Skin Clinic designed a differentiated and compelling value proposition that can be scaled globally

The client

Our Skin Clinic Client 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 churn and attract new, high-value clients that would stay with them long-term. We knew we could help.

Skin Clinic customer journey map artefact

The challenge

Our Skin Clinic Client came to us because they wanted to deliver a truly excellent and memorable differentiated customer experience at every touchpoint, online and offline.

They needed the right insights to make informed decisions about where to focus their energies in order to create the most impact and ROI.

But with over 70 clinics across the country, each with different clientele and needs, it was difficult for them to get a clear picture of what was working well and where improvements could be made.

What they needed from Proto was a customer experience program that would provide them with actionable insights to help them improve the customer experience and create loyalty among their clients.

Skin Clinics need state artefact

We create total transparency in your business so you can see eye to eye with your customers

Creating an effective customer experience program requires a certain level of insight and understanding into the customer journey.

At Proto, we take a data-driven approach to customer experience, using a combination of qualitative research and interviews to collect and analyse customer feedback.

This helps our clients to identify areas where they can make improvements that will have the biggest impact on the customer experience.

It also allows them to track progress over time and see how their efforts are paying off in terms of increased customer satisfaction.

With our Skin Clinic Client, we communicated with key stakeholders to define customer experience objectives, and we gathered customer feedback using a variety of methods.

This allowed us to create a customer experience plan that was tailored to the specific needs of our client.

We then worked with them to implement the plan, tracking progress and making adjustments as needed to ensure that they achieved their desired results.

Skin Clinics reception area Skin Clinics visceral needs artefact

Proactively identify and address customer anxieties with quick and easy customer validation

One of the key areas in which our Skin Clinic Client could further differentiate themselves was in the area of customer service and care.

Our Skin Clinic Client’s customers are time-poor and value convenience, so making it easy for them to get in and out quickly without feeling rushed is important.

However, below the transactional layer of each treatment, customers are still concerned about how they will look and feel afterwards. The services offered by our Skin Clinic Client irreversibly impact the client's body, so it's important they feel reassured that any changes made will be for the better.

A focus on delivering exceptional customer service that includes an emphasis on both the tangible and intangible benefits of treatments will ensure that clients feel confident about their decision to go ahead with procedures.

It is this combination of feeling cared for as an individual and being reassured about the quality of care that will lead to customers becoming long-term advocates for your business.

Skin Clinics positive customer feedback on phone

Transitioning from the current to the ideal

In order to understand where your customer wants to go, you need to understand where they are now in relation to their desired destination.

This is where customer journey mapping comes in.

Journey Mapping involves creating a map that details all of the touchpoints a customer has with your business, from their first awareness of your brand right through to post-purchase follow-up. This map can then be used to identify pain points and areas for improvement in the customer experience.

With our Skin Clinic Client's customers, we were able to provide a vivid and visual map that captured the customer's personal experience of their organisation over time.

Working with our Skin Clinic Client, Proto was able to create actionable steps to reduce customer effort, increase satisfaction and loyalty, and improve bottom-line results, moving from the current to the ideal and future state.

To find out how you can use customer journey mapping to improve your business, contact us today.

Delivering phenomenal outcomes

“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark
Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results

“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey
Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn

“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean
Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level

“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”

Matthew Liebmann
Matthew Liebmann Former Chief Operating Officer

Enabling customer-centric design

“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”

Lucy Turner
Lucy Turner CX Design Launch Manager

Exceptional prototyping

“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti
Sharon Nanetti Optimal Care Program Director

Prioritising what matters

“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson
Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS

“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell
Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas

“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets
Coen Horrevoets Head of Product

Award-winning customer experiences

“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arni Selvarajah
Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve

“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson
Matthew Anderson Chief Operating Officer

Service innovation at scale

“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland
Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies

“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Thompson
Sarah Prescott-Thompson General Manager Shared Services

A partnership for CX

“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”

Customer Experience Specialist

Unique Product Innovation

“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”

Anthony Justice
Anthony Jusitce CEO