Telling customer success stories

A customer success story needs to make the business's contribution understandable without losing the people and experiences behind it. The challenge is to turn technical detail into something relevant and memorable, rather than simply describe a solution. Start with who you need to reach and what they need to understand. Research their challenges, then choose experiences that show how the work affected customers, partners or communities. Firsthand accounts give those experiences a human perspective. The format matters too: a short, human-centred film can make a case study more memorable than a long written account.

For UST, The Frameworks applied this approach at both campaign and individual story level. The Boundless campaign used real client and partner stories to humanise UST's impact. It was designed to move specific relationships forward rather than reach a mass audience, making customer experience the basis for targeted communication.

The Frameworks also created a film about UST's work with Nourish + Bloom Market. Rather than focus only on the technology powering the autonomous grocery store, the film explored its founders' reasons for opening it and its impact on their community. Suppliers, employees, shoppers, UST experts and the founders' family spoke in their own words. Those perspectives connected the technology to lived experience, and the film achieved completion rates above industry benchmarks.