Is it okay to use a customer story after the customer churns?

You’ve got a great story from a big-name company that you worked really hard to create and get out into the world.

But they didn’t renew.

Now what?

1. Can you keep using the story?
2. Do you need to anonymize it?
3. Or should you remove it altogether?

Here’s a helpful way to think about it

If a prospect were to see the story and reach out to the former customer through a backchannel…

👉 What would the former customer say about you and the relationship?

👉 And how would they explain having such a great customer success story but not renewing?

Unless you are completely confident your former customer will continue to sing your company's praises…

…you’ll most likely want to remove the story or anonymize it.

Bonus tip: When thinking about which stories to create, prioritize accounts that have at least 1 to 2 years left in their contract.