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Friction to Growth

Turn customer experience
into your growth driver.

Get in touch

For founders and business leaders who care deeply about their customers & teams, and want to grow in a way that’s commercially and operationally sustainable.

Let me guess… Growth is happening. But it feels harder than it should.

You’re past the early stage, your customers are buying and your DTC business is growing.

But things no longer feel as simple or as clear as they once did…

  • Your repeat purchases have stalled

  • Operational costs crept up

  • Small issues keep surfacing across different parts of the customer journey

You sense friction but it’s difficult to see it clearly or prioritise what to fix first.

Your teams are working harder but at the same time, growth is less predictable, and more expensive to sustain.

So you start solving problems reactively and making decisions without a full view of customer reality.

Then the gap between your brand promise and operational reality emerges.

Welcome to the messy middle of growth.

It’s the phase where most DTC businesses either strengthen their foundations, or start to stall.

The Opportunity

Why repeat purchase DTC businesses need Friction to Growth

In repeat purchase DTC businesses, sustainable growth depends entirely on trust.

Trust can get built or broken across every touchpoint: your digital journey, delivery, communication, support, product consistency, and how easy you are to deal with when something goes wrong for the customer.

When the customer experience is aligned with your brand promise:

1. Customers stay longer, buy more often and cost less to support

2. Your business becomes more resilient, so growth becomes more profitable

But, as complexity grows, customer signals become scattered across teams, tools, and metrics. It becomes harder to connect what customers are experiencing with how the business operates.

Enquire to work together

Friction to Growth —
a structured engagement designed to help you identify and fix the customer friction holding your business back.

Understand what your customers are actually experiencing, connect that to how your business operates, and identify the changes that will have the greatest commercial impact.

Go from… Friction to Good Growth

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  • To begin, I review your customer and operational reality using real signals, including:

    • Customer metrics, such as retention, churn, lifetime value

    • Customer support conversations, surveys, and reviews

    • Current business strategy and planning cadence

    • How your customer and commercial performance is currently measured and discussed

    This reveals where friction exists, why it exists, and how it is impacting your growth.

  • Next, I share a clear, prioritised roadmap outlining:

    • The key friction points affecting trust, retention, and efficiency

    • Quick wins and foundational improvements

    • Where to focus effort for the greatest commercial return

    • How to align customer experience with your growth strategy

    This is delivered as a report and working session with your leadership team.

  • Finally, there is the option for me to continue to work alongside you to turn newfound clarity into strategic growth for the long-haul.

    In this phase I would support with implementation, help your team maintain focus, make sound decisions, and ensure improvements translate into measurable results.

    This becomes both strategic and done-with-you support — strengthening your internal capability, but not creating dependency.

    Ongoing support retainers are limited and capped to a handful of brands at one time.

How Friction to Growth works

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Enquire to work together

THIS IS FOR YOU IF

Friction to Growth is best suited to DTC brands with repeat purchases that are:

Scaling beyond early-stage simplicity

Experiencing growing operational and customer complexity

Seeing signs of friction, but lacking clear visibility or ownership

Serious about building a business that lasts

I work with founders and business leaders who care deeply about their customers and their teams, and want to grow in a way that is commercially and operationally sustainable.

If you suspect customer friction is holding your business back, let’s start with a no-obligation conversation.

We’ll discuss your current stage, what you’re seeing, and whether Friction to Growth is the right fit.

Get in touch
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TESTIMONIALS

  • "Orinta can jump in and understand complex environments quickly, diagnosing underlying issues, and bringing clarity to where focus is needed most."

    Guy Chiswick, CRO

  • “Orinta is a competent and pragmatic leader who's able to walk the balance between delivering for the customer and also delivering commercially, which can so often feel like incompatible goals.”

    Alan Cruickshank, Insights Director

  • "If you’re looking for someone who combines strategic thinking with a down-to-earth approach and a clear focus on outcomes, Orinta is the one to call."

    Daniel Gainor, Business Operation Director

  • “Orinta was instrumental in setting up, developing and leading tails.com award-winning human-touch customer experience team which has been so successful in maintaining customer loyalty.”

    — Steve Spall, NED/Board Advisor