Building Clarity: Redesigning the Customer Experience Framework for a HealthTech Scale-Up

Scaling is a test of clarity.

As a business grows, what once felt agile can suddenly feel scattered - especially when teams, tools, and data move faster than the strategy holding them together.

This project began at that crossroads: where growth meets complexity.

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The Challenge

A fast-growing Asian-European healthtech company with operations across multiple markets was struggling with operational inefficiencies in customer service.

Client cases were handled across fragmented tools, communication channels, and teams. Response times increased, data quality non-existent, and leadership visibility faded - all while customer demand kept accelerating.

What had once been a startup advantage became a scaling challenge.

The Process

As an external consultant, I led the end-to-end redesign of the company’s CRM and service operations ecosystem. We integrated internal systems and data into one seamless framework, eliminating manual workflows and redundant communication paths.

Together with cross-functional teams, we built clear KPIs, automated routing and escalation rules, and developed intuitive dashboards for real-time performance tracking.

Training programs followed: not just on tools, but on ownership, collaboration, and consistency.

The system wasn’t built to replace people. It was built to help them think better.

The Outcome

• Average handling time reduced by 58%

• Customer experience quality score improved by 9 points

• SLA compliance reached 97% within 3 months

  
  

Beyond numbers, the transformation aligned teams across markets - enabling decisions to be made faster, with full visibility and confidence.

The CRM framework became a blueprint for the company’s future global expansion.

The Reflection

Technology doesn’t solve chaos; people and structure do.

But when the system reflects the way you truly work, growth finally feels like momentum, not pressure.