Webpass Customer Lifecycle Audit
GFiber Webpass customers were receiving a fragmented email experience — 70+ standalone messages with no unified structure. I audited the ecosystem and designed a streamlined lifecycle model, presenting a strategic recommendation to senior stakeholders to simplify and scale the experience.
Content Strategy
I led an end-to-end audit of the GFiber Webpass email ecosystem to identify inefficiencies and design a more coherent, scalable lifecycle experience.
The Challenge
The GFiber Webpass email ecosystem had grown unwieldy. Over time, 70+ standalone emails had accumulated across install types and customer segments, with no unified structure tying them together.
As a result, customers risked receiving:
overlapping or redundant messages
out-of-sequence communications
unclear or inconsistent guidance at critical moments like installation, onboarding, and billing
The issue wasn’t any one email — it was the lack of a coherent system connecting them.
My Role
I owned the audit end to end — researching, analyzing, and synthesizing the full Webpass email ecosystem into a strategic recommendation presented to the Director of Brand and the Customer Communications team.
The Work
I approached the problem as a system, not a set of individual emails.
1. Audited the existing ecosystem
Catalogued 70+ emails across customer segments and install types, identifying redundancies, gaps, and sequencing issues.
2. Identified structural breakdowns
Analyzed where the experience was failing customers — particularly where messaging overlapped, conflicted, or created friction at key decision points.
3. Designed a streamlined lifecycle model
Developed an ideal customer journey structured around nine core lifecycle steps, replacing fragmented flows with a more coherent and predictable experience.
4. Introduced scalable content patterns
Recommended shifting from one-off emails to dynamic, modular templates that flex across segments while maintaining consistency in structure, tone, and purpose.
Recommendations
Consolidate fragmented flows and eliminate duplicate touchpoints
Reduce total emails per journey by an estimated 40–50%
Replace one-off communications with reusable, modular templates
Align each touchpoint to a clear purpose within the lifecycle
Outcome
Delivered a strategic recommendation that gave GFiber a clear path toward a simpler, more coherent email experience.
The audit reframed the problem from individual email quality to systemic journey design — demonstrating that fewer, more intentional touchpoints better serve both customers and the business.