What Would They Do? The Customer Experience Podcast For Online Business

Nadine Nethery | Conversion & Retention Strategist for Membership Site Owners and Course Creators
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Welcome to What Would They Do?, the customer experience podcast for online business owners such as membership site owners, course creators and coaches. Every week, I answer your burning CX questions, and set you up with actionable, out-of-the-box customer experience and retention strategies you can pull off without costly tech tools or lavish corporate marketing budgets! Join me as I explore different aspects of the customer journey, and how a remarkable customer experience can boost your conversions and customer loyalty… and so much more! Whether you’re a course creator, membership site owner or service provider, this is the customer experience podcast for online business owners who want to stand out with truly bespoke deeply human customer experiences before, during and after the purchase. We're going to touch on customer retention, email marketing, brand messaging, copywriting, pricing strategies, offer positioning, customer delight and even gamification!

  1. 2 days ago

    80. What your offer ecosystem can learn from music festivals with Ceels Lockley

    What if your customer experience didn't begin after someone bought from you, but with the way you designed your offers? In this episode, I'm joined by offer strategist Ceels Lockley to explore a topic I don't think gets enough attention in the online business world: the experience your offers create. We dive into why many offers don't actually have an offer problem at all. They have a messaging problem. We also explore why constantly creating new offers isn't the answer, how to design an offer ecosystem that naturally guides customers from one stage to the next, and why AI still falls short when it comes to building meaningful, differentiated customer experiences. Along the way, Ceels shares the thinking behind her festival-themed business, her unique approach to offer ecosystems, and the intentional customer experiences she's built into every part of her brand. If you've ever wondered whether your offers are working together or simply sitting next to each other, you'll love this conversation. What we cover: Why poor messaging often gets mistaken for a bad offerThe biggest mistake business owners make when an offer isn't sellingWhy your offers need time to evolve instead of being replacedThe difference between an offer ladder and an offer ecosystemHow to create a customer journey that feels natural instead of forcedWhy themed customer experiences create more memorable brandsThe thinking behind Ceels' festival-inspired business modelHow exclusive experiences can strengthen customer engagementWhy AI still struggles with nuanced offer strategy and positioningHow to build offers people genuinely want to buy Connect with Ceels Lockley: Website: https://ceelslockley.co/ Podcast: https://ceelslockley.co/podcast/ Instagram: https://www.instagram.com/ceels.lockley/ Threads: https://www.threads.com/@its.ceels View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  2. 23 Aug

    79. The State of the Customer 2026: 3 findings that will change your approach

    Most online business owners believe they're creating a great customer experience. But are they measuring it? In this episode, I'm giving you an exclusive sneak peek inside the brand-new State of the Customer Report 2026 sharing three of the biggest gaps emerging across the online business industry. From confidence without evidence, to loyalty programmes that never get off the ground, to the growing importance of transparency in an AI-powered world, these findings reveal where businesses think they're succeeding... and where customers are experiencing something very different. If you've ever wondered whether your customer experience has blind spots, this episode is for you. What we cover: Why confidence doesn't always equal customer successThe surprising percentage of businesses tracking absolutely nothingWhy loyalty programmes remain more idea than realityThe buying factor customers ranked above bonuses and urgencyHow AI is widening the gap between polished marketing and genuine trustWhy measuring customer experience matters more than ever View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  3. 17 Aug

    78. The hidden cost of using AI to improve your marketing & messaging

    In this episode, I'm taking you behind the scenes of a recent client project that completely changed the direction of an established membership. Like many business owners, my client thought she had a pretty good understanding of what her members wanted. But instead of relying on assumptions, we went straight to the source. The results uncovered messaging gaps, feature requests and blind spots that simply wouldn't have surfaced if we'd only listened to the loudest voices inside the community. In this episode, I explain why customer research is one of the most underused growth strategies, and how you can start gathering better insights for your own business. What we cover: Why assumptions are holding many businesses backThe three audiences you should include in your customer researchThe gap between the metrics businesses track and what customers experienceHow better audience research improves both retention and conversionsThe biggest mistakes people make when designing customer surveysWhy hearing uncomfortable feedback can become your biggest competitive advantage View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  4. 10 Aug

    77. Why your best customers don’t hold the best insights (and who is!)

    In this episode, I'm taking you behind the scenes of a recent client project that completely changed the direction of an established membership. Like many business owners, my client thought she had a pretty good understanding of what her members wanted. But instead of relying on assumptions, we went straight to the source. The results uncovered messaging gaps, feature requests and blind spots that simply wouldn't have surfaced if we'd only listened to the loudest voices inside the community. In this episode, I explain why customer research is one of the most underused growth strategies, and how you can start gathering better insights for your own business. What we cover: Why assumptions are holding many businesses backThe three audiences you should include in your customer researchThe gap between the metrics businesses track and what customers experienceHow better audience research improves both retention and conversionsThe biggest mistakes people make when designing customer surveysWhy hearing uncomfortable feedback can become your biggest competitive advantage View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  5. 3 Aug

    76. Love at first click & why retention starts before the sale

    In this episode, I'm unpacking a cancellation survey response from a former Retention Lab member that perfectly captures one of the biggest misconceptions I see in online business: "I'm focused on getting members right now, so there's no need to focus on retention." The problem? Retention and acquisition aren't two separate strategies. Every interaction someone has with your business, from the moment they discover you, is shaping whether they'll trust you, buy from you, and eventually come back again. In this episode, I explain why I believe retention starts long before a purchase, how I build that philosophy into my own business, and the small changes you can make to create more personalised customer journeys without rebuilding your entire funnel. If you've ever thought retention was something you could "worry about later", this episode might completely change how you think about your customer experience. What we cover: Why customer retention starts before the saleThe surprising insight from a member cancellation surveyWhat I mean by "Love at First Click"Why treating every subscriber the same hurts conversionsHow personalised customer journeys increase trustThe connection between relevance, customer experience and retentionThree stages every retention ecosystem should coverOne simple way to make your email marketing more human without rebuilding your entire funnel View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  6. 27 Jul

    75. The best launches start with this (nope, it’s not copy)

    You've launched before, your audience knows you, and your offers have sold successfully. So surely launching your next offer should be easier... Right? Not always. In this episode, I share the behind-the-scenes story of working with Krista Miller from Summit in a Box on the launch of a brand-new offer. While Krista had years of experience and a loyal audience, one thing still stood in the way: Founder bias. Let’s unpack why being an expert in your own business can make it harder to see the messaging gaps, assumptions and blind spots that can derail launches before they even begin. If you've ever questioned whether your next offer will land, this episode is your reminder that sometimes the biggest breakthrough comes from borrowing someone else's perspective. What we cover: Why successful launches can create dangerous assumptionsThe hidden impact of founder bias on your messagingWhy audience research is about much more than writing better copyHow customer insights shape offers before they're builtThe difference between assumptions and evidenceWhy experienced business owners still have blind spotsHow objective feedback transforms launchesThe role customer journey design plays before someone ever buys View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  7. 20 Jul

    74. Where is your customer journey falling apart? Let’s diagnose…

    If your evergreen funnel isn't converting, your membership churn is creeping up, or you just have a nagging feeling something in your customer journey is off... this episode is going to help you start diagnosing the issue. The tricky thing about a broken customer experience is that it rarely shows up as a complaint. People simply go quiet, unsubscribe, or cancel. And when you've built everything yourself, you're often too close to it to see where it's falling apart. Today I'm walking you through a practical starting point for diagnosing your customer journey and finding what I call the moment that matters. What we cover: What a customer journey is and why it's so hard to diagnose from the insideThe moment that matters and what it means for whether someone stays or disengagesWhy dissatisfaction almost never shows up as a complaint (and what to look for instead)How to map your customer journey by phase and spot the blind spotsThe two questions to ask yourself when you're looking for where things go wrongWhy talking to your people is still the most underrated research tool you have View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

  8. 13 Jul

    73. The real reason you can't bring your ideas to life (and what to do about it)

    If you've ever caught yourself adding yet another idea to your list and calling it progress, this episode is for you. So many small business owners are sitting on genuinely brilliant ideas that never make it out of the planning phase, and it's not because the ideas are bad. But deciding what to act on, and actually committing to it, is one of the hardest parts of running an online business. In this solo episode I'm digging into why the idea-to-execution gap exists, what keeps us stuck in the loop, and what it looks like to finally get out of it. What we cover: Why saving ideas feels productive but isn't moving the needleThe decision-making loop that keeps brilliant ideas stuck on the listWhy trying to execute everything at once is one of the biggest trapsThe difference between planning and progress (and how to tell which one you're doing)The questions to ask yourself to work out which idea is worth acting on right nowWhy an outside perspective changes everything when you're stuck inside your own businessA real client story: how a membership owner went from months of overthinking to a full restructure that reduced member churn and reignited her motivation View the episode transcript here. Where to from here? Grab the 2026 State of the Customer Report FREE right here. Generate 10 tailored-to-you survey questions FREE right here. Join Retention Lab🧪, the community to help you build a signature customer experience that keeps people coming back, gets them talking and grows your business without you having to start from scratch every single month. Join here! Find out how you can get my strategic customer experience brain on your brand here. Check out my favourite CX tools and resources here. 😍 Love the show? Hit subscribe or follow so you never miss a new episode. Submit your question so I can answer it in an upcoming episode (or invite the perfect guest expert!). Leave a positive review to help the show get found by more small business owners just like you. To leave a review: 👉 Find What Would They Do? on Apple Podcasts 👉 Scroll to ‘Ratings & Reviews’ 👉 Tap on the stars to rate the show before writing a review Post a screenshot with your key takeaway on your IG story and tag me @candocontent and #WWTDpod so I can repost your content.

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About

Welcome to What Would They Do?, the customer experience podcast for online business owners such as membership site owners, course creators and coaches. Every week, I answer your burning CX questions, and set you up with actionable, out-of-the-box customer experience and retention strategies you can pull off without costly tech tools or lavish corporate marketing budgets! Join me as I explore different aspects of the customer journey, and how a remarkable customer experience can boost your conversions and customer loyalty… and so much more! Whether you’re a course creator, membership site owner or service provider, this is the customer experience podcast for online business owners who want to stand out with truly bespoke deeply human customer experiences before, during and after the purchase. We're going to touch on customer retention, email marketing, brand messaging, copywriting, pricing strategies, offer positioning, customer delight and even gamification!

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