Customer Stories
The evolution of a critical content type
Year
2025
Brand
Mews Hospitality Management System
The Brief
Turning case studies into customer stories
Customer stories were among the most important pieces of content for consideration and conversion.
The problem was that we needed to speak to a wide variety of hotel segments, yet every case study used the same template.
The standard customer case study format worked fine for small and medium customers or for those early in their research and buying journey.
For customers who were upmarket or getting closer to buying, a few data points and quotes weren’t enough. We needed a stronger approach.
We needed to iterate our approach to make the customer stories feel human and relevant for our larger customers.
My Role
I led the project to introduce a new format for our customer stories, creating the strategy and format for written stories and videos, then briefed other writers on the execution style, and provided final edit before going live.
Case Study Samples
Villa Miraé
The original template: pain/solution/result proves the software works, but it feels disconnected and cold.
Hospitality is all about connection. On top of that, hoteliers want to be able to feel the difference the technology can make for them and their property. Data points can’t do that. A narrative from a human can.
We shifted into a narrative approach based on in-depth interviews. The hotelier becomes the hero of the story; Mews is the supporting player.
Someone reading this story doesn't see a proof sheet; they see a property like theirs, run by someone who thinks like them.
Ligula Hospitality Group
As part of a new strategy to unlock more upmarket customers, we broke from a standard process using emails and in-house reports to make a more personal story.
We conducted interviews with three key stakeholders from this important hotel group and a key ICP.
Strawberry Hotel Group
One of a number of videos produced following a 2-day shoot and 10 interviews with members of Strawberry hotel group, the largest hotel group in the Nordics and a key partner in the development of Mews Multi-Property.