Customer success storytelling leverages customer experiences. Regardless of whether, or not, an organization hires others to create this content.
These stories portray the actual experiences an organization’s own customers have, when working with that organization. Nothing artificial. Honestly told. Non-sensationalized. Even when stuff is messy and end results are not glamorous.
How can organizations capture their customer success stories? These stories compel buyers not only to start doing business with an organization, but to continue doing business with them.
The question becomes whether, or not, an organization is “in touch” with the factors responsible for customer success storytelling.
While colleagues and clients tell me that they “stick close to their customers,” I’m often left wondering just how “sticky” that is.
Considering how connected everything and everyone is to each other and software and machine interfaces, that’s a lot of stickiness to stick close to. Have I just moved you one millimeter beyond your current professional comfort level regarding sticking close to customers?
Depending on how deep storytelling goes within an organization, the most compelling customer success stories often are buried and undiscovered.
Where are your organization’s hidden stories?
Truth be told, customer success storytelling is more than a content marketing and demand generation exercise.
Consider that the customer success stories an organization tells involve more than just external customers. Compelling stories become the reasons new hires seek to be engaged within that organizational culture. These stories are about people, software and machines making a small difference with a big impact. That is the power of Industry 4.0, the industrial Internet of Things business and operational ecosystem.
Developing an innovation collaborative culture fosters a workforce of nascent storytellers.
Customer success storytelling is about the customer-as-hero’s tale. Where an organization’s products and services may not always be that hero’s or heroine’s focal point. That concept delivers on a human capital strategy which runs horizontally, as well as vertically, throughout an organization.
Have I just moved you yet another millimeter beyond your current professional comfort level? Towards a new way of leveraging collaboration to catalyze professional innovation, workforce engagement and customer retention?
Then start moving one more millimeter forward with me, today.
- Engage me to speak or conduct an interactive workshop at your next corporate or association event.
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Babette Ten Haken delivers her One Millimeter Mindset™ keynotes, breakout sessions and workshops to help individuals, teams, organizations and associations leverage productive and profitable collaboration to catalyze professional innovation, workforce engagement and customer retention. Babette Ten Haken serves organizations as an inspiring speaker, strategist, coach and storyteller. She is a STEM-trained scientist, corporate catalyst and design thinker. Babette’s playbook of collaboration tools, Do YOU Mean Business?, is available on Amazon. She is a member of SME, ASQ, SHRM and the National Speakers Association.
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