A before-and-after story is useful when readers can understand what changed and what else was happening. A dramatic number without a baseline or measurement period is difficult to evaluate.
Capture the starting point
Ask the customer to describe the original process, the constraint, and how they measured it. Keep the unit consistent: hours per week, completed tasks, support requests, or another relevant measure. Do not mix a team's total with one person's result.
Describe the change
Record the implementation date, the features or services used, and other changes made during the same period. New staff, pricing, traffic sources, or a seasonal promotion may also affect the outcome.
Choose evidence that fits the claim
For a numerical claim, agree on the source and whether it can be published. For a qualitative experience, use a direct quote and explain its context. A customer saying a task feels easier is valuable feedback; it is not a measured productivity increase.
FTC guidance cautions against presenting exceptional testimonial results as typical without appropriate support and context. Keep the customer's specific experience distinct from a promise to future customers.
Approve the complete story
Ask the customer to review the baseline, period, chart, quote, and attribution together. A cropped chart or short social caption can imply more than the full story supports. Keep the original approved version so you can review later derivatives.
Use Socialjuice to collect the customer's explanation, and link short excerpts to a fuller case study. If the evidence does not isolate causality, describe the observed change without claiming the product alone caused it.