I help what works continue to work at scale.
BrieAnna Patrick
Customer Lifecycle Control System
Designed to support high‑touch human service at scale. I defined and implemented a system that replaces assumptions with clear, objective customer states, giving every team a single source of truth and enabling high‑touch service to scale without ambiguity or lost ownership.
Year
2025
Scope
Product strategy Lifecycle modeling Service design Workflow automation Cross‑team tool orchestration Internal systems UX
Timeline
Multi-phase rollout: 3 months
Prototype Snippit
Preview
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Make or Break:
Defining Customer Truth
Our core insight was that scaling human service isn’t just about adding tools or people. It’s about agreeing on what is objectively true about a customer at every point — and what we are permitted to do next. This moment reframed the work from “building workflows” to controlling decisions.
Mechanism 1:
Lifecycle as a State Machine
Instead of treating customer interactions as a funnel, we defined lifecycle stages as objective states. Each state encodes proof, ownership, and allowed actions, ensuring teams act on shared truth rather than assumptions or intuition.
Mechanism 2:
Ownership Through Constraints
By binding what each team can do to the customer’s lifecycle state, the system makes ownership explicit and prevents premature or invalid work. Marketing, sales, and service teams know exactly when to act — and when to wait.
Mechanism 3:
High‑Touch Service, Productized
The lifecycle framework allowed us to automate hand‑offs and reporting without stripping away the human touch. Concierges still deliver personal service, but the underlying system ensures consistency, reliability, and scale.
Outcomes & Signals
What Changed
