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Customer Story

Customer success stories: how to craft stories that resonate

What’s at the root of a good customer success story? Thanks to the internet, it’s easy to get instant reviews on products and services. Movies, restaurants, workout equipment, cosmetics—one search will get you hundreds or thousands of reviews.

But if you’re a business offering a more specialized product or service, you’ll have customers and prospects who want more in-depth information. And to get buyers to see themselves using your offering, a customer success story is one of the best tools in your marketing toolbox.

In this article, we’ll look at:

• What a customer success story is
• Why customer success stories are great for business
• How to write a customer success story
• 4 examples of customer success stories from real-life companies

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What is a customer success story?

A customer success story informs the reader about what a client has gained from the company’s product or service.

They can come in a few different formats: the most common ones are as case studies, either as a page on a company’s site or as a downloadable file. Some companies also choose to turn their success stories into videos.

Remember: a customer success story is not just a customer testimonial. Success stories have a certain structure, which we’ll get to soon. They need to contain relevant information and be properly explained. A satisfied customer saying they love your alarm app because it helps them wake up on time is not a success story.

Creating a good success story takes lots of questions, lots of writing, and lots of editing. But, you may ask, why go to all this trouble? Won’t a quote from a happy customer tell people how great I am?

Sure. But sometimes, to truly convince potential clients, you need to go deeper.

Why are customer success stories so beneficial for businesses?

What’s the ideal outcome when a potential client reads one of your great customer service stories ?

A good story helps the client see themselves in the situation. Not in your place, but in place of the customer who found success with your product. Maybe they’re in the same industry. Maybe they’re having a similar problem. When they read about how you helped a client solve said problem, they’ll find parallels.

Customer success stories can have as broad or as narrow an appeal as you need. Just focus on who you want to read it and what you want them to get out of it. And that brings us to our next point: how to write one.

How do you write a customer success story?

To write a success story, you need a happy client. (Having trouble making your clients happy? We’ve got you covered here .) Since it’s also extra marketing for them, clients usually don’t mind being the subject of a success story. But always ask permission first!

When permission is granted, start by writing a list of questions for your client. Try to make these open-ended, so they can fill in the blanks.

When presenting these questions, a live conversation is always preferable to emailing a questionnaire—call your client over the phone or ask if you can have a video meeting. Writing a customer success story is a collaborative effort, so get up close and personal! Ideally, you’ll have a communication tool that lets you do different things like make phone calls, have video conference calls , and send messages all in the same app.

For example, RingCentral Office integrates all these communication options into one platform, so you won’t have to switch between apps for different calls:

And if you can record your customer conversations—with their permission, of course—to review later, do it! (For example, RingCentral also lets you record your phone or video calls .)

During the interview, let the qualitative information come first. You can always ask them for facts and figures later on.

Once you’ve gotten your answers from the client, you have enough information to start building the story. When writing, ensure the focus stays on the customer. Potential clients don’t see themselves in your shoes, so you need to give them a subject that they can relate to: therefore, put the customer first and showcase their struggles, so that your story will resonate with your intended audience.

A case study has four distinct sections:

1. The introduction

Introduce your client, give some background information, and explain their goals. For introduction sections, infographics or at-a-glance sections like the one below can be really useful—they present facts succinctly, instead of making the reader browse through paragraphs of text.

2. The problem

This is where you introduce the problem your client was facing before you swooped in to help. This problem must stand directly in the way of your client’s goals.

3. The solution

Here’s where you shine! Explain how the customer overcame the problem by using your product or service. Remember, keep the focus on the customer! They’re the hero of this story. Frame your product or service as a necessary tool to solving the problem, instead of making the case study about your company.

4. The outcome

This is where you present the facts. For example: since using your product or service, the customer has seen a 200% sales increase, a 500% increase in social media engagement, and so on. The more concrete numbers, the better! Another important part of a case study is customer testimonials. If you can get some good solid quotes from the client, it will help to drive home the impact of the success story.

A few more tips for this section:

First of all, make sure that you’re collaborating with your customer throughout the writing process. It’s depressingly common for companies to exaggerate or hyperbolize their capabilities in sales calls and marketing material. Don’t do that in customer success stories. These are real situations with real people, and they need to be authentic—otherwise you’re setting potential clients up for disappointment.

4 customer success stories from real-life companies

Here are some examples of customer success stories pulled from the internet. We’re going to take a close look at each of them to help you understand their strengths and weaknesses. In this section, the company will be the one writing the success story that they’ve helped their customer to achieve. All case studies are linked, in case you’d like to examine them further.

1. Keap and Burleson Orthodontics

Company: Keap

Customer: Burleson Orthodontics

Format: On-site case study

Burleson Orthodontics is an orthodontics office located in Kansas City, Missouri. They decided to use Keap, a US-based software company, to automate some tasks in their email marketing strategy.

In the three years since they started with Keap, Burleson Orthodontics has experienced huge growth and success, and the founder, Dr. Dustin Burleson, had high praise. This story highlights Keap’s versatility as a tool for all types of business. Here’s how Keap frames Dr. Burleson’s decision to choose Keap:

This is a great approach—it actively encourages potential clients to think about how they could use Keap in their own business. Since Burleson Orthodontics was their first orthodontics company, it shows companies that Keap welcomes new industries.

The Burleson Orthodontics case study’s “at a glance” section, however, has a couple of problems:

The “Customer” heading is unclear—what does 2005 refer to? For any customer success story, clarity is key. The information should be easy to understand and process.

In addition, Burleson Orthodontics’ own website states that the company was founded in 2006. Watch out for this, as incorrect information can undercut the authority of your success story.

Key strength: Relatability. This case study tells readers that Keap is useful for all types of industries.

How it could be improved: The at-a-glance section. This section should always, always be clear as day.

2. RingCentral and Stratejm

Company: RingCentral

Customer: Stratejm

Stratejm is a cybersecurity firm based in Ontario, Canada. As the first cloud-based security-as-a-service company in Canada, its founder, John Menezes, knew that he needed exceptional customer success. When it comes to cybersecurity, even tiny delays can be critical.

Menezes chose RingCentral, a comprehensive, cloud-based business communications platform that allowed customers to contact Stratejm through any method of their choice. Menezes explains that RingCentral takes many problems off his plate:

RingCentral’s desktop and mobile apps let you make video calls and phone calls, and send messages all in the same place.

While this case study doesn’t have a ton of quantitative data, it does have lots of praise for the way the software helps, as well as an estimate on staff savings alone of at least $75,000 annually. The client’s gratitude is clear, which bolsters the emotional potential of the case study.

Key strength: Client-focused. Lots of great quotes from the client about how satisfied they are and how RingCentral helped.

How it could be improved: This case study contains an estimate of savings from the client, but more numbers can always be added to show the benefits.

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3. Jacobs Law Group and an unnamed demolition business

Company: Jacobs Law Group

Customer: Unnamed demolition business

Format: On-site client success story

Jacobs law group is a Philadelphia-based law firm. Due to their focus on client privacy, they don’t name any of their clients in their success stories, but that doesn’t stop them from getting into heavy legal detail.

This story is shorter than any of the others we talk about in this section. Jacobs Law Group explains that a partner had left their client’s company to start a competing business and later demanded financial records and dividends.

Jacobs Law Group was able to force out the competing partner with a single cash payment. Their legal work also uncovered improprieties by the former partner, ending the threat of future legal cases.

While this case study shows that Jacobs Law Group satisfied their client and has good legal know-how, the language was clearly written by people with a deep knowledge of the law. Their case studies, while short, consistently use complicated language and terms without much explanation. For the average reader, this could be off-putting. Customer success stories must be clear and easy to understand; otherwise, their impact suffers.

Key strength: They won the case using out-of-the-box thinking. This shows that Jacobs Law Group can find good solutions to complex legal problems.

How it could be improved: Dense language. Case studies should be accessible, so this example would benefit from either explaining some of the terms used or overall simplification of the language.

4. Amplexor and an EU-based bank

Company: Amplexor

Customer: An EU-based bank

Format: Downloadable case study

Amplexor is a digital consulting and content strategy company based in Luxembourg. Their client in this case study, an unnamed European bank, was launching a new online portal and invited Amplexor to send them a proposal on how they could improve it.

Taking the needs of their client into consideration, Amplexor built a new foundation for their client’s digital communication channels using the Adobe Experience Cloud system.

This case study has a few different problems. First and foremost, it’s much more about Amplexor than it is about the client. There are no quotes, even anonymous ones, from the satisfied customer: instead, we’re treated to two different quotes from Amplexor employees, like the one below:

The whole point of writing a case study is to tell your client’s story. Your client’s success should speak for itself.

And that’s the other issue: this case study has no quantitative data whatsoever, and not even anything qualitative. While it does present the company’s abilities, as a case study, it’s missing too much information to be truly effective or to show what differentiates it from other companies offering similar services.

How it could be improved: Lots of technical details for interested clients.

Weaknesses: Too focused on the business instead of the client, and lacking any supporting evidence for the conclusion.

What’s your customer success story strategy?

Focus on the customer, make your story accessible, and if you can, always include concrete numbers and customer testimonials.

This will give you a solid foundation for any future customer success story.

Running a business isn’t easy, and neither is finding the right tools for the job; but with well-crafted customer success stories in your marketing toolbox, you’ll have the right supporting evidence to show customers why you’re the perfect choice.

Originally published Mar 15, 2020, updated Jul 30, 2024

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Ready to elevate your B2B brand? TopRank Marketing drives results with content, influencer, SEO & social media marketing.

It’s a content marketing quandary: case studies are widely considered the most effective and impactful B2B content format, but very few of them are actually all that good.

When you are able to share a true story of your product or service making a difference for real customers, that can be an incredibly powerful tool for validating your brand in the eyes of prospects and leads. The hurdle: getting people to want to read case studies, or to even find them in the first place.

One of the top content-related questions our agency hears from B2B companies is: How can we do case studies better? Many are not seeing the results they would like, while recognizing that this content is in-demand and highly influential for buyers. 

So our team has put a great deal of thought and energy into elevating the marketing case study, developing a refined set of best practices based on industry insights and our own experiences with clients. Read on for a rundown on our approach and process.

Marketing case studies get results

In Content Marketing Institute’s latest benchmarking research , case studies were tied with videos as the type of content producing the best results for B2B marketers. It makes sense that brands are able to attribute a lot of lower-funnel impact to case studies because they’re often leveraged later in the buyer journey, when decision-makers are evaluating a vendor’s capabilities in the consideration phase.

Case studies serve as excellent stepping stones for interested customers, which is why they are frequently used as CTAs in upper-funnel content. Once someone has learned about a topic related to your solutions, they can learn how you do it, lending credibility.

Demand Gen Report’s 2023 Content Preferences Survey found that case studies are far-and-away the content format that buyers find most appealing at the middle stage of their journeys . (It was also fourth-highest for the final stage, after demos, user reviews, and ROI calculators.)

Case studies are extremely valuable in marketing. That statement is intuitive enough on its own, and well supported by data. So how can you do them better?

Where many case studies miss the mark

A big problem with case studies is found in the name itself. The term “case study,” which has become popularized in business, originated with applications in scientific research, so it’s no surprise these retrospective examinations can often feel a bit stuffy and academic.

Producing a dry “just-the-facts” case study might help a decision-maker check boxes for capabilities and verify your organization’s track record, but it’s probably not going to captivate them or inspire them. 

The other common issue with case studies is that they tend to be highly self-serving, and as any content marketer knows, that’s not a recipe for success. Given their purpose, it’s fair to say case studies are inherently self-serving in a way, but there are key differences in framing that can make the content more engaging and valuable for readers.

Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.

Let’s explore some case study tactics and techniques in depth.

Best practices for customer-centric marketing case studies 

There’s no need to reinvent the wheel in terms of structure. Generally speaking, a case study will include most or all of these basic elements , which marketers and customers have come to expect:

• Title: Brief descriptor of the story and result
• Summary: Quick overview with key details for execs
• Challenge: What problem was solved?
• Solution: How was the problem solved?
• Results: What impact was seen?
• Quotes: Direct insight from customer
• Statistics: Evidence of success

At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.

Make the customer the hero. (Really.)

Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “ Our product did this” or “ Our service did that.” I understand why. Case studies need to showcase what the solution can do.

But the best case studies I’ve come across truly celebrate the companies whose results are being spotlighted. These customer stories break down the smart strategies and talented execution that led to overcoming a challenge at hand. It’s more “ Their team did this (and our product helped)” or “ Their company achieved this (and our service played a role).”

In this approach, the subject of the case study is the star of the show, and your brand is a supporting actor. That might feel counterintuitive in some respects, but when deftly crafted, the content will still establish your solution as essential in this success story, and the reader will be better able to recognize its impact through the customer’s eyes.

Imagining case studies as co-branded assets

Another big benefit of creating truly customer-centered case studies is that they also can become a case study for the company you are profiling . After all, you’re highlighting what they accomplished, how skilled their team is, how innovative their usage of your solution.

This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Tell an emotionally resonant story

Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers : “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”

Aim to make your case study bring through the emotions of the people involved: the frustration of the previous situation, the relief of a smooth implementation, the triumph of a turnaround in results.

Build content repurposing and promotion into your campaign plan

Too many marketing case studies are sitting in difficult-to-find sections of company websites, largely unpromoted and unnoticed. It’s a shame! Developing a promotional strategy in the early stage of your case study campaign will help ensure it gets the most reach and  engagement possible.

Here are some tips for maximizing impact:

• Consider SEO best practices in naming, designing and publishing your case study. People might not be likely to search for “How [client] got results with [company]’s product”; but they might search for something like “financial software implementation example.” Google rewards authentic content reflecting real-life experience and expertise, meaning these true stories have powerful ranking potential.
• Repurpose the content to share in various ways. Once you’ve drafted the case study, you can efficiently create different forms of content to help people find or use it. These might include infographics, sales presentations, social media slideshows, and more.
• Make case studies easy to find contextually. As mentioned above, case studies make for great mid-funnel content, so be intentional about helping users find them along their journey. Add links to specific case studies as CTAs in upper-funnel content where the example is pertinent. 

Bring your customer stories to life

Don’t let one of the most powerful content formats in your B2B arsenal be an afterthought. Taking steps to make your case studies more customer-centered, emotionally resonant, and easy to find can make a huge difference in the success of your B2B content marketing strategy. 

Ready to work with an experienced partner to elevate your case studies? Learn about TopRank Marketing’s content services .

Nick Nelson is our friendly neighborhood writer-man. As the Associate Content Director at TopRank Marketing, he is on a mission to energize brand narratives with smart, fun, sharp wordplay. In his free time, Nick enjoys basking in the misery of Minnesota sports fandom, making cringeworthy puns, and smothering all types of food in buffalo sauce.

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How 8 Customer Marketers Measure Case Study Success

Updated April 2022: Successful B2B SaaS case studies take time and effort to produce from everyone involved—including your customers—which means it’s crucial to evaluate whether these sales tools are performing well enough to make the content creation process worth your while. 

However, determining case study success is often easier said than done because many SaaS companies use both quantitative and qualitative metrics to evaluate a home run versus a dud, and gathering this data can be challenging.

In this blog post, we’ll share insights on this tricky issue directly from customer marketing leaders in the SaaS industry, as we dig into what case study success looks like for 8 customer marketers.

Case study success: why is it so hard to measure?

Your B2B SaaS case studies can only be successful if they have impact, and to have impact, these stories must be shared.

Content creators rely on others within their organizations, such as social media marketers and sales reps, to get these stories in front of potential customers, which makes it hard to keep track of the content’s success.

Even when these case studies do get promoted online , it’s easy for them to get lost in a sea of competing content.

Say your case study catches a prospect’s eye on LinkedIn and they click through to your website to read it.

Even at that point, it’s tough to determine case study success because metrics such as page views and time spent on a page track the level of consumption of a story, but not how it was received by readers, which is highly subjective, or how it might go on to influence a deal. 

No cohesive view of case study success

Case study success is something that every customer marketer is aiming for. But it’s extremely hard to get a cohesive view of how case studies perform.

While some SaaS marketers report receiving anecdotal feedback on case studies from sales colleagues, this is a rare occurrence.

Other customer marketers feel they have no concrete view into how often case studies are used in sales conversations.

Metrics can be deceiving because there’s no way to know how often a sales rep has saved the content to their desktop and emailed it to a lead. 

Finally, technology poses another challenge. One SaaS marketer describes case studies as an engine that powers other components of marketing and sales, which often use different MarTech stacks. As a result, the variety of places marketers need to look for metrics makes the evaluation process time consuming.

With a multitude of tools being used, it becomes tricky to get a cohesive view of the impact of your case studies, and you’ll often be missing key pieces of data required to gain a full picture.

Case in point

In December of 2023, we conducted a survey of 115 SaaS marketers and found that 38% of SaaS companies say they don’t measure case study performance at all  because they lack the time, resources or know-how to do so.

The rest of the respondents use a wide variety of marketing tactics to evaluate case studies.

Read the full report here:   2022 SaaS Case Studies Trends & Tactics Report

Case studies: why is it important to measure performance?

Without setting and tracking key performance indicators (KPIs) for your case studies, you’ll have a harder time developing strategy and allocating budget for them.

It’ll also be more difficult for you to analyze your competition and demonstrate accountability to your boss. Establishing KPIs will enable you to get a sense of your wins and opportunities for improvement.

Knowing which of your case studies are performing best can help inform your next steps, such as promoting these heavy hitters far and wide.

Many customer marketers are creating so much content on a quarterly basis that it’s tough to build awareness of each individual piece due to information overload.

Sales teams are being bombarded with emails and messages, and sometimes case studies get lost in the shuffle. Identifying priority content based on performance can help solve this problem.

When it comes to the laggards, this content is just as crucial to pay attention to. By optimizing these stories for better performance , you can make them work harder for your SaaS company and generate more conversions, rather than focusing your resources and efforts on creating new content from scratch.

8 customer marketers weigh in on how to measure case study success

There doesn’t seem to be any research available online that speaks to how SaaS marketers measure case study success. So, we spoke directly to 8 customer marketers in the B2B SaaS space to find out how they measure the performance of their case studies. Here’s what we learned:

Andrew Sevillia, Director, Customer Marketing, Sage Intacct

“Case study success for me is if I can capture the story, then my PR team can pitch it and it gets picked up by one of the industry or business publications we work with. Another big success is when these case studies get used by our demand gen or sales staff, and when the stories help to either attract prospective customers or to speed up the sales cycle.” — See Andrew’s LinkedIn profile

Matt Arout, Senior Customer Advocacy Manager, Google

“We use Looker to measure case study success! Looker can be used to tie multiple data sources together to build a dashboard. We have a content dashboard that gives real time insights on how content is performing via Google Analytics, email campaign performance, social performance and overall influence on our pipeline.” — See Matt’s LinkedIn profile

Meaghan Britain, Senior Customer Marketing Manager, CPA Global

“We measure the landing page and channel performance of case studies. We gate several case studies, so we can track individual channel KPIs such as social impressions, as well as landing page metrics such as page visits, form fills/downloads and video views.” — See Meaghan’s LinkedIn profile

Sam Shepler, CEO, Testimonial Hero

“Given that about 80% of marketing content goes unused by sales, if sales is using a case study, that’s a good thing. They wouldn’t be using it if it wasn’t working. Another way we measure case study success is by checking to see if the story has influenced deals in the pipeline. If deals are being closed, and your sales leaders are thanking you and telling your CEO they’re getting exactly what they needed from you, that’s all the measurement you need.” — See Sam’s LinkedIn profile

Jeanne Talbot, Director, Customer Marketing, CloudBees

“The mistake many make is trying to measure the impact of case studies instead of thinking about the impact of the campaigns that the story, video, quote, etc. supports. Everything we create in customer marketing supports other elements of the marketing function.” — See Jeanne’s LinkedIn profile

Kyle Yantis, Former Customer Advocate Associate, Ellucian

“We use Marketo and Eloqua dashboards to measure email campaigns. We also track click rates on our website through Google Analytics, and case studies that were included in RFPs by comparing closed/won rates.” — See Kyle’s LinkedIn profile

Lauren Turner, Customer Marketer, UserTesting

“Time to close is also a great metric to track. The case study may not be the thing that gets the deal signed, but it can help remove objections and get the process done more smoothly. We also look to increase the SEO value of our other assets by embedding as many relevant links into case studies as we can that point to related blogs, white papers, and other content in an effort to drive traffic.” — See Lauren’s LinkedIn profile

Senior Customer Marketing Leader

“We monitor downloads from our website and minutes spent on pages. We also analyze the traffic of won deals to see which assets influenced our customers’ decisions during the entire sales process. I’d love to get to a place where we measure which specific case studies were shared against each opportunity, but we aren’t there yet. This would require a field on the opportunity records in Salesforce, for example.” —Senior customer marketing leader who prefers to remain nameless

As you’ve probably gathered by now, there’s no specific “right” way to measure case study success. However, by sharing knowledge and discussing what works for each of us and what doesn’t, we can all learn from one another.

Give your SaaS case studies a boost

The stakes are high when it comes to creating excellent case studies—and we can help. Check out our case study writing service .

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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5 Examples of Customer Success Marketing for SaaS Teams

MAY 20, 2021

So how can marketing teams create content and messaging to improve customer success and drive retention? In this post, we’re sharing some great examples of customer success marketing — marketing activities and features specifically designed to help existing customers be successful with your product.

So, You Want to Write a Case Study?

Education Services Group

JULY 27, 2021

You’ve done incredible, meaningful work with your customer , and they clearly love you, your product, and your company. Getting customers to that stage is really the ultimate goal of Customer Success , so this is a moment to be celebrated (cheers!) The part Customer Success plays in the story. and documented.

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What Is Customer Success?

AUGUST 21, 2020

As competitors become more customer -savvy and customers continue to raise the bar of their expectations, keeping customers happy is no longer the icing on the cake—it is now a main and necessary ingredient for business success , and it comes about primarily through the creation of customer value. CS Defined.

Customer Advocacy: How to Get Your Customers and Customer Success Team Invested

OCTOBER 22, 2021

Customer Advocacy: How to Get Your Customers and Customer Success Team Invested. At ChurnZero’s virtual RYG, we held a panel discussion with Customer Success leaders who offered up their best advice on how to get both your customers and your team invested in your customer advocacy program.

Customer Success Manager Salary Best Practices

CSM Practice

MAY 28, 2020

What is the average Customer Success Manager Salary? More and more SaaS businesses are realizing the value of having a customer success team to ensure the continued success of their customers . Popular Customer Success Manager Salary Plans.

Customer Success & Marketing Success

AUGUST 29, 2021

When you think of customer success and marketing, you may be thinking that those two areas of the business—and their related strategies—aren’t very related. But the reality is that the entire company can benefit from having a solid customer success strategy and a customer -centric mindset.

Compensation Plans for Customer Success Managers

ClientSuccess

SEPTEMBER 3, 2020

In this post, I’ll address the most frequent question I’m asked by customer success leaders—what is the best compensation plan for Customer Success Managers (CSMs)? Compensation Plans for Customer Success Managers (CSMs). Download Customer Success Compensation Models Image.

Searching For New Customer Success Software? What You Need to Know!

OCTOBER 4, 2022

As a customer success department manager or leader, you’re constantly looking for new tools and solutions to help your team reach the highest output possible. Here are some considerations to take into account when looking for a new customer success platform: 1. So, how are you supposed to choose??

How Should You Define Customer Success?

AUGUST 14, 2020

In customer success , your customers define their own victories. No one-size-fits-all finish line exists that clients must strive to cross, and there is no Harvard Business School concept of accomplishment you can award your customer before resting on well-earned laurels. Creating Better Customers , by Definition.

How to build a durable growth engine with Digital Customer Success

SEPTEMBER 21, 2022

There are plenty of unexpected challenges in SaaS right now, as the looming recession becomes a reality, but Customer Success (CS) organizations in particular are adopting digital tactics to overcome and endure these challenges. . Set your customers up for success from day zero with a welcome email that does serious work.

Customer Success Webinar: 5 Top Mistakes In Building Your Customer Success Strategy

MARCH 20, 2019

ClientSuccess will host Dave Blake , our Founder and CEO, for this month’s customer success webinar series: Top 5 Mistakes in Building Your Customer Success Strategy. Dave will walk attendees through common mistakes customer success leaders make as they build out their customer success strategy.

Customer Success: Roles Within a B2B Enterprise

JANUARY 14, 2020

To accomplish that, you need a well-structured customer success team with clearly defined roles within the company. The customer success (CS) team is in charge of engaging current customers and ensuring they have a positive experience. Thinking Critically About Customer Success Roles.

How to Turn NPS Feedback Into Reviews, Recommendations and Referrals

JUNE 28, 2022

Referral programs can prove to be even more effective, as in this case a loyal customer will get part of the revenue, so they are more than willing to promote the brand. Another example is Uber, which offers a free ride to the referrer and the referee. How customers can help your business grow.

11 Examples of Exceptional Customer Service From Companies That Walk the Walk

Promoter.io

JANUARY 18, 2018

The post 11 Examples of Exceptional Customer Service From Companies That Walk the Walk appeared first on Promoter.io Maybe it was a pizza restaurant that threw in an extra order of breadsticks to show you that they appreciate your repeat business. Or, maybe it was a software company that built […].

Drive early ‘Time-To-Value’ through Customer Success

CustomerSuccessBox

DECEMBER 27, 2021

Customer Success is a proactive function that aims to provide exactly that. First, let’s understand TTV and what role it plays in an efficient Customer Success function. Time-To-Value(TTV) is the time taken by your customer to derive value from your product after subscribing to it. It is a Customer Success metric.

Everything you need to know about Customer Success Software.

JUNE 20, 2022

Now that you’ve chosen to read this article, I suppose you are already aware of the weightage that the Customer Success function holds for your SaaS business. And when it comes to delivering the right customer success function to your clients you are as good as the tool you use. What is a Customer Success Software?

What is the role of a Customer Success Manager ?

FEBRUARY 14, 2019

The searches for the keyword ‘ Role of a Customer Success Manager ’ have been increasing since the last few years. As companies around the world are getting aware of the importance of Customer Success , the demand for seasoned Customer Success Managers (CSMs) is also increasing exponentially. Why is it so?

How to Write a SaaS Case Study: A Step-by-Step Guide (+ Template)

SmartKarrot

JULY 26, 2022

To write a SaaS case study , you must remember certain pointers. You need to engage customers and readers about how the product or company solves business problems and improves growth. A SaaS case study is a narrative or story of how one has successfully delivered and implemented a solution with a client for results.

10 Ways Customer Success Can Break Through Silos

AUGUST 10, 2021

In a dream world, Customer Success , sales, marketing, product, and support organizations all work together to weave the beautiful tapestry this is your customer experience. In the real world, where most of us live, this is, unfortunately, rarely the case . Develop a formalized “sales to Customer Success ” handoff process.

Top 7 Customer Success Email Templates that your team needs!

APRIL 3, 2022

Customer Success ensures that your customers remain happy customers . Its objective is to guarantee that your customers get the most value from your product. Sending an email with the appropriate intent at the right time is essential to a good customer success email. Customer Success Email Templates.

Who Owns Your Customer Communication? Marketing or Customer Success?

JUNE 4, 2019

So who’s in charge of communicating with customers , marketing or Customer Success ? Customer Success and marketing teams need to work together to optimize the customer experience and turn customers into brand advocates. Capture and Share Customer Success Stories. The short answer is both.

Recorded Customer Success Webinar: 5 Strategies of Top Performing Customer Success Teams

AUGUST 18, 2018

ClientSuccess hosted Jamey Jeff, Managing Director of Customer Success Solutions of Coastal Cloud , for this month’s customer success webinar series: 5 Standout Strategies of Top Performing Customer Success Teams. The webinar covered five standout strategies of top performing customer success teams.

May 05 – Customer Success Jobs

MAY 5, 2023

Role: VP of Customer Success Location: Washington, DC, United States (Remote) Organization: Analyst1 As a VP of Customer Success , you’ll create and grow a high-performance customer success team to aid in the expansion and scaling of the company. Strong commitment to ongoing learning.

DCX #111 | Customer Centricity: It's Everyone's Business

JULY 30, 2024

I'll break down customer centricity for each department, giving you the language and examples you need to make your case effectively. Example : "Our goal isn't just to answer 100 calls a day, but to resolve 95% of customer issues on the first contact."

Correlation vs. Causation in Customer Success

OCTOBER 31, 2018

I think this question of causation or correlation is super relevant as the industry analyzes the impact of Customer Success . How do we quantify the impact of Customer Success ?”. How do we justify the need for Customer Success ?”. What’s the ROI of Customer Success ?”.

Open the Channels of Communication with Your Customers

JULY 22, 2022

Leveraging customer success technology can help you implement the best practices that will enable you to efficiently engage and retain customers , as well as key stakeholders. . Let Totango help through our extensive SuccessBLOC library and easy-to-use customer success tools.

Customer Success for Services Companies

Kapta Customer Success

NOVEMBER 7, 2017

Up until now, Customer Success (CS) strategies have primarily lived in the software and technology fields. As a leading provider of Customer Success software, we’re always looking for new ways that Customer Success strategies can be integrated into any company’s existing customer relationship systems.

Top Open-Ended Questions Examples and Why They’re Effective

JULY 3, 2024

In this article, we’ll dive into some top open-ended question examples and explore why they’re so effective. Whether you’re looking to enhance your interviews, gather detailed survey responses, or improve customer feedback , you’ll find plenty of useful tips and insights. For example , “What motivates you to do your best work?”

6 Key Takeaways From ‘Managing Friction Between Customer Success and Other Company Departments’ Panel

FEBRUARY 26, 2021

Is your Customer Success team: Butting heads with Sales during onboarding. Getting bombarded by Marketing for unrestricted customer access. Put simply, Customer Success does a lot of things for a lot of people. ChurnZero vRYG panelists included: Sana Farooq , Director of Customer Success , FloQast.

4 Powerful Ways to Promote Your Customer Academy & Inspire Long-term Learning

JUNE 13, 2024

Your customers won’t view your academy in the same light as the microwave, but you should still anticipate some adoption hurdles in both the short- and long-term. Three primary reasons: Your customers have always defaulted to help centers and their Customer Success Managers (CSM) for support and strategic guidance.

Feb 21 – Customer Success Jobs

FEBRUARY 21, 2023

To provide high levels of customer satisfaction, recruit and train the best customer success managers. When required, set an example for your direct reports by working directly with clients and showing them what best-in-class looks like in terms of operational efficiency and client communication.

CE to Showcase AtomIQ for Oracle Cloud ERP Users to Rapidly Design, Build & Deploy Enterprise Mobile Apps

Circular Edge

MARCH 4, 2024

To learn more, schedule a one-on-one meeting and engage with digital resources, visit [link] Ascend Read More “What AtomIQ delivers is a low-code/no-code development platform that enables organizations to deploy one universal app with a modern UI to realize unified user experiences across their ERP and beyond.

What Is CSAT and How Can It Help You Improve Satisfaction?

SEPTEMBER 23, 2021

You can use CSAT to measure different items throughout each stage of your customer journey. For example , you can measure satisfaction with: Your purchasing process. A customer escalation experience. These are just some examples . A variation of this strategy is reaching out to customers and asking for case studies .

The Ultimate Guide to CSM Compensation Plans

MAY 22, 2020

More and more SaaS businesses are realizing the value of having a customer success team to ensure the continued success of their customers . Successful customers are more likely to renew and pay more through renewals and expansion, ensuring a steady revenue growth for SaaS businesses. Customer Health Score.

5 Must-Ask Questions for Customer Success Calls

DECEMBER 18, 2017

Simply put, you can ask them “12 months from now, how will you determine whether this is a successful investment for you?” “What do we do better than other vendors, and are there any examples when we’ve exceeded expectations?” Ask for feedback, both positive and negative. “What can we do better?”

Understanding the Connection Between Customer Success and Renewals

JUNE 29, 2019

Even though customer retention is just as important as customer acquisition — arguably even more so — most companies spend the majority of their focus on customer acquisition. So how do you put your efforts into keeping your existing customers happy? And how can Customer Success strategies help you get there?

Customer Success and Product Team Collaboration

JANUARY 15, 2021

A healthy Customer Success and Product team relationship is essential for high performing, high growth companies. Most software companies can point to areas of coordination between Success and Product and this is an excellent starting point. But for the sake of your long-term success –aim higher.

The Customer Success Hub Effect: A Conversation with Paul Piazza

APRIL 20, 2017

Paul Pizza is a veteran in the Customer Success space with his experience starting in the late 1990’s when most didn’t even know what the term meant. Back when Paul first started working with customers , “ Customer Success ” was considered a hybrid between account management and customer service.

How to turn NPS Promoters into Brand Advocates?

SurveySensum

SEPTEMBER 6, 2023

Email Campaigns: Create email campaigns with exclusive discounts for returning customers . Brand example : Amazon excels at fostering customer loyalty. Take the HubSpot Partner Program for example . When one of their referrals becomes a HubSpot customer , these partners earn a commission. Surprising, right?

Onboarding The First Member of Your Customer Success Team

NOVEMBER 16, 2016

In my previous article, I covered how to hire your first Customer Success Manager. Some of the questions you may ask yourself when onboarding a new hire into Customer Success are: What does success look like in this role? When should they start talking to customers ? Increased Customer Engagement.

How to Sell Customer Success Software to the C-Suite: A Guide for Customer Success Leaders

APRIL 6, 2021

If you are a customer success leader who’s being forced to use a sales tool that wasn’t built for you in the first place, we get you. how to sell your customer success tool to them. how to sell your customer success tool to them. The Impact of selling a customer success software to the C-suite.

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Everybody wins: How to implement customer success [a case study]

Originally published October 05, 2020, updated October 24, 2022

Customer-Centricity is bang on trend; 73% of business leaders recognised customer experience as one of the most important purchase-driving factors.

The truth is, there are no conniving, cheeky tricks you can use. Instead, it takes consistency, persistence, and a shared team ethos. Here are the top customer experience strategies our company employs, that we know our customers love us for.

Why did we decide to move to customer success?

As a bootstrapped company with no side investments, we were very selective about where we spent our money at first. Besides the nature of our business means we emphasise the necessity of quality customer relations. Eventually, we came to the decision that we needed our team to become advocates and voices for our customers. We needed a mediator between customers and the product team, and so it made sense to switch from Customer Support to a Customer Success model.

Customer Support is centred on providing a one-time solution to a problem. Sure, it can help when a customer faces a challenge and reaches out for a solution. The problem is that this model is limited by the issue that your customer is trying to overcome at any specific moment. With Customer Support, you only ever interact with your customers when they’re angry or upset. Customer Success is one of the ingredients of a company's CRM strategy .

Customer Success should be in the DNA of your business and Customer Success team.

On the other hand, Customer Success builds long-term relationships with customers, and instead of simply reacting to their problems, you make sure there are none in the first place. Customer Success is sustainable. As a subscription-based SaaS company, we can only be successful if our customers are too. We started to develop our Customer Success department in the end of 2017 and now it comprises four customer success managers. Anastasia leads the department; you might have read a few good words about Anastasia in our user reviews.

If you’re an enterprise-sized business that can afford to have separate technical support and customer success departments, awesome. But if you’re an early-stage startup that counts every penny, we strongly recommend to switch to a Customer Success model, from your existing Customer Support one. But simply renaming your support department is not enough. To effectuate your new Customer Success Department for the potential results, your business needs a high-touch customer relation mindset with passionate employees at the helm.

How we implement our customer success strategy

Our Customer Success model helps us achieve a beautifully-low churn rate of just 4.3%. On average, SaaS companies achieve an NPS score of 30; we come in at 26. Alas, we’re not bragging; we want to help. Here are the Customer Success strategies we have implemented that have helped us achieve these numbers.

Onboard and activate customers based on their needs

We put together a buyer persona, which is a depiction of our ideal customer. After registration, this helps us to identify the conversion probability of a customer and the value they can bring to our business. For prospects and clients with bigger teams, those who might need more help from our end to start using the product, we have a dedicated activation program.

First, the customer success team develops a thorough understanding of the client’s business and their workflows. Afterwards, they bend our product to fit the customer’s specific needs and processes. Before the first interaction with a potential customer, a Customer Success Manager needs to answer four questions about a prospect. Answers to these questions help define the use case more clearly, shape the first conversation, and hint at the features we need to show first.

• Which industry are they in, and what product or service do they provide
• Which problems will our product or service help them to solve?
• Which other tools are currently in their tech stack?
• What processes and workflows are already set up to fit our product in there?

We define an ‘ activation ’ as when a customer first imports their existing customer data, from a spreadsheet or elsewhere, alongside an invitation for their teammates to join the workspace. Whilst onboarding, the aim of our CS managers is to bring customers closer to their ‘ aha!’ moment, and faster. Going further, we want to bring our customers to these milestones quicker.

Assisted onboarding and activation helps shorten customer learning curves, reduces product friction, and helps them understand the value of the product faster.  

Educate your customers

Educating customers is at the core of a customer achieving success with your product. After you onboarded clients, the education doesn't stop. This is especially true as your product grows and gains more features.

Apart from newsletter and in-product notifications alongside major updates and releases, we run live webinars to walk-through the features we have added or improved. This opens up a two-way conversation and helps us answer all the questions our customers have. Furthermore, we constantly produce educational content on our blog such as guides, ebooks, cheat sheets, and checklists. Take a wild guess where we get our ideas for new content from.

That’s right, from our Customer Success team. We transform their insights into comprehensive copies. Some other activities that SaaS companies can employ as part of customer educational programs include...

• An FAQ page split into sections based on different product features.
• Audio content to help customers troubleshoot product problems can be difficult to consume, but hosting a business- or industry-related podcast can bring value to your clients.
• Conferences or product workshops.
• A learning management system (LMS) with educational videos and tutorials.
• Academies and certificates for those who want to become partners or resellers.    

Another resource we developed to educate our customers is our customer community . A community group adds immeasurable value to your product; networking opportunities offer another reason to stay with your brand. People know that, along with the product, they gain a group of like-minded professionals that share similar pain points that need soothing.

Community groups relieves the load from the Customer Success Department’s shoulders by suggesting the best solutions and workarounds to users, from other users.

Run assessment calls

We understand that the success of our clients’ businesses depends on our product to some extent. Between every one to three months, our Customer Success managers do their homework and review client accounts . They take a look at the customers’ initial inquiries inside our CRM system, along with communication history, to estimate whether their initial business pain point is satisfied. Afterwards, they book an assessment call with the customer to offer advice on deeper, more specific use of our product. Not only will that help them achieve their goals by using it efficiently, but encourages them to go beyond these goals by using features they didn’t know about before.

A common issue for SaaS companies can be that once initial users have set up the system, they don’t change their usage of it... even though the system evolves a lot. For users that have been with us since the first days of our product, our Customer Success representatives have constantly helped them to totally restructure their accounts to be able to use the whole functionality to its full potential.

After six months of successful product experience, our clients are offered the opportunity to share their thoughts and show what they could accomplish using our product.  We aim to showcase peer-to-peer stories where our clients show how our product helps them to address challenges they have had and how it’s improved their business. We make sure our stories are industry- related, so that our prospects can walk in the shoes of real product users and hear the first-hand experience.  

Another responsibility for our Customer Success representatives is also to pay attention to clients with low account activity. We defined some triggers that may be a sign of an upcoming customer churn, such as if there is no workspace activity for two weeks. If so, they reach out with an email to get to know what went wrong and if they need any help from our end.

Implement a conversational experience

A conversational customer experience is one that offers continuous support and guidance to customers, through means of one-to-one communication with a brand. It implies highly-personalised conversations between a brand and their customers offer help with every stage of the buyer journey: from evaluating the product to product issues and eventual renewals.

It should be agreed that customers might not want to email you with a detailed explanation of every problem they experience. This is time-consuming for both them and your business. It’s a similar story regarding product-related questions that prospects might have as they are surfing your website, trying to identify whether your solution is the best fit. One of the easiest ways around this is to implement a conversational experience by employing live chats and chatbots for your website and inside the product itself.

52% of consumers are more likely to make repeat purchases if the company offers support via live chat.

We did that. We installed an Intercom chat function on our website and inside our product. Now, our customer success managers are online and ready to help. At the moment, it’s not realistic for us to be online 24/7. Still, we cover EST working hours because this is the audience that makes up the majority of our client and website traffic.

The main thing with live chats is the need to act fast. Most prospects expect an answer within one minute, and why wouldn’t they? Our average response time is around two minutes, but we are striving to shorten it to 90 seconds. Yes, the chats also help us hit growth points. During the first online-chat conversation, we try to qualify the lead . If necessary, we can move the conversation away from livechat and jump on a live demo to provide a hands-on product experience.

To relieve the workload from constant chatting and emailing with repetitive questions, we created a self-service base of educational content as well as lots of YouTube videos for certain use cases. Of course, it doesn’t cover every possible question, but it works for 85% of requests.

Conversational experience is not just about omni-channel support, it’s also about integrated apps and a centralised hub where we can store every multi-channel interaction with clients.

NetHunt CRM has recently developed an integration with Intercom. With it, we can instantly create or link records for each incoming chat. As a result, we can maintain an individual conversation history, from multiple channels, with each customer within our dashboard.

Collaborate with other departments

We aggregate all client requests using tags in our CRM, so our product manager can evaluate and prioritize them. We hold weekly meetings with the product team and share client feedback and relay frequently-asked requests. To provide best-in-class customer experience, we always close feedback loops. No customer request is left unanswered, regardless of whether it is satisfied or we are not going to make any changes in the near future. If we don’t plan to implement the requested feature, our customer success team finds a workaround to satisfy the request.

As well as weekly meetings, we also have a dedicated Slack channel to post about product bugs. Here we can communicate issues that affect our clients’ businesses, and which need a prompt respoonse. Even though we have a roadmap that we strictly stick to, we always leave the room for urgent requests from our customers.

Internal cooperation instead of competition

Where most businesses force competition between customer success managers, we don’t. We promote cooperation. We clearly outline what the department is for and what it aims to achieve. As a result, every team member wants to collectively contribute to achieve common goals. In the face of particularly difficult hurdles to overcome, we discuss them as a team. We know each other’s strengths, based on the product and previous experience.

Tips for communication with customers

• Ease off the technical jargon. Speak to your customers in a language they understand.

For example… instead of ‘when you import data from spreadsheets, you get columns depicted as record fields’, we simply say, ‘when you import data from spreadsheets, the columns turn into separate profiles in CRM’.

• Define dudes with a bro-mindset or customers who come strictly to solve their problem . This does not mean that you should not be friendly with the second ones. It is to build a demo scenario and the tone of voice.
• Befriend your customers. It’s impossible to be a friend to your customers when you don’t know anything about them. Abandon bureaucracy and talk about what their favourite show is and whether they have a pet; find some common interests. Even if you don’t match, you should start with unrelated business topics. Keeping it casual brings you closer together, helping them trust you more.

Look at your customers as individuals; don’t just treat them like cash cows for your business to milk.

• Don’t be shy; ask a lot of questions. Some customers want to hear a no-nonsense solution to their issue without diving deep into the details. You need to explain to them that even though some questions you ask might seem irrelevant, this is the only way to come up with a truly efficient, sustainable solution.
• Clients can be rude; don’t be rude back . Try and diconnect from your normal emotions and put your professional hat on. It’s nothing personal.
• The work of the Customer Success department does not imply pages of scripts and running calls through predefined scenarios . Representatives need an in-depth knowledge of the product and a similarly deep understanding how to apply certain features to business processes.

Bonus: How we managed customer success through the crisis

The COVID-19 pandemic has changed the way businesses communicate with their customers to ensure retention. One strategy to this end is to provide a better customer experience. We’ve always strived for this, and recently discovered just how important it is for our business. We realised that businesses would minimise their costs, meaning they might want to stop using our software. So, we added a few Customer Success activities to persuade them to stay with us.

Pandemic or not, a business can reap huge benefits from these activities.

We reach out to a client and ask how things are going, without any transactional questions.

We show flexibility. For businesses that have been heavily affected by the crisis, we offered discounts or split payments. Of course we were very selective with this, so as not to undersell our product.

In return, you can ask clients for something in return...

• A review on dedicated platforms like G2 or Capterra.

• To act as an affiliate and recommend your product to partners and friends. Help them with content if necessary, create a special offer, and increase virality.
• Host a partner webinar if you have an audience overlap. This strengthens partner relationships and decreases the chance of them churning. Furthermore, partner webinars require less preparation as you split the responsibilities.
• Ask clients to share a success story on  your social media or blog. Let them explain how much they benefit from your product and love your customer success team!

How to select customer success agents and which personality traits are essential

Customer success can either make or break a business. It’s extremely important to hire people who share your company values and possess the appropriate set of personal traits. Our business is built upon a foundation of customer-centricity, and so we are selective to people who will accompany customers along their journey.

• They need to be empathetic . Customer Success is all about fulfilling your customers’ longing for success and ensuring they achieve their goals. If you want to be proactive, you need to have a genuine desire to help. Get to know the goals your customers are trying to achieve with your product and offer them appropriate solutions.
• They need to be responsible. We look for Customer Success representatives who can take responsibility. We want people who take initiative, and don’t rely on their managers. They should even offer ways on how to improve internal processes and interaction with clients.
• They need to be business-savvy. Customer Success representatives need to understand the client’s business in order to deliver them with high value from your product. We often hold training sessions with industry experts to dive deeper into the specifics of each business.
• They need to be proactive. We look at people with active lives, hobbies, and for those who participate in social projects.
• They need to be team players. As we want our Customer Success team to act as a single organism, we are looking for true team players to join our company.

Looking ahead

If you listen to everything you customers have to say, they’ll listen back. Apart from the obvious revenue benefits a longer customer lifetime brings, it can also be a great addition to your collection of real-use case studies. Furthermore happy customers can be very generous with their recommendations, so prepare to enjoy the power of word-of-mouth that’ll give a boost in customer growth.

Even though we’ve hit some nice numbers, we still want more. We aim to achieve a negative churn rate by improving both our product and Customer Success processes. We will do this with the help of valuable feedback from our customers.

Consistency, persistence, and shared team ethos. We did it; anybody can do it.

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Hospitality

Marriott International

In nearly 5000 properties in its portfolio throughout the U.S. and Canada, Marriott International, the world's largest hospitality company, uses Cisco Umbrella in a first-of-its-kind initiative to block guest network access to online child sexual abuse materials (CSAM).

Buckinghamshire Council

Buckinghamshire Council's "One IT" program leverages Cisco networking technology, services, and solutions in a unified IT environment that connects more than 250 locations, including council offices, schools, hospitals, and fire stations, to assure services for the county's more than 500,000 residents. 

For more than 135 years, Carhartt has delivered heavy-duty apparel to customers around the world. Today, Cisco Full-Stack Observability helps Carhartt expand visibility into applications and the network. This holistic view facilitates informed decision making and helps enable business growth. 

Service provider

BT Group is a leading provider of communications services and solutions, serving customers in 180 countries. BT's new Better Workplace initiative relies on a comprehensive suite of Cisco solutions and services to provide smart, dynamic workspaces that adapt to new workstyles, enhancing employee collaboration and well-being.  

Room & Board

Modern furnishing retailer Room & Board is committed to providing customers with exceptional experiences. At the heart of this experience is the company's popular free design offering, and secure networking solutions from Cisco help ensure great service, whether customers visit a showroom in-person or online. 

Transportation

Easyjet airline company.

UK-based easyJet serves 927 routes in 34 nations. The airline stays on track and on time with end-to-end visibility of the user experience across its network and applications with Cisco Full-Stack Observability, monitoring every application and service that touches its customers.

Sports, media, and entertainment

Adelaide oval sma ltd.

Formerly a single-use stadium, Adelaide Oval used advanced technology from Cisco to transform itself into one of South Australia's leading tourist destinations, a world-class, multi-dimensional precinct capable of providing a seamless experience for customers.  

Flinders University

Once one of Australia's oldest car manufacturing plants, Flinders University's Tonsley campus is now a thriving hub of innovation. Today, Cisco technology supports the university's teaching and research across key industries, helping to facilitate economic renewal. 

Energy and utilities

Cpfl energia.

CPFL Energia is Brazil’s second-largest energy supplier contributing since 1912 to urban development through solutions in power generation, transmission, and distribution. CPFL secured their award-winning grid operations with Cisco Cyber Vision, built into Cisco industrial switches.

Most popular

Royal Caribbean Cruise Lines

Travel innovator Royal Caribbean Cruise Lines relies on Cisco Full-Stack Observability (FSO) to enhance customer experiences. With FSO, the company gains complete visibility into business-critical applications, enhancing application performance, optimizing resources, and strengthening security.  

National Football League (NFL)

From the draft to Super Bowl Sunday, the NFL relies on Cisco to protect billions of devices, endpoints, and users from cyber threats. What does that look like on game day? Watch the video on the story page to find out.

Financial services

First abu dhabi bank.

First Abu Dhabi Bank solidifies its position as one of the UAE’s leading banking providers by cutting downtime and improving availability of customer-facing and internal business applications using Cisco Full-Stack Observability. FAB is building a culture of improvement, fueled by better insight into application performance. 

Professional services

Cintas mitigates risk and improves resilience for its distributed business with the Cisco security portfolio, maximizing visibility, simplifying detection to block threats at multiple levels, and speeding response time.

Gwinnett County, GA

In Gwinnett County, the Department of Transportation deployed an intelligent transportation systems network, which digitizes traffic control to support efficient and accessible transportation using Cisco Catalyst Center and industrial Internet of Things (IoT) switches.

One of the world's leading integrated energy providers, Enel collaborates with Cisco to gain real-time insights to optimize the supply chain and improve operations with Cisco CX Cloud.

The United States Golf Association (USGA) is the top governing entity for golf in the U.S., organizing 19 championships at across the U.S. and abroad annually. The USGA relies on Cisco technology to  improve network reliability and performance, as well as secure its corporate and championship sites, both indoors and out.

Oil and gas

Ampol limited.

With locations across Australia, New Zealand, Singapore, and the U.S., Ampol's business includes refineries, fueling stations, and corporate offices. The company's infrastructure and retail operations are protected and connected with Cisco technology.

Victoria University (Australia)

Victoria University's City Campus relies on a digital-first vision: IT that supports growing numbers of users, devices, and applications, with a consistent, secure experience for students and educators.

By industry

Schools, colleges, and universities are securely connecting educators, students, and administrators with technologies that are transforming education.

Energy and utility companies are using technology to improve system efficiency, resilience, and security to meet changing environmental, consumer, and regulatory demands.

Retail banking, wealth management, insurance, and other financial organizations innovate with technology to help ensure security and compliance, increase efficiency, and deliver a superior customer experience.

Governments are modernizing critical infrastructure, delivering cybersecurity and compliance, and facilitating public services and safety with transformative technologies that benefit the lives of constituents.

Clinics, hospitals, and other healthcare organizations use technology for efficient workflows and patient care that is connected and secure, improving the patient, provider, and staff experience.

Manufacturing

By deploying secure, intelligent solutions, manufacturers are laying the foundation for smart factory operations that connect, automate, and operate anywhere at scale.

Mining companies use technology to make work underground and on the surface safe, reliable, and efficient, sustaining operations while protecting people and the environment.

With transformative technology, oil and gas producers keep product flowing and make upstream, midstream, and downstream operations safe, reliable, and efficient.

In retail companies of all sizes and types, technology transforms operations, helps improve customer satisfaction and the associate experience, and protects the business.

Sports and entertainment venues are using technology to engage fans and improve the experience for artists, athletes, teams, and leagues, while enhancing business efficiency, resiliency, and security.

Technical services

Ranging from IT consultancies and broadband connectivity providers to construction and engineering firms, these organizations prioritize security and improve experiences for customers, employees, and partners.

Across rail, roadways, airports, and ports, transportation businesses are investing in digital transformation to improve safety, mobility, and operational efficiency.

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