Tip #6: Think of quantitative data trends as stories.

Written by Dr. Sally Perkins, Authenticx

“All I see are charts and graphs. Where’s the story in that?” 

When you’re overwhelmed with multiple sources of data, charts, graphs, and tables, one simple place to start is to look for trends over time. After all, stories start at one point in time, then they move us through a sequence of events to another point in time.  

What’s important to remember, however, is that a chronology is not a story.  For example, we could say:

• In Q1 of 2023, we had a 76% customer retention rate and a 48% satisfaction rate.  
• In Q2 customer retention was at 59% and satisfaction at 48%.   
• In Q3 customer retention was at 70% and satisfaction at 53%.   
• In Q4 customer retention was at 62% and satisfaction at 57%.”

But those data don’t tell a story until two things happen. First, the “Normal” and “Uh Oh” of the story must be established (see the Story Elements). In this case, “Normal” might be the average correlation between customer retention and satisfaction scores for the past few years.  Then, the “Uh Oh” must be named. 

The “Uh Oh” might be a simple question that perplexes us about the data: “Why in the world, in Q4, would retention scores have gone down while satisfaction scores went up?”   

Secondly, the “Uh Oh” must answer the “why” question, drawing upon more contextual and qualitative data to explain the shifts. For example, the storyteller (you!) could share micro customer stories about a seasonal change or market change that would account for the loss of customers or stories from customers in which they explain their abandonment or stories that explain what caused those who stayed with the product to be so highly satisfied. 

In essence, the trending data become a story when they are explained in terms of a “Normal” and an “Uh Oh” that needs attention.  The story is most compelling when the “Uh Oh” can be explained and illustrated through vivid micro customer stories! 

Take this challenge: Look at some of your most relevant data. Study the trends over time.  When you see signals of some shift or anomaly, you know you have the beginning of a compelling story. Share some of your insights from this practice in the comments. 

Sally Perkins serves as Sr. Manager of Storytellers at Authenticx. She analyzes quantitative and qualitative conversational data from which she crafts impactful data-backed stories that offer insights into how professionals across industries, such as healthcare, can improve the customer experience and their business outcomes. 

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