Case Studies

Results That “Sing” for Themselves

At Canary Song Consulting, success is measured by the lasting impact we create for our clients. Each case study is more than a story — it’s proof of how we transform complexity into clarity, challenges into growth, and vision into results.

From boosting revenue through customer journey redesigns to building cultures where employees thrive, our work reflects a single purpose: helping organizations align people, systems, and strategy to scale sustainably.

Through these client success stories, you’ll see how we:

  • Spot Patterns Others Miss: We turn scattered data, broken processes, and informal habits into structured systems that anticipate needs and open new growth channels.

  • Redesign Journeys Front to Back: From sales pipelines to service flows, we connect the customer-facing and back-end processes so experiences are seamless, measurable, and repeatable.

  • Balance People, Process & Tech: We modernize CRMs, ERPs, and platforms — but always through a people-first lens that builds trust, wins adoption, and sustains change.

  • Build Cultures of Accountability: We enroll teams into owning processes, equip them with tools and playbooks, and create structures that outlast turnover.

  • Make Feedback Actionable: Whether through CES, CSAT, or direct customer insight, we design loops that turn signals into strategy and measurable improvements.

  • Deliver Growth That Lasts: By aligning strategy with execution, we help clients lift conversions, expand markets, and scale operations without burning out their people.

Every case study highlights not just the outcomes we deliver, but the way we deliver them — with empathy, precision, and a hands-on approach that bridges strategy and execution.

If you want to understand what drives us, look no further than our clients’ success. Their wins are our signature — and they truly sing for themselves.

What help are you looking for?

Implementation

(Brand New Launch)


The first-time roll-out of a system, tool, or process that didn’t exist before in the organization.

Optimization

(Enhancement / Refinement)

Improving an existing system, process, or workflow for better performance, efficiency, or usability.

Case Studies By Type

For More Specific, Case Studies look here:

Overhaul

(Transformation/Significant Change)


A large-scale redesign or restructuring of a system, process, or program — often involving fundamental changes to approach, architecture, or methodology.



Inventory and Promotion Optimization
Optimization Shayna Optimization Shayna

Inventory and Promotion Optimization

From Over-Scheduling and Margin Erosion to Demand-Driven Growth


When aggressive promotions and unfocused scheduling created decision fatigue, under-filled courses, and unnecessary cancellations, I led a cross-functional initiative to realign sales, marketing, and operations around a demand-based model.

  • Reduced cancellations by 20% and boosted enrollments by 15%.

  • Simplified choices for customers, making decisions faster and easier.

  • Protected margins by eliminating discount overuse while still filling under-enrolled courses.

Discover how Shayna increased enrollments and reduced cancellations by aligning course scheduling and promotions with demand patterns.

Read More
Optimizing Pricing & Packaging Through Simplification
Optimization Shayna Optimization Shayna

Optimizing Pricing & Packaging Through Simplification

Simplifying Pricing, Strengthening Revenue
Too many options overwhelm customers and weaken margins. This training organization’s 4–5 pricing tiers created decision fatigue, revenue loopholes, and a sales culture addicted to discounts.

By streamlining down to just two clear options — and tying package discounts to real commitments — we eliminated loopholes, boosted eCommerce sales by 20%, and empowered sales to lead value-based conversations instead of defaulting to discounts.

Learn how by simplifying pricing and aligning sales incentives with real commitments, a client boosted online sales, improved margins, and delivered a better buying experience for customers.

Read More
CRM Data Overhaul & Lifecycle Marketing Enablement
Overhaul Shayna Overhaul Shayna

CRM Data Overhaul & Lifecycle Marketing Enablement

From Chaos to Clarity: A CRM Transformation Story
What happens when your CRM has nearly half a million duplicates? For one global organization, broken data integrity meant missed opportunities, generic campaigns, and frustrated teams. We overhauled HubSpot from the ground up — cleaning 489,000 records, building lifecycle-driven segmentation, and aligning communications across Marketing and Sales. The result: accurate data, personalized engagement, and a CRM that finally worked as the growth engine it was meant to be.

Read more about how we turned a cluttered database into a revenue driver.

Read More
Optimizing the Buyer’s Journey (Front-End & Back-End) to Achieve 20% Lead to Closed Sales Conversions
Optimization Shayna Optimization Shayna

Optimizing the Buyer’s Journey (Front-End & Back-End) to Achieve 20% Lead to Closed Sales Conversions

From Chaos to Clarity: Redesigning the Buyer’s Journey

When sales processes live in reps’ heads, consistency suffers — and conversions stall. At this global organization, immature practices like treating every lead as “qualified” and creating blanket deals buried the team in low-value work. Marketing campaigns overlapped with sales efforts, creating gaps and confusion for customers mid-journey.

By introducing structured buyer’s journeys for five products, implementing lead qualification in HubSpot, and aligning front-end and back-end processes, we lifted conversions from 5% to 20% while building a scalable framework that survives turnover.

👉 Read the full story to see how a fragmented, rep-led process transformed into a true sales engine.

Read More
Market Expansion Strategy & Implementation (B2B & B2C Shift)
Strategy, Optimization Shayna Strategy, Optimization Shayna

Market Expansion Strategy & Implementation (B2B & B2C Shift)

Breaking into B2B: Unlocking Growth Hidden in Plain Sight
80% of revenue came from individual buyers — but buried in the CRM were overlooked organizational leads. By cleaning 20+ years of data, creating B2B-specific messaging, and redesigning the sales process, we grew active corporate clients from 6 to 20, each bringing high-value group enrollments.

See how we did that.

Read More
Internal Training & Onboarding Platform Implementation

Internal Training & Onboarding Platform Implementation

Struggling with onboarding that takes too long—or worse, never really kicks off? Tired of re-creating training materials and presentations every time someone new joins?

Take a look at how Shayna redesigned the entire employee onboarding experience from the ground up:

  • Built a streamlined, centralized learning platform

  • Created role-based lesson paths, engaging content, and helpful videos

  • Reduced onboarding time from weeks to days

  • Empowered your team to learn with context, clarity, and confidence

Tap in to explore how a modern training system can change everything.

Read More
Customer Journey Mapping & Process Flow Implementation
Implementation Shayna Implementation Shayna

Customer Journey Mapping & Process Flow Implementation

Are your customers getting lost between product options — or worse, skipping your flagship offerings altogether?


This mid-sized training provider had two powerful product pathways, but no clear, connected journey to guide customers through them.

I led a company-wide initiative to map every step of the customer experience — and the behind-the-scenes processes that support it — uncovering hidden “moments of truth” that boosted retention, cross-sell, and conversion rates.

Read how mapping both the customer view and operational reality transformed clarity, alignment, and results.

Read More
From Feedback to Foresight: Implementing CES, CSAT, and NPS for Results
Implementation Shayna Implementation Shayna

From Feedback to Foresight: Implementing CES, CSAT, and NPS for Results

Are you relying on long, catch-all surveys that overwhelm customers and bury your team in noise?
My client was — and it meant they weren’t getting timely, actionable insights at the moments that mattered most.

By redesigning their entire feedback process, I helped them implement CES, CSAT, and NPS at the right touchpoints — giving the organization a real-time pulse on customer effort, satisfaction, and loyalty.

Learn how I was able to build a solution that enabled faster issue resolution, higher retention, and a culture that celebrates both wins and opportunities for improvement.

Read More
Certification Platform Overhaul Strategy and Pilot
Overhaul, Strategy Shayna Overhaul, Strategy Shayna

Certification Platform Overhaul Strategy and Pilot

From 6-Week Onboarding Delays to Scalable, Predictable Certification Growth

When a global certification program was stuck on a 20-year-old manual process, the result was long onboarding times, unpredictable workloads, and cultural resistance to modernization. Past attempts to fix it failed — not because of technology, but because people weren’t brought along.

Leading the redesign, I applied my 80/20 principle: automate 80% of repetitive cases through self-service while reserving 20% for human intervention where it matters most.

The result: a roadmap for 70% faster onboarding, consistent revenue flow, and scalable growth — proving that modernization succeeds when people and processes transform together.

Read the full case study to see how we balanced automation with human-centered change management.

Read More
Product Suite Brochure Creation & Implementation
Implementation Shayna Implementation Shayna

Product Suite Brochure Creation & Implementation

A confusing, text-heavy website was slowing this client’s sales cycle and forcing their team into too many long, repetitive conversations just to explain the basics. They needed a concise, visually engaging asset that could attract leads, pre-qualify prospects, and set the stage for sales-ready conversations.

Learn how we designed a targeted product suite brochure that clarifies their value, builds credibility, and helps convert interest into action.

Read More
From Dirty Data to Growth Engine:
Implementation, Overhaul Shayna Implementation, Overhaul Shayna

From Dirty Data to Growth Engine:

What happens when 20 years of messy data, a one-size-fits-all customer journey, and misfiring automation collide? Customers get the wrong emails, sales lose visibility, and growth stalls. By overhauling segmentation, cleaning historical data, and rebuilding HubSpot workflows, we turned chaos into clarity — unlocking higher open rates, new cross-sell opportunities, and a far smoother customer experience.

Read more to see how cleaning dirty data became the engine for growth.

Read More
HubSpot Service Launch & Process Overhaul
Implementation Shayna Implementation Shayna

HubSpot Service Launch & Process Overhaul

From shared inbox chaos to insight-driven service excellence — Shayna led the launch of HubSpot Service, transforming how a global organization managed customer inquiries. By migrating from Outlook to a scalable ticketing system, standardizing workflows, and building dashboards, we eliminated lost tickets, improved response times, and gave leadership visibility into trends for the first time.

Service excellence isn’t just about answering faster — it’s about building a system where every request is tracked, every touchpoint is consistent, and every trend drives smarter decisions. Read more for the insights.

Read More
From Discounts to Value-Alignment - Sales Process Optimization
Overhaul Shayna Overhaul Shayna

From Discounts to Value-Alignment - Sales Process Optimization

Discover how Shayna turned around a sales process that relied heavily on arbitrary discounts, eroding margins, creating revenue unpredictability, and misaligning sales conversations with brand values and redesigned the sales process, created a brand-aligned sales playbook, implemented targeted discounting for low-enrollment programs, and established CRM accountability for consistent tracking.

Read More