Case Study • Pauline's Housekeeping
Inside the connected journey built for Pauline's Housekeeping.
Meta advertising managed by Expert Marketing. Davina Connect built the operational journey that followed.
Pauline's Housekeeping was running Meta advertising, managed by Expert Marketing, as part of its customer acquisition activity.
But getting the advertising in front of the right people was only the first part of the journey. What happened next depended on whether each new contact reached the right place, was qualified properly and could move smoothly towards booking using the systems Pauline's Housekeeping already had.
This is where Davina Connect's part of the project began. The work wasn't the advertising itself. It was building and connecting the operational journey that started once a contact entered the business's systems.
The project brought together the customer-facing journey, CRM, automation, booking and AI so each part worked as part of the same operational process.
Built the landing page used by the Meta advertising campaign.
Set up and configured GHL as the CRM for managing contacts and the connected journey.
Created the pipelines contacts moved through as their status and next step changed.
Built the workflows behind qualification, follow-up, appointments and reminders.
Used webhooks to connect different parts of the process and move information where it was needed.
Embedded the GHL calendar into Pauline's Housekeeping's existing booking page using an iframe rather than replacing it.
Built Katie as one component inside the wider GHL workflow, rather than as a standalone chatbot.
Configured Katie to qualify prospective customers by service location across approximately 40 locations.
Built the logic that moved each contact towards the appropriate next step depending on qualification and booking outcome.
When a contact from the Meta advertising was created in GHL, a workflow activated Katie automatically. From there, the journey changed depending on qualification and booking outcome.
A new contact entered the CRM from the Meta journey.
Katie was triggered automatically inside the GHL workflow.
Katie checked the contact against approximately 40 service locations.
The workflow branched according to qualification and booking behaviour.
If the contact qualified and booked an appointment with Pauline, the appointment-reminder workflow was triggered.
If the contact qualified but did not book, a follow-up workflow was triggered to continue encouraging them to book.
If Katie disqualified the contact based on location, an email was sent to Pauline's Housekeeping so a person could review the decision.
Pauline's Housekeeping already had a booking page it wanted to retain. Rather than replacing it, Davina Connect connected that existing part of the customer journey into GHL.
Pauline's Housekeeping kept the booking page already in use on its website.
The GHL calendar was embedded into the existing page using an iframe, rather than replacing the page.
When somebody booked through the embedded calendar, their information flowed directly into the CRM and the appropriate workflow could continue.
If the person was not already in the CRM, a new contact record was created.
If the person already existed in the CRM, their record was updated rather than creating a duplicate customer journey.
The existing booking experience stayed in place. The technology behind it was connected so booking, CRM information and the wider GHL workflow could operate as part of the same journey.
When Katie disqualified a contact based on service location, that decision
triggered an email to Pauline's Housekeeping so a person could review it.
Katie gathered the information and made the first qualification decision.
The judgement that could exclude someone wasn't left entirely to automation.
The contact is checked against the service locations configured in GHL.
If the location does not meet the qualification rules, the workflow triggers the next step.
An email is sent so a person can review the location-based disqualification.
An enquiry arriving was only the beginning.
For Pauline's Housekeeping, the work was about connecting what happened afterwards — the landing page, CRM, pipelines, workflows, booking journey and Katie — so each part could operate within the same GHL system.
Katie had a defined role. She qualified contacts against the service locations, offered qualified contacts an appointment and sat inside workflows that responded differently depending on what happened next.
And where an automated decision could exclude a prospective customer, a person remained part of the process.
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