Case Study: Nature’s Grace and Wellness

Client: Nature’s Grace and Wellness (operating Trinity, Bud and Rita’s, and OK Cannabis dispensaries)
Interviewee: Roger Dillman, Head of Retail

Challenge

Nature’s Grace and Wellness operates a growing network of dispensaries where answering the phone is non-negotiable. However, call volume is unpredictable—sometimes overwhelming, other times minimal. The company had been staffing employees to cover phones throughout store hours, creating significant downtime, wasted labor, and distractions from the in-store customer experience.

As Roger Dillman, Head of Retail, explained:

“We were staffing people in a way that made them available to answer the phone the entire time the store was open, which left a combination of downtime and wasted labor. Your service basically creates the efficiency that we just couldn’t create for ourselves.”

Solution

To solve this, Nature’s Grace and Wellness partnered with Call Canna, the cannabis industry’s dedicated call center. By outsourcing inbound calls, they gained:

• Efficiency: Consistent phone coverage across all 16 dispensaries without adding unnecessary payroll.
• Flexibility: Call Canna adapted its SOPs to redirect calls (e.g., job applicants, medical card inquiries) to the right internal contacts.
• Scalability: The system supports both current operations and future expansion, with the ability to take on CRM and customer communications as the portfolio grows.

“The flexibility, the willingness to fit your SOPs to our needs, really makes the difference. Customer service is changing by the minute, and being able to pivot quickly is huge.” – Roger Dillman

Results

• Cost Savings: With 210 hours of weekly labor ($16/hour), Nature’s Grace and Wellness saved over $175,000 annually by outsourcing calls.
• Staff Productivity: Instead of splitting focus between phones and customers, staff now dedicate time to face-to-face service.
• Better Customer Experience: Freed-up employees improved in-store engagement, boosting Google review scores, increasing average ticket size, and driving higher customer counts.
• Fast Implementation: Expected onboarding challenges were solved within the first couple of weeks.

“My expectation was that you’d come in and answer phones, and I knew there’d be bumps along the way. The pleasant surprise was how quickly those bumps were solved. Within weeks, everything was running smoothly.” – Roger Dillman

Looking Ahead

Nature’s Grace and Wellness plans to deepen its partnership with Call Canna. Future expansion may include outsourcing CRM functions, ensuring customer communications remain consistent and scalable.

“As our portfolio grows, we’ll seriously consider having Call Canna take over a portion of our CRM. I think your agents are capable of being trained in our voice, and it will be a necessity as we expand.”

Key Takeaways

• Saved $175,000+ annually in labor costs
• Eliminated 210 weekly hours of in-house phone coverage
• Reallocated staff to enhance in-store customer experience
• Improved reviews, sales, and customer counts
• Positioned for scalable growth across 16+ dispensaries