Where's Your Customer? is a podcast for retail leaders who want to become truly customer-centric. Through honest conversations, inspiring stories, and practical ideas, we help you see your business through your customers' eyes. So you can build stronger connections, happier teams, and a brand customers can't live without.
51| Gaps in the Customer Journey: Customers Don't Follow the Map
A customer turns up to collect their partner's order. Someone wants to return a jumper without the receipt. Someone's phone has died, and the order number is on it. These are ordinary situations, but many retail processes are set up as if they won't happen. In this episode, I look at what happens when the journey we design meets real life, and what those moments can tell us about our customers.
In this episode:
Why every planned customer journey differs from what customers actually do
What Booths' self-checkout decision shows about what a process asks of customers
How a Timpson colleague's workaround became the fastest-growing part of the business
A practical exercise to test one customer situation and find where your journey needs to change
Thanks for Listening!
Did anything from today's conversation resonate with you? I'd love to know which customer situations your colleagues are working around in your own business.
Get the full show notes with all frameworks and resources mentioned at https://wheresyourcustomer.com/51
Never miss an episode – Subscribe to Where's Your Customer? on Apple Podcasts, Spotify, or wherever you get your podcasts
Found this valuable? Please leave a review; it helps other retail professionals discover these conversations and would honestly mean the world to me
Connect with me – Find me on LinkedIn or visit wheresyourcustomer.com for more customer service insights and resources.
Share this with someone who needs it – If someone in your network is wrestling with customer experience challenges, please share this episode with them
25 Oct 2026
50| Finding Your Voice in Customer Experience: Lessons from 50 episodes
At 50 episodes, I went back through every script and found the same question running through almost all of them: "Okay, so how's the customer going to feel about that?"
In this episode, I reflect on what making the podcast has taught me about customer experience and how I think. I explore:
Why your professional voice is often in the questions you keep asking
What Topps Tiles, Bury Market and my own research project at Iceland show about the gap between business decisions and customer experience
How an episode about retail mistakes became a better episode once I questioned my own argument
Why detailed thinking is useful when it ends in a decision, and what's coming in the next 50 episodes
Thanks for Listening!
Did anything from today's conversation resonate with you? I'd love to know which question you find yourself asking again and again in meetings.
Get the full show notes with all frameworks and resources mentioned at https://wheresyourcustomer.com/50
Never miss an episode – Subscribe to Where's Your Customer? on Apple Podcasts, Spotify, or wherever you get your podcasts
Found this valuable? Please leave a review; it helps other retail professionals discover these conversations and would honestly mean the world to me
Connect with me – Find me on LinkedIn or visit wheresyourcustomer.com for more customer service insights and resources.
Share this with someone who needs it – If someone in your network is wrestling with customer experience challenges, please share this episode with them
18 Oct 2026
49| Who Actually Keeps Your Brand Promise in Retail?
When customers believe your brand promise, who in the business actually keeps it? In this episode, I explore how retail delivers a brand promise through stock, staffing, systems, and budgets, and what happens when teams change things without understanding how those changes will affect customers.
Why John Lewis withdrew Never Knowingly Undersold in 2022, and what changed when it returned
How a brand promise differs from a brand purpose, and what customers expect from each
How Aldi's limited range supports its price promise, and why Primark is reconsidering home delivery
Five practical checks to help your team deliver what customers expect, with clear responsibility for any improvements
Thanks for Listening!
Did anything from today's conversation resonate with you? I'd love to know which part of your operation keeps your promise, and where you see it coming under pressure.
Get the full show notes with all frameworks and resources mentioned at https://wheresyourcustomer.com/49
Never miss an episode – Subscribe to Where's Your Customer? on Apple Podcasts, Spotify, or wherever you get your podcasts
Found this valuable? Please leave a review; it helps other retail professionals discover these conversations and would honestly mean the world to me
Connect with me – Find me on LinkedIn or visit wheresyourcustomer.com for more customer service insights and resources.
Share this with someone who needs it – If someone in your network is wrestling with customer experience challenges, please share this episode with them
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