Customer Case Study Template

A Challenge → Approach → Result structure plus the exact interview questions to extract it — built so one 30-minute customer call gives you everything you need to draft the whole thing same-day.

Part 1 — The Customer Interview Script (run this first)

Record the call (with permission). Ask these in order — each one is designed to produce a usable quote.

1. "In your own words, what problem were you trying to solve before you found us?" (→ Challenge)
2. "What had you tried before, and why didn't it work?" (→ Challenge, adds credibility)
3. "What made you decide to act on this now, rather than six months earlier or later?" (→ Challenge, urgency)
4. "Walk me through what changed once you started using [product/service]." (→ Approach)
5. "What surprised you — good or bad — during the rollout?" (→ Approach, adds authenticity)
6. "If you had to put a number on the impact, what would it be?" (→ Results — push for a number even if it's an estimate)
7. "What can you do today that you couldn't do before?" (→ Results, qualitative)
8. "What would you tell a peer at another company considering us?" (→ Quote — usually your best pull-quote)
9. "Is there anything we haven't asked that you think is important to include?"
10. "Can we use your name/title/company, or would you prefer to stay anonymous / use industry and company size only?"

Part 2 — The Case Study Template

Headline formula

[Company] [achieved specific quantified result] in [timeframe] by [one-line summary of what they did] Example shape: "[Company] Cut Onboarding Time by 40% in One Quarter by Standardizing Its First 90 Days"

Snapshot Box

The Challenge (3-5 sentences)

[What the company faced before, in their words where possible. Include the "what they tried before" detail from Q2 — it makes the challenge credible instead of generic. End with the specific trigger that made them act — Q3.]

The Approach (4-6 sentences)

[What was implemented, in what order, over what timeframe. Include one honest detail from Q5 — a bump in the rollout that got resolved. A case study with zero friction reads as fake.]

The Results

[1-2 sentences of qualitative result from Q7 — what they can do now that they couldn't before.]

In Their Words

"[Pull-quote from Q6 or Q8 — the number or the peer-recommendation line, verbatim]" — [Name, Title, Company]

"[Second quote — about the experience/relationship, not just the number, for balance]" — [Name, Title, Company]

About [Company]

[2-3 sentence boilerplate — what they do, who they serve. Pull from their own "About" page language so it's accurate and they're comfortable with it.]

Call to Action

[e.g., "See how [Your Company] can do this for your team — book a call" + link]

Part 3 — Speed Checklist (same-day turnaround)

• Interview recorded and transcribed within 24 hours of the call
• Quotes pulled verbatim (light editing for filler words only — never change meaning)
• At least one hard number in the headline or snapshot
• Customer has approved final draft and named quote attribution
• Legal/compliance sign-off obtained if customer is regulated or logo use requires approval
• Published version linked into the Sales Proposal Template (Section 7) and relevant battlecards