Case studies

Practical systems. Measurable results.

Real businesses, real constraints. Each story shows the problem we found, what we built, what changed — and how the engine keeps improving from here.

Case study 01 · Health practice

Dr Adrian: A practice built for growth

From disrupted, manual bookings to a connected patient experience and practice management system.

The challenge

After a major investment in his clinic, Dr Adrian wanted to grow from 4–5 to 15 patients a week. Calls and texts interrupted treatment and created manual booking and follow-up work. There was no effective website, online booking or reliable digital acquisition process.

What CRUX delivered

CRUX reviewed patient acquisition, brand positioning and industry best practice, then mapped a better customer journey. We built a search- and conversion-focused website (SEO, CRO and AEO), online booking and a custom practice management system linking appointments, treatment records, client communication and marketing dashboards.

What changed

01Patients can discover services and book without repeated phone calls or texts.
02Confirmations, reminders, cancellations and follow-ups can be automated.
03Booking and treatment records now sit within a custom practice management system.
04The website supports measurable advertising and conversion improvement.

Next 12 months

Support system adoption and secure record migration; refine enquiry, consultation and follow-up workflows; measure conversion and acquisition cost; and use the data to reduce administration and improve patient experience.

Why working with CRUX matters

CRUX coaches adoption, interprets performance data and keeps improving workflows — not just technology — so the investment delivers sustainable growth.

Case study 02 · Local service business

Eco Bin Cleaning: Systems that deliver

From unreliable orders and scheduling to operational control, better pricing and sustainable growth.

The challenge

Brian's online systems were unreliable: scheduling failures and cancellations produced missing or incorrect orders. His provider applied temporary fixes rather than solving root causes. Pricing, offers and customer data were hard to maintain, forcing recurring support requests and paper workarounds.

What CRUX delivered

CRUX investigated ordering, developed a replacement scheduler and improved the website and onboarding process. We fixed pricing and order data structures, helped restructure one-off and recurring prices, and planned customer communication. Routine price and offer changes became manageable by Brian himself.

What changed

01Missing, incorrect and cancellation-related order issues were addressed.
02Paper-based records and recurring manual fixes were largely replaced by digital workflows.
03Brian can manage routine pricing and offers without repeatedly calling a provider.
04Revenue rose, with few cancellations and fewer complaints, as reported by Brian.

Next 12 months

Support territory expansion; add clearer analytics; automate lapsed-customer follow-up, campaigns and offers; strengthen reviews and referrals; and improve scheduling as demand increases.

Why working with CRUX matters

CRUX keeps systems reliable while advising on pricing, customer communications and operations, helping Brian grow with less manual work.

Before CRUX · Leadership track record

The big-business results behind the thinking.

Nathyn Costello's results leading operations, people and performance inside large national organisations — the experience CRUX now applies to SMEs. Open any story for the problem, action and result.

efficiency gain across a national operation, without headcount growth: 40%efficiency gain across a national operation, without headcount growth
gross profit uplift (35%) across 17 sites: $10Mgross profit uplift (35%) across 17 sites
specialist fill rate, the highest in 20 years: 25→84%specialist fill rate, the highest in 20 years
First Nations hires in one year through inclusive pathways: 500+First Nations hires in one year through inclusive pathways

ManpowerGroup2015–2023National performance transformation

Problem

Inconsistent performance and underperforming sites across a complex national operation.

Action

Designed and implemented a four-pillar framework — Culture, Efficiency, Experience, Results — built succession and competency pathways, and coached managers in values-led, analytics-driven leadership.

Result

Three record years. Specialist fill rates lifted from 25% to 84%, gross profit up $10M (35%) and around 40% efficiency improvement, while maintaining compliance across 165+ staff and 17 sites.

AGA2024–2025Operational & cultural uplift

Problem

Declining industry volumes and fragmented teams threatened retention and client satisfaction.

Action

Led a cultural reset across five multidisciplinary teams, unified recruitment across legacy divisions, designed onboarding and continuous feedback loops, and developed inclusive workforce programs.

Result

300+ new commencements, improved early-stage retention, and ~700 employees maintained despite a ~50% market contraction.

ManpowerGroup2021–2022Solution design for a major RPO program

Problem

One of the world's largest recruitment process outsourcing programs needed re-engineered recruitment and onboarding.

Action

Designed org structures, workflows and insight dashboards, and led executive workshops aligning candidate and customer experience.

Result

An integrated recruitment-to-onboarding solution that improved compliance, engagement and delivery — enabling 60+ hires in three weeks when required.

Community & government partnerships2008–2010 · 2023–2024Scalable apprenticeship and employment pathways

Problem

Councils and community organisations needed scalable apprenticeship and labour-hire pathways.

Action

Partnered with VECCI and the Hume, Merri-bek and Darebin councils to design pathways integrating diversity, inclusion and First Nations employment strategies.

Result

Apprentices placed into local government programs, stronger cultural competence, and 500+ First Nations hires in one year.

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