The Friendly Bear
David Capablanca
Podcast
What Would They Do? The Customer Experience Podcast For Online Business
Nadine Nethery | Conversion & Retention Strategist for Membership Site Owners and Course Creators
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, pricin...
Episódios
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87. Before you fix your customer journey, diagnose this first (Part 1)
· 8 min
The closer you are to your business, the harder it becomes to experience it like your customers do.You know why every offer exists. You know what someone is ‘supposed’ to do after they buy. You understand how your emails, funnels and customer journey fit together. But your customers don't have any of that context.In part one of my 3-part Outside Perspective mini series, we're looking at the blind...
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86. A powerful social media rethink with Xanthe Appleyard
· 40 min
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 busine...
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85. What to hand off to AI and what to keep human with Kinsey Soderberg
· 36 min
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...
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84. Why I'm retiring most of my courses (and what it means for your offer lineup)
· 11 min
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 sp...
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83. From SEO to discoverability: How search is changing with Laura Jawad
· 25 min
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 joine...
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82. The 3 questions I ask before automating any customer touchpoint
· 9 min
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 o...
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81. The 12-month onboarding experience that runs itself (without losing the personal touch)
· 15 min
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 wher...
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80. What your offer ecosystem can learn from music festivals with Ceels Lockley
· 34 min
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 prob...
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79. The State of the Customer 2026: 3 findings that will change your approach
· 6 min
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...
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78. The hidden cost of using AI to improve your marketing & messaging
· 8 min
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 s...
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77. Why your best customers don’t hold the best insights (and who is!)
· 8 min
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 s...
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76. Love at first click & why retention starts before the sale
· 9 min
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...
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75. The best launches start with this (nope, it’s not copy)
· 18 min
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...
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74. Where is your customer journey falling apart? Let’s diagnose…
· 9 min
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 yo...
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73. The real reason you can't bring your ideas to life (and what to do about it)
· 12 min
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...
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72. Hot Seat: How to make your email automations feel personal with Rachel Smith
· 40 min
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...
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71. Set your intentions, and I'll remind you in 60 days
· 4 min
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...
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70. The 2026 State of the Customer Survey is open
· 6 min
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 Customer R...
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69. Behind my first virtual event: the format, the results, the tech, and what I'd do differently
· 19 min
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 your...
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68. 95% Client Retention without burning out with Dr. Tiffany Shelton
· 34 min
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 tha...
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67. The ‘false momentum’ problem in your membership or online program
· 6 min
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 content do...
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66. Before you retire your offer, listen to this
· 7 min
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 often...
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65. Hot Seat: How to design a membership busy people will stick with
· 34 min
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 a s...
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64. Building repeat revenue as a service provider
· 10 min
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 longevit...
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63. 12 Retention strategies that increased revenue, engagement & loyalty
· 17 min
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 strategies go...
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62. Discounts, deadlines and bad habits & what it takes to fix these sales patterns
· 10 min
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 rewarded...
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61. Pricing psychology, business confidence & client experience with Jasmine Parasram
· 45 min
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.Togethe...
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60. The invisible churn killing your sales
· 9 min
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 of i...
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59. Campaign Thinking & a smarter way to launch your offers with Kelsey McCormick
· 35 min
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 chas...
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58. The 3 Levels of Personalisation every online business needs
· 16 min
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 current...
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