Customer
Retention.
VetShare was losing customers and wasn't sure why. Over six weeks I led a research programme that identified key pain points across the customer experience of Australia's largest veterinarian wholesaler, resulting in a strategic roadmap spanning three years of improvement opportunities.
VetShare, Australia's largest vet wholesaler, was experiencing customer churn but lacked a clear picture of where or why it was happening. Previous initiatives had addressed symptoms without grounding in how customers actually experienced the service.
The engagement delivered a detailed as-is journey map, prioritised opportunity areas, and a three-year strategic roadmap, giving VetShare evidence-based confidence to act systematically rather than reactively.
Team
- Project Lead (Me)
- Business Analyst
- Producer
My contribution
- Led the full six-week research engagement
- Facilitated stakeholder kickoff workshop with board members
- Conducted 22 interviews across rural and metro practices
- Led synthesis and insight extraction
- Developed as-is customer journey map
- Facilitated opportunity prioritisation and roadmap playback
Losing customers
without knowing why.
VetShare, Australia's largest veterinarian wholesaler, was experiencing customer churn but lacked a clear picture of where or why it was happening. The business had run previous initiatives to address the issue but without sufficient grounding in how customers actually experienced the service.
The brief was to find out. A six-week research engagement to identify the real pain points in the customer experience, across both rural and metro veterinary practices, and translate the findings into a prioritised strategic roadmap the business could act on.
- As-is customer journey map
- Prioritised opportunity areas
- 3-year implementation roadmap
- Stakeholder workshop
- Contextual interviews (22)
- Synthesis and theming
- Playback workshop
- Rural practices
- Metro practices
- East coast of Australia
Five steps,
six weeks.
The engagement followed a clear arc: start with the business, then go deep with customers, synthesise, identify opportunities, and bring the business back in to prioritise. An initial stakeholder workshop with board members surfaced previous efforts, risks, and project objectives. Collaboratively produced personas and a high-level customer journey then established the company's understanding of their customers and shaped the interview guide.
A three-year
roadmap for change.
The six-week engagement delivered three core outputs: a detailed as-is customer journey map capturing where and how the experience was failing, a set of prioritised opportunity areas ranked by impact and feasibility, and a three-year strategic implementation roadmap giving VetShare a clear path from the current state to a meaningfully improved customer experience.
The process gave the business something it hadn't had before: a grounded, evidence-based understanding of its customers and the confidence to act on it systematically rather than reactively.