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Product Operations · Customer Operations

I build workflows teams actually use.

I connect customer experience, team workflows and business metrics. These cases show what that looks like in practice.

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Natalia Klepikova

Operations · workflows · customer experience

  1. 01Find the friction
  2. 02Redesign the workflow
  3. 03Measure the result

01 · Selected work

Across three teams, I followed the same principle: understand the user, redesign the flow and measure what changed.

Full case portfolio
01RoleviaProduct Operations

From 50 scattered tables to one operating system

Connected CRM, request workflows, customer onboarding and analytics into one operating environment for a career-services product.

Problem50+ scattered tables
BuiltOne Coda workspace
ResultShared customer and product visibility
50+tables consolidated
250clients in the system
1.5 yanalytics history
Open case details

Context

The draft CRM was not used, while customer and application data was spread across more than 50 tables. The company could not see the full customer story, the workload across teams or business trends.

What I did

  • Redesigned the CRM in Coda, part of the Superhuman platform, as one operating system
  • Moved more than 50 separate customer application tables into CRM
  • Configured CRM as a task manager, feedback source and base for client-level analytics
  • Defined employee KPIs and trained the team to keep data complete and correct
  • Tracked conversion, NPS by customer stage and plan, retention, refund rate, time to market, interviews and applications

Outcome

Customer analytics became visible to both the team and customers. Employees spent less time on manual visualisation, and the company built product analytics for the first time over a 1.5-year period.

Related cases from the same project

  • Built a Slack Kanban for 30–35 career-material requests per week and reduced delayed or lost requests by about 20%
  • Automated the Sales-to-Care handoff after payment, including chat creation and onboarding
  • Created AI agents for career-hypothesis analysis and for sharing Voice of Customer with Marketing
  • Used Slack as an operating environment for coordination, automation and remote-team connection

Tools used

Coda (Superhuman platform)SlackMyMeet APIAI agents
02CheDesignSchool0→1 Operations

An operating model for a new design school

Built the school’s operating model from zero and connected CRM, schedule, enrolment, communications, portfolio decisions and programme economics.

ProblemNo operating system at launch
BuiltCRM, schedule and enrolment flow
ResultA scalable school operating model
20→70%group utilisation
€900→2kmonthly profit
≈130regular clients
Open case details

Context

At the early launch stage in Montenegro, the school had no CRM, schedule, product descriptions, service workflow or regular analytics. The operating model had to be built while the school was already working with customers.

What I did

  • Selected and implemented a CRM
  • Created the schedule, enrolment process, customer channels and marketing communication
  • Automated enrolment for classes and events
  • Set up segmented emails and invitations by interest
  • Created rules, prices and course descriptions and tracked programme profitability

Outcome

The school received a working operating system for about 130 regular clients: 80 children and 50 adults. Group utilisation grew from 20–25% in the first three months to 70% by the end of year two. Monthly profit grew from €900 to €2,000 in the first year.

Related cases from the same project

  • Used customer requests and programme economics to launch an adult course, children’s camps and lecture evenings
  • Expanded the offer beyond the original Russian-speaking audience through English- and Montenegrin-language classes
  • Introduced CRM step by step and trained a team that was used to paper-based work

Tools used

CRMGoogle SheetsEmail automationWebsite CMS
Children building cardboard objects at CheDesignSchool
Children attending a design workshop at CheDesignSchool
03AquaClub BatiscafCustomer Operations

Feedback became an operating process

Turned customer feedback, service standards, team enablement and schedule analytics into connected operating processes.

ProblemFragmented feedback and approvals
BuiltFeedback loop and decision rules
ResultFaster, more autonomous service
89→94NPS
+18%satisfaction
−17%resolution time
Open case details

Context

Customer feedback was not stored in one system, recurring problems were difficult to trace, and staff often needed approval for non-standard customer cases.

What I did

  • Created one CRM area for ratings and comments
  • Introduced fast follow-up for ratings below 7
  • Sent repeated issues to the responsible teams and improved the customer flow based on feedback
  • Built compensation rules and guidelines so employees could solve cases without asking for approval first

Outcome

NPS increased from 89 to 94%, customer satisfaction increased by 18% and issue resolution time decreased by 17%. The team saved about 10 hours per week because fewer decisions needed approval.

Related cases from the same project

  • Created a three-step onboarding process, a Notion knowledge base and a grading system
  • Built a Google Sheets management dashboard from 1C reports; pool utilisation grew from 70% to 84%
  • Segmented inactive and lost customers and led seasonal initiatives; churn decreased by 15%

Tools used

1CCRMGoogle SheetsNotion
Children’s pool at AquaClub Batiscaf
Interior of AquaClub Batiscaf

02 · My operating principle

Treat processes like products.

A process has users, pain points, adoption and a lifecycle. I find the real problem, map the flow, build an MVP, test it in daily work and measure adoption. If the process stops creating value, I retire it.

  1. 01Find the pain
  2. 02Map the flow
  3. 03Build the MVP
  4. 04Test in real work
  5. 05Measure adoption
  6. 06Improve or retire

03 · About

I look for the system behind the problem and the people inside the system.

My background spans customer service, EdTech and career services. My work connects customer insight, cross-functional delivery, analytics and automation.

Strengths I rely on at work

01

Systems thinking

I connect customer needs, data and workflows, then turn the complexity into a workable operating model.

02

Honest empathy

I listen closely and name the real problem, even when the useful answer is uncomfortable.

03

Influence through expertise

I adapt to the audience, build a fact-based case and help cross-functional teams reach a decision.

04

Adaptive under uncertainty

When the path is unclear, I test an approach in practice and improve it with real feedback.

Product OpsCustomer OpsWorkflow DesignAI AutomationMetrics & KPIChange Management

Tools & systems

Platforms I have worked with or know in practice

Select a tool to see related cases.

Product Ops & analyticsCustomer OperationsProcesses & changeInfluence & collaboration

04 · Pet projects

Side projects that made useful ideas work in practice.

This is where I test formats, help people launch and learn quickly from real users.

01

A role I invented

Goal Buddy

A thinking partner for people who procrastinate, doubt themselves or need someone practical to think with. Together, we turn a vague intention into a doable next step.

Product concept · 1:1 consulting · goal design

Visit project Read the story
02

Product launch

Products with a space organiser

Co-created and launched two guided marathons and a practical Montenegro guide with a client who organises spaces.

2 marathons · 1 guide

03

Offer & customer operations

Dirty English intensives

Helped an English teacher launch two intensives and redesign her client workflow. The result was a new stream of applications and the confidence to stop working with poor-fit clients.

2 intensives · new leads · stronger client fit

04

Community format

PPT parties by the sea

Created a local event where enthusiastic people share an obsession in a 15–20 minute presentation. Found speakers, shaped topics and hosted each evening.

6 events · speakers · end-to-end production

05

CRM & go-to-market

Ionoff Coffee

Set up the CRM for a coffee manufactory and created the operating foundation for its first B2C sales.

CRM setup · B2C launch

06

Customer service consulting

Institute of Eastern Rehabilitation Methods

Helped administrators move from piles of paper to shared tables, improve the website and student-enrolment flow, and prepare the next step: CRM implementation.

Paper → data · better enrolment · CRM roadmap

07

Event operations

Festivals & job fair

Co-organised two body-practice festivals and one job fair, coordinating the team, programme and operating flow from idea to delivery.

2 festivals · 1 fair · team coordination