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

Nadine Nethery | Conversion & Retention Strategist for Membership Site Owners and Course Creators
  • 4.9 (15)
  • Marketing
  • Updated Weekly

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. 4d ago

    86. A powerful social media rethink with Xanthe Appleyard

    If you've ever found yourself posting on Instagram, hearing crickets, questioning your entire social media strategy and then disappearing for the next few weeks, this episode is for you. I'm joined by Xanthe Appelyard, the creative mind behind Oh Sierra and a leisure-first online leadership strategist who's built a thriving online community while intentionally making room for life beyond her business. We're exploring something I've personally struggled with for years: how do you create content that genuinely connects with people without social media becoming another exhausting obligation? Xanthe shares her refreshingly intentional approach to social media, including why every piece of content should have one clear engagement goal, how she uses audience reactions to guide what she creates next, and why chasing trends isn't necessarily the best way to build a recognisable online presence. We also go behind the scenes of her surprisingly simple content creation routines, how she captures everyday moments without documenting every second of her life, and why real community is about so much more than the number of followers on your Instagram account. Curious about the video messaging tool Xanthe and I explore: Get 15% off the life of your Bonjoro play with my affiliate link! What we cover: Why posting more isn't necessarily the answer to better social media engagementHow to build a positive feedback loop between your content and your communityWhy every social media post should have one clear engagement goalWhy Xanthe treats trends as teachers rather than blueprintsHow to simplify your content creation process without sacrificing creativityThe daily writing and marketing habits that help Xanthe show up consistently Connect with Xanthe: Website: https://www.ohsierra.ca Social Life Program: https://www.ohsierra.ca/social-life Instagram: https://www.instagram.com/xanthe.appleyard View the episode transcript here. Where to from here? Grab the 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. Oct 5

    85. What to hand off to AI and what to keep human with Kinsey Soderberg

    If you've been sitting on the fence about AI because you're worried it'll make your brand feel less like you, this episode is going to be a game changer. Today I'm joined by Kinsey Soderberg, co-founder of Her AI Club™, to answer a question by fractional CMO Madelyn Victoria in episode 27. Kinsey and I explore what to automate, what to protect, and how AI can make your customer experience feel more personalised than ever. And if you're listening live, make sure you grab your free ticket to the Her AI Era Summit from 12-16 October 2026. What we cover: Kinsey's honest journey from AI sceptic to saving 15 hours a week (and what changed her mind)Why vibe coding is more accessible than you think and how Her AI Club members are using it to build tools for their clientsThe three-zone framework: full manual, full automation, and the collaborative middle ground where most of us should actually liveWhat Kinsey never hands off to AI, and why her Instagram stories remain stubbornly humanHow to build foundational AI skills before you even think about automation or agentic AIWhy the Her AI Era Summit is back for year two (and how to grab your free ticket) Connect with Kinsey: Check out her signature programs: Her AI Club™ and AI Brand Blueprint® . Try her free Skills Playbook here. View the episode transcript here. Where to from here? Grab the 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. Sep 28

    84. Why I'm retiring most of my courses (and what it means for your offer lineup)

    If you have a growing list of offers in your business and a nagging feeling that half of them simply aren't pulling their weight anymore, this episode is going to hit close to home. In this honest, behind-the-scenes episode, I'm walking you through the reflection process I've just been through in my own business, what's changing and why, and the bigger shift I'm seeing across the online business space in 2026 that I think more of us need to talk about. Because adding more to your offer lineup isn't always the answer. And sometimes the bravest thing you can do is take stock of what's still earning its place. Shop the Simplification Sale and get 75% off the bulk of my courses and toolkits until 15 October 2026. Prices start at AUD$2.25! What we cover: Why growing a business by constantly adding new offers is a trap a lot of us fall intoHow AI has shifted what people want from online courses and self-paced resourcesWhy tweaking your evergreen funnels won't fix the real problemThe honest questions to ask each offer in your lineup right nowWhy retiring something you've built doesn't mean you're failingWhat I'm focusing on instead, and why done-with-you and done-for-you are where I'm doubling downHow simplifying your offer suite can make it easier for your people to say yes View the episode transcript here. Where to from here? Grab the 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. Sep 21

    83. From SEO to discoverability: How search is changing with Laura Jawad

    SEO isn't just about keywords and Google rankings anymore. Your potential customers are searching everywhere, from Google and YouTube to ChatGPT and other AI tools. And increasingly, those platforms are trying to understand who you are, what you're known for and whether you're a credible source worth recommending. So what does that mean for the way you approach SEO in 2026? In this episode, I'm joined by SEO strategist Laura Jawad to explore why it's time to think beyond rankings and start looking at your entire online footprint. We're talking about the connection between SEO, discoverability, reputation and customer experience, plus what actually helps Google and AI search tools understand what you should be known for. If you've ever worried that AI search means everything you've learned about SEO is suddenly obsolete, this conversation will put you at ease. What we cover: Why SEO is no longer just about keywords and rankingsThe difference between rankings and true discoverabilityHow AI is changing the way potential customers search for businessesThe importance of consistently talking about what you want to be known forWhat Google and AI look for when deciding whether you're a credible expertWhere SEO fits into the customer experience and customer journeyThe three things Laura would prioritise to become more discoverable over the next year Connect with Laura Jawad: Website: https://www.laurajawadmarketing.com/ Instagram: https://www.instagram.com/heylaurajawad/ FREE SEO Scorecard: www.laurajawadmarketing.com/what-would-they-do/ View the episode transcript here. Where to from here? Grab the 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. Sep 14

    82. The 3 questions I ask before automating any customer touchpoint

    Just because you can automate something in your business does that mean you should? As your business grows, automation can feel like the obvious answer to buying back much-needed time and capacity. But there are two extremes I see all the time: Those who automate everything because they've been told that's what scaling looks like. And those who automate absolutely nothing because the tech feels so overwhelming that running everything manually somehow seems easier. Neither approach is particularly helpful. So in this episode, I'm sharing the three questions I ask myself before I automate anything in my own business or my clients' businesses. Because good automation is about knowing where your personal touch makes a real difference, what you need to keep visibility of, and whether removing yourself from one interaction gives you more capacity to show up somewhere more valuable. What we cover: Why automating everything isn't necessarily the answer to scaling your businessThe risk of removing yourself from customer touchpoints that need youWhy visibility matters when you're automating a course, membership or programHow customer data can help you make better long-term decisions about your offerWhy every automation should buy back capacity for something more valuableHow to audit automations you've already built using these three questions View the episode transcript here. Where to from here? Grab the 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. Sep 7

    81. The 12-month onboarding experience that runs itself (without losing the personal touch)

    What if you could automate almost your entire customer onboarding experience... without making it feel automated? In this episode, I'm taking you behind the scenes of a recent Done For You client project where I mapped out a 12-month onboarding experience for an evergreen group program. My client had transitioned from cohort-based launches, where everyone started together, to an evergreen model where students could enrol whenever they were ready. The problem? She was still offering plenty of live support, community access and opportunities to get help, but engagement tended to drop a few months after someone joined. And she couldn't spend her days manually keeping track of where every student was, what they'd completed and who might quietly be falling behind. So we designed a system that could. I'm walking you through the three layers we used to create an onboarding experience that tracks the signals students are sending, delivers timely automated nudges, and deliberately brings my client back into the experience when a human touch actually matters. The result is an onboarding journey that's 95% automated, with the remaining 5% intentionally unscalable. Because scaling your customer experience doesn't have to mean removing yourself from it. What we cover: Why evergreen programs require a different approach to onboardingHow I mapped a 12-month customer onboarding journeyWhy we started with customer research rather than automationsHow to identify the milestones that predict customer successWhat you can track to understand whether customers are engagingWhy automation should support your live customer experience rather than replace itHow to identify the moments where a personal check-in matters most3 questions to help you start mapping your own automated onboarding experience View the episode transcript here. Where to from here? Grab the 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. Aug 31

    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 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. Aug 23

    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 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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4.9
out of 5
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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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