Making the Customer the Hero of the Story with Special Guest Joel Klettke

In this episode of the Customers First Podcast, your host, Tacey Atkinson, welcomes Joel Klettke to the boardroom.

Joel is the Founder of Case Study Buddy, a company that helps you share your customer success stories with the world.

Joel shares his background and how he ended up starting his own business. He explains that he initially worked as a freelancer focusing on content writing but later shifted his focus to conversion copywriting. He then talks about how he got into the case study business after being asked by a client to create customer success stories. Joel realized the opportunity to start a company specializing in case studies and testimonials for B2B companies. He started Case Study Buddy with his partner, Jen, and the business has been growing ever since.

Joel emphasizes the importance of customer success stories that are warm, collaborative, and customer-centered. We discuss building trust with clients, creating a program rather than a one-time story, and authentically sharing customer experiences. The key takeaways are aligning internal teams, crafting specific asks, and focusing on the customer as the hero. The goal is to create a customer-centric culture and turn clients into brand champions.


0:02:23 Joel’s journey to starting Case Study Buddy

0:10:45 Tailoring Stories for Different Audiences and Platforms

0:13:18 Building Trust with Clients and Tips for Leaders

0:18:30 Turning Customers into Brand Champions

0:20:13 Tell a Story that Highlights Customer as the Hero

0:23:01 Overcoming Legal Hoops to Use Customer Stories


Joel’s Contact Information:




Tacey’s Contact Information:

Thank you for tuning in, and I look forward to having more valuable conversations together in the future.


Customer-Centric Cultures Create Magical Customer Experiences.

Now Go: Spread the Magic!

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