Official skill · Marketing

Customer case study

v1.0.1 · Updated 4 November 2026

Writes a customer case study from interview notes (situation, problem, why you, what changed with numbers, a quote) and lists approval items. Use it when you've interviewed a happy customer and need a publishable story.

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When to use it

You've interviewed a happy customer and need a publishable story
Sales needs proof for a specific segment or objection

What you give it

Interview notes or transcript
Customer name, role, company, size
Before and after numbers (optional)

What you get

A 400 to 700 word case study with a summary box and a checklist of items the customer must approve.

How it works

Find the before state in their words What they did before, what it cost them, and the moment they decided to change. Quote their phrasing; "we were drowning in spreadsheets" beats "they faced inefficiencies".
Name why them, why you What else they considered (including doing nothing) and the 1 to 2 reasons they picked you. A prospect comparing options needs this section most.
Pull the numbers Every before/after metric with its period: "from 6 hours a week to 40 minutes, over 3 months". If a number came from your team, not the customer, mark it for approval. Never round up, never extrapolate a year from a month. If this customer did unusually well, add a line on what results are typical or flag it "[check: typical results]" (FTC Endorsement Guides).
Pick 1 to 2 quotes Quotes that state a result or a feeling, not a feature list. Light edits for grammar are fine if the meaning stays; mark edited quotes for approval. Don't invent or merge quotes: an endorsement can't misrepresent the endorser's experience.
Write the headline from the result "[Customer] cut [X] by [number]" or "How [customer] [result]". If there's no number, use the concrete change.
Structure for skimmers Result first (NN/g's inverted pyramid): a 3-line summary box (customer, challenge, result) on top, then sections: situation, problem, why [company], what changed, what's next. Our default: 400 to 700 words when the interview gives that much; if the notes are thin, write it shorter rather than pad it. Product features appear only where they caused a result.
List approval items Every quote, number, the customer's name and logo, any competitor named, and anything that could be confidential (revenue, headcount, tools). If the customer got anything for taking part (a discount, credit, a free month) or knew they might, the page discloses it (FTC Endorsement Guides). The customer signs off on all of it before publishing.

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