[Customer name] [cut, grew or saved] [what] by [how much]

How to use this template

  1. Interview the customer first, for 30 to 45 minutes, and record it with their permission. The questions below cover every section.

  2. Draft the results first and put the three strongest numbers in the row under the summary. Then write the challenge and the solution, and the headline and the summary last.

  3. A good headline names the customer and the result with a number and a time frame, not your product.

  4. Keep it to 600–900 words. Send the draft to the customer for approval, then delete this box, the example and the checklist.

Questions for the customer interview

  • The problem

    • What does your team do, and what are you responsible for?

    • What was going wrong, and how did it show up in a normal week?

    • What did it cost you in hours, money, customers or risk? How do you know?

    • What had you tried before, and why did it fall short? Why fix it then?

  • The decision

    • Which other options did you look at, and what made you choose us?

    • What worried you before you signed?

  • The change

    • How did setup go: who was involved, and how long did it take?

    • What does a normal week look like now? What did you stop doing?

    • Which numbers show the difference, over what period, and where do they come from?

    • What would you tell someone in your position who is deciding now?

The story in two or three sentences, for the reader who stops here.

[00%]

[what it measures]

[$000k]

[what it measures]

[0 weeks]

[what it measures]

Company

Industry

Size

Location

Using

Since

The challenge

Whose story this is, what was going wrong and what it cost.

— [Name], [title], [company]

The solution

Why they chose you, then how it was rolled out.

  1. Getting started:

  2. Day to day:

  3. Later:

The results

Measure

Before

After

Period

Source

What the numbers mean, and what changed that isn't a number.

— [Name], [title], [company]

See an example

Headline: Harbor Dental Group cut missed appointments by 41% in six months

Summary: Harbor Dental Group runs 12 clinics across Oregon. Missed appointments left each clinic with about 30 empty chair-hours a month, and two front-desk staff spent most mornings on reminder calls. After switching to automatic text reminders with one-tap rebooking, the no-show rate fell from 11.8% to 7.0% between January and June 2026, and the morning calls stopped.

Results row: No-show rate · 11.8% → 7.0% · Jan–Jun 2026 · Practice management system

Quote: “We used to spend the first two hours of the day on the phone. Now cancelled slots fill themselves.” — Dana Ruiz, Operations Director, Harbor Dental Group

About: Chairside sends appointment reminders and rebooking links for 900 dental practices across North America. See how it would work for your clinic in a 20-minute demo: chairside.example/demo

About [your company]

Before you publish

  • The customer has approved the story, both quotes and every number in writing

  • Each figure has a baseline, a time frame and a source, and none is rounded up

  • Anything else that helped the result is mentioned

  • The headline names the customer and the result, not your product

  • The link works, and every bracket and grey hint is gone