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5 Questions to Ask Your Customers When Creating Success Stories

As a B2B SaaS company, your customers are your biggest champions. No one is better positioned to advocate for your solution than the organizations using it every day. This is why, when it comes to your brand’s media relations efforts, customer stories need to be a core component of your strategy. 

From full case studies to media interviews and executive quotes, your clients can get involved in various ways — and make a serious impact on your brand’s perception in the marketplace. Not only is their participation valuable to your brand, but your customers will also benefit from the exposure. 

As part of your media relations toolkit, your customers will earn free media coverage to strengthen their brand, position themselves as an innovator by implementing a solution to resolve business challenges and build a presence for a company spokesperson to be an industry resource moving forward. 

Yet, before you can really tell your brand benefit story through a customer’s eyes, you first have to understand their story. Here are five questions you should ask your customer to start on your customer advocacy journey: 

1. What is the focus of your company’s business? 

First and foremost, it’s important to have an idea of the industries in which your customer operates and who they serve. Should your outreach around their success be tailored to practitioners in the HR space? Or is their story better suited for sales and marketing publication readers? Determining which industries best fit your customer’s focus is the foundation of your media relations strategy. 

2. How does your company use our solution? 

It’s incredibly challenging to highlight your customer’s success with your solution without a detailed understanding of how they’re using it. While you probably have a general idea, dive below the surface of the standard use case to uncover the unique points needed to shape the customer’s specific story. 

3. What problem were you trying to address by purchasing our solution? 

I might argue that this question matters the most. Uncovering the roadblocks stopping your customers from achieving their goals before they implemented your solution is the backbone of their success story. Not to mention, this is the part that will really resonate with readers facing similar challenges. 

4. How does our solution help your team or company achieve its objectives?

Every problem calls for a solution. In your customer advocacy campaign, that solution is your product. When sharing your customer success story, providing insight into how it’s helping them achieve their objectives is critical. Further, showing actual ROI validates your claim, so consider following up with:

  • Did you track any KPIs before using our solution?
  • Are there any measurable benefits to using our solution?
  • What metrics are you tracking with our solution?
  • Do you have additional data to support your ROI?

5. What is your overall impression of us as a partner in your success?

To close it out, this question allows you to really drive home some of your value props outside your product’s hard features. What stands out when your customer thinks about you as a partner to their success? Is it your unparalleled customer support? Is it your next-level user experience? By asking your customers to elaborate on the most pertinent aspects of your brand experience and product, your company can shine as a key element to their success.  

These are just a handful of questions you can ask your customers when highlighting their success. If you’re interested in more information on how to promote your customers’ stories as part of your media relations strategy, check out our Building Customer References ebook. 

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About Kayleigh Steigerwalt

Kayleigh is a PR manager who has always had a passion for writing. It was her innate interest in “all things creative” that lead her down the path to PR. When she is not pitching creative client angles in the office, you can find her playing soccer, acting as a wannabe Indy food connoisseur or diving head first into another mystery/suspense novel.

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