Take raw customer inputs

Customer Story Builder

Turn raw customer signal into a polished case study — plus every derivative format you need. One input (messy transcript or quote), all outputs (case study, one-pager, social snippet, deck slide).

Core principle: The best customer stories already exist in your support tickets, Slack channels, and call recordings. You just need to extract and structure them.

When to Use

• "Turn this customer interview into a case study"
• "We have a great Slack quote from [customer] — help me build a story around it"
• "Write a case study for [customer]"
• "I need social proof assets from [customer win]"
• "Package this customer result for the sales team"

Phase 0: Intake

Customer Context

1. Customer name — Can we use their name publicly? (Named vs. anonymous)
2. Company description — Industry, size, stage (1 sentence)
3. Customer role/title — Who's the champion?
4. How long have they been a customer?

Raw Input (provide any/all)

5. Interview transcript — Full or partial transcript from a customer call
6. Slack/email quotes — Specific messages where they praised the product
7. Survey responses — NPS comments, CSAT feedback
8. Support ticket excerpts — Before/after of a problem solved
9. Review excerpts — G2, Capterra, Trustpilot quotes
10. Metrics — Any numbers: time saved, revenue impact, efficiency gains, before/after

Story Angle

11. Primary use case — What were they using the product for?
12. Key transformation — What changed? (The "before → after" in one sentence)
13. Output formats needed — Full case study, one-pager, social snippet, sales slide, or all?

Phase 1: Extract Story Elements

From the raw inputs, identify and extract:

The Problem (Before)

• What was the customer's situation before using the product?
• What specific pain were they experiencing?
• What had they tried before? (Manual process, competitor, nothing)
• How bad was it? (Quantify if possible — hours wasted, money lost, deals missed)

The Decision (Why You)

• Why did they choose your product?
• What alternatives did they consider?
• What was the deciding factor?

The Solution (How)

• Which specific features/capabilities did they use?
• How did they implement it? (Timeline, effort)
• Any surprising use cases or creative applications?

The Result (After)

• Hard metrics — numbers, percentages, time saved, revenue gained
• Soft outcomes — confidence, team morale, process improvements
• Before/after comparison — the transformation in concrete terms

Best Quotes

Pull the 3-5 strongest verbatim quotes from the raw input:

• Hero quote — the single most powerful statement (for headlines)
• Problem quote — describes the pain vividly
• Result quote — describes the outcome with specificity
• Recommendation quote — would they recommend? Why?

Phase 2: Generate Story Outputs

Output 1: Full Case Study (800-1200 words)

# [Headline: Outcome-driven, not product-driven]
*[Subhead: Customer name + one-line result]*

---

## About [Customer]

[2-3 sentences: company, industry, size, what they do]

## The Challenge

[2-3 paragraphs: What was the problem? Why did it matter? What had they tried?]

> "[Problem quote]"
> — [Name], [Title] at [Company]

## Why [Your Product]

[1-2 paragraphs: How did they find you? What made them choose you?]

## The Solution

[2-3 paragraphs: How did they use the product? Which capabilities mattered most?]

> "[Solution/experience quote]"

## The Results

[Results summary with metric callouts]

### Key Metrics
- **[Metric 1]:** [Number + context]
- **[Metric 2]:** [Number + context]
- **[Metric 3]:** [Number + context]

> "[Result quote]"

## What's Next

[1 paragraph: Future plans, expansion, what they're excited about]

---

**Industry:** [X] | **Company size:** [X] | **Use case:** [X] | **Product:** [X]

Output 2: One-Pager (Sales Leave-Behind)

# [Customer Name]: [Headline Result]

**Challenge:** [2 sentences]
**Solution:** [2 sentences — what they use and how]
**Results:**
- [Metric 1]
- [Metric 2]
- [Metric 3]

> "[Hero quote]"
> — [Name], [Title]

[CTA: Learn more / Request a demo]

Output 3: Social Proof Snippets

For website testimonial section:

"[Short, punchy quote — max 2 sentences]"
— [Name], [Title] at [Company]
[Result: X% improvement in Y]

For LinkedIn post:

[Customer Name] just shared their results:

→ [Metric 1]
→ [Metric 2]
→ [Metric 3]

"[Quote]"

Here's their story: [link]

For cold email insert:

[Company in their industry] saw [key metric] after switching to [Product].

"[Short quote about the result]" — [Name], [Title]

Output 4: Sales Deck Slide Content

Slide title: "[Customer] — [Key Result]"

Left side:
- Challenge: [1 line]
- Solution: [1 line]
- Result: [1 line with metric]

Right side:
> "[Hero quote]"
— [Name], [Title]

[Customer logo]

Output 5: Metric Callout Cards

For website or marketing collateral:

[BIG NUMBER]
[Label — e.g., "hours saved per week"]
— [Customer Name]

Generate 2-3 of these from the strongest metrics.

Phase 3: Story Quality Check

Before finalizing, verify:

• Specificity — Are results concrete, not vague? ("3x pipeline" > "improved results")
• Credibility — Is the customer named? Is the metric believable?
• Relevance — Does this story match your ICP? Will prospects see themselves?
• Permission — Flag if customer approval is needed before publishing
• Freshness — Are the results recent? (>12 months old = less impactful)

Phase 4: Output

Save all assets to clients/<client-name>/product-marketing/customer-stories/[customer-slug]/:

• case-study-full.md — Complete case study
• one-pager.md — Sales leave-behind
• social-snippets.md — All social proof formats
• slide-content.md — Deck slide content
• raw-inputs.md — Original source material (for reference)

Cost

Component	Cost
All story generation	Free (LLM reasoning)
Total	Free

Tools Required

None. Pure reasoning skill. Takes raw text input and produces structured outputs.

Trigger Phrases

• "Turn this transcript into a case study"
• "Build a customer story for [customer]"
• "Package [customer]'s results as social proof"
• "Run customer story builder for [customer]"