Hi there,

Have you ever struggled to get your customers to see the value of your product? You’re not alone. Many CSMs face challenges when it comes to demonstrating impact and driving adoption. The key to overcoming this? Combining data with storytelling.

Data alone isn't enough. Storytelling alone isn't enough. But together? They're a game-changer.

Most CSMs struggle with driving product adoption and expansion because they focus too much on the features. But customers don’t buy features—they buy outcomes. And the best way to showcase outcomes? Through data-backed storytelling.

Let’s break it down:

• Data gives credibility. It helps you measure the before and after of any change, making it easier to show value.

• Storytelling drives action. Customers connect with relatable success stories more than raw data.

• Together, they influence stakeholders. From adoption to expansion, a compelling narrative supported by numbers makes decisions easier.

Here’s how I use data and storytelling to help my customers achieve their goals:

1. Identify the problem: Look at usage metrics and pain points before implementing a new feature.

2. Craft the narrative: Highlight the challenge, the implemented solution, and the measurable results.

3. Share strategically: Use success stories in business reviews, internal meetings, and customer touchpoints.

The result? Increased trust, better adoption, and more opportunities for expansion.

The process in detail

Step 1: Identify the right data

I have a customer who is always ahead of the curve. They’re my most engaged customer, most successful, and they’re on top of all our new product features, constantly testing new things.

Four months ago, we released a new product feature designed to solve a major challenge: increasing visibility of who is in the office to enhance collaboration and improve data on resource utilization. This feature also aimed to streamline the booking process, making it easier and faster with less friction.

To track the impact, I focused on:

• Desk booking check-in rates

• Desk utilization trends

• Feedback from stakeholders

Step 2: Build a Narrative

Once I gathered the relevant data, I structured the story around the customer’s journey:

• Beginning: Before implementing the feature, the customer faced frequent desk bumping issues due to users forgetting to check-in. This caused inaccurate utilization data and frustrated employees—current metric: 20% desk bumping.

• Middle: The customer implemented the new feature: an integration between our product and their Access Control system, which allowed employees to be automatically checked in to their reservations when they used their badge at the door. This improved the booking experience for the end users and gave them the ability to change their in-office status from working remotely to working at: New York.

• End: Three months after implementing this feature, desk bumping was reduced by 50%, and the accuracy of space utilization data significantly improved, helping the customer make more informed decisions with their space. This also streamlined the booking process, improving the end-user experience, and reducing friction.

Step 3: Presenting the Story

To maximize the impact of this success story, I shared it through various channels:

• Email campaigns: I created an email template to promote this feature with all of my customers who had not implemented this new feature yet. My email focused on the value they would get: 50% reduction in desk bumping, better utilization data, improved user journey.

• Business reviews: I presented the desk bumping trend, which was very similar to my customer’s before implementing the feature: bumping around 20% – 35%, in some cases even higher. I used my successful customer’s result to show how they could bring down this metric, which was key to improving data utilization trends. I highlighted the before-and-after data to demonstrate tangible improvements.

• Customer success touchpoints: I added this topic for discussion in all of my regular cadences, highlighting the benefits once again. I positioned the feature as a strategic enabler for business goals.

Common mistakes to avoid

When combining data and storytelling, avoid these pitfalls:

• Overloading with too much data: Keep it simple and relevant.

• Ignoring the emotional aspect: Data should support the story, not replace it.

• Lack of context: Provide benchmarks and comparisons to give perspective.

If you’re working to get buy-in for new features or driving adoption within your accounts, this approach can help you get there faster.

Resource List

If you're looking to up your CSM game, here are some resources to check out:

• The Power of Storytelling in Customer Success - CS Insider (5 min read)

• Storytelling – Success Coaching (5 min read)

• Using data to drive retention – Erika Villarreal & ClientSuccess (18 min video)

• How to turn data into actionable insights - Elastic (8 min read) – A guide to making data work for you.

• How to leverage usage data to improve product adoption (8 min video) – CSM practice

• Leveraging Product Usage and Adoption Data to Inform Your Customer Lifecycle Engagement - ClientSuccess

Here’s what you learned today:

• Data and storytelling together create a powerful combination to drive adoption and expansion.

• Use before-and-after data to highlight success.

• Share success stories strategically to influence stakeholders.

Tell me—how are you using data to tell success stories today? Hit reply and let me know!

Best,