Social Operations/Customer Experience/Automation

Franklin’s Burger —Support Automation and Social Operations

Redesigned and automated the customer-support workflow for a 50+ location restaurant network, reducing average complaint resolution time by ~89% — from ~7 days to 18 hours.

Key Result

~89% Reduction in resolution time

~7 days → 18h Average resolution time

2 manual steps Eliminated from the support workflow

Lay’s · Pikador · TV-3 Brand collaborations and social campaigns

Context

Franklin’s Burger is a 50+ location restaurant network where social media also functioned as a customer-service and reputation-management channel.

At that scale, the bottleneck was not simply content output. Customer complaints moved through multiple manual routing and follow-up steps, creating delays for guests and unnecessary operational work for the team.

The Bottleneck

The previous support workflow depended on several manual handoffs.

Requests arriving through social media had to be reviewed and sorted by SMM, forwarded through a senior specialist/moderator and then matched to the territorial manager responsible for the relevant restaurant.

Unresolved cases also required manual follow-up.

The result was an average complaint resolution time of approximately 7 days.

Before Workflow

Guest → SMM → Senior Specialist → Territorial Manager → Resolution.

The System

I redesigned the workflow and built an end-to-end customer-support automation system around it.

Automatically resolves typical questions and complaints where appropriate.
Collects required information for non-standard cases.
Routes each case directly to the correct territorial manager based on the restaurant.
Tracks statuses and case history.
Resurfaces unresolved cases automatically.
Supports manual takeover and direct guest communication.
Provides an admin interface for messages, operational control and analytics.

Franklin’s Burger customer support admin panel — Admin interface for the support automation system: incoming requests, source data, manual takeover, status control, notes and case history in one place.

Process Improvement

The redesigned workflow removed two manual routing steps from the previous process: SMM sorting/processing and senior-specialist forwarding.

Instead of manually moving complaints through the organization, the system routed structured cases directly to the responsible territorial manager and kept unresolved cases visible until completion.

Before / After Routing

Before: Guest → SMM → Senior Specialist → Territorial Manager → Resolution.
After: Guest → Automated Support Workflow → Correct Territorial Manager → Resolution.
Manual routing and reminders became structured case collection, direct routing, status tracking and automatic follow-up.

Business Result

Average complaint resolution time fell by ~89% — from approximately 7 days to 18 hours.

The improvement came from redesigning the workflow around direct routing, structured case collection, status tracking and automated follow-up.

Social & Campaign Leadership

Alongside the operations work, I developed and executed social campaigns and brand collaborations with Lay’s, Pikador, TV-3 and other partners.

I coordinated designers, copywriters and external contractors across social media projects and organized occasional creator and influencer integrations.

Franklin’s Burger x Lay’s collaboration creative — Brand collaboration visual: Franklin’s Burger x Lay’s campaign creative.

Franklin’s Burger x Pikador collaboration creative — Brand collaboration visual: Franklin’s Burger x Pikador campaign creative.

Franklin’s Burger x TV-3 collaboration creative — Brand collaboration visual: Franklin’s Burger x TV-3 campaign creative.

My Role

As Social Media Lead, I owned the support-workflow redesign from identifying the operational bottleneck through process design and implementation.

I also developed and executed social campaigns, coordinated designers, copywriters and external contractors, and managed occasional creator/influencer integrations.

What This Project Demonstrates

This project demonstrates how I approach social media beyond content execution: identify the business bottleneck, redesign the system around it and measure the operational result.

It combines social media leadership, customer experience, process design, automation and cross-functional coordination across a 50+ location restaurant network.