How To Start, Grow and Monetise Your Podcast · Pod School

How to Use Podcasts to Build Community, Engage Customers & Drive Loyalty

·14 min

James Burt and Alex Chisnell open the show at speed, with the familiar loose, quickfire rhythm. They land on one idea early: a podcast can work as a customer engagement and retention tool. James treats retention as the real growth lever. Alex builds on that by linking podcasts to onboarding, upselling, loyalty, and community. Repurposed internal conversations come up as useful content, not a gimmick. The pair keep returning to measurement. Retention, referrals, and lifetime value are the numbers they care about. Their back and forth keeps the point from getting too neat. James gets teased for being terrible for retention. That running joke keeps the tone candid. The hosts then take aim at community as a marketing buzzword. They push back on the shallow version where community is just a crowd. The better version, in their view, is more purposeful than that. A promotional block for a podcast course interrupts the flow. It promises training on starting, growing, and monetizing a podcast, along with artwork, setup, naming, ideal listener profiles, guests, interviews, and a launch process. The episode then opens out again around live events. The closing stretch comes back to the practical idea that events should give people something to take away, not just fill a room. The show ends on one of its usual loose jokes, with a stakeholder/snake-holder mix-up that keeps the atmosphere light.

As heard by us

A clear case for using podcasts to drive retention, loyalty, and customer value.

This episode looks at podcasts as a business tool, with retention treated as the growth lever and podcasting framed for onboarding, upselling, loyalty, internal reuse, and measurement tied to retention, referrals, and lifetime value.

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Why you'd press play

Use your podcast to engage customers, not just to find new ones.

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