Turning an Email Campaign Into an Entire Customer Experience

Bales asked for another round of emails, but the bigger problem was everything happening between orders. I led a customer-experience overhaul that connected research, website design, sales tools, and automation, giving customers clearer answers and the sales team better reasons to follow up.

I found the real brief by walking the plant with my DSLR and following a customer’s part through intake, coating, and shipping. Conversations with sales, shipping, and company leadership exposed the gaps: buyers struggled to compare coatings, wanted updates on their parts, and needed help knowing when to return. I mapped the current and proposed journeys in FigJam, turning disconnected frustrations into a plan the client and our team could work through together.

I made the technical side easier to navigate by designing a mobile-first website in Figma and working with developers on tools customers and field sales could actually use. Coating comparisons, order tracking, and the Cycle Savings Calculator helped answer questions that previously required a conversation. I also developed a company-trained support chatbot with a route to human help. Photography and sales materials gave the industrial brand a more approachable face without watering down the expertise.

I brought the relationship together through automated journeys in Ortto, writing content and timing maintenance and reorder reminders around coating wear. Lead scoring gave sales a clearer basis for prioritizing conversations, while customer surveys provided feedback on the experience. The work helped Bales outperform its annual revenue forecast, increase minimum orders, and improve customer satisfaction. What began as a request to reuse emails became a better way to serve customers before, during, and after an order.