Case Study Template

Use this template to create case studies that are specific, credible, and focused on measurable outcomes. Copy the sections below and fill in the details from your customer interviews.

1. Executive Summary

The executive summary gives busy readers the key takeaways in 2-3 sentences. Lead with the result, then briefly mention the customer and the solution.

Template:

[Customer Name] achieved [primary metric/result] by implementing [Your Product]. The [industry] company reduced [pain point] by [percentage/number], resulting in [business impact such as revenue, time savings, or cost reduction].

Example:

Acme Software achieved a 40% reduction in customer churn by implementing CustomerSuccess Pro. The SaaS company reduced time-to-value for new customers by 60%, resulting in $2.4M in retained annual recurring revenue.

2. Customer Background

Establish credibility by describing who the customer is. Include details that help prospects see themselves in the story.

Template:

[Customer Name] is a [company description: industry, size, location]. The company serves [target market/customers] and is known for [key differentiator or market position]. Before [Your Product], the team faced challenges with [relevant context].

Example:

TechFlow Solutions is a mid-market manufacturing software company with 450 employees headquartered in Chicago. The company serves automotive parts suppliers across North America and is known for its configurable production planning tools. Before CustomerSuccess Pro, the customer success team managed 200+ accounts using spreadsheets and tribal knowledge.

3. Challenge

Describe the specific problems the customer faced. Use their words when possible, and quantify the pain.

Template:

[Customer Name]'s [relevant team] struggled with:

• [Challenge 1: specific problem with measurable impact]
• [Challenge 2: operational issue causing inefficiency]
• [Challenge 3: risk or missed opportunity]

"[Direct quote from customer describing the pain in their own words.]" — [Name], [Title] at [Customer Name]

Example:

TechFlow's customer success team struggled with:

• 23% annual customer churn, significantly above industry benchmarks
• No visibility into customer health until renewal conversations
• CSMs spending 10+ hours weekly on manual data gathering instead of customer outreach

"We were flying blind. By the time we knew a customer was unhappy, they were already talking to competitors." — Sarah Chen, VP of Customer Success at TechFlow Solutions

4. Solution

Explain what the customer implemented and why they chose your product. Focus on the decision criteria that mattered to them.

Template:

After evaluating [alternatives/current state], [Customer Name] selected [Your Product] because of [key decision factors: specific capabilities, integration requirements, or business fit].

The implementation included:

• [Component 1: specific feature or capability deployed]
• [Component 2: integration or workflow change]
• [Component 3: training or enablement approach]

Example:

After evaluating three customer success platforms and considering building in-house, TechFlow selected CustomerSuccess Pro because of its native integration with their existing CRM and its predictive health scoring capabilities.

The implementation included:

• Automated health score tracking across all 200+ accounts
• Integration with Salesforce for real-time usage data syncing
• Playbook automation for at-risk customer intervention

5. Implementation

Describe the rollout process, timeline, and any notable aspects of getting started. This reduces perceived risk for prospects.

Template:

[Customer Name] completed implementation in [timeframe]. The rollout involved [key steps or phases]. [Notable aspect of implementation: what made it smooth, what support was provided, or what the team learned].

Example:

TechFlow completed implementation in six weeks. The rollout involved a two-week data migration, followed by phased team onboarding across three CSM cohorts. The CustomerSuccess Pro team provided a dedicated implementation manager who led weekly syncs and created custom training materials for TechFlow's specific workflows.

6. Results

Present the measurable outcomes. Use specific numbers and timeframes. Include both primary metrics and secondary benefits.

Template:

Within [timeframe], [Customer Name] achieved:

• [Primary result: the headline metric with specific numbers]
• [Secondary result: supporting metric that adds credibility]
• [Third result: efficiency gain, cost savings, or qualitative improvement]

Example:

Within six months, TechFlow achieved:

• 40% reduction in customer churn (from 23% to 14% annually)
• 65% faster identification of at-risk accounts (from 30 days to 10 days average)
• $2.4M in retained ARR directly attributed to proactive intervention

7. Testimonial Quote

Include a quote that captures the transformation. The best quotes are specific, mention results, and express confidence in the decision.

Template:

"[Statement about the transformation and results achieved]. [Specific detail about what changed]. [Forward-looking statement or recommendation]." — [Name], [Title] at [Customer Name]

Example:

"CustomerSuccess Pro completely changed how we operate. We went from reactive firefighting to proactive customer engagement. I'd recommend it to any customer success leader who's tired of being surprised by churn." — Sarah Chen, VP of Customer Success at TechFlow Solutions

8. Call to Action

End with a clear next step for readers who want similar results.

Template:

Ready to achieve results like [Customer Name]? [Action verb] to [specific next step: see a demo, talk to our team, or start a trial].

Example:

Ready to reduce churn like TechFlow Solutions? Schedule a demo to see how CustomerSuccess Pro can help your team identify and save at-risk customers.

Tips for Customizing This Template

Use real numbers. Vague results like "significant improvement" are forgettable. Specific numbers like "40% reduction" are credible and memorable.

Let the customer speak. Direct quotes add authenticity. Record your customer interviews so you can use their exact words.

Match your audience. Choose case study subjects that mirror your target buyers. Industry, company size, and role all matter for relatability.

Keep it scannable. Use headers, bullet points, and bold text so readers can quickly find what matters to them.

Update regularly. Results often improve over time. Check in with customers at 6 and 12 months to refresh the numbers.

How AdamX Champions Helps

Creating case studies manually takes weeks: scheduling interviews, transcribing conversations, writing drafts, getting approvals, and designing assets. Most companies only produce a handful each year.

AdamX Champions automates the entire process. The platform analyzes your customer calls to identify success stories, extracts key quotes and metrics, and generates case study drafts in your brand voice. What used to take 20+ hours now takes minutes.

• Find stories automatically — Champions surfaces customers with strong results from your existing call recordings
• Extract proof points — Quotes, metrics, and outcomes are identified and organized without manual review
• Generate drafts instantly — Complete case studies in your format, ready for review and approval

Skip the template. Let Champions build your case study library from conversations you're already having.

Frequently Asked Questions

How long should a B2B case study be?

Most effective B2B case studies are 500-1000 words. This is long enough to include specific details and results, but short enough that busy decision-makers will read it. For complex enterprise sales, you may want a longer version (1500-2000 words) that covers implementation details more thoroughly.

How do I get customers to agree to a case study?

Start with your happiest customers—those with high NPS scores, recent renewals, or strong product usage. Make participation easy by keeping interviews to 30 minutes and handling all the writing. Offer value in return: co-marketing opportunities, early access to features, or a spotlight at your customer conference.

How many case studies do I need?

At minimum, aim for case studies covering your top 3-5 industries and use cases. Enterprise companies typically maintain 15-25 active case studies and add 4-8 new ones per year. The goal is having a relevant example for every sales conversation.