Customer Success Stories: Mulligan Funding
Overview
Mulligan Funding helps thousands of small and medium-sized business owners obtain financing for their businesses every year. As a company that prides itself on customer relationships, I wanted to bring some of Mulligan Funding’s customer successes to life. By sharing these stories, fellow business owners have social proof and increased confidence in Mulligan Funding as a trustworthy alternative lender.
Objective
Mulligan Funding rests its mission on the pillars of customer service and has the opportunity to integrate the customer voice and experience further into its front-facing platforms. By selecting and interviewing clients who have experienced substantial success due to business financing from Mulligan Funding, I strove to bring an authentic human experience into the fold.
After conducting interviews and writing these success stories, I’d share them on Mulligan Funding’s website and relevant social media channels. These stories would increase exposure and awareness of Mulligan Funding and the various industries and businesses they serve.
My Role & Responsibilities
As the Associate Marketing Manager at Mulligan Funding, I developed and lead this initiative. Prior to launch, the project brief was reviewed and approved by the VP of Marketing.
Research: Collaborate across the relevant departments to identify and connect with the appropriate customers.
Storytelling: Craft powerful stories that capture the essence of each business owners success story.
Marketing: Post stories on Mulligan Funding’s website and create snackable shares for social media.
Process
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After outlining the process for implementation, the first step in this project was identifying the right customers. The ideal customer(s) would have repeat business with Mulligan Funding, reinforcing reports and success. They would be from varying industries, highlighting the breadth and diversity of Mulligan Funding customers. In tandem with the Customer Success Team, I identified several customers that would be great candidates for this project.
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Once candidates were selected, I crafted a series of interview questions that encouraged open exploration while remaining structured to the journey we hoped to take readers on.
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As the Customer Success Team members have established relationships with the customers in question, they bridged contact by introducing the project via email. If the customer responded and was willing to participate, I reached out to arrange an interview in person if the client was local or on the phone if they were out of state.
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After conducting an interview and composing compelling stories, I passed them along to the business owner(s) to review for accuracy. I then built a series of blog posts on the Mulligan Funding site.
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I wrote personalized thank you cards for every business owner I interviewed and accompanied the cards with a gift card to express our appreciation.
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When I shared posts on our social platforms, I alerted the highlighted business owner and encouraged them to share the post with their network.
Result
These stories, which I later built into Mulligan Funding’s “Client Reviews” page, brought a personalized feel to the brand and increased conversion rate by 250%.
Featured success stories included:
Platform + Technology Used
- Social Platforms: sharing
- WordPress: blog build
Lessons Learned
Throughout this project, I discovered that many small business owners are hesitant to share their stories of struggle and financial information, while others are proud of their accomplishments. I also learned that every situation is unique, and when telling someone else’s story, it is crucial to approach each conversation without preconceived notions. In doing so, I found that making the interviewee feel comfortable is essential. By preparing to ask the right questions and adapting to the interview flow, I was able to create a more authentic and impactful end product.