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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80. What your offer ecosystem can learn from music festivals with Ceels Lockley
Monday, August 31, 2026 • Duration 34:23
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 offer
The biggest mistake business owners make when an offer isn't selling
Why your offers need time to evolve instead of being replaced
The difference between an offer ladder and an offer ecosystem
How to create a customer journey that feels natural instead of forced
Why themed customer experiences create more memorable brands
The thinking behind Ceels' festival-inspired business model
How exclusive experiences can strengthen customer engagement
Why AI still struggles with nuanced offer strategy and positioning
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.
79. The State of the Customer 2026: 3 findings that will change your approach
Sunday, August 23, 2026 • Duration 06:57
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.
Grab the 2026 State of the Customer Report FREE right here.
78. The hidden cost of using AI to improve your marketing & messaging
Monday, August 17, 2026 • Duration 08:00
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 back
The three audiences you should include in your customer research
The gap between the metrics businesses track and what customers experience
How better audience research improves both retention and conversions
The biggest mistakes people make when designing customer surveys
Why hearing uncomfortable feedback can become your biggest competitive advantage
77. Why your best customers don’t hold the best insights (and who is!)
Monday, August 10, 2026 • Duration 08:32
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 back
The three audiences you should include in your customer research
The gap between the metrics businesses track and what customers experience
How better audience research improves both retention and conversions
The biggest mistakes people make when designing customer surveys
Why hearing uncomfortable feedback can become your biggest competitive advantage
76. Love at first click & why retention starts before the sale
Monday, August 3, 2026 • Duration 09:26
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 sale
The surprising insight from a member cancellation survey
What I mean by "Love at First Click"
Why treating every subscriber the same hurts conversions
How personalised customer journeys increase trust
The connection between relevance, customer experience and retention
Three stages every retention ecosystem should cover
One simple way to make your email marketing more human without rebuilding your entire funnel
75. The best launches start with this (nope, it’s not copy)
Monday, July 27, 2026 • Duration 18:08
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 assumptions
The hidden impact of founder bias on your messaging
Why audience research is about much more than writing better copy
How customer insights shape offers before they're built
The difference between assumptions and evidence
Why experienced business owners still have blind spots
How objective feedback transforms launches
The role customer journey design plays before someone ever buys
74. Where is your customer journey falling apart? Let’s diagnose…
Monday, July 20, 2026 • Duration 09:37
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 inside
The moment that matters and what it means for whether someone stays or disengages
Why 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 spots
The two questions to ask yourself when you're looking for where things go wrong
Why talking to your people is still the most underrated research tool you have
Grab the 2026 State of the Customer Report FREE right here.
Generate 10 tailored-to-you survey questions FREE right here.
73. The real reason you can't bring your ideas to life (and what to do about it)
Monday, July 13, 2026 • Duration 12:04
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 needle
The decision-making loop that keeps brilliant ideas stuck on the list
Why trying to execute everything at once is one of the biggest traps
The 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 now
Why an outside perspective changes everything when you're stuck inside your own business
A real client story: how a membership owner went from months of overthinking to a full restructure that reduced member churn and reignited her motivation
72. Hot Seat: How to make your email automations feel personal with Rachel Smith
Monday, July 6, 2026 • Duration 40:31
What if your email automations could do the heavy lifting of personalisation... without you writing a separate email for every type of subscriber?
That's exactly what we dig into in this hot seat episode with Rachel Smith, freelance journalist, copywriter, and the founder of Rachel's List, a thriving jobs board and membership community for writers of all kinds. Rachel is a Retention Lab member, and came to me with a real headache around her email marketing, and we worked through it together live on the show.
What we cover:
Why personalisation isn't really about first names (and what to do instead)
How to use application form data to create conditional content that feels bespoke
Trigger links and what they can tell you about hot leads sitting in your sequence
The case for re-engagement flows at the three and six month mark
How to incentivise feedback so people actually complete your surveys
Milestone tagging inside your email platform and why it matters for retention
Activity scoring to spot disengaged members before they quietly cancel
71. Set your intentions, and I'll remind you in 60 days
Monday, June 29, 2026 • Duration 04:50
Most of us think about customer experience as something we do for other people.
But the most intentional brand experiences start with how clear you are about your own direction as a business owner.
In this short and actionable episode, I'm introducing my brand new Love Letter to Future Self concept, a two-minute exercise where you set your intentions today and I send them back to you when you least expect it but probably need it most.
What we cover:
Why the customer experience you create for others starts with the one you create for yourself
The one reflection question to sit with today
How the Love Letter to Future Self works and what happens after you hit submit
The sneaky on-brand surprise waiting for you on the other side
Grab the 2026 State of the Customer Report FREE right here.
Generate 10 tailored-to-you survey questions FREE right here.
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.
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.
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.
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.
.
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.
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.
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.
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.
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.
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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