The template
Structure a customer story around the challenge, approach, and a result you can substantiate.
Use this scene sequence as an editable outline. Replace sample wording with verified details; the sequence is a planning aid, not a fixed duration or a platform specification.
| Beat | On screen | Narration | Review check |
|---|---|---|---|
| 1. Customer and context | Introduce the approved customer or anonymized setting. | Explain the audience and original situation. | Has the customer approved identification? |
| 2. The challenge | Show the process before the change. | State the challenge in the customer's words. | Is this account authorized for use? |
| 3. The approach | Show the actual product workflow used. | Describe what the customer did and what the product did. | Are roles and actions attributed correctly? |
| 4. The result | Show an approved outcome or customer quote. | Add timeframe, baseline and limitations. | Is each metric approved and contextualized? |
| 5. Takeaway | Return to the customer or outcome. | Summarize the lesson without calling it typical. | Has final copy and footage been approved? |
How to fill it in
- Hook: state the viewer's problem or the outcome they want.
- Context: show only the setup the viewer needs to understand the workflow.
- Main action: focus on one or two meaningful product steps.
- Outcome: show what changed, using only claims you can support.
- Next step: give viewers one specific action to take.
Customize it for your audience
Build the story from an interview and source material the customer has approved. Ask what changed in the customer's process, which steps they owned, what the product contributed and what other factors mattered. Use a result only when its definition, baseline, timeframe and source can be explained. If a numeric result is unavailable, a specific approved workflow observation can still make the story useful. Give the customer a review pass for quotations, identifying details and context, then keep the approved version and release permissions with the final asset.
Prepare the final handoff
Deliver the approved cut with the customer release, final transcript and claim sources attached to the project record. Confirm whether the customer's name, logo and quote may appear in each intended channel, since approval for one placement may not cover another. Give the customer a stable review copy and capture any requested corrections before the public export is marked final.
Production and approval checklist
Before recording or animation, confirm the viewer, destination, desired next action and product version. Replace every illustrative name, number and screen with approved material, or label it as sample content. Check that each scene advances the story and that voiceover fits the time available on screen. Review the draft once for product accuracy, once for audience comprehension and once for permissions, accessibility and destination requirements. Make the final reviewer and approval date explicit; recheck volatile facts such as pricing, availability, release status, event details and platform rules just before publishing. Keep the script, source assets and approved export together so an update can be made without guessing which version is current.
Who it serves
Prospective customers want to hear how a peer approached a relevant problem. Keep the customer's decisions and experience at the centre; explain the product's role without turning the story into a vendor testimonial.
Evidence and review
Get approval for the customer's identity, logo, quote and metrics. Confirm the baseline, period measured and calculation with the customer, and preserve any context needed to interpret the result.
Do not invent a quote, customer outcome or representative result. If the customer cannot approve a claim, remove it or use a clearly labeled fictional planning scenario instead.
A worked example
Illustrative scenario, not a customer story: Start with a customer-approved challenge, explain the approach the customer actually used, and include only a result the customer has approved for publication. If there is no cleared metric or quote, leave it out.
Make it automatically
DemoVexa can use your product code and project context to draft a brief, script, and scene plan. Review every screen, claim, permission, and recording before publishing.
Frequently asked questions
What makes a case study credible?
A clear challenge, a documented approach and customer-approved evidence. Include context for any metric, such as the period or baseline, and distinguish what the product did from other factors that affected the result.
Can I anonymize the customer?
Yes, if the customer approves the wording and the story does not reveal their identity through logos, screens or details. Label it accurately and do not imply a named testimonial when the source is anonymous.
Can I use this template for free?
Yes. The outline is page content you can copy without an account. Adapt it to your product, check the destination's current requirements, and verify every claim, date, permission and third-party asset before publication.
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