Case studies

What customers notice. What businesses can miss.

These anonymised, real-world examples show how apparently small gaps in a customer journey can affect trust, enquiries and sales. They also demonstrate the value of looking at a business from the outside and joining together the details that can easily be missed from within.

Online & Digital Journey Review— Case study 01

When the Business Was Open — but Google Said It Was Closed

The situation

An independent review of a business's online presence identified several inconsistencies across its website and Google Business Profile. The opening times did not match across the different platforms. On a bank holiday, the business was physically open and ready to trade — but its online information showed potential customers that it was closed.

What the customer could see

Before travelling, many customers check Google to see whether a business is open. If Google displays "Closed," most people will not telephone to double-check — they may simply choose another business that clearly shows it is open. Competitors with accurate opening hours appeared easier to trust and safer to visit. Other inconsistencies between the website and Google Business Profile weakened the customer journey further and created uncertainty about which information was correct.

What the business did well

The business was open, staffed and ready to serve. The problem was not the business itself — it was the information that potential customers could see before deciding whether to visit.

The hidden risk

The business may never know how many customers it lost, because those people did not visit, call or make an enquiry. From the owner's perspective, it could simply appear to be a quiet trading day. That is the nature of this kind of gap: the lost opportunity is invisible from the inside.

What Gary's independent perspective identified

An independent review identified how inaccurate opening times and mismatched business information could create lost visits, missed enquiries and reduced confidence — without the business ever being aware.

Practical actions

Making opening hours consistent across Google and the website
Adding accurate bank-holiday and special opening hours
Checking contact details and important business information across every platform
Introducing a simple routine for keeping online information updated

The wider lesson

A business can be open, staffed and ready to serve — but if its online presence says 'Closed', potential customers may never reach the door.

Insight Review— Case study 02

The £50 Refund That Revealed a Bigger Problem

The situation

A customer purchased a £50 pair of shoes as a birthday present. The shoes were the correct size, but after the present was opened, it became clear that a wider fit was needed. The customer returned to the original retailer. Staff provided friendly service and offered an immediate, no-quibble refund. However, the customer did not really want their money back — they wanted the same type of footwear in a wider fit.

What the customer could see

The customer experienced polite, straightforward service. The refund was handled without dispute. From the customer's perspective, the interaction was fair — but it did not solve their problem.

What the business did well

The refund process was handled correctly. The interaction was polite, professional and resolved quickly. The customer left without a complaint.

The hidden risk or missed opportunity

The store checked its own stock, other branches and its website, but no suitable wide-fit option was available. The customer was directed to a competing footwear retailer further along the same street. That competitor had an appropriate pair available, professionally fitted the shoes and secured the sale. Staff had previously raised the demand for wider fittings with management. The information existed — but it had not yet translated into a change in stock. If just two £50 purchases were refunded each day for similar fitting or availability reasons, the potential loss could be:

£100 per day
£500 across a five-day trading week
Approximately £26,000 across a year

This is an illustration of potential commercial impact based on two £50 transactions per day. It is not a confirmed loss for the retailer.

What Gary's independent perspective identified

An independent customer-perspective review could identify repeated demand for wider fittings, weaknesses in how customer requests reach decision-makers, gaps in product availability and opportunities to save sales through ordering, branch transfers or suitable alternatives.

The wider lesson

Good refund service protected the immediate customer relationship, but it did not protect the sale. Looking beyond the transaction helps reveal why the customer — and their money — went elsewhere.

What clients say

Gary carried out an Online & Digital Journey Review for Griff's Professional Dog Groomers. His report was thorough, honest and genuinely useful. He identified several things we had overlooked and gave us useful suggestions to improve our visibility and customer journey. What impressed me most was Gary's ethical, professional and local approach. There was no hard sell, no consultancy feel, just genuine insight aimed at helping our business improve. We would happily use MGB Insights again in the future to help keep our online presence relevant, up to date and customer focused.

Kev

Owner

Griff's Professional Dog Groomers

We had MGB Insights assess our clinic, and the experience was excellent from start to finish. Gary's level of detail, professionalism and genuine understanding of clinic operations really stood out. The insights he provided where clear, actionable and immediately valuable to our growth. i would highly recommend MGB to any clinic or business looking to improve performance or patient experience

Darion Chaplain

Managing Director

Be Well Now

Could something in your customer journey be quietly costing you enquiries, confidence or sales?

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