I'm a customer experience consultant who believes every customer has a story worth understanding.

hey, I'm jo

I started journaling around this time too, partly to process my own thoughts (I'm a big reflector), and partly because I was curious about what drove people to do what they do. I didn't realise it then, but I was developing a deep curiosity about what makes people feel valued; a curiosity that would shape everything that followed.

I had no idea at the time...

At 15 years old, I was weighing out potatoes into 5lb bags at Perry's Fruit & Veg concession inside our local Kwik Save. From there, I worked every Saturday on a market stall selling supplements until 5pm. And then I'd start an evening shift on the checkouts at Asda. I've always been a people watcher, and in these jobs, I noticed how people shopped. I was fascinated in seeing how a smile or a simple question could change someone's entire demeanour. When it was quiet, I'd write poetry about it. These moments taught me that small gestures carry enormous weight.

Home Grown.
From Fruit and Vegetables to Customer Experience Strategy

My fascination with human connection followed me through university and into my early marketing roles. At Focus DIY, I learned about messaging and targeting specific customers. At Iceland I was lucky enough to be out in stores spotting opportunities for local customer engagement.

I threw myself into learning everything I could, completing my MSc while working full-time. As much as I loved the creative side of marketing, it was more intriguing to know why it worked. I wanted to understand consumer behaviour. My weekly journaling became a way to reflect on what I was learning about myself, people, patterns, and what motivates shopping decisions.

Each role taught me something new about connecting with people. from local insights to team leadership.

Family Tree

It didn't stop with work either. I was also researching my family tree, trying to understand where I came from and the stories that made up my past. I began forming a picture of my own family history during this time too.

When I get spare time, I love looking through archives and reports to find clues about who my people were and what they did. It feels important that I know. I believe past influences have contributed to who I am today.

On quiet Sundays (do they exist?!) I love to grab an hour with my journal or my family tree.

There's something powerful about understanding your roots while you're building your future.

Curiosity to Career

I understood marketing strategy and implemented successful promotional tactics, but I felt like there was a human depth I wanted to explore, yet couldn't quite articulate. Then in 2016, I discovered Customer Experience strategy, and everything clicked into place.

I threw myself into becoming a certified CX professional, finally having the framework to express what I'd always believed. The next few years were spent applying these principles and shaping my methods. I established store service standards, launched mystery shopping programs, designed new services and developed voice of customer initiatives. I was building the expertise that would eventually drive my purpose.

As I climbed the career ladder, I felt like I was missing a crucial piece of the puzzle.

my new little boss

My Boy

Today, through customer journey workshops, a podcast designed for busy retail professionals, and practical tools that make strategy easier to apply, I support professionals who are ready to lead with empathy, clarity, and care.

"Where's Your Customer?" has become the natural evolution of my journey, bringing together decades of retail experience, marketing expertise, customer experience strategy, and that fundamental belief in treating people with genuine care.

how you make people feel determines everything

Parenthood and Purpose

I come home every day knowing I'm building something that matters for my clients and for the little boy who's watching me shape the life I want to live. And I'm just getting started.

Becoming a mum in 2024 was a surprise that changed everything!
Suddenly, the question wasn’t “what’s next in my career?” but “who do I want to serve?” Purpose became part of the picture.

That teenage girl watching customers on the market stall has grown into someone who can help entire organisations understand what she's always instinctively known:

CHOCOLATE

can't live without

POIROT

favorite show

JOURNALING

CURRENT HOBBY

FAMILY

PASSIONATE ABOUT

ALZHEIMER'S SOCIETY

CHARITY SUPPORTED

not about

Perfect presentations, cookie-cutter solutions, generic advice, pretending the journey is easy.

I'M NOT ABOUT

Real stories, messy growth, genuine insights, helping you embrace your journey.

all about

I'm ALL ABOUT

Serving the Customer

"If you're not serving the customer, your job is to be serving someone who is."

— Jan Carlzon

WORdS TO LIVE BY

Buy

I need my journal to clear my brain! It keeps me present. I design this journal each year for leaders who care deeply about customers, teams and doing meaningful work. It’s a space to pause, make sense of the noise and return to what matters. I use mine daily to think, reflect and grow in the messiness of work. If that sounds like something you need too, find it here.