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

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, an...

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 leas...

Last year's State of the Customer Survey fundamentally shifted how I think about what online business owners and their customers need in the online space. Right now, I'm running it again, because 2026 feels like a very different conversation. In this short episode, I'm telling you exactly what's in it for you when you take five minutes to add your perspective. Revisit the 2025 State of the Custome...

Running a virtual event that people actually engage with from start to finish is something a lot of small business owners dream about, and spend way too long sitting on. In this episode, I'm pulling back the curtain on the Retention Games, my first out-of-the-box virtual event that featured 19 speakers, a crowd voting format, and physical contestant cards. If you've been thinking about hosting you...

What if retention wasn’t about luck, but about how you design your offer from the very beginning? In this episode, I’m joined by neuropsychologist and systems strategist Dr. Tiffany Shelton, who has built a program with a 95% retention rate (yes, let that number sink in!). Together, we explore how pricing, psychology, and customer experience work together to create long-term client relationships t...

Your audience is opening emails, watching the content, replying in the community and liking the posts. So why does it still feel like nothing is actually moving forward? In this bite-sized episode, I unpack a problem that affects memberships, courses, and online programs everywhere: False momentum. Because activity is not the same thing as progress. And just because people are consuming your conte...

Sales have slowed down. Your offers suddenly feel questionable. And now you’re wondering whether it’s time to scrap everything and start over. Before you retire your offer and spiral into an offer identity crisis, listen to this episode. This is where I break down one of the most common mistakes online business owners make during a sales drought: Assuming the offer itself is the problem. Because o...

What happens when your audience needs your content, but still doesn’t engage with it? In this special hot seat episode, I am joined by Retention Lab member Scotti Weintraub, founder of Reframe Parenting, to workshop a real business challenge: “How do you keep overwhelmed, time-poor members engaged in a low-cost membership?” Together, we unpack how to design a membership experience that feels like...

If your business slows down every time leads dry up, this episode might feel a little too accurate. In this episode, I challenge service providers to rethink their entire growth model and ask one uncomfortable question: “If you couldn’t generate a single new lead for 90 days… what would happen?” This episode dives into why most service-based businesses are built around acquisition instead of longe...

If you’ve ever thought… “I just need more leads.” “Why aren’t people sticking around?” “There has to be a smarter way to grow this…” …this episode is your snack platter of ideas. In this special teaser episode, I’m giving you a behind-the-scenes look at the upcoming Retention Games from 12-15 May 2026 ( grab your free ticket here ), my completely reimagined virtual event where 20 retention strateg...

Ever feel like your audience only buys when there’s a discount, countdown timer, or last-minute panic email? You might unintentionally have trained them to do exactly that. In this episode, I unpack the uncomfortable truth behind discount-driven sales cycles and why your audience isn’t unpredictable, but simply responding to the patterns you’ve created. This episode dives into the concept of rewar...

Feel like you’re undercharging, but also low-key terrified to raise your prices? In this episode, I’m joined by pricing strategist and self-declared “Pricing Queen” Jasmine Parasram to unpack what’s really going on when you price your services too low. Spoiler: it’s not just about money. It’s about mindset, emotional baggage, customer perception, and the kind of clients you end up attracting. Toge...

Your traffic is solid. People are clicking, subscribing, even engaging. And yet: Crickets when it comes to sales. In this episode, I flip the usual narrative on its head and challenge the default advice of “just get more visibility” or “nurture harder.” Because what if the problem isn’t attracting people, but quietly losing the right ones before they ever buy? This episode dives into the concept o...

Is there a way to sell that doesn’t exhaust you or your audience? In this guest episode, I am joined by launch strategist Kelsey McCormick, founder of Coming Up Roses, to unpack what sustainable selling actually looks like for creative business owners. If you feel like you’re redesigning your course or service launch from scratch every time, if you open cart and hope for the best, and if you’re ch...

In today’s episode, we embark on a customer experience adventure… straight into my rural Sydney coffee scene. Because nothing reveals the truth about customer loyalty faster than a café. Let’s break down the 3 levels of personalisation every online business owner should understand, especially if you want more repeat buyers, more engagement, and less churn. If personalisation in your business curre...

In this episode, I tackle a listener question that hits a little too close to home for many online business owners: “I’ve shown up so much more over the past few months, and grown my email list considerably, but I’m still not selling my offers. How do I work out what’s still stopping people from buying?” And the answer is simple (but inconvenient): More visibility doesn’t automatically mean more s...

In today’s guest episode, I‘m joined by brand coach Suz Chadwick to unpack a big, timely question: “In the age of AI slop, what does an authentic personal brand actually look like? And how do you create a customer experience that still feels real?” Together, we explore what personal branding truly means in 2026, why authenticity is becoming a competitive advantage, and how AI can either amplify yo...

As part of my podcast 1st birthday week, I'm re-releasing the top 3 episodes of the past year. This is officially your #1! In this special case study episode, I sit down with Brooke Henry, founder of BB Henry Art and a founding member of Retention Lab , to unpack the strategy behind her wildly successful free online art event: BB Bash. Brooke attracted 9,000 free sign-ups, converted 10% into the p...

As part of my podcast 1st birthday week, I'm re-releasing the top 3 episodes of the past year. This is officially your #2! In this episode, I am joined by CommsCamp founder Kirsty Fanton and her behind-the-scenes tech partner Ami Williamson to unpack how they built CommsBot, a custom GPT designed to give students real-time, tailored support inside a group coaching program. It’s an answer to a ques...

As part of my podcast 1st birthday week, I'm re-releasing the top 3 episodes of the past year. This is officially your #3! In this insightful episode, I’m joined by Ash McDonald, a therapist-turned-business strategist who specializes in cultivating psychologically safe and meaningful group environments. We’re answering the questions:”How would you cultivate safe group spaces where clients show up...

This episode marks a major milestone: What Would They Do? has officially turned ONE! I’m taking a moment to reflect on the journey, from self-doubt to launch, to 55 episodes, to charting in 18 countries, and the community and collaborations the podcast has sparked along the way. It's a celebration of all things retention, customer experience, and the power of showing up… especially when it feels u...

In today’s episode, I take you on a behind-the-scenes tour of one of the most effective membership experiments I’ve ever run inside Retention Lab: the CX Escape Room Challenge. What started as a 3-day “part challenge, part game” experience quickly turned into a powerful retention engine that increased engagement, brought in new members, and helped existing members finally take action and get quick...

What makes an online course truly transformational instead of just another addition to your digital filing cabinet of information? In this guest episode of What Would They Do?, I am joined by course design expert Jasmine Jonte, who has helped build some of the most successful and profitable online programs in the industry. Together, we unpack why so many online courses fall flat, why students drop...

What would it take to turn your one-off clients into loyal superfans? In this episode, I respond to a question from my guest expert in episode 26 , family photographer & systems expert Dolly DeLong, who asked: “How can I amplify my client journey and truly elevate the experience I give my photography clients?” Whether you’re a photographer, designer, copywriter, or coach, this episode shows yo...

Thinking about switching email platforms, but overwhelmed by the tech or afraid of breaking what’s already (sort of) working? In this episode, I take you behind the scenes of my email setup and explain why I chose Drip as my go-to platform for retention, loyalty and subscriber delight. From Flodesk to Drip, and from sending newsletters to building strategic, behavior-driven journeys, this episode...