top of page
Writer's pictureMark A Preston

The Role of Customer Journey Mapping in Customer Growth

Jenny ran a boutique fitness studio tucked away in a bustling corner of her town. Business was steady, but like many small business owners, she often wondered: “How can I take things to the next level?” It was a good question—after all, her studio had everything in place: loyal clients, a good reputation, and a comfortable location. Still, she sensed there was untapped potential. That’s when she discovered the power of customer journey mapping.


fitness studio

The First Spark of Insight


Jenny had been running her studio for several years, meeting regular clients and welcoming newcomers. But she realised she knew little about what brought clients to her studio in the first place. “Why did they choose us over other options?” she wondered. Determined to find out, she began by thinking back on conversations she’d had with her clients. Some had found her through recommendations, others from a quick online search, and a few simply stumbled upon her while passing by.


Building a Picture of the Journey


Instead of taking her clients for granted, Jenny decided to trace each step they took—from hearing about her studio to becoming dedicated members. Her goal wasn’t just to attract clients but to understand their mindset at every stage. With each story, she saw the importance of connecting personally at every step, addressing doubts, and building trust along the way. This was her version of customer journey mapping.


For example, she realised that people searching online often ended up on her website. But they only stayed if they quickly found answers to their questions: “What makes this place different? Will I fit in here?” So, she revamped her website, adding client testimonials and real photos that reflected the warm, welcoming vibe of her studio. She also featured stories about her instructors and the transformations her clients achieved, making the studio feel more relatable and accessible.


Anticipating Client Needs at Every Step


Jenny’s journey mapping showed that clients were nervous about their first session. Many shared a common fear: “Will I be able to keep up?” So, Jenny started offering an introductory session specifically for first-timers. During these sessions, the instructors would guide them gently through the class, allowing them to build confidence and feel comfortable.


She also realised that her regulars had different needs—they were already familiar but often wanted a bit more variety to stay motivated. With that in mind, she introduced themed classes and special events to keep things fresh and exciting. Her clients loved the personal touch, feeling like the studio truly understood and anticipated their needs. They didn’t just see her studio as a place to exercise but as a place they belonged.


Creating a Lasting Emotional Connection


For Jenny, customer journey mapping wasn’t about fancy charts or statistics. It was about really getting to know her clients, stepping into their shoes, and making every interaction feel intentional and meaningful. Each change she made wasn’t just a business tactic; it was about connecting with her clients’ hopes, fears, and desires.


Her clients could feel the difference. The introductory classes eased their nerves, the new offerings kept them engaged, and the personal touches made them feel valued. Jenny’s studio grew, not because she spent a fortune on advertising, but because she paid attention to every step of her clients’ journey and improved each experience.


Why Journey Mapping Matters for Your Business


Customer journey mapping can feel like a big term, but as Jenny found, it doesn’t have to be complicated. It’s about understanding the “why” behind your clients’ choices and meeting them where they are. Small steps—like making new clients feel welcome or offering existing ones something new—can make a huge difference. Journey mapping helps you build a loyal client base that doesn’t just use your services but genuinely connects with your brand.


Ready to understand your customers like never before? Connect with Mark A Preston, an experienced Customer Growth Coach & Speaker, to discover how journey mapping can transform your business. Reach out today to start building a customer experience that feels personal, genuine, and unforgettable.

About the author

Mark A Preston - Customer Growth Coach & Speaker

Mark A Preston is a Customer Growth Coach and Speaker, helping small businesses grow through simple, effective strategies. Since 2001, Mark has unlocked over 1 million new customers for SMEs and his coaching, training, and talks equip businesses with the tools to attract more customers and scale successfully with the right mindset. Discover how Mark can help unlock your business’s potential.

---

bottom of page