Guru logo
Product
Pricing
Solutions
Customers
Resources
Product
tools emoji
Features
See how Guru captures, transforms, and delivers knowledge when you need it.
Shuffle icon emoji
Integrations
Guru works where you do - Slack, Chrome, Gmail and more.
Thinking face emoji
Why Guru?
With Guru's collaborative knowledge management solution, answers find you.
Google Chrome icon
Get the Chrome extension  >
Slack logo
Get the Slackbot  >
Microsoft Teams icon
Get the Microsoft Teams bot  >
Solutions
Plug emoji
Product enablement
The latest product information, delivered to reps in their workflow.
speech bubble emoji
Internal communications
Teams stay connected with anytime access to expert-verified information.
ship emoji
Employee onboarding
Automated onboarding to meaningfully integrate new teammates.
Laptop emoji
Remote work
A work-from-anywhere solution to help teams collaborate and connect.
Briefcase emoji
Company-wide
megaphone emoji
Marketing teams
Chart with upwards red line emoji
Sales teams
Telephone emoji
Support teams
Woman on computer emoji
Engineering teams
Face with hearts emoji
People Ops teams
Resources
Rocketship emoji
Free Templates
Boost your productivity and free up time with expert-designed templates.
Open book emoji
Glossary
Does KM make you say IDK? We explain all the industry terminology here.
Map emoji
Guides
Quizzes, toolkits, white papers, and more to help you do your best work.
Laptop emoji
Blog
The only place where you can literally read our minds.
Floppy disk emoji
Developers
Raised hand emoji
Help Center
Graduation cap emoji
Academy
Neighborhood emoji
Community
Get a demo
Log inSign up free
Product
Features
What is Guru?
Integrations
Pricing
Solutions
Product enablement
Internal communications
Employee onboarding
Remote work
Company-wide
Support teams
Sales teams
Marketing teams
Engineering teams
People Ops teams
Customers
Resources
Free templates
Glossary
Guides
Blog
Developers
Help Center
Academy
Community
Log in
Sign up free
No credit card required  🚀
We use cookies to give you to give you the best experience possible on our website and to better understand how users interact with our content.
OkLearn more
We use cookies to give you to give you the best experience possible on our website and to better understand how users interact with our content.
OkLearn more
Arrow icon
Back to template gallery
Guru logoGuru logo

Case Study and Customer Quotes

Use this template to share your customer stories, case studies, and testimonial quotes to drive more sales and grow your accounts.

Get the template
Get these templates

"The stories our customers share about how valuable Guru is to them are priceless. We capture all aspects of our customers’ stories through our Case Study and Customer Quotes Cards, including the background on why they chose Guru, the other tools they use, which teams are on Guru, quotes that bolster our value propositions, survey stats, and more. These are invaluable assets to our sales, customer success, and account management teams when communicating Guru’s value."

When it comes to growing your business, case studies are one of the most effective tools at your disposal. They can help you build trust with potential customers by showcasing your expertise and successes in a particular area. In this article, we share the simple steps to write a case study that builds trust, helps close more deals, and boosts your bottom line. Or, you can jump right in with our editable case study template!

What is a case study?

A case study is a simple story about customers that illustrates how they use your product. They can be used in marketing materials, on your website, or even in presentations to help win new business.

Case studies are a great way to show your product’s value proposition. They help you demonstrate why customers should choose your solution over competitors’ solutions.

Case study templates

Use this template to save yourself time and create a central place to share your customers’ stories, case studies, and quotes. You can add information on who your main advocates are, what their life was like before and after buying your product, and any published marketing assets you may have. Fill in the template and make sure your team can always easily find this information.

Case Study and Customer Quotes Image
To edit, get the templates below.

‍
How this template can help your team:

  • Sales: Your team can bring customer quotes and case studies into their sales processes and generate wins faster through social proof. Case studies can be used at any stage of the sales process, but they tend to work best when you're trying to close a deal or win a new account.
  • Customer Service or Success: Your customer experience team can share stories of customers and how they're leveraging certain features to provide inspiration to other customers and boost customer satisfaction.
  • Marketing: Your marketing team can package this information for public sharing and create new case studies that fill in the gaps around existing stories.
  • Product and Engineering: Your product team can better scope iterations or new features for your engineering team based on the information provided in this Card about customers and their use of your product.

How to write a case study that builds trust

You can follow these steps or simply get our case study template below to jumpstart your case study creation.

1. Establish a place for case studies

They can be shared directly with customers, for example, on your website or via teams like sales and customer success. Each of these distribution channels will lead to different layout, design, and formatting needs. Given where you are in your organization, do you need these to be PDFs for sales enablement, web pages, or a simple, easy-to-find company repository for customer stories?

2. Find the best customer for your case study

Customer stories are used to help customers understand what it’s like to use your product or service. They also help you understand what your customers want and need. You will want to think about picking a customer who is aligned with your ideal customer persona - your favorite customer who is lucrative to work with.

You should also choose a customer who is genuinely grateful. A happy customer is much more likely to approve of a testimonial and speak highly of you in interviews, providing valuable quotes.

When looking for case study candidates, consider these questions:

  • Is this customer representative of our target market?
  • How does this customer use our product or service?
  • What problem were they trying to solve before finding us?
  • Has anything interesting happened since they started working with us? (This question is especially useful if you’re targeting new markets.)
  • Would this customer speak positively about our company and product if we asked them to provide a quote?

The answers to these questions will help you find the right customers for your case studies.

3. Contact your customer and ask permission to publish a customer story

Once you have a customer in mind, the next step is to reach out and ask for their permission to feature them in a case study. This conversation can take many different forms, but it’s important to make sure you get explicit consent from your customer before writing anything about them.

Pro tips on how to contact customers for case studies:

  • Keep it short and sweet - start with an email that explains who you are, what you do, why you’re reaching out, and asks for permission to feature them as a case study subject.
  • Make it easy for them to say yes - offer to send over some questions and let them know it will take just 10 minutes to respond.
  • Follow up - if you don't hear back, it's ok to send a follow up email to check back in a few weeks later.

4. Gather customer insights

Once you have the customer’s permission, start gathering information. You will want to ask them a few questions about their experience before and after working with you. This case study is not about your product - it should be all about the customer. What were they struggling with before finding you? How has your product or service helped them?

Some companies like to use a “before and after” layout in their case studies, but we recommend against it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. If there was an impressive transformation, let that story speak for itself without using numbers or bullet points to explain it.

5. Draft your story and ensure your copy highlights your value

Once you have all of this information, it’s time to start writing your case study! Customer stories should be short, concise, and focused. They should include only one main point.

Let's start by taking a look at some templates you can use to help structure and format your case studies.

‍‍

PDF for sales enablement

Feature Release Overview

‍

‍Web page layout

Web Page Layout

‍

Case study for your company wiki

Case Study and Customer Quotes Image
To edit, get the templates below.

6. Send your draft and a release form to the customer

Before you publish anything, make sure to get final approval from the customer. They may have feedback or suggestions on how to improve the case study.

Here's a short, sweet email template for asking:

Hi [Name],
We’re so excited you [achieved this result] with our [product/service] and wanted to feature the cool things you’re doing [in this area] so we can showcase your work.
If that’s something you might be interested in, we can talk very generally about how you achieved this and make sure to exclude anything you’re not comfortable sharing.
Let me know if you’d be interested in having a case study on our site?

7. Publish your case study

Once you have the customer’s approval, publish your case study on your website. You can also use it as a sales enablement asset or send it to journalists who might be interested in writing about the story.

If you follow these tips, you will be able to write case studies that build trust and help your company scale.

Case study FAQ

What is the best format for a case study?

There is no one-size-fits-all answer to this question, but we recommend using a web page layout or PDF for sales enablement. This will ensure that your case study looks professional and easy to read.

How do I contact customers for case studies?

The best way to reach out to customers for case studies is by email. Start by explaining who you are, what you do, why you’re reaching out, and ask for permission to feature them as a case study subject. You can also offer to send over some questions and let them know it will take just ten minutes to respond. If you don't hear back, follow up with a second email a few weeks later.

What should a good case study contain?

A good case study should only include one main point. It should be short, concise, and focused on the customer’s experience before and after working with you. You can use a “before and after” layout, but we wouldn't recommend it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. Let their story speak for itself without using numbers or bullet points to explain it.

If you want to take it a step further, you can partner with your creative or design team or an agency to craft a more innovative layout for your new stories.

How should I promote my case studies?

Once you have the customer's approval, publish each case study on your website. You can use these website pages to enable sales or consider promoting them as emails, videos, or on your social platforms.

‍

‍

When it comes to growing your business, case studies are one of the most effective tools at your disposal. They can help you build trust with potential customers by showcasing your expertise and successes in a particular area. In this article, we share the simple steps to write a case study that builds trust, helps close more deals, and boosts your bottom line. Or, you can jump right in with our editable case study template!

What is a case study?

A case study is a simple story about customers that illustrates how they use your product. They can be used in marketing materials, on your website, or even in presentations to help win new business.

Case studies are a great way to show your product’s value proposition. They help you demonstrate why customers should choose your solution over competitors’ solutions.

Case study templates

Use this template to save yourself time and create a central place to share your customers’ stories, case studies, and quotes. You can add information on who your main advocates are, what their life was like before and after buying your product, and any published marketing assets you may have. Fill in the template and make sure your team can always easily find this information.

Case Study and Customer Quotes Image
To edit, get the templates below.

‍
How this template can help your team:

  • Sales: Your team can bring customer quotes and case studies into their sales processes and generate wins faster through social proof. Case studies can be used at any stage of the sales process, but they tend to work best when you're trying to close a deal or win a new account.
  • Customer Service or Success: Your customer experience team can share stories of customers and how they're leveraging certain features to provide inspiration to other customers and boost customer satisfaction.
  • Marketing: Your marketing team can package this information for public sharing and create new case studies that fill in the gaps around existing stories.
  • Product and Engineering: Your product team can better scope iterations or new features for your engineering team based on the information provided in this Card about customers and their use of your product.

How to write a case study that builds trust

You can follow these steps or simply get our case study template below to jumpstart your case study creation.

1. Establish a place for case studies

They can be shared directly with customers, for example, on your website or via teams like sales and customer success. Each of these distribution channels will lead to different layout, design, and formatting needs. Given where you are in your organization, do you need these to be PDFs for sales enablement, web pages, or a simple, easy-to-find company repository for customer stories?

2. Find the best customer for your case study

Customer stories are used to help customers understand what it’s like to use your product or service. They also help you understand what your customers want and need. You will want to think about picking a customer who is aligned with your ideal customer persona - your favorite customer who is lucrative to work with.

You should also choose a customer who is genuinely grateful. A happy customer is much more likely to approve of a testimonial and speak highly of you in interviews, providing valuable quotes.

When looking for case study candidates, consider these questions:

  • Is this customer representative of our target market?
  • How does this customer use our product or service?
  • What problem were they trying to solve before finding us?
  • Has anything interesting happened since they started working with us? (This question is especially useful if you’re targeting new markets.)
  • Would this customer speak positively about our company and product if we asked them to provide a quote?

The answers to these questions will help you find the right customers for your case studies.

3. Contact your customer and ask permission to publish a customer story

Once you have a customer in mind, the next step is to reach out and ask for their permission to feature them in a case study. This conversation can take many different forms, but it’s important to make sure you get explicit consent from your customer before writing anything about them.

Pro tips on how to contact customers for case studies:

  • Keep it short and sweet - start with an email that explains who you are, what you do, why you’re reaching out, and asks for permission to feature them as a case study subject.
  • Make it easy for them to say yes - offer to send over some questions and let them know it will take just 10 minutes to respond.
  • Follow up - if you don't hear back, it's ok to send a follow up email to check back in a few weeks later.

4. Gather customer insights

Once you have the customer’s permission, start gathering information. You will want to ask them a few questions about their experience before and after working with you. This case study is not about your product - it should be all about the customer. What were they struggling with before finding you? How has your product or service helped them?

Some companies like to use a “before and after” layout in their case studies, but we recommend against it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. If there was an impressive transformation, let that story speak for itself without using numbers or bullet points to explain it.

5. Draft your story and ensure your copy highlights your value

Once you have all of this information, it’s time to start writing your case study! Customer stories should be short, concise, and focused. They should include only one main point.

Let's start by taking a look at some templates you can use to help structure and format your case studies.

‍‍

PDF for sales enablement

Feature Release Overview

‍

‍Web page layout

Web Page Layout

‍

Case study for your company wiki

Case Study and Customer Quotes Image
To edit, get the templates below.

6. Send your draft and a release form to the customer

Before you publish anything, make sure to get final approval from the customer. They may have feedback or suggestions on how to improve the case study.

Here's a short, sweet email template for asking:

Hi [Name],
We’re so excited you [achieved this result] with our [product/service] and wanted to feature the cool things you’re doing [in this area] so we can showcase your work.
If that’s something you might be interested in, we can talk very generally about how you achieved this and make sure to exclude anything you’re not comfortable sharing.
Let me know if you’d be interested in having a case study on our site?

7. Publish your case study

Once you have the customer’s approval, publish your case study on your website. You can also use it as a sales enablement asset or send it to journalists who might be interested in writing about the story.

If you follow these tips, you will be able to write case studies that build trust and help your company scale.

Case study FAQ

What is the best format for a case study?

There is no one-size-fits-all answer to this question, but we recommend using a web page layout or PDF for sales enablement. This will ensure that your case study looks professional and easy to read.

How do I contact customers for case studies?

The best way to reach out to customers for case studies is by email. Start by explaining who you are, what you do, why you’re reaching out, and ask for permission to feature them as a case study subject. You can also offer to send over some questions and let them know it will take just ten minutes to respond. If you don't hear back, follow up with a second email a few weeks later.

What should a good case study contain?

A good case study should only include one main point. It should be short, concise, and focused on the customer’s experience before and after working with you. You can use a “before and after” layout, but we wouldn't recommend it because it can often feel gimmicky. Instead, focus on what the customer did before and after working with you. Let their story speak for itself without using numbers or bullet points to explain it.

If you want to take it a step further, you can partner with your creative or design team or an agency to craft a more innovative layout for your new stories.

How should I promote my case studies?

Once you have the customer's approval, publish each case study on your website. You can use these website pages to enable sales or consider promoting them as emails, videos, or on your social platforms.

‍

‍

Guru logoGuru logoGuru logo
Case Study and Customer Quotes
Crafted by 
Callie Rojewski
  |  
Customer Marketing Manager
at
Guru
Guru
Guru logo
Case Study and Customer Quotes
Crafted by Guru
Get the template
Get these templates
More Guru Card templates
Check out some of these templates or view all here
Guru logoGuru logo
Guru logo

Guide to Your First Weeks!

Use this Card as a place to document everything a new hire needs to know on day 1.
Crafted by
Guru
Guru logo
Guru logo

Choosing an Intranet CMS? 11 Most Critical Features

Use these templates to identify critical intranet CMS requirements, then jumpstart your team process documentation.
Crafted by
Guru
Guru logoGuru logo
Guru logo

Goals of Support Onboarding

Use this Card as a place to gather important onboarding information for members of your support team.
Crafted by
Guru
Product
FeaturesPricingIntegrationsWhy Guru?Knowledge management softwareInternal wiki
By Use Case
Product enablementEmployee onboardingInternal communicationsRemote work
By Team
Company-wideSupport teamsSales teamsMarketing teamsEngineering teamsPeople Ops teams
Company
About usCustomersCareersPress kitStay in the know
Support
Guru Help CenterStatusSecurity
Resources
BlogFree TemplatesGlossaryGuidesEventsDevelopersAcademyCommunity
More
Partner with GuruSales enablement Switch to GuruKnowledge managementKnowledge driven cultureProduct TrainingSlack
Contact us
Get a demo
121 S Broad St, Floor 11, Philadelphia, PA
267.469.0264info@getguru.com
The Guru Blog
Where we drop our knowledge
Visit blog
Arrow icon
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
💌  Stay in the know with Guru email updates
Terms of serviceDev agreementPrivacyBeta agreement
©2022 Guru Technologies, Inc
Close icon
Almost there!
Fill out the form below to start using this template