Customer Service with Heart: The Secret to Outback Linen Co.’s Growth

The kettle’s boiled three times, but she hasn’t touched her tea. The inbox pings again. A customer needs a return. A stockist wants to know the ETA. Her toddler’s crying. Her to-do list stares back, half-checked. And the dream? It’s buried under logistics. 

With 12 months of emails stacked, emails and leads slipping through the cracks, Outback Linen Co. found its calm and clarity with the right customer support. 

Buried in the Day to Day of Admin, Losing Sight of the Big Picture

Sarah Henney didn’t set out to build an empire, she simply wanted to create beautiful, sustainable clothing that captured the spirit of rural Australia, and she succeeded. Outback Linen Co. became a beloved brand rooted in quality, rural authenticity, and timeless style. Her community adored it, wholesale interest exploded, and her customer base was growing fast.

Behind the beautifully curated brand and growing success was a business owner buried in the busyness of a successful ecommerce brand. Sarah was wearing every hat in the business. She was fulfilling orders, answering emails, handling returns, managing customer questions, processing orders, coordinating with stockists, handling warehouse logistics, and brainstorming business growth ideas with no time to implement them.

"I knew I had something special. Business grew overnight in the middle of a warehouse move, and I couldn’t keep up with it all," Sarah shared. "I was dropping balls, losing leads, and our customers needed undivided attention."

For every opportunity, there was an equally heavy mental load. The inbox was overwhelming, the enquiries were stacking up, and there was no system to track wholesale leads or customer conversations. Sarah needed help. Not just a VA ticking off tasks, but someone who could treat her business like their own. Someone who could grab the bull by the horns and hold on for the ride.

She needed a partner who could see the big picture and bring clarity to the chaos. Someone as passionate as she was about her brand. 

Real Support. Built on Care and Connection

Sarah reached out open and willing to accept support. I wasn’t there to "clear the inbox." I came in as a strategic partner, providing personalised support and structure with a human centered approach. This wasn’t about outsourcing tasks, this was about transforming the way Sarah's business operated behind the scenes, so she could step into her role as the visionary leader of her brand again. 

Here’s What We Did

1. Implemented and Managed a CRM System

• Set up a user-friendly CRM to track every customer and wholesale interaction.

• Categorised leads, created email templates, and ensured nothing slipped through the cracks.

• Gave Sarah and the team full visibility of the customer journey.

  
  

"Rannee implemented a CRM system so customers were responded to, and wholesale enquiries and stock could be tracked efficiently." ~ Sarah

2. Created a New Customer Experience

• Took over inbox management from refunds and returns to product questions and Australia Post enquiries.

• Created branded, compassionate customer service templates that felt like extensions of Sarah’s voice.

• Developed policies, built relationships with warehouse teams, and improved internal workflows.

  
  

Sarah Henney ~ Founder of Outback Linen Co

3. Built Out a Wholesale Growth Pipeline

• Created a clear system to qualify and nurture wholesale leads.

• Assisted with onboarding, catalogues, welcome packs, and maintaining professional relationships.

• Supported the wholesale team with strategy and communication.

  
  

"Rannee goes above and beyond. She’s now working with our wholesalers, and we’re putting together welcome packs to create a beautiful, consistent experience." ~ Sarah

4. Supported Business Development

• Became Sarah’s sounding board for campaigns, launches, and special initiatives.

• Helped bring ideas to life by planning backend workflows and taking ownership of moving parts.

• Took initiative to jump into projects without needing micromanagement.

  
  

"She supports me with processes across the business and takes initiative. She just gets in and gets it done without my guidance." ~ Sarah

5. Weekly Voice Note Check-ins & Strategy

• Replaced time consuming meetings with weekly voice notes.

• Created a rhythm that flowed with Sarah’s schedule.

• Helped keep things moving while reducing mental clutter.

  
  

"She supports me with a positive mindset when I have self-doubt, which is honestly invaluable." ~ Sarah

Before CustomeRISE Co, Sarah was deep in overwhelm. Her inbox felt like quicksand. Leads were disappearing, returns were mounting, and every customer reply felt heavier than the last. Her vision was there; she just couldn’t bring it to life.

She was running a business, but it was running her.

During our work together, we didn’t just "manage tasks". We listened, assessed, strategised, and worked together to create solutions that fit the unique rhythm of Outback Linen Co. I became more than support, I became a partner. One who cared about the brand, its people, and the woman behind it all.

After just a few months, the difference was clear.

The Wins:

• 12 months of email backlog cleared

• CRM in place, tracking leads, customer follow-ups, and stock

• Response time reduced to 24–48 hours

• Wholesale team onboarded, growing and operating efficiently

• Professional, warm customer service that led to glowing email feedback

• More structure = more energy for Sarah to focus on product, creativity, and vision

• Operational flow restored. Emotional weight freed.

• Sarah now takes time out for herself and quality time with her family

  
  

"I didn’t just get admin support. I gained a business partner who truly cares. I finally feel supported, seen, and free to grow the business to new heights." ~ Sarah

Dear Woman in Business,

I see you.

You’re brilliant. You’re building something beautiful. But you’re exhausted.

You answer DMs at dinner. You refund orders while putting kids to bed. You lie awake remembering the customer you forgot to reply to.

You deserve to be supported. Not because you can’t do it all — but because you shouldn’t have to.

There’s another way. One that doesn’t cost your peace to grow your business.

Why This Matters for Women in Business

Sarah’s story isn’t unique. In fact, it’s the norm for so many women in business, especially those juggling motherhood, business, community impact, and purpose-led goals.

Women like Sarah are passionate, brilliant, and brave. They’re also often burned out, overextended, and managing every inch of their business alone. They want to grow, but they’re buried in logistics. They crave calm, clarity, and someone they can trust to take over.

That’s where CustomeRISE Co steps in.

I’m the calm in your chaos. The partner who cares. The right hand woman who gets it. 

What Changed?

• From stress tears to creative space

• From unread DMs to loyal stockists

• From constant reaction mode to confident planning

• From coping to truly leading 

  
  

At CustomeRISE Co, I help you:

• Create systems so your customers feel heard and valued

• Clear your inbox (and your mind)

• Build out backend workflows that make your life easier

• Support or scale your team

• Let go of the guilt and start feeling supported

  
  

 What Would It Feel Like to Finally Breathe?

If you’re a woman in eCommerce or NDIS business who feels constantly behind, you’re not alone. Maybe your inbox is chaos. Maybe you’re up late responding to customers. Maybe you feel like you’re barely hanging on, even as the business "looks" successful from the outside.

You don’t need to keep doing it alone.

You didn’t start this business to answer emails at midnight. You started it to make an impact. To build something meaningful. To change your life.

And you still can, with the right support beside you.

It’s not selfish to ask for help. It’s smart. Strategic. Strong.

You need someone who carries the same vision. Someone who treats your business like it matters. Someone who brings calm, clarity, and a whole lot of heart.

That’s what I do at CustomeRISE Co.

Let’s create systems that work, build relationships that last, and give your customers the experience they deserve, so you can finally lead from a place of calm. 

Ready to Feel Supported, Seen, and Free to Grow?

This is the transformation CustomeRISE Co. was made for. Let’s take your business from survival mode to thriving.

Book a free discovery call today at www.customeriseco.com.au

Your business deserves more than just support. It deserves a partner who cares.