📝 Workbook · Business · Unit 3

Workbook · 3A — The customer story

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Exercise 1

Exercise 1 — Story vocabulary

Complete each sentence with ONE phrase from the box.

Word bank — drag or tap, then tap a gap
  1. Their team's real  drop  was that every export took 40 minutes and blocked reporting.
  2. Prior to our involvement, their  drop  was a Google Sheet manually copied and pasted every Monday.
  3. The main  drop  was in month two, when trial users had to re-enter their card details.
  4. Their  drop  dropped from 6% to 2.4% in one quarter.
  5. The customer's most acute  drop  was that reference checks consumed three full days.
  6. We didn't just fix the symptom — we found the  drop : a broken link in the onboarding email.
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Exercise 2

Exercise 2 — Narrative tenses

Put the verb in brackets in the best narrative tense (past simple, past continuous, or past perfect).

  1. When they signed with us, they ___ (already / try) two other tools.
  2. Their analysts ___ (lose) about 40 hours a week to manual reporting at that point.
  3. We ___ (run) a two-week pilot and churn ___ (drop) from 6% to 2.4%.
  4. By Q3, cart abandonment ___ (fall) from 15% to 6%.
  5. Sales ___ (drop) fast while engineering ___ (fight) a bug for three weeks.
  6. It ___ (become) clear the real problem ___ (be) onboarding, not the tool.
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Exercise 3

Exercise 3 — Feature, benefit or outcome?

Which is it?

  1. 'Auto-routing tickets by role, not keyword.'

  2. 'Engineers get their weekends back.'

  3. 'Support hours dropped from 40/week to 9/week.'

  4. 'Single sign-on with our identity provider.'

  5. 'A full analyst headcount freed up without firing anyone.'

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Exercise 4

Exercise 4 — Fix the flat story line

Each customer-story sentence is missing ONE key part (before / how / after / cause). Rewrite it in ONE stronger sentence.

  1. We deployed our platform and the client was very happy with the features.
  2. They had a lot of problems before, and now they don't.
  3. Their CEO said we were amazing.
  4. It's an enterprise-grade, AI-driven, cloud-native solution.
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Exercise 5

Exercise 5 — Three sellers, one story

You'll hear three sellers tell the SAME customer story to a prospect. One is a feature list. One is a testimonial. One is a proper case study.

🎙️ Three sellers, one Northlake story — multi-voice

  1. Which version is the proper before-how-after case study?
  2. Which version is a testimonial?
  3. Which version is a feature list?
Show transcript

Fatima:Voice 1: So, Northlake use our platform. Enterprise-grade, obviously, with the AI classification module and single sign-on. Really strong rollout, they love the dashboards.

Rafael:Voice 2: Northlake are amazing. Their CEO said it was the best rollout he'd ever seen. Genuinely, we get thank-you notes. Everyone in head office is a fan.

Flora:Voice 3: Northlake, 80 stores. Their analysts were losing 40 hours a week to the same three report types. We auto-routed them to the store managers who owned the answer, and within eight weeks it was down to nine hours a week. Freed up more than a full analyst headcount, without firing anyone.

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Exercise 6

Exercise 6 — Write your own 90-word case study

Turn a real customer / project / client win from your work into a 90–110 word paragraph. Three sentences: Before (with number), How (features as verbs), After (with number). Add ONE past-perfect line explaining WHY the problem had gone unsolved before you.

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Exercise 7

Exercise 7 — Case study reflection: 3 sellers, 1 story

Think about the Northlake / Vellum case. Answer the questions.

  1. What is the ONE change you'd force EVERY seller to make in their version of the story?
  2. Rewrite the standardised 90-second version of the Northlake story.
  3. What ONE monthly metric would you report to the founder to prove the story is landing better?
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