When to use it
Use after a meaningful engagement, milestone, or completed action, while the evidence is still accessible.
Work the questions in order
- Describe the customer problem in plain language, then separate the team’s actions from the customer outcome.
- Record the evidence and credit the people who contributed. Label estimates and observations honestly.
- Check sharing permission and confidentiality before reusing the story for a different audience.
Your working notes
Use these prompts in your own document, or print this page and write in the spaces.
Customer context
Use an anonymized account description in externally shared copies.
Problem or desired outcome
What did the customer need to change, and why did it matter?
Actions and contributions
What did the CSM do? What did the customer, engineer, sales partner, or other contributor do?
Observed result
What changed for the customer? If the result is pending, say so.
Evidence
What supports the result? Record source, date, and whether it is measured, reported, or inferred.
Limits and attribution
What cannot be concluded? What other factors may have influenced the result?
Reuse and permission
Who may see this version? What details must be removed?
Follow-up
What additional evidence or customer confirmation is still needed?
See a fictional worked example
Fictional example: a team implemented a new reporting workflow and the customer confirmed it is being used in a planning meeting. Record that confirmation. Do not convert it into estimated savings unless the customer validates the calculation.