Sample Case Study
Customer Journey & Process Improvement
How a small service-based business went from drowning in manual processes to running on simple, documented systems.
Business
Instagram-based skincare brand
Team Size
Solo owner
Challenge
Repetitive DMs
No structured feedback loop
Services Used
SOP Creation + Communication Templates
The Challenge
300 enquiries/month, but only 45 resulted in purchases. The owner was manually answering repetitive DMs and had no structured feedback process.
What we identified
- Product A generated the strongest conversion and repeat purchases.
- Product B generated frequent questions around suitability for sensitive skin.
- Customers repeatedly asked the same product and delivery questions.
- There was no FAQ/self-service system.
- There was no systematic process for collecting feedback or testimonials.
- The owner personally handled almost every enquiry.
Our approach
Rather than immediately adding complex automation, we mapped the immediate customer journey:
Instagram enquiry → product information → purchase → feedback
We proposed a first-stage system consisting of:
Automation
- Automated initial Instagram response
- Direct customers toward relevant product information
- Reduce repetitive manual responses
Templates
- Standardised responses to recurring questions
- Customer communication templates
- Feedback/testimonial request templates
SOP
- Document the process from initial enquiry through purchase and post-purchase feedback
- Create a repeatable process the business owner can follow and maintain
Next-stage CX improvements
Once the initial system is operating, analyse where customers are dropping off and determine whether further interventions—such as FAQs, improved product descriptions or a product-selection quiz—are justified.
The Results
The proposed system reduces repetitive manual work, creates a consistent customer journey, and establishes a feedback loop that can be used to improve future customer interactions and conversion.
Ready to see results like these?
Simple systems for better-run businesses. Let’s map out what a documented, consistent operation could look like for you.
