Telling an engaging and entertaining customer success story  is easier than you think – especially if you tell the story from your customer’s perspective. The infographic below provides a practical guide for applying storytelling techniques, including 12 plot points tailored specifically for B2B storytelling. The key thing to remember is that your organization is not the hero. Your customers are. And so you must consistently tell the story from their perspective.

Your customers, like most individuals, have dreams, goals and ambitions. But getting there isn’t easy. A great story maps their journey and puts the audience in their shoes as they face one obstacle after another in their pursuit of the goal. Dramatic tension is created by raising the stakes and witnessing a series of failed attempts. Thankfully, a guide emerges (that’s you!) who helps the hero to attain his goal. The hero’s world is then forever changed for the better.

The end. See how easy that was?

Storytelling-Techniques

For an example of how to apply these storytelling techniques to a customer case study, click here.

Tweetable Takeaways

Your organization isn’t the hero. Your customers are. So you need to tell the story from their perspective goo.gl/E0wJ2

A great story maps the customer’s journey as they face one obstacle after another in their pursuit of the goal goo.gl/E0wJ2

Dramatic tension in a story is created by raising the stakes and witnessing a series of failed attempts goo.gl/E0wJ2

Focus on your customer’s learning experience vs. your subject matter expertise to inspire them to share their story goo.gl/E0wJ2