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Customer success story questionnaire template
Walks a customer through the story in the order a case study is written: before, the decision, the day to day and the results. Anyone with a figure to share is asked how they measured it. Customers who agree to be named are asked for a headshot, and those who prefer to stay anonymous are asked how they'd like to be described.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Thanks for agreeing to share your story. Answer in your own words; we'll do the tidying up and show you the draft before anything goes out.
Let's start with your details.
Which company do you work for?
What's your job title?
In two or three sentences, what does your company do?
Before you started working with us, what problem were you trying to solve?
How were you handling it before?
Why did you choose us over the other options?
How does your team use it day to day?
What has changed since you started?
Do you have a figure we could publish, such as hours saved each week?
What's the figure, and how did you measure it?
What would you say to someone who is weighing us up right now?
Can we publish the story with your name, job title and company?
Could you upload a photo of yourself to go with your quote?
How should we describe you instead?
Would you be open to a short call so we can fill in any gaps?
Endings
Thank you for sharing your story
Thank you, we'll be in touch to book a call 🙌
The flow
Where each answer leads. Every route here is editable once the form is yours.
Contact info
Short text
Short text
Long text
Long text
Single select
Long text
Long text
Long text
Yes / No
Short text
Long text
Yes / No
File upload
Short text
Yes / No
What this template uses
- Contact info
- Short text
- Long text
- Single select
- Yes / No
- File upload
- 4 branches
- 2 endings
Questions to consider
- Which results matter most to your prospects, and should the results question name them?
- Do you need legal sign-off before publishing a customer's name or figures?
- Will you write the story from these answers alone, or use them to prepare for an interview?
- Where will the story appear: your website, sales decks, or social posts?
How to use the responses
Read the answers in order and you have the outline of the case study: the problem, the decision, the day to day and the result. Check every figure against how the customer said they measured it before it goes near a headline. Send the draft back for approval, and use the call for the details the written answers left thin, such as a memorable quote.
How to customize and share it
- 1Rename the options in the "How were you handling it before?" question to the alternatives your customers actually leave behind.
- 2Edit the results question to prompt for the outcomes your product is known for.
- 3Send the link to customers your team already knows are happy, with a short personal note, rather than to your whole list.
Frequently asked questions
What questions should I ask for a customer success story?
Ask about the problem before they found you, why they chose you, how they use your product or service and what has changed since. A figure with a clear source makes the story far more convincing.
Can I publish a customer's answers as a case study?
Only with their permission. This questionnaire asks whether they want to be named, and you should still send the finished story for approval before publishing it.
Should a case study questionnaire replace the interview?
It can for a short story. For a longer one, use the answers to prepare, then use the call to dig into the most interesting parts.
Can I edit this questionnaire?
Yes. Use this template copies it into your account, where you can edit every question, then send it as a link to the customers you choose.