Most companies that grow fast hit the same wall. In the beginning the team knows every customer by name. Later there are too many, so the messages get generic and the tone goes flat. Customers notice.
Spectra Lashes, a brand that supplies lash artists across the EU, is trying something different. We built its customer onboarding with them, and it shows what omnichannel can look like in 2027: agents do the preparation, and people do the relating.
Where it starts
A lash artist buys a Setup Kit, with a UV light and the products to go with it. That's the start of an onboarding path that runs through roughly the first three months: a welcome, shipping updates, help with the first sets, a visible spot on the Spectra Lashes Artists Map, a first reorder and a next step.
The predictable part runs from the brand's own stack. Order and shipping mails and the basic lifecycle mails don't need a person, and they go out on time every time.
From calendar to behaviour
The old way is a fixed calendar: a mail on day 3, another on day 10, whatever the customer has done. That's how artists end up being reminded to complete a profile they finished last week.
Now each step starts by checking what the artist has actually done. Have they logged into the portal? Is their profile complete, with a photo, city, Instagram and booking link? Have they reordered consumables? A reminder stops as soon as the step is taken, and a message only mentions what's still missing. Fewer messages go out, and the ones that do make more sense.
Setup Kit paid
→ Welcome, your kit is on its way
Day 0
Welcome, your kit is on its way
→ How are your first sets?
→ Kit shipped
Day 7
How are your first sets?
→ Your spot on the artists map
Day 14
Your spot on the artists map
→ Three weeks with your UV light
Day 21
Three weeks with your UV light
→ Pink Power running low, reorder
Day 30
Pink Power running low, reorder
→ What comes after your Setup Kit
Day 55
What comes after your Setup Kit
→ Pink Power subscription
Day 85
Pink Power subscription
On shipment
Kit shipped
Only Pink Power paid
→ Thank you
Day 0
Thank you
→ Choose your rhythm
Day 21
Choose your rhythm
Before: a fixed calendar. Every artist gets the same mail on the same day after the order.
BEFORESetup Kit paid
→ Day 0 · Welcome, with one button: "Activate your Tribe membership"
Day 0 · Welcome, with one button: "Activate your Tribe membership"
→ Logged into the portal after 3 days?
CHECK
Logged into the portal after 3 days?
no → Reminder: activate in 2 minutes
yes, logged in → Profile complete? Photo, city, Instagram, booking link
Reminder: activate in 2 minutes
→ Still not after 7 days?
CHECK
Still not after 7 days?
still not → Personal email or WhatsApp from the team
PERSON
Personal email or WhatsApp from the team
CHECK
Profile complete? Photo, city, Instagram, booking link
no after 5 days → Mail listing exactly the empty fields
complete → Live on the Artists Map
Mail listing exactly the empty fields
→ Still incomplete after 14 days?
CHECK
Still incomplete after 14 days?
yes → Last nudge: you're not on the map yet
Last nudge: you're not on the map yet
Live on the Artists Map
→ Pink Power reordered around day 30?
CHECK
Pink Power reordered around day 30?
no → Reorder mail
yes → Offer a fixed rhythm or subscription
Reorder mail
→ Still not by day 45?
CHECK
Still not by day 45?
still not → Call or WhatsApp task for the team
PERSON
Call or WhatsApp task for the team
Offer a fixed rhythm or subscription
After: each step checks what the artist did. A reminder stops as soon as the step is done; the profile mail names only the missing fields.
AFTERBot and human, side by side
Every morning an onboarding agent builds an action list. For each artist it shows which step they're at, which channel fits, why now, and a draft that's ready to use.
Some moments call for a person. Maybe an artist hasn't started after their kit arrived, or has a question a mail can't answer well. The agent then prepares the human route: a WhatsApp message for someone in the team, a call task with context, or an Instagram DM. A person reads it, adjusts it if needed and presses send. The agent never sends these messages itself.
Agent
- Action list
- Step, channel, why now
- Ready draft
Handover
Person
- Read
- Adjust
- Press send
Agents draft. People relate.
NUVAI'S OWNAutomated
- Portal
- Artists Map
Person sends (agent prepares)
- Phone call
- Instagram DM
The routine runs on its own. The personal moments stay personal.
NUVAI'S OWNBehind that, other agents have their own roles. An engineering agent builds and maintains the flow, and a strategy agent helps shape the offer. Quality stays with people. The team receives every mail as a test before it goes live, and a person signs off the copy.
Why it stays authentic
Automation isn't there to replace the personal contact. It takes over the predictable steps, so the team has time and context for the conversations that matter. When someone in the team sends a WhatsApp message, it's written for that artist and based on where they really are, and that person is the one sending it.
That's what we mean at NUVAI by scaling without losing who you are. The systems carry the routine, and the people stay visible.
Read the full Spectra Lashes case, or see how we work.
Renout van Hove, NUVAI