Customer Journey Audit · Online and In Person
You built the path a customer takes: the website, the phone line, the front counter, the checkout, the follow-up. Then you got busy running the business. The Ref walks every step as your customer (and as your employee, if you'll let us), flags what's broken, slow, confusing or unnecessary, and hands you the fix list. Online, in person, or both.
One-on-one with the Ref · online and on site · by application
Your Customer Flow
Sound familiar?
Most broken steps never send an error message. A form stops delivering, a phone tree loops, a sign points the wrong way, and the business finds out months later from the one customer who cared enough to complain. Everyone else just left.
Usually: nobody tests the form after a site update, and the notification goes to an inbox nobody checks.
Usually: layout and signs designed by people who already know where everything is.
Usually: a phone tree, voicemail or after-hours message nobody inside has listened to in years.
Usually: sales, service and billing each keep their own notes, and nothing travels between them.
Usually: extra steps, surprise fees, a forced account, or a confirmation email that never arrives.
Usually: the official process broke a while ago and staff quietly route around it. Every workaround is a flag.
Nodded at one of these? That's where the inspection starts.
Apply for a Customer Journey Audit →The blind spot
It isn't carelessness. Once you know how something works, you can't un-know it. You know the side door is the real entrance, what the acronym on the form means, which button to skip and who to call when the portal fails. Your customers don't. Neither does the new hire on day one.
The business knows what's happening and why. The customer doesn't, and nothing on the page, the sign or the call tells them.
Friction nobody designed. One extra form here, a required phone call there, a wait that used to be shorter. It piles up a step at a time until finishing feels like work.
You walked it once, when you set it up.
Your customers walk it every day.
The clock's running
A broken step isn't a someday project. It's costing you sales right now, quietly.
The customer who hits a dead form or a busy signal rarely tells you. They try the next name on the list.
No alert goes off when a form stops sending or a link goes dead. The clock runs until someone happens to notice.
Ad spend, signage, foot traffic, referrals: all of it funnels into the same flow. Fix the flow and every dollar upstream works harder.
Every confusing step becomes a call, an explanation, a workaround. That's payroll spent patching a process instead of serving customers.
What we inspect
The Ref doesn't guess from a screenshot. We walk it: fill out the forms, call the number, drive to the location, stand in the line, and follow the emails to the end. Then, with your permission, we walk it again from behind the counter.
Search to site, every form and booking path, checkout, confirmation emails and follow-up.
Parking and entrance, signage and wayfinding, layout, the wait, the counter and the exit.
Phone tree, voicemail, chat, text, response times and after-hours.
Marketing to sales to service to billing, and every place information drops.
Reviews, pricing clarity, policies, guarantees, and proof right where people hesitate.
Tools, steps, approvals and the workarounds your staff use every day.
The rulebook
Every flag in your inspection gets one of these calls, so you see patterns, not just a pile of issues.
A form, link, number or inbox that goes nowhere. The customer did everything right and nothing happened.
Steps, fields, approvals or waits that exist because they always have.
The customer's information doesn't make it to the next person, so they start over.
Signs, menus, forms and scripts written for people who already know the business.
A moment of hesitation with nothing there to answer it: no price, no proof, no policy.
Staff routing around the official process. It means the process is broken, not the staff.
What you get
Not a slide deck of opinions. A record of what actually happened when someone walked your journey, and what to do about it.
Every step walked, with photos, screen recordings and call notes as evidence.
What broke, which foul it is, what it likely costs you, and the fix.
The path you think customers take, next to the one they actually take.
Quick wins for this week, structural fixes for this quarter, and steps to cut entirely.
A live walkthrough with you and your team. Bring the people who own the steps.
We walk it again after the fixes land, so you know they held.
Why a ref
The people who built your process are the least likely to see what's wrong with it. That's not a knock on them; it's how blind spots work. The Ref has nothing to defend. We didn't design your checkout, hire your front desk or write your phone script, so every call is made from the customer's side of the field.
8 years at Apple analyzing retail product placement, sales and customer interactions. Raised around retail, from planograms to promo calendars. 14+ years in marketing, so we know what it takes to get someone to the door, and how fast a bad flow wastes it.
Who calls us
Clinics, gyms, salons, home services. The first call and the first visit decide whether they come back.
Layout, signage and the counter. What works at one location quietly breaks at the next.
Signup, checkout and support, where the drop-off happens one click at a time.
Steps built for five people, now serving fifty. The workarounds tell you where.
How it runs
About 3 minutes. Tell us about your business, where the journey happens and where you suspect people get stuck.
We send a link. Confirming it unlocks the Ref's calendar.
30 minutes with the Ref. We pick the journeys worth walking, decide online, on site or both, and you get a fixed scope and quote. No obligation.
The Ref walks it as your customer, and as your employee if you opt in. On site anywhere; travel billed at cost.
Your inspection record, journey map and game plan, walked through live with you and your team.
The path
The Customer Journey Audit finds the friction. Fixing it is up to you, your team or your agency, with the Ref's oversight if you want it.
There's no posted price. Every inspection is scoped on the kickoff call, with on-site travel billed at cost, and you get a fixed quote before you commit to anything.
Online · on site · both
Keep watch all season
Replay Booth
Every inspection is hands-on and one-on-one, so the Ref takes on a small number at a time. The application makes sure the kickoff call is spent on your business, not on basics.
It depends on how many journeys we walk, how many locations, and whether it's online, on site or both. You get a fixed quote after the kickoff call, before you commit to anything. On-site travel is billed at cost.
Yes, anywhere. Some things only show up in person: the parking lot, the line, the sign that points the wrong way. Travel is billed at cost and agreed up front.
Your call. The customer side can be walked unannounced, like a secret shopper. The employee side is only done with your permission, and usually works best when your team knows why we're there.
No. Flags are about the process, not the people. A workaround usually means someone on your team found a fix the process should have had all along.
The Marketing Audit reviews your marketing: channels, spend and data. The Customer Journey Audit walks what happens after the marketing works, when a real person tries to buy, book or get help.
It includes one, but it doesn't stop at the screen. Phone, location, handoffs and follow-up are part of the same journey, and that's usually where the worst breaks are.
You, your team or your agency. The fix list is written so anyone can follow it, and the Ref can oversee it as your Fractional Advisor.
Most inspections run [X–Y weeks] from kickoff to huddle, depending on scope and travel.
Kickoff
Somewhere in your flow there's a form that isn't sending, a step nobody needs, or a sign only your staff can read. Your customers already know where it is. Apply, confirm your email, and book a kickoff call with the Ref.
Apply for a Customer Journey Audit →
