A site that slows down after every deployment.
A marketing team that can’t run campaigns confidently.
A support queue full of performance tickets that never really go away.
A sense that you’re always reacting, but never really progressing.

We call this the Firefighting Phase.
It’s what happens when a platform has grown in complexity, but the support model, processes and architecture haven’t kept up.

Performance becomes fragile. Roadmaps stall. And instead of unlocking growth, your team spends most of its time managing risk.

But it doesn’t have to be that way.

Firefighting vs. Flow

When clients first come to us, they often don’t say “we need to improve performance.”
They say things like:

“We can’t deploy without breaking something.”
“We’re afraid to touch the site during peak.”
“Support keeps fixing issues, but they keep coming back.”
“We can’t see what’s slowing us down - it just feels heavy.”

That’s firefighting.

And the problem isn’t just the site - it’s the support model underneath it.
Most agencies operate on a ticket-based, hour-limited model that’s fundamentally reactive.
It’s not engineered to maintain performance, it’s designed to patch symptoms.

You get fixes, but no confidence.
Deployments, but no velocity.
Data, but no direction.

Unlimited Support isn’t about “more hours”. It’s about different outcomes.

When we designed our Unlimited Support model, we started with a question:

“What would support look like if the goal wasn’t stability but continuous improvement?”

The answer is a system that:

• Diagnoses issues before they become tickets

• Deploys fixes with near-zero downtime

• Protects performance over time (not just after go-live)

• Integrates directly with your internal team and tooling

• Aligns effort to roadmap, not just emergencies

Our support clients get:

• Proactive patching and regular performance audits

• Monitoring across the full stack (infra, application, frontend)

• Visual regression testing and automated alerting

• Dedicated analysts who know their site inside out

• A team that’s embedded, not distant, and accountable for outcomes, not just hours

GENE aren’t a helpdesk. We enter into an engineering partnership with our clients. And they feel that difference.

*Enter client quote here*

Enter the eEvo Model™: A Better Lens on Progress

The other issue we often see?
No clear sense of where performance issues sit in the broader evolution of the business.

That’s where the eEvo Model™ comes in - our strategic framework for aligning eCommerce performance with commercial ambition.

It helps clients understand:

• Whether their current performance is holding back marketing, growth or innovation

• Which areas of the stack are acting as bottlenecks (technical debt, theme bloat, support fragility)

• What’s needed to move from a reactive mode into a proactive, scalable operation

It doesn’t just show you how to fix things -  it shows you why those fixes matter to the business.

“Your ambition is at Level 5. But your platform’s stuck at Level 2.”
That’s the kind of clarity the eEvo Model™ brings.

Real Change Looks Boring - And That’s a Good Thing

When support is working properly, you don’t see drama.

What you see is:

• Performance that holds steady even under load

• Deployments that go out with confidence

• Roadmaps that move forward without constant rework

• A support team that feels like an extension of yours

That’s flow - the state where your site isn’t just online, but optimised.
Where teams aren’t waiting for fixes, but pushing ideas forward.
Where performance isn’t a risk - it’s a constant.

And the biggest sign that you’re in flow?
Silence. Things just work.

Support should be a growth enabler - not a cost centre

If your team is spending more time firefighting than evolving, it’s a sign that your platform and support model need to change.

Unlimited Support gives you the engineering depth, proactive monitoring and integrated delivery cadence to finally get ahead, not just stay afloat.

And with the eEvo Model™ guiding the long-term vision, every performance improvement becomes part of a bigger, better, more scalable plan.

Performance isn’t just a support issue.

It’s a signal. And it’s telling you where you’re stuck.

The eEvo Model™ shows the gap.
Unlimited Support closes it.

Real