Challenge
Explain the challenge or opportunity in front of the customer before they did business with you. This could be either a reactive reason (i.e. the customer had an issue that needed to be addressed) or a proactive reason (i.e. there was untapped potential that was unleashed by working with your business, product, or service).
Solutions
In this section, speak about the decision process of your customer. Speak about how they discovered the product, what other solutions else they considered, and what made them ultimately decide to select your product.
Then, talk about how the customer started using your product to better their lives and/or their business. This section should mention specific features unique to your product that made their success possible. If available, include at least one quote from your customer in this section for their point of view.
Results
In closing, speak to the results your customer saw after using your product. This section can be supported by statements, quotes, visuals, graphs, and metrics. Whatever you decide to include, be sure it illustrates how much of an impact your company made on your customer.
