GFiber Webpass Lifecycle Audit

The challenge

The GFiber Webpass customer 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. Without a coherent journey, customers risked receiving overlapping or out-of-sequence messages at the exact moments when clarity mattered most: during installation, onboarding, and billing.

The issue wasn't any one email, it was the lack of a coherent structure connecting them.

My role

I owned the audit end to end — researching, analyzing, and synthesizing the full Webpass email ecosystem into a strategic recommendation presentation delivered to the Director of Brand and the Customer Communications team responsible for GFiber's customer email strategy.

What I did

I started by mapping what existed: cataloguing all 70+ emails, identifying redundancies, gaps, and sequencing issues across customer segments and install types. From there I worked forward, designing an ideal customer journey across nine streamlined lifecycle steps that would replace the fragmented experience with something coherent and scalable.

My recommendations included:

• Consolidating fragmented flows and eliminating duplicate touchpoints

• Replacing one-off emails with dynamic, modular templates that could flex across segments

• An estimated 40-50% reduction in emails per customer journey

• Alignment of every touchpoint with GFiber brand and CX principles — reinforcing clarity, trust, and actionability at each step
  
  

The outcome

A strategic content recommendation that gave GFiber a clear, validated path toward a simpler, more coherent Webpass email experience. The audit reframed the problem from individual email quality to systemic journey design — and made the case that fewer, smarter touchpoints serve customers better than more frequent, fragmented ones.