What Are Customer Win Slides & Why You Need Them

Aug 05, 2022

Today, I’m sharing another simple yet game changing concept from the brilliant Francis Cordón.

It can (and should!) be used at any company stage. Your sales team will love it. Your customers will love it. It becomes a key metric for the customer success department. And you’ll know exactly where and when you’re delivering value to your customer.

Behold…the Customer Win Slide!

What is a Customer Win Slide?

A simple one slide summary of a quantifiable “win” that a customer experienced while using your product or working with your company.
A member of the customer success team helps uncover the win and documents it.
It’s stored in an easily shareable format (ahem, like a slide deck) so it can be referenced and used across the company for sales, marketing, product insights, and more.

What are the components of a Customer Win Slide?

1. Company name

Uh, pretty self explanatory here.

2. Short description that summarizes the company without using their name

e.g. “$18B Public Market Cap Saas Data Platform” or “$400m Women’s Luxury Fashion Retailer”
Explain it in a way that resonates with your ideal customer or addresses frequently asked questions like, “Do you have any international customers?” or “Do you have other small businesses like us?”
Someone can easily delete company name to share this slide anonymously while preserving the company context

3. Picture of the win

Ideally a screenshot from within your product that shows the win data!
Less ideal but workable is data from within the customer’s organization - hiring info, revenue report, other key info related to your company’s impact
A picture is worth a thousand words - MUST HAVE VISUAL EVIDENCE!

4. Summary - with numbers - of the win

“Page load time decreased by 50% after identifying 3rd party tags”
“Revenue per order increased by 15% within 30 days of implementing SolutionABC”
Another option is to highlight one of the main value drivers of your product (see “Real World Examples” below)

What makes a great Customer Win Slide?

1. It aligns or directly ties in with your users’ North Star metric.

If it doesn’t, why not?
Does the customer success team need to uplevel their conversations?
Does the product need more reporting for ROI and North Star metrics?

2. A customer can share the win with their boss’s boss.

Sometimes a customer will share a win with you. You’ll document it into a win slide. This is a big win for them:
Look at what I did that our vendor thought was worth sharing.
Here’s a simple, visually appealing summary of my impact (...that our awesome vendor put together for me).
Other times, you’ll find the win on behalf of your customer and share it with them! When you summarize it to them, make it an easily forwardable communication (email, slide, landing page) so they can share it with their boss, their boss’s boss, and beyond.

Why are Customer Win Slides so amazing?

The database of wins continually grows.
Scalable format and process.
Small (only one slide) but mighty!
Sales can easily use in pitch decks or send to customers as a reference. No need to ask, “Do you have an example of a customer who…?”, which is time consuming for all.
A meaningful, trackable data point for customer success (# of new Customer Win slides per quarter) beyond renewal dollars or usage metrics.
Can execute with a team of 1 or 100.
Improves customer understanding of your value.
Makes users look like heroes internally and externally.
It’s more than a customer review. It’s evidence that your solution WORKS.

Real World Examples

Rigor is the OG of Customer Win Slides. Here are two examples.

Laudable does a super cool video-first, digital option with micro-testimonials on a landing page.

Build Your Own

Work on your first Customer Win today! Here’s a Customer Win Slide Template to get you started.

Want more customer success genius from Francis Cordón? Find his customer success overview podcast here and detail on his North Star metric concept here.

Do you do Customer Win Slides? What other strategies have you used to identify and share the success of your customers?