Storytelling in Customer Success: Use the Power of Goal Discovery

The Goal Discovery Framework is an invaluable tool for storytelling in customer success, enabling you to demonstrate value beyond the traditional focus on Return on Investment (ROI). 

By combining data, storytelling, and this framework, Customer Success Managers (CSMs) can effectively showcase the true value proposition of their product or service. Here’s how to apply the Goal Discovery Framework for compelling storytelling:

The Power of “Why” in Storytelling:

While the Goal Discovery Framework helps us identify the “What” (goals) and “When” (timeframes), understanding the “Why” (underlying motivations and challenges) is the key to crafting compelling narratives for customer success. Focusing solely on the “what” and “when” can lead to generic and uninspiring stories. However, by delving deeper into the customer’s motivations, aspirations, and unique challenges, we unlock the true power of storytelling.

Unlocking the “Why” Drives Motivation:

Understanding the “why” allows us to:

  • Personalize the narrative: By connecting with the customer’s underlying motivations, we can tailor the story to resonate with their specific needs and desires.
  • Evoke emotions: Highlighting the customer’s journey, struggles, and eventual success through your solution taps into their emotions, creating a stronger connection and fostering empathy.
  • Motivate action: By illustrating the positive outcomes achieved through your solution, we inspire potential customers to take action and realize the similar benefits for themselves.

Leverage the Framework to Gather Compelling Data:

Define the “Before” Scenario: Utilize the framework to understand the customer’s initial goals and challenges before they adopted your product or service. This paints a clear picture of the starting point and potential obstacles overcome.

Quantify the Impact: Leverage data and metrics collected during the discovery process to quantify the positive impact your solution has had on the customer’s goals. Focus on metrics that directly relate to the initial goals identified, showcasing the improvements achieved.

Identify “aha!” Moments: Capture and highlight key milestones or turning points in the customer journey. These moments demonstrate the tangible progress made and the positive shift the customer experienced through your solution.

Craft a Narrative that Resonates:

Tailor the Story to the Audience: Consider the specific audience you’re targeting for your story (potential customers, existing customers, internal stakeholders). Tailor the language, level of detail, and specific metrics to resonate with their needs and interests.

Focus on the “Human Element:” While data and metrics are important, don’t neglect the human element of the story. Include quotes, testimonials, or anecdotes from the customer directly, showcasing their voice and perspective on the positive impact achieved.

Clearly Articulate the “After” State: Effectively portray the positive outcome achieved by the customer after using your solution. This highlights the value delivered and demonstrates how it surpasses the initial ROI focus.

The Impact of This Storytelling Approach:

By leveraging the Goal Discovery Framework to gather data and craft compelling narratives, you can showcase value beyond ROI in a way that is:

  • Data-driven: Supported by relevant metrics and insights.
  • Human-centric: Connects with the audience on an emotional level.
  • Memorable: Creates a lasting impression of the positive impact your solution delivers.

By prioritizing and effectively communicating the “why” alongside the “what” and “when”, you can create powerful narratives that resonate with your audience, demonstrate the true value beyond ROI, and ultimately drive motivation and engagement. This approach fosters stronger customer relationships and positions your product or service as a trusted partner in achieving their desired outcomes.

About Lincoln Murphy

I invented Customer Success. I focus primarily on Customer Engagement. Learn more about me here.