Ep 36 : Automation Doesn’t Have to Feel Cold, How to Keep Your Client Experience Boutique with Gail Fraser
“Be interested, not interesting.”
Gail Fraser
Most service providers know their systems are a mess.
Not because they’re bad at business, but because they built their business by doing the work first and figuring out the backend later.
The problem is that “later” eventually catches up to you.
Emails live in your head. Tasks live across five tools. Client communication feels personal, but also exhausting. And every time someone mentions automation, there’s this low-level fear that putting systems in place will somehow strip the humanity out of your work.
This conversation with Gail Fraser goes straight at that fear.
We talked about why creative service providers resist systems, how automation can actually make your client experience better, not worse, and why scaling doesn’t mean removing yourself from your business. We also went deeper than expected into networking, referrals, and community, and why relationships still matter more than funnels for service providers who want sustainable growth.
If you want to scale without burning out, losing personalization, or turning your business into something you don’t recognize, this episode is required listening.
What You’ll Hear in This Episode
Why automation does not automatically mean impersonal or generic
How systems can stand in for you when you are busy, overwhelmed, or offline
The difference between a CRM and a project management system, and why confusing them causes chaos
How creatives can systemize without losing their brand voice or personalization
Why networking is not about pitching, but about building real relationships
How referrals actually work in service businesses
Why community is inconvenient and still essential for long-term growth
Why Creative Service Providers Struggle With Systems
One of the biggest themes in this conversation was the reality that creative service providers are often the worst at their own systems. Not because they are incapable, but because their energy is meant for creating, not maintaining backend workflows.
We talked about how many service providers already have systems, they are just living in their heads, in email drafts, or scattered across tools that do not talk to each other. When everything relies on memory and manual effort, it becomes impossible to scale without burning out.
The goal of systems is not perfection. It is consistency and support.
Automation Does Not Mean Losing the Human Touch
A major fear that comes up for service providers is that automating emails or workflows will make the business feel less boutique. In reality, automation often creates a better client experience.
When emails are sent at the right time, information is clear, and clients are never left wondering what happens next, trust increases. Automation does not remove you from the process, it removes the repetitive tasks that drain your energy so you can show up where it matters most.
Your systems should feel like an extension of you, not a replacement.
CRM vs Project Management (They Are Not the Same)
We also talked about a common misconception, using a CRM as a project management tool.
A CRM is designed to manage relationships, payments, and timelines. Project management tools exist to track tasks, deliverables, and progress. When those roles are blurred, things fall through the cracks.
Whether you use ClickUp, Airtable, or another tool, the most important thing is having one clear place that tells you what needs to happen today, this week, and this month, without relying on your brain to remember it all.
Networking, Referrals, and Community Still Matter
This episode took a turn into networking and community, and it was one of the most important parts of the conversation.
Networking is not about selling yourself or extracting value from people. It is about being curious, building relationships, and letting trust compound over time. Many of the best referrals come from people who have never been clients, but who know your work, your values, and how you operate.
Community takes effort. It is sometimes inconvenient. But it is also one of the most reliable ways to grow a service business without relying on ads, funnels, or constant content output.
Systems Create Freedom, Not Distance
At the core of this conversation was a simple truth. Systems are meant to support your life and business, not control them.
When your backend is solid, you have more space to think strategically, serve clients well, and actually enjoy the business you built. Automation, when done intentionally, is a tool for freedom, not detachment.
Chapters
00:00 Intro and context
04:30 Why creatives resist systems
05:25 Automation vs personalization
07:00 CRM vs project management tools
18:30 Systems and burnout prevention
30:00 Networking, referrals, and community
55:00 Scaling with relationships
About the Guest
Gail is a Systems Expert and the Founder & CEO of Worksimple. She helps creatives and event industry professionals leverage workflow automation so they can show up more vibrantly for the work they LOVE. Based in St Paul, Minnesota she is an active community builder, local networker extraordinaire, 2026 WomenThrive Summit speaker, and host of the young professional workshops ‘Designing Your Dream Career’ and ‘Let’s Be Friends: Building Community in Adulthood.‘
Connect with Gail Fraser
Website: worksimple.io
Instagram: @worksimple.io
Interested in Being on the Show or Working with Emylee?
Are you a service provider with a bold perspective to share? Apply to be a guest.
Ready to transform your service into a productized, scalable offer? Apply for Sold Out Services.
If you’d like to see a library of all published episodes in a gallery with easy-to-find links to all listening platforms be sure to check out the Sell The Damn Service Episode Library.
