A customer storytelling system for Comcast Business

Comcast Business's Customer Advocacy team turns enterprise customers into storytellers: CNBC features, on-location CIO videos, case studies sales can put in front of a prospect. Demand was growing faster than the process behind it. Deciding which customers to feature, and in what format, ran through several committees with no shared way to compare opportunities. Working with The Working Assembly, we were brought in to redesign how stories get chosen, and to give the team templates for producing them.

First, the triage. We replaced committee-by-committee debate with a single decision flow: a gate (is the customer on the plan of record, or spending enough to matter?), then three questions in order: will this story shift brand perception, can it prove a claim in a priority vertical, does it open a sales door? The answer sets the tier, the tier sets which formats a story qualifies for, and an account-health check routes ownership to Customer Advocacy, Thought Leadership, or Sales Enablement. Then we built the building blocks for those formats: Brand Moment Stories (custom video), Proof Stories (challenge, solution, results), and Sales Activation Kits (modular, sales-ready assets). For each, we defined a messaging framework (purpose, audience, what to emphasize and what to leave out, which proof to lead with) and a story architecture of required and optional beats, then made it tangible with templates and worked examples at three levels of effort.

Customer Advocacy adopted the triage flow and the templates, and we're still working with the team. Story decisions that used to wind through committees now start from the same set of questions, and every format has its own framework, architecture, and examples, so a lite case study and a custom video shoot come out of one system.