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. 2d ago

    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.

  2. 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.

  3. 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.

  4. 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.

  5. 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.

  6. Aug 17

    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 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 10

    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 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 3

    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 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
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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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