Writing style

Customer stories

Customer stories are among our most powerful storytelling tools. They bring the Citrix story to life in an authentic way, celebrate our customers’ success, and show what’s possible by partnering with us.
We keep the stories positive and inspiring by focusing on what our customers have achieved, rather than the challenges. They should highlight how, with Citrix technology, organizations are embracing new ways of working, improving the employee experience, and unlocking the full potential of their workforce to drive greater innovation and business success. 
The interview
Every great story starts with great interviewAsking the right questions is key to uncovering how our solutions enable individuals and organizations to achieve more.  
Preparing for your interview

Research the customer 


Learning as much as you can about the customer in advance will help you maximize your time on business benefits and outcomes. Because most organizations have corporate information on their websites, it’s a great idea to gather things like company description, headquarters location, products or services, and number of employees and customers ahead of time. 

Line up a mix of sources

A good mix of roles and perspectives will add dimension to your story. High-level roles like CEOs, CIOs, CHROs, VPs, and IT directors are great at illustrating business challenges and goals, and how Citrix has helped achieve those goals, but they may not be able to talk about the specifics, like how their IT team is using our products in their environment.  

Roles like IT managers and administrators can give you specific details about how they’ve deployed our products, plus some valuable information like quantifiable measurements in costs, productivity, revenue, headcount, and more. 

Conducting your interview


Start out by verifying names, roles, and titles of those you’re interviewing. Now’s a good time to ask for any additional information that may not be reflected on their website, brochure, or other publicly available materials. 

How do their people work? 

Our technology helps people do their best work by giving them the freedom to choose how, when, and where they work—which enables our customers to pursue what truly makes them competitive. 

So next, ask questions about how their employees need and want to work:

  • Are they primarily office-based, or are they out in the field?
  • Are people co-located or distributed across locations and geos?
  • Do they use their own devices for work?
  • Do they need access to corporate apps and data from anywhere? 

What did they need to do?


Then dive into what it was they were trying to accomplish that led them to a Citrix solution:

  • What were their key business and IT initiatives and goals?
  • What was holding them back from achieving those goals?  

How did Citrix help?

Now ask about Citrix helped them accomplish their initiatives. Find out which products they have and how our solutions have made them more agile, efficient, and secure. 

  • Have they been able to reduce costs?
  • How have our solutions helped them get ahead of threats?
  • Circle back to what you learned earlier about their employee workstyles, and ask how workforce productivity and experience have improved. 

How has their business evolved? 

And last but not least, ask questions to reveal benefits. This is the most important part of your interview because you’ll be learning how Citrix helped them achieve remarkable business outcomes.  

Ask things like:

  • What has better employee experience done for your business? 
  • Now that you’re more agile, what has that freed you to do?
  • How have our solutions helped you reimagine business?
  • What can you do now that you couldn’t do before? 

You’re looking for at least three benefits, like improved employee engagement, increased revenue, new business strategies, better customer engagement, wider customer base, business growth, and so on.  

Quantifiable metrics can help make your story more powerful. Things like:

  • Increased revenue by $1 million annually or a 35 percent increase in employee engagement. 
Additional questions
Use these questions to dig a little deeper into how the customer is using our specific products and services to accomplish their goals and key initiatives. The answers will serve as secondary details that will support the bigger business outcomes your story will focus on.
Digital workspaces

Our digital workspace solutions allow companies to securely deliver the apps and data their employees need to do their best work from anywhere. They empower companies to create new, more flexible ways of working, unlock the full potential of their workforce, and ultimately drive business success.  

Citrix Workspace 

Citrix Workspace is a complete digital workspace solution that integrates various virtualization, device management, content collaboration, analytics, and secure access technologies. 

  • Which Citrix Workspace offering did you choose? Why?  
  • Do you leverage the solutions on premises or in the cloud? What advantages have you seen from your deployment choice?  
  • How does Citrix Workspace play into your company’s overall cloud strategy? 
  • How has the integration of solutions benefited you? 
  • How does Citrix Workspace help you keep information safe and your employees productive no matter when, where, and how they work? 
  • How does Citrix Workspace help you enable remote or flexible work?  
  • Have you noticed an uptick in employee productivity and innovation?  
  • What do your employees tell you about their experience using Citrix Workspace? Has it improved their work/life balance? Is it easier for them to find what they’re looking for? Have they been able to do better work? 

Citrix Virtual Apps and Desktops 

Citrix Virtual Apps and Desktops gives employees easy access to all the applications or desktops they need from any device, wherever they work 

  • Do you deploy Citrix Virtual Apps and Desktops on premises, or do you use our desktops as a service (DaaS) cloud solution? What advantages have you seen from your deployment choice?  
  • Why do your employees need access to their apps and desktops from any device or location? 
  • How has Citrix Virtual Apps and Desktops made your data and users more secure? 
  • Give me an example of how someone uses the solution in their day-to-day. 
  • How has it helped you manage costs and improve IT operations? 
  • What does IT say about the ability to manage all the apps and desktops in one location on the backend?  
  • How does Citrix Virtual Apps and Desktops play into your company’s overall cloud strategy? 

Citrix Endpoint Management 

Citrix Endpoint Management provides companies with a simple way to manage and secure the ever-increasing array of devices people are using for work.  

  • How many devices does a typical employee use for work? What kind of devices? 
  • What advantages do you see in enabling device choice? 
  • Do you have a bring-your-own-device (BYOD) policy? If so, tell me more about it. 
  • What was the biggest challenge you were looking to solve with a unified endpoint management solution? Security? Productivity? Experience? 
  • How has a single platform to manage every app, device, and platform (iOS, Android, Windows, Chrome, Mac, etc.) made life easier for IT? 
  • How has it made it easier for users? 

Citrix Content Collaboration/Citrix ShareFile 

Citrix Content Collaboration solutions allow companies to securely share and collaborate on any kind of document or file with people both inside and outside of the organization.  

Citrix Content Collaboration is the name we use when it’s being offered as an integrated part of Citrix Workspace. Citrix ShareFile is the standalone SaaS solution primarily purchased by small and medium businesses.  

  • How were your employees sharing and collaborating on files before choosing Citrix Content Collaboration? What were the risks you were taking with that approach? 
  • How has Citrix Content Collaboration made your employees work better? 
  • How has it simplified collaboration both within and outside your organization? 
  • How does it play into your overall data security strategy?  
  • Do you store your data on premises or in the cloud? What advantages have you seen from your storage choice? 

Citrix Analytics  

Citrix Analytics solutions allow organizations to detect and deflect potential threats and performance issues. By providing real-time insights across the Citrix environment, Citrix analytics solutions make it easy to monitor, troubleshoot and resolve issues fast. 

Citrix Analytics for Security 

  • Which Citrix solutions are sending data into Citrix Analytics for Security (Citrix Virtual Apps and Desktops, Content Collaboration, etc.)? 
  • What types of risk or potential data breaches has Citrix Analytics for Security been able to proactively identify for you? 
  • Which automated policies have you put in place to stop security breaches? 
  • How are you leveraging Citrix Analytics for Security to monitor risk from remote workers? 
  • How are you integrating Citrix Analytics for Security with other security tools like Splunk or Microsoft Graph? 
  • How has Citrix Analytics for Security helped you achieve compliance with your industry’s regulatory requirements? 

Citrix Analytics for Performance 

  • How has Citrix Analytics for Performance helped you improve the user experience? 
  • Have you been able to cut back on IT help desk tickets related to performance or experience? 
  • How are you using it to manage capacity? 
  • How are you using user performance scoring to spot issues? 

Citrix Secure Private Access 

Unlike a traditional VPN, Citrix Secure Private Access provides a zero trust approach for secure access to corporate web, SaaS, and virtual applications, as well as advanced security controls for managed, unmanaged, and BYO devices. 

  • What kind of apps do your employees use (SaaS, web, virtual, etc.)? 
  • How has Citrix Secure Private Access made access to your applications more simple and secure? 
  • How has it enabled your flexible work strategy? 
  • How has it helped you achieve a zero trust security approach? What are the benefits of this approach? 
  • What use cases led you to choose SPA? 
  • How do you use SPA to protect your workspace from unauthorized access? 
  • Do you use SPA to provide data governance and data protection policies? 
  • Are you using SPA to protect access to internet apps managed by your IT team? 
  • How has our solution helped you consolidate point security solutions? 
  • Did you have issues with users attempting to access non-sanctioned apps or websites? How were you protecting your environment against that issue? 
  • Describe the ROI you’ve gotten since implementing SPA. 
App delivery and security 

Our App Delivery and Security portfolio ensures reliable application delivery and security both within Citrix Workspace and across increasingly distributed work and IT environments. With Citrix, app traffic from and within the datacenter is optimized and secure. Application delivery at the branch and the home office is equally reliable. And app performance and security across clouds and to the edge has never been more transparent or dependable. 

Citrix Application Delivery Controller 

Citrix Application Delivery Controller (ADC) is the most comprehensive application delivery and load balancing solution for monolithic and microservices-based applications. It helps you deliver a better user experience, on any device—anywhere. 

  • What challenges were you looking to solve with an application delivery solution? 
  • Did you consider any other vendors? What attributes or business value led you to choose Citrix? 
  • What goals or tasks were you hoping to accomplish with Citrix ADC?  
  • What kinds of applications are you delivering with Citrix ADC? 
  • What quantifiable business benefits does ADC deliver to your business? (better experience, increased productivity, revenue growth, cost savings, etc.? 
  • Do you use it for global server load balancing? If so, within a specific region or across regions? How does it help you deliver a better application experience? 
  • Which form factors are you using (virtual, physical, bare metal, container), and where are they deployed (on premises, AWS, Azure, Google Cloud)?  
  • Are you moving to any specific public cloud, and why? What use cases have prompted the move to cloud architecture? 
  • How has Citrix ADC supported your cloud strategy? 
  • What type of licensing are you using (pooled capacity, subscription, marketplace subscription, perpetual)? How does this provide flexibility to your environment? 
  • Are you developing microservices-based applications? If so, are you using any open-source tools that are integrated with Citrix ADC? 
  • Are you using any of the security features such as web app firewall, IP reputation, bot mitigation, API gateway? Can you go into any details how you are protecting your application stack? 

Citrix Web App and API Protection 

Get comprehensive app and API protection, wherever they’re deployed, with our cloud-based solution. 

  • What kinds of apps does your organization use?
  • How does Citrix Web App and API Protection help you keep your apps and APIs secure?
  • What benefits do you get from the solution being delivered as a cloud service? Ease of deployment? Ease of management? Cost savings?
  • How has it helped you protect against known and zero-day application attacks?
  • Tell me about your multi-cloud environment.
  • How do you use Citrix Web App and API Protection’s web app firewall, bot management, and DDoS protection to maintain a consistent security posture?
  • How does it help you maintain governance and compliance across multi-cloud?

Citrix Application Delivery Management 

Citrix Application Delivery Management provides one-click provisioning and gives you holistic visibility and operational consistency across your on-premises and cloud environments. All the insights you need—from a single pane of glass. 

  • Do you use Citrix ADM service or Citrix ADM on premises? Why did you choose that deployment method? 
  • How has Citrix ADM helped your IT team work more efficiently and securely? 
  • Do you use Citrix ADM for analytics on your app delivery infrastructure, applications, and/or security? 
  • Does Citrix ADM help you automate any routine tasks such as cloud migration, configuration audits, ADC backups, etc.? Has that helped you save time or made things easier? 
  • Does Citrix ADM help you manage your SSL certificates? 
  • Do you utilize the role-based dashboards of Citrix ADM to give certain individuals contextual access? 

Citrix SD-WAN 

Our secure, reliable WAN edge solution helps you deliver the always-on network employees depend on to be productive from anywhere. 

  • What were you looking to achieve with a software-defined WAN solution?  
  • Which WAN technologies were you using for branch locations before choosing SD-WAN? What challenges were you experiencing?  
  • Why did you select Citrix as your SD-WAN vendor?  
  • Which version of Citrix SD-WAN did you deploy? How many appliances/sites? 
  • What are you using Citrix SD-WAN for? (Reliable delivery of Citrix Virtual Apps and Desktops, direct internet breakout, reliable delivery of SaaS, migration of apps to the cloudWAN cost reductionzero touch deploymentmitigation of network outages/brownoutsconsolidation of WAN infrastructure, etc.) 
  • How has SD-WAN improved the user experience? 
  • Do you use Microsoft Teams? How has Citrix SD-WAN helped with M365 productivity and the user experience? Did SD-WAN impact your call quality? Do you have any before and after metrics like MOS score, latency, jitter, loss?  
  • Do you have any initiatives around SaaS (for example, M365, Unified Communications as a Service)? If yes, how is Citrix SD-WAN enabling these initiatives? 
  • Do you use SD-WAN to do secure Internet or SaaS breakout directly from the branch? If yes, how did you address security concerns? Who is your security vendor? Are you looking to deploy security on premises or in the cloud? 
  • How do you monitor the WAN and track health and utilization? Do you use SD-WAN Orchestrator in Citrix Cloud? 
  • What other operational, cost, or user benefits have you achieved by implementing Citrix SD-WAN? Can those be quantified? (fewer personnel, cost savings, payback/ROI, etc.) 

Citrix Secure Internet Access 

Cloud-delivered security that protects direct internet access for branch and remote workers using unsanctioned apps.

  • What led you to explore cloud-delivered security?
  • How many remote and/or mobile workers do you have?
  • Do you have a geographically distributed team? If so, where?
  • Is app performance critical for all your users or some of them? Why?
  • What was your existing security solution architecture? On-premises security appliances, another cloud-delivered security vendor, another vendor with just some (partial) functions?
  • Did you explore other cloud-delivered security vendors? If so, what did you like most about SIA?
  • Do you think SIA has helped you improve your security posture? How? Do you have any numbers to share?
  • Do you think SIA has simplified work for IT by removing the need to manage hardware? Do you have any numbers to share, for instance, number of engineer hours saved?
  • Do you think SIA has reduced costs in any way? For instance, reduced costs of operating datacenters? If so, do you have any numbers to share?
  • Would you recommend SIA to your peers? What’s the most important reason for them to consider SIA?
From the very beginning, Citrix has created technology that allows you to get work done from anywhere on any device – while reducing energy consumption. Our solutions help people and businesses be more sustainable.
  • What are your sustainability goals?  
  • What role does IT play? 
  • How does Citrix help you achieve those goals? 
  • Are the regions in which you operate influenced by legislation, vertical, brand, shareholders, etc.? 
  • Do you have any metrics around kilowatt hours saved, electricity measured, devices saved from landfill, datacenter efficiency, etc.? 
Our premium-level offerings feature personalized, proactive services from an assigned technical account manager who works with customers to implement and optimize their Citrix solutions, minimize risk, and help them achieve their business and technology goals.
  • How does the Priority service support your organization’s goals?
  • Which features of the service are most important to your organization? For example: Technical Account Manager, Success Planning and Quarterly Business Reviews, Priority Queue, Environment Review, Critical Situation Management, Customizable add-on packages (Priority Plus only), Executive Level Sponsor (Priority Plus only)
  • What are the three most important benefits you have achieved from the Priority service?
  • Can you share any results or metrics to quantify these? For example: specific cost reductions, the ability to optimize the environment and mitigate risk, minimize downtime, increase uptime, accelerate issue resolution, accelerate adoption, and realize business success measures, etc.
  • What has the Priority service made possible that you couldn’t do before?
  • How does your Priority service fit into your IT or business plans moving forward?
  • Do you plan to implement additional Citrix solutions or expand the current implementation in the near future?
  • Are there specific business goals or initiatives that the Priority service will help support?
  • How do you view your Priority service as a key technology resource (try to obtain a quote about the value of the Priority service and how it fits into their business model or success measures)?
Writing your story


Put on your reporter hat, and write the story as a journalist. Start with the most important, most interesting takeaway, and work your way down into the details. It should feel like a news story, not a marketing piece.  

Organization and length

Organize your story into an introduction section, followed by at least three benefit sections, for a total of about 700 words. Skip the challenge and solution sections. Instead, work that information into your benefit sections to make sure you’re leading with outcomes, not problems.  


In your headline, sum up with Citrix helped the customer do. To help you zero in on the main outcome, think about what you’d tell a friend if you only had 5 seconds. Steer clear of technical terms and marketing buzzwords.  

Like this:
As Worldpay doubles in size, the payment giant turns to Citrix Workspace to empower its workforce 


Start with a general sentence that could relate to anyone who reads the customer story. You could say something like, “Everyone needs a safe and sanitary place to live.” Or, “Every organization wants to get its workers the apps they need to do their jobs quickly and securely.” Avoid beginnings that just list company details; infuse that information into your story instead. 

Use the rest of the introduction to summarize the story. Think of it as an executive summary. Concisely explain who the customer is, what they needed, and how Citrix helped.  

Like this:
Whether shopping in store, online, or on a mobile device, today’s consumers want a seamless payment experience — a fact that perhaps no one understands better than those at Worldpay. Processing more than 40 billion transactions a year, the global payment provider simplifies payments for companies of all sizes around the world. But when Worldpay joined forces with payment giant Vantiv, the new powerhouse needed a way to simplify and unite a disparate IT landscape to fuel future innovation and growth. 

Benefits sections

Organize your case study into 3-4 sections that show how Citrix products met the customer’s needs. Use snappy headings that sum up a benefit. Things like, “A staggering feat,” and “$1M a year saved.” Start with the most significant benefit and work your way down. 

Explain how a Citrix product gave them this benefit. A great way to do this is to talk about what the customer did before versus what they can do now. 

When you first mention a product, link to its landing page on Citrix.com. Example: With Citrix Virtual Apps and Desktops, they can deliver apps quickly and securely to thousands of users at once.  

We want these stories to have a journalistic flavor. So pepper in quotes from the customer where they make sense. It’s always great to hear things in their own words. 

Like this:
“Users needed to feel as if they were working directly on their own desktops,” says Firstname Lastname, IT manager. “So speed and a natural user experience were important features.” 

You can even use a snippet from a customer quote as the section heading. Just make sure it’s short and sweet.  

If possible, wrap up the story with a customer quote, which helps to end on a strong note. For example“We’re already seeing residents embrace our new mobile services,” says Lastname. “We’ve seen that a majority of seniors and young people favor accessing our services via mobile devices. They were actually ready for mobile before we were.” 

Like this:

Simplifying IT and improving collaboration in the midst of change 

Doubling the size of a workforce has many advantages — but it also presents challenges for IT. Worldpay turned to Citrix Workspace to manage the complexity of unifying diverse IT systems, quickly onboarding new users, and ensuring an optimal user experience. 

“We have people using traditional applications. We have people accessing web-browser-based applications. We have people going to the public internet for SaaS applications,” says Jason Keith Scott-Taggart, Worldpay’s head of business technology services. “We want to give the whole of our enterprise a single place to come to access resources.” 

With Citrix Workspace, not only has Worldpay been able to provide simple, secure anywhere access to the apps and content people need, but also, it’s enabled a company that’s increasing in size to work together more effectively.  

“Citrix has really helped us as an organization to innovate because it brings us together, and it allows us to collaborate in a common platform,” Scott-Taggart says. 


Sidebars are a great way to add details without bogging down your story with too many details. Include impressive stats or more detailed product information. Or feature a compelling quote—ideally one that mentions results. 

Example sidebar stats:
40 billion
Number of transactions processed annually 

Number of payment types managed across 146 countries and 126 currencies 

$1.5 trillion
Amount processed in payment volume 


Example sidebar quote:
“Citrix is really important to us because it allows us to hide complexity from our end users and allow them to concentrate on doing what they need to do to drive the business forward, whilst at the same time giving me the tools as a technology leader that I need to empower them.”
Jason Keith Scott-Taggart
Head of Business Technology Services

Additional tips
  • Use “Citrix” for us and “they/them” for the customer.  
  • Follow Citrix voice and writing guidelines. 
  • Balance short and long sentences, and keep your paragraphs short (no more than 4 lines each) 
  • Instead of using specific dates, generalize: “within six months” or “a few years ago.” 
  • Quotes are best kept brief and placed strategically to support a point or to emphasize challenges and benefits.  
  • Use “says” instead of “said.”  
  • To preserve the voice of the customer, use exact quotes whenever possible. To clarify a term or awkward phrasing, place your edited text in brackets. For example, “Taking into account hardware, heating and cooling, ABC achieved a 60 percent [reduction] in IT expenses,” says Jane Smith. 
  • Capitalize titles when you place them before a name, and lowercase them after a name. For example, Joe Smith, senior IT director, Company ABC or Senior IT Director Joe Smith. Capitalize titles in sidebar quotes.


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