Post-Install Customer Journey |
CX Optimization

During our migration of customer journeys into HubSpot, I identified a major gap in the post-install experience: once a project was completed, customers received little to no follow-up. This lack of closure was creating confusion, missed expectations, and an increase in negative reviews.

The insight:

• Customers weren’t being guided through what happens after install

• There was no clear closeout moment or reinforcement of value

• Friction at the end of the journey was undoing an otherwise positive experience

Rather than treating reviews as the problem, I focused on fixing the experience that caused them.

My role:

• Identified the post-install gap through customer feedback and journey mapping

• Led the strategy for rebuilding the post-install journey inside HubSpot

• Defined messaging, cadence, and content to create a smoother, more reassuring closeout

• Partnered cross-functionally with IT to align data, triggers, and system logic

• Secured leadership buy-in by clearly connecting the journey to customer experience and reputation

The challenge:

• Coordinating marketing strategy with technical system requirements

• Aligning multiple teams on ownership, timing, and success metrics

• Designing a journey that worked across different service types and customer scenarios

What we built:

• A structured post-install communication flow that:

  • Reinforced the work completed and value delivered

  • Set clear expectations for next steps, warranties, and ongoing support

  • Created a natural, appropriate moment to request feedback & plugged referral programs

• Messaging designed to feel helpful and human, not automated or transactiona