Coffee Moments
Client StoryA translated journey wasn’t necessarily a French customer journey.
AnyVan engaged Leslie while adapting its technology-enabled removals and transport model for France.
The moment
AnyVan is a technology-enabled removals and transport company headquartered in London. It had a strong UK commercial model, but the French opportunity raised a different question: would the same messaging and booking journey create enough trust for French audiences?
What was getting in the way
The issue was not translation alone. French buyers needed a different sequence of reassurance, clearer local logic and journeys that did not assume the same expectations as the UK market.
Leslie’s role
Leslie helped diagnose differences between UK and French buyer expectations, review market-specific messaging, identify potentially problematic customer journeys and create clarity around the France plan.
Work completed
- Diagnosed differences between UK and French buyer expectations.
- Reviewed market-specific messaging.
- Identified potentially problematic customer journeys.
- Reviewed core website and booking-flow screens.
- Proposed focused market experiments.
- Helped create clarity and leadership alignment around the France plan.
Strategic turning point
The question shifted from translating a UK journey to designing a French customer journey.
Defensible outcomes
- Identification of UK-France audience differences.
- Identification of potentially problematic journeys.
- Greater clarity and leadership alignment.
- Renewed inspiration for the marketing and product teams.
- Practical experiments adapted to France.
Client recommendation
“We brought Leslie in for a short-term consultancy to help us tailor our GTM for France, and the impact was immediate. As a UK business, we knew our messaging wasn’t landing with French audiences, but we lacked the cultural fluency to understand why. Leslie did: she highlighted real UK/FR audience differences, identified potentially problematic journeys, and proposed smart experiments instead of generic fixes. The result was clarity and alignment at leadership level on our France plan, plus renewed inspiration for our marketing and product teams.”
Jack Reynolds
Director of New Markets, AnyVan
What is not disclosed
No internal turnover, volume, investment or growth figures are included in this story.
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