Digital Storytelling Round up: Find stories in customer survey responses

 Image Credit: Pablo Orcaray

Image Credit: Pablo Orcaray

In each roundup, we share a tip on applying storytelling to business and some excellent content we found on the web.

Today's tip:

Find stories in customer survey responses and award submissions

A treasure trove of customer stories can be uncovered in the verbatim feedback section of surveys and award submissions.

You've done all the legwork to identify the story to tell to make your point (like we talked about over here). Now you are searching for a story that has a common narrative.

Verbatim survey feedback and award submissions are a great place to start.

By reviewing customer feedback you find things such as:

  • The challenges customers face
  • The frustrations customers deal with
  • What help customers want from you

In award submissions, you can find the above, and things like:

  • Market and business context challenges
  • How customers used your product to help solve their problems
  • Praise for when you helped customers

These can provide insights into what's happening to your customers in the real world.

It can also provide leads on great stories you will want to share. Worst case they will give you the fodder you need to craft some realistic fictional stories that will resonate with other customers.

Remember to consider the following

  • Context - the market, issue, challenges, people involved
  • Action - what they tried, are trying and the interplay between elements
  • Results - what was the outcome? How were they changed? How is life better (or worse) now

Incidentally, if life is worse now for them - jump on that and got hardcore on some 'full-court-press' customer care.

There you have it - a veritable gold mine of realistic stories to use in marketing campaigns, content and even internal communications.

On to the links!

First up: https://businessofstory.com/6-brand-story-structure-failures-marketers-miss-fix/

Transporting your customers to a better place? Wonderful. This article covers some power business elements. Such as differentiation, audience focus, purpose and the impact you make on your customers' lives. It also has fair warning on BRAND EGO FESTS. We can't be reminded of this enough. Oh, and a side tip: when telling your customer stories don't have them do a brand ego fest. It's not storytelling. It's bragging. A helpful reminder of what's important.

Then this one: https://emshort.blog/2017/12/05/character-development-and-storytelling-for-games-lee-sheldon/

Because it's different and will get you thinking out of the box, which we can all do with a little bit of more of in our lives. Consider this a break from business storytelling and a foray into the world of the meta-structure of character development. Enjoy!

And finally: https://www.anecdote.com/2017/11/influence-people-easier/

I love this article for two reasons. One is that is focused on the WHY (a keystone in any story) and secondly, Shelley frames how it can be used in business. I prefer to tell the story, then follow with an opinion or assertion but that's not always practical. Especially when you are getting started utilizing storytelling in business.