Outcome

‍Baby Led Weaning by Katie Ferraro now delivers instant, high-quality answers to parents while guiding them to the right courses—reducing support load and improving conversion.

Background

Baby Led Weaning by Katie Ferraro is one of the most trusted resources for parents learning how to safely introduce solid foods. With millions of followers and thousands of students enrolling in courses and workshops, the team fields a constant stream of questions about readiness, foods, safety, allergies, and feeding progression.

Parents often need quick, reliable guidance—and the CX team works hard to keep up with high message volume across email, social media, and the website.

Challenges

As the audience grew, the support team began facing several operational bottlenecks:

• High volume of repetitive parent questions
  Many parents asked variations of the same topics—what foods to start with, how to manage allergens, portion sizes, and what tools to buy.
• Slow response times during peak periods
  The team struggled to keep up when new videos went viral or new cohorts opened.
• Parents needed clearer paths into trainings and seminars
  Users browsing the website often didn’t know which program—courses, workshops, safety training—was right for them.
• Difficulty maintaining consistent answers
  With so much educational content spread across videos, blog posts, checklists, PDFs, and guides, it was hard to keep responses uniform and up-to-date.

Baby Led Weaning needed a way to scale high-touch support without hiring more agents.

Results

By adopting Twig, Baby Led Weaning streamlined support and improved parent engagement across channels.

Fast, accurate answers for parents

The CX team uses Twig internally to instantly answer detailed questions—pulling from Katie’s curriculum, blog posts, videos, and safety guidelines. This dramatically reduces time spent searching through content.

Smart website widget that handles common questions

A Twig-powered widget is embedded on the website, enabling parents to ask questions 24/7 and get reliable, trustworthy answers drawn from Katie’s expertise.

Guided pathways into seminars and training sessions

The widget doesn’t just answer questions—it helps parents navigate to the right offering:

• Baby-Led Weaning workshops
• Food milestones courses
• Allergen training
• Safety and readiness sessions

Users receive personalized recommendations based on their child’s age, concerns, and goals.

Lower support load, higher conversions

With Twig handling the first layer of questions and directing parents to the best next step, the CX team now focuses on more complex inquiries. This reduces repetitive workload and increases enrollment across trainings and seminars.

Baby Led Weaning by Katie Ferraro now provides faster support, clearer guidance, and a smoother learning journey for parents—powered by Twig.

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