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The first pages of the Customer Case Study template

Customer Case Study

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
3 · US Letter
Style
Editorial
Difficulty
Beginner
Updated
October 29, 2026

Every page (3)

Overview

A good case study answers one question for a prospect: did this work for a company like mine? This template follows the order buyers read in. Three headline numbers and a customer snapshot come first, then the challenge in the customer's words, the solution, measured results with a baseline, and a named customer quote.

It is filled in with a complete sample story, so every page shows what a strong case study looks like: a fictional logistics software company and its refrigerated-distribution customer. Swap in your own customer, figures and quote, then delete the last page.

Useful for

  • A proof point a champion can forward to their finance director
  • A leave-behind for a prospect in the evaluation stage
  • Source material for a sales deck, a website story or a press note

What's included

  • Full-width photo opener with headline, standfirst and three headline results
  • Customer snapshot grid: industry, size, region, products, rollout and payback
  • The challenge, told in the customer's words
  • The solution as a three-step rollout
  • Before-and-after chart and results table with the measurement period
  • A dark customer quote panel with name and title
  • About us and next step, plus a Make it yours page with credits

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the headline, the three headline results and the customer snapshot with your customer's facts, and check them with the customer.

  3. 3

    Rewrite the challenge using two lines from your discovery notes, then update the solution steps with your real rollout.

  4. 4

    Update the results table with measured before and after values and the period, and replace the chart with a live one using Insert → Chart → From Sheets.

  5. 5

    Paste the approved quote with the speaker's name and title, edit the About us box, change the footer, then delete the last page and export with File → Download → PDF.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How long should a customer case study be?

One to two pages is enough for a prospect in the evaluation stage. This template uses two pages plus a guidance page you delete; lead with the three headline results, because that is what busy readers see first.

Do I need the customer's approval before I share it?

Yes. Get written approval of the figures, the quote and any logo use. If the quote is still pending, delete the quote panel until you have it.

Why does every result show a before and after value?

A bare 38% tells a sceptical buyer nothing. A baseline, a result and the period they were measured over (here Q1 against Q4) make a claim believable and easy to check.

Who took the photo?

Jacques Dillies on Unsplash, used under the Unsplash License and credited on the first page.

  • #case-study
  • #customer-story
  • #b2b
  • #sales-enablement
  • #editorial

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