customer base to the maximum extent. This is key in helping new customers and prospects understand the true value in your solutions and why your organization is worth doing business with. Sometimes on a competitive level when nothing works, amazing customer stories are what can set you apart from everytone else. The value in capturing these success stories is so high that it should be on the top of every CMO's list.

Here are three key steps that must be taken to create compelling customer success stories.

1. Know the Customer
Be sure to find ouy everything you can about how the customer does business, what their business challenges are, and what are the obstacles they faced while conducting their business. This will tie into knowing more about their processes, results, programd and speaking to key people in the organization about their challenges and results and so on at every level. This is a very important step and should not be rushed. More knowledge is never dangerous.

2. How the Solution Helped
The second step. This is again focused on the customer, more than your company. Talk about the results the customer achieved, whether this is in tangible financial numbers, increased sales, saved costs, better working conditions or anything else. You should be able to quanitify and summarise the overall effect and benefit of the solution you offfered.

3. How Your Organization Excels in Solving Problems
Focus on yourself and talk about how your organization focuses on solving the problems in the industry you server. Speaking about yourself creates a sense of promise and confidence that has already been validated by the Top 2 sections. You can use examples to speak about your overall successes, your core solution strategy and how it deliveres value to customers. You can speak about anything you would like prospects to know. This is your chance to shine !

With these three starting key points, you now have a framework to create customer stories that will not only prove to be of ultimate value to your sales and marketing teams, but also to your overall brand and organizational success.

More Stories By Ian Khan

CNN Futurist, Forbes Contributor, Author, 3 Time TEDx Speaker and Technology Futurist, over the last 20 years Ian Khan has had the privilege to serve the needs of over 5000 organizations by fueling their growth through technology solutions. He has helped a diverse set of businesses ranging from Technology Companies, Oil Companies, Power Generation & Renewables Operators, Microsoft Ecosystem Partners, SAP Customers and Partners, Healthcare Providers, Manufacturers, Facility Operators, Startups, Educational Institutions, Nonprofits & associations and more. Ian’s experiences with these organizations led him to a unique position of being able to identify the common challenges of growth for all these organizations. The bottom line as he found out, is that we all are hungry for success and want to grow and make a difference. Where we fall short is by failing to understand our environment and taking the right action within that environment. After 20 years serving the needs of the industry Ian’s natural pivot was to answer his calling and help organizations at a broader level understand what tomorrow brings. His work and study of all these organizations brought forward very unique perspectives that he now share through his work. Today, hands down, we live in the great time for humanity. Technology is a great thing, but it also has its victims. Many organizations of tomorrow will fail under the pressure of a fast changing world, much of which is fueled and driven by technology. Ian’s mission is to help organizations avoid that pitfall, and propel themselves into success in today’s era and go from digital disruption to digital transformation in the fastest and most sustainable way. This is the only way, according to him, we can together create limitless value, create solutions that are faced by us locally as well as by others around the globe, and make the world a happier place. Today Ian’s work spans working with people by delivering keynotes, consulting and by promoting his 7 –Axioms methodology through his book and workshops. He is also working on an ambitious project of releasing a documentary in spring of 2018 called Industry 4.0. Industry 4.0 will capture the thoughts and insights of some of the world’s leading thinkers and help us understand the 4th Industrial Revolution, Its Impact, and how we can all be have an opportunity to be part of the emerging future and make the right choices. For more information please visit www.iankhan.com

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