Upgrade Your Customer Experience Strategy
How does an Australian-based product innovator quickly scale globally? Along with financial capital, you also need to understand exactly what you’re doing well and repeat it. Just as importantly, you need a customer experience strategy that’s scalable across borders, aligning every market to a consistent standard. This is the story of how we created that plan for Laser Clinics Australia
A Scalable, Differentiated Customer Experience Strategy for a Global Brand
Laser Clinics is Australia’s largest laser provider and has been operating for over 10 years. With over 70 clinics across the country, they offer laser hair removal, cosmetic injectables and skin treatments.
They wanted to keep this level of growth going and came to us for a solution that would help them maintain their growth and get more people through their doors.
They wanted to reduce customer churn and attract new, high-value clients who would stay with them long-term. We knew we could help—with a customer-led CX strategy and a plan to scale their customer experience design across every clinic.
Mapping the Skin Clinic Customer Journey
LCA came to us because they wanted to deliver a truly excellent and memorable customer experience at every touchpoint—online and offline.
They needed the right insights to make informed decisions about where to focus their energies to create the most impact and ROI.
But with over 70 clinics across the country, each with different clientele and needs, it was difficult to get a clear picture of what was working well and where improvements could be made.
What they needed was a customer experience program that would provide actionable insights and create loyalty—built on deep customer journey mapping and feedback loops that could drive continuous improvement.
Creating Transparency Across the Customer Journey
Creating an effective customer experience strategy requires a certain level of insight and understanding into the entire customer journey.
At Proto, we take a data-driven approach to CX design, using a combination of qualitative research and interviews to collect and analyse customer feedback.
This helps our clients identify where to make improvements that will have the biggest impact—and track how changes affect customer satisfaction and loyalty over time.
With our Skin Clinic Client, we spoke with key stakeholders to define CX objectives, and gathered insights through voice of the customer research.
This allowed us to create a tailored customer journey map that reflected their actual customer experiences, not just assumed ones.
Proactively Addressing Customer Anxiety with Fast, Clear Validation
One of the most powerful ways LCA could further differentiate themselves was through the quality of customer service in cosmetic treatments—where care, reassurance and trust aren’t just add-ons, they’re essential.
Their customers are time-poor and convenience-driven, so making it easy to get in and out quickly—without feeling rushed—is vital. But beneath the transactional layer of each appointment, people are still deeply concerned about how they’ll look and feel afterwards. These are irreversible cosmetic treatments, and that carries emotional weight.
That’s why delivering an exceptional customer experience in skin clinics means going beyond logistics, it means offering consistent customer validation and a sense of safety at every stage of the cosmetic treatment experience.
By combining practical efficiency with emotional reassurance—balancing tangible outcomes with intangible confidence, we helped our client build a service model where patients felt genuinely cared for. And it’s that combination that turns one-time customers into long-term advocates.
Customer Journey Mapping That Drives Real Change
To understand where your customer wants to go, you need to know where they are now and what’s in the way.
This is where customer journey mapping comes in.
We mapped out every major touchpoint, from first awareness through post-treatment follow-up, identifying friction, effort, and opportunities to create a more seamless and satisfying experience.
Working with our Skin Clinic Client, we created a roadmap that allowed them to reduce effort, personalise their messaging, increase loyalty, and improve bottom-line results.
The outcome wasn’t just a better experience, it was a customer experience strategy they could implement across multiple markets, at scale.