Brightline Logistics customer case study
Customer case study template with a before and after table
Brightline Logistics runs 62 trucks out of Adelaide and used to dispatch them with paper run sheets. This case study tells the switch to digital dispatch in figures: 94 per cent fewer missed pickups, 11 admin hours saved a week, $184,000 saved a year and a 4.6 month payback. The rest of the four pages exists to make those four numbers believable.
The document, page by page
Every page as it renders and as it prints, with nothing summarised. Read the wording before you reuse it.
Section by section
What each section is for, so you can keep the ones you need and drop the rest.
- Results strip
- Four headline figures with a label each, placed before any narrative.
- The situation
- The fleet, the paper process and the costs it caused: lost dockets, manual data entry and no live view of the trucks.
- What changed
- Five titled changes, from in cab tablets and live tracking to electronic proof of delivery and automatic invoicing.
- Before and after
- Six operational measures in one table, paper on the left and digital on the right.
- Customer quote
- One quote from the operations manager who lived the change, attributed by name and role.
- On time delivery chart
- The key measure plotted by month across the 2026 rollout.
- Rollout timeline
- Five phases from discovery in January to full operation in June, including a five vehicle pilot.
- How they did it and the outcome
- Three things the company did right, then the results six months on and the next step.
Clauses in this document
Who this is for
A B2B company whose sale involves someone asking "has this worked for anyone like us". One good case study per customer type beats a dozen general ones, because the reader is looking for their own situation on the page, not for evidence that you are competent in general.
How to adapt this document
For a one page version, keep the results strip and the before and after table, cut the background to two sentences and drop the implementation detail. That is the version that goes in a deck. For a video or a conference talk, use the same four beats in the same order: the situation, what changed, what the numbers did, and what the customer would tell someone else considering it. The order is doing the work, not the format.
What makes this document work
The results come first
Four figures sit above the story: missed pickups, admin hours, annual savings and payback. A reader who stops there still knows whether the change was worth making.
Before and after is a table
Six measures side by side, from an on time rate rising from 86 to 98.5 per cent to invoice cycle time falling from seven days to under 24 hours. Nobody has to trust an adjective.
The chart proves the trend
On time delivery is plotted by month from January to June, so the reader sees the pilot in March and the staged rollout in April and May, not just two endpoints.
Questions people ask
What makes a good case study?
Real numbers, one specific situation, and a comparison the reader can check. Sixty two trucks, paper run sheets, and what happened after the switch. Vague claims about efficiency persuade nobody, because every competitor makes the same one. If you cannot get permission to print a number, print the ratio or the direction and say what you cannot say.
How long should a case study be?
Three or four pages, which is what this example runs: the situation, the change, the evidence and the outcome. Longer than that and it becomes a report nobody in a buying decision has time for. If you have more material, cut it into a one page version for the sales conversation and keep the full one for the website.
Do I need the customer’s permission?
Yes, for their name, their figures and any quote, and get it in writing before you publish rather than after. Agree the exact wording, because the number you find most persuasive is often the one their finance team will not let out. Many customers will approve a case study that names them but rounds the figures.
Should it include a quote?
One good quote from the person who lived the change is worth more than three from executives.
Metrics or story first?
Metrics, in a strip across the top, then the story underneath. A reader scanning three case studies decides which one to read on the numbers, and only then wants to know how. This example puts the results strip above the fold for exactly that reason, and repeats the same figures in the before and after table further down.
Where does a case study actually get used?
In three places: a link sent during a sales conversation, a page on the site that ranks for the problem rather than your product, and a slide in a pitch deck. Write it so the first two paragraphs stand alone, because that is all most readers will take, and the middle section survives being pasted into a deck.
Can I write one without a named customer?
Yes, but say so plainly: "a logistics operator running 62 trucks in South Australia" is honest and still specific. What does not work is an anonymous case study written as though it were named, with a fake quote attributed to a role. Readers assume the worst about unnamed studies, so the numbers have to work harder.
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