🧩 Case Study: Concierge Process Optimization
🎯 Problem
The concierge team was essential to driving membership conversions by helping users navigate the platform and nudging them to purchase. However, the team was lean and overburdened, struggling to reach all users effectively. The leadership team was clear—this process had to be optimized without sacrificing impact.
👣 My Approach
My objective was to identify the right triggers and touchpoints that lead to higher conversions, while reducing unnecessary effort.
This involved two key steps:
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Understanding the existing system
I shadowed the team and documented how and when they contacted users. -
Measuring resource impact
I analyzed the correlation between concierge interactions and actual membership conversions.
🔍 Deep Dive: Key Insights
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Not all users need calls
Highly active users converted regardless of concierge outreach. Calling them was unnecessary. -
The power of the second session
The most impactful concierge intervention was helping a user book a second session. More classes = higher conversion. -
Timing is everything
Users who didn’t book a session within 24 hours of signing up almost never converted—regardless of follow-ups. These users were deprioritized.
🚀 Execution & Results
I proposed a revised system based on user behavior triggers. The concierge team ran a split test using these insights.
📉 Result:
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40% reduction in total calls made
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30% increase in membership conversions
Instead of doing more, we did less—but smarter. Reaching out at the right time, to the right users, made all the difference.
🧠 Lessons Learned
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Effort ≠ impact
More calls don’t guarantee more conversions. Strategic effort wins. -
Let data guide the touchpoints
Not every user needs hand-holding. Prioritize where impact is highest. -
The second session is the golden lever
Focus your efforts on helping users get past the trial and into habit formation. -
Act fast or let go
Users not engaging within 24 hours likely won’t—no need to chase.