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Repurposing Customer Stories to Unite and Inspire Your Team

Repurposing Customer Stories to Unite and Inspire Your Team

It's great interviewing your clients and customers to develop case studies and testimonials for your marketing content, but do you also share these stories internally? 

In this blog post, we will be looking at the huge potential of repurposing customer stories to train, focus, inspire and motivate your employees and team members.  

Find out how using this content in multiple different formats across your internal communications, can foster a sense of unity, drive teamwork and elevate the delivery of exceptional customer service.  

Listen to the podcast episode below or keep reading for the key takeaways.  

Benefit of repurposing customer stories internally  

There are many reasons why repurposing customer stories for your team and employees is important.  

Increased empathy

Customer stories can help employees to understand the challenges that customers face. This can lead to increased empathy and a better understanding of how to provide excellent customer service. 

Improved teamwork

Customer stories can highlight the importance of teamwork and collaboration. This can help to create a more cohesive and productive work environment. 


Customer stories can inspire employees and motivate them to provide the best possible service. This can lead to increased productivity and profitability. 

And who doesn’t want empathetic, motivated people that work together as a team?!  

Repurposing Customer Stories to Unite and Inspire Your Team

Once you’ve chosen the customer stories that will have the most impact, you need to disseminate them across the company and there are a number of ways that you can do that.  

1. Training materials  

Using real-life examples in staff training videos and content will help to educate your team and new recruits on customer pain points and provide effective problem-solving approaches. 

2. Recruitment 

Use customer stories as an opportunity to attract like-minded individuals who align with your company’s mission by repurposing them for your recruitment and careers content.  

By integrating them into your careers pages, brochures and job postings you provide potential candidates with a clear idea of your company values and standard of service. 

3. Internal newsletters and company updates  

Inspire and motivate staff with real-life examples of how your product or service is impacting customers. We can often include case studies and success stories in our external newsletters and updates, but yet forget how great they would be in our internal newsletters too! 

4. Share with product teams 

If appropriate, sharing customer stories with product teams is the perfect way to highlight recurring challenges, customer satisfaction and expectations. This can provide valuable insights that the product team and use to refine and improve products offerings. 

5. Marketing briefings 

These help to keep the entire company up-to-date with what the marketing department are working on and their big wins… by sharing information on what’s happening in the marketing department to the wider company you highlight the positive impact of your marketing efforts – customer stories are the perfect type of content to include in these briefings! 

6. Town Hall meetings  

Make customer stories an integral part of your Town Hall-style meeting agenda, or any in-person or virtual company event. These stories really work to engage staff and reinforce the importance of their contributions towards customer satisfaction. By celebrating customer successes together, you build a strong team all focused on the same end goal. 

7. Internal company podcast 

If you have recorded customer stories you can turn them into audio content for your company podcast, if you have one. Or you can read out the written ones, add links to them in the show notes and generally make staff more aware of the feedback that customer’s are providing and how important it is 


There are so many ways that you can repurpose customer stories for use internally because every company has its own internal communications process and ways of keeping staff up-to-date on company news, values, vision, and wins. So, use the options that are available to you and make the absolute most out of those customer stories!  


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