In today’s dynamic leisure industry, delivering outstanding customer experiences is vital for both attracting new visitors and fostering long-term loyalty. A powerful way to achieve this is through a customer journey map. By capturing and visualizing the full experience from a visitor’s point of view, leisure centres can pinpoint friction areas, improve service delivery, and enhance overall satisfaction. This guide outlines how to create a compelling customer journey map tailored to your leisure centre.

What is a Customer Journey Map?

A customer journey map is a visual representation of the interactions a customer has with your leisure centre, from the initial discovery phase to post-visit engagement. It highlights each touchpoint, uncovering opportunities to enhance the overall experience.

Why is it Important?

  • Understand Customer Needs: Mapping the journey helps uncover what customers expect at each stage.

  • Identify Gaps: Highlighting friction points allows you to address issues and improve processes.

  • Boost Loyalty: A seamless experience increases satisfaction and encourages repeat visits.

  • Align Teams: Journey maps provide a unified vision that aligns marketing, operations, and customer service.

Steps to Create a Customer Journey Map

Define Personas

Start by creating detailed customer personas. Understand the different types of visitors your centre attracts – families, fitness enthusiasts, or casual visitors. Personas should reflect demographics, goals, and potential challenges.

Map Touchpoints

List all interactions a customer may have, such as:

  • Discovering your centre through online search or social media.
  • Booking facilities or classes.
  • Arrival and check-in process.
  • Participating in activities or events.
  • Leaving feedback post-visit.
Identify Customer Emotions

For each touchpoint, note the emotions customers may feel – excitement, confusion, satisfaction, or frustration. Understanding these emotions allows for tailored improvements.

Highlight Pain Points

Identify barriers or negative experiences, such as unclear booking systems, long queues, or lack of amenities.

Develop Solutions

Address the pain points by introducing solutions like streamlined booking systems, improved signage, or additional staff during peak times.

Review and Refine

Customer journey maps are living documents. Regularly gather feedback and update the map to reflect evolving customer expectations and new services.

Example: Map of a Family Visit

  • Discovery

    Sees a Facebook advert: excited

  • Booking

    Visits website, struggles to find family packages: frustrated

  • Arrival

    Greeted by friendly staff: reassured

  • Experience

    Kids enjoy the pool, no lockers available: inconvenienced

  • Post-Visit

    Receives thank-you email and survey: Valued

Solution: Simplify the booking process by adding a “Family Packages” section and increasing locker availability.

Final Thoughts

Creating a comprehensive customer journey map is essential for delivering exceptional experiences at leisure centres. By putting the customer at the heart of your strategy, you’ll drive satisfaction, loyalty, and long-term success. In partnering with TA6, leisure operators can create a customer journey map that not only reflects the current customer experience but also strategically enhances it, leading to increased sales, satisfaction and loyalty.

Can we help you with your customer journey?
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