I’m part of Microsoft’s global customer advocacy program, where our mission is to create content that empowers customers to make smart, confident decisions when investing in enterprise software.

Our audience includes some of the most innovative and forward-thinking decision-makers in business today – people who are actively transforming how their companies operate, and by extension, how industries evolve. 

But even the most capable leaders are inundated with content daily, from sales teams, internal research, and a flood of external sources. It's overwhelming.

That’s why we focus on the unique power of customer stories. These stories serve as credible, human proof that others have faced similar challenges, made bold choices, and driven meaningful outcomes. They cut through the noise by offering reassurance, insight, and inspiration, all rooted in real-world experience.

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The emotional foundation of customer proof

Customer stories aren't just about facts and figures. They're about emotions – specifically, decreasing anxiety and increasing trust. 

Whether it’s B2B or B2C, people make decisions based on how they feel. That’s why our content is designed to connect on a human level.

Relatability is key. When a prospect from a UK-based financial institution asks for a case study, they’re not looking for just any customer example. They want to see someone like them, another UK financial services company navigating the same regulations, the same complexities. Our stories have to speak to that need.

At the same time, our stories must celebrate innovation. We showcase how our customers have reimagined their organizations, and we do it through trusted voices – individuals with deep, credible experience in their industries. This isn’t about someone who’s been in the job for six months; it’s about hearing from those who’ve led transformation for years.