Maintaining customer trust without clear rules

Here's a proven way to build trust among customers. Recently, I saw two contrasting responses in customer service in a span of 2 days. The first was at a new restaurant that we were checking out. Like I do quite often, I asked - what do you recommend in seafood? The server pointed at a particular dish and said with a big smile - this one is good. I asked him - is it too spicy? Not at all sir, it is not spicy at all. Only to be proven very wrong in a matter of a few minutes! 🔥 🔥 The second was at a salon, where the guy was telling me about a new natural moisturizer brand they are using. I asked if he was sure it didn't have chemicals. He looked curiously at the bottle for a moment and then replied - "pata nahi sir, abhi check karke batata hoon" [I don't know sir. I will check and tell you right away] Contrasting, isn't it? Saying "I don't know" is a bit of a blow to the ego, right? After all, isn’t a business supposed to have all the answers? Not really. A business is not expected to have all the answers. The truth is - pretending to know everything can actually hurt your credibility. Customers value honesty and effort far more than a polished but false response. The most honest, trust-building phrase in customer service is not - “We’re here to help.” It is “𝗜 𝗱𝗼𝗻’𝘁 𝗸𝗻𝗼𝘄—𝗯𝘂𝘁 𝗜’𝗹𝗹 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁.” Today, customers can spot when someone’s winging it. A vague or wrong answer can erode trust faster than silence. And when trust is broken, you lose not just one customer—it’s their referrals, reviews, and the goodwill they could have spread about your business. On the other hand, admitting “I don’t know” (and following up with a solution) shows humility, honesty, and a commitment to finding the correct answer. It’s the kind of moment that transforms a transaction into a relationship. Here’s how you can ace the art of “I don’t know” without compromising on a great customer experience: 👉 𝗙𝗼𝗹𝗹𝗼𝘄 “𝗜 𝗗𝗼𝗻’𝘁 𝗞𝗻𝗼𝘄” 𝘄𝗶𝘁𝗵 “𝗟𝗲𝘁 𝗠𝗲 𝗙𝗶𝗻𝗱 𝗢𝘂𝘁” Always pair honesty with action. Customers will appreciate your willingness to go the extra mile to find the right solution. 👉 𝗧𝗿𝗮𝗶𝗻 𝗬𝗼𝘂𝗿 𝗧𝗲𝗮𝗺 𝘁𝗼 𝗕𝗲 𝗖𝗼𝗺𝗳𝗼𝗿𝘁𝗮𝗯𝗹𝗲 𝘄𝗶𝘁𝗵 𝗨𝗻𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝘁𝘆 Equip your team with the confidence to admit when they are unsure and the skills to research or escalate issues effectively. 👉 𝗦𝗲𝘁 𝗖𝗹𝗲𝗮𝗿 𝗙𝗼𝗹𝗹𝗼𝘄-𝗨𝗽 𝗘𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀 If you need time to find the answer, give the customer a timeline. Then, stick to it. 👉 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗘𝗺𝗽𝗮𝘁𝗵𝘆, 𝗡𝗼𝘁 𝗣𝗲𝗿𝗳𝗲𝗰𝘁𝗶𝗼𝗻 Customers don’t expect you to know everything. They expect you to care. Show them that their problem matters more than your pride. Saying “I don’t know” is not a weakness. It is strength. It signals honesty, commitment, and a willingness to grow. That’s what customers remember and rave about. Have you felt the power of "I don't know"? #customercentricity #customerservice #vinaypushpakaran

Your customers don’t trust you (yet)… here’s how to fix that. Earning trust isn’t about flashy marketing or big promises— it’s about what you do every single day. Here’s the thing: Without trust, your business is running on fumes. Customers are smarter than ever. They can spot insincerity from a mile away. And if they don’t trust you or worse, if they don’t feel valued they’ll go elsewhere. So how do you earn their trust, make them feel truly valued, and create engagement that keeps them coming back? Here’s what works: 1. Start by listening (and act on what you hear).   * Run surveys, host focus groups, or jump on 1:1 calls with your customers.   * Pay attention to their pain points, frustrations, and needs.   * Most importantly: Implement their feedback. Listening without action destroys trust faster than ignoring them altogether. 2. Personalize every interaction.   * Address your customers by name.   * Tailor your messaging, offers, or coaching to meet their unique needs.   * Remember: No one wants to feel like a number in your CRM. 3. Be transparent—even when it’s uncomfortable.   * Made a mistake? Own it immediately.   * Raising prices? Explain why.   * Customers value honesty, even when the truth is hard to hear. 4. Engage meaningfully by creating value.   * Share free resources, Q&As, or tips they can use immediately.   * Celebrate their wins—whether big or small.   * Build community spaces for connection (think LinkedIn groups, Slack, or live events). 5. Go above and beyond with small, thoughtful gestures.   * Send handwritten thank-you notes.   * Offer surprise perks, like early access or exclusive discounts.   * Follow up on personal details they’ve shared with you (yes, remembering their kid’s soccer game matters). 6. Stay consistent.   * Deliver on your promises every time.   * Focus on quality over quantity—customers will forgive a missed update, but not mediocrity.   * Regularly measure satisfaction and make improvements where needed. Building trust isn’t rocket science—but it does take effort. Focus on these six steps, and you won’t just earn trust. You’ll build relationships that last a lifetime. Which of these are you already doing?
 Let me know in the comments I’d love to hear how you earn your customers’ trust. ♻️ Share if you wan to build trust in your market 🔔 Follow Mike Hays for more trust tips.

An entrepreneur recently told me: "We're growing fast, but with that growth come more service chaos. Customers are now impatient. And when something goes wrong, they become so anxious. Our team finds it hard to manage this tension." This isn't failure. It's a rite of passage for any growing service business. You've polished your acquisition. You've built momentum. But your backend is still catching its breath. And in that small gap between what the customer expects and what reality delivers, something sneaks in: Doubt and anxiety. That's why I often suggest a tactic "The Turbulence Guide" that I learnt as an airline customer: Think about flying. Before the plane takes off, the cabin crew gives us a calm, clear message: "If something goes wrong, here's what to expect. And here's what we'll do about it." Even mid-air, when turbulence hits, they don't hide. They calmly announce: "We're expecting a few bumps. Stay seated and buckled. We've got this." That single moment of clarity prevents panic. It replaces fear with trust. Now imagine your business doing the same. Right after a customer buys - when excitement is high but anxiety lurks - you send them: A short one-pager or a brief video message - "Your Service Turbulence Guide." A warm explanation of what might go wrong - and how you've prepared for it. Example -- "Sometimes couriers delay deliveries. Here's our escalation path and how we make it right." This isn't about lowering the bar. It's about showing you're not new to turbulence. You're calm. You're prepared. And your customers are not alone. So next time a bump happens, instead of thinking, "What's wrong with the service?" Your customers will think, "They already mentioned this. And told me what to do." Customer service is about managing expectations. Anticipate what might go wrong, inform customers early, and watch their anxiety decrease and trust increase. #customerservice

Building Trust Through Transparency Let’s talk about trust. It’s the backbone of every loyal client relationship, and it doesn’t happen overnight. Trust is earned—through honesty, consistency, and showing up when it matters most. But one of the fastest ways to build (or break) trust is through transparency. When you’re upfront with your clients—even when it’s uncomfortable—they see you as someone they can rely on. Let’s break it down. --- Step 1: Be Honest, Even When It’s Hard Clients don’t expect perfection, but they do expect honesty. If something’s not going as planned, don’t hide it. Address it head-on with a solution in hand. For example: “We’re running a bit behind schedule due to X, but here’s what we’re doing to make up for it.” “I made a mistake, and I want to fix it by doing Y.” Owning mistakes builds credibility. Trying to cover them up? That’s where trust erodes. Quick Thought: When was the last time you had to deliver tough news to a client? How did they respond when you were upfront? --- Step 2: Set Clear Expectations Ambiguity is a trust killer. Clients want to know what they’re getting, when they’re getting it, and what’s expected of them. The more specific you are, the better. Instead of saying, “We’ll get that to you soon,” say, “You’ll have it by Friday at 3 PM.” Instead of overpromising, be realistic. It’s better to underpromise and overdeliver than the other way around. Quick Tip: When setting timelines or deliverables, ask yourself: “Would I be happy with this level of clarity if I were the client?” --- Step 3: Share the Why Behind Your Decisions Transparency isn’t just about honesty—it’s about context. Clients appreciate when you explain why something is happening. For example: “We’re recommending this product because it aligns with your long-term goals.” “This delay happened because we want to ensure the quality meets your standards.” When clients understand the reasoning, they’re more likely to trust your expertise and intentions. --- Step 4: Be Proactive, Not Reactive Transparency isn’t just about responding to issues—it’s about anticipating them. If you see a potential problem down the road, let your client know before it happens. For example: “We’re noticing a trend that could impact your project, and here’s how we plan to address it.” “This might be a better option for you because of X, Y, and Z.” Proactive transparency shows that you’re not just solving problems—you’re preventing them. 😎 Go-Do: This week, pick one client interaction where you can practice radical transparency. It could be sharing the “why” behind a decision, owning up to a delay, or simply setting clearer expectations. Watch how they respond. 👉 Question for You: When have you seen transparency strengthen a client relationship?

“Let Me Get Back to You”  – why this builds trust in sales demos You're 32 minutes into your demo. Everything is going well.  The customer seems interested. Then they ask a question you didn’t expect. You pause. You could try to guess the answer. You could say something that sounds close. You could keep talking and hope it’s okay. But instead, you say: “That’s a good question. I’m not 100% sure. Let me check and get back to you.” And then, something strange happens. Not on their side—but inside your own head. And then the doubt creeps in. Will they think I’m not an expert? Did I just lose their trust? Will sales be disappointed? Let me share something I’ve learned from watching hundreds of demos. In complex demos, there is always something unexpected. And that moment—when you don’t know the answer—can feel uncomfortable. I hear this every time in training sessions. Even very experienced people say,  “I feel like I should know everything.” The truth is, you don’t have to. Let me share what happens when you lean into honesty instead of pressure. A few weeks ago, a team was giving a demo to a large bank. Everything was going well. Then one person asked: “Can your platform work with our pricing system from 2009?” The solution consultant looked calm and said: “That’s a very specific question. I want to make sure I give you the correct answer, so I’ll check with our integration team and send you a short update tomorrow morning. Is that okay?” The customer said: “Yes. Thank you. I really appreciate that you didn’t just guess.” They didn’t lose trust—they earned it. Because customers don’t expect you to know everything. They expect you to be honest. They are asking themselves: - Can I trust this person? - Will they be honest when it’s difficult? - Will they do what they say? When you say, “let me get back to you,” you are saying: I care about being accurate. I care about you. And that builds trust. If you find it hard to say “I don’t know,”  here are a few things to keep in mind: 1. Be clear and confident. Say: “I want to be sure I give you the right answer, not just a quick one.” 2. Give a time for follow-up. Say: “I’ll confirm this and send you an update tomorrow morning.” 3. Use the follow-up as a second chance. If your demos are full of answers, but you rarely follow up, you might be missing something important. You miss the opportunity to go back and say: “Here’s the answer to your question. And by the way—how was the demo received? Any concerns? Anything else you need to know?” That moment is more than a technical update. It’s a chance to restart the conversation, invite feedback, and show that you care—not just about being right, but about being helpful. The best demos are not perfect. They are honest. Calm. Human. So let me ask you: When was the last time “I don’t know, but I’ll find out” helped you build trust? Drop a comment if you’ve experienced this moment too. #salesdemos #productdemo #SAAS

If you don’t tell the story, your customer will—and chances are, their version won’t work in your favor. One of the biggest mistakes CS teams make is assuming silence means things are okay. That if the customer doesn’t speak up, they’re satisfied. That if they’re quiet, they’re simply busy. In reality, silence often means disengagement, confusion, or frustration they haven’t voiced yet. When communication stops, customers start filling in the gaps themselves. And when they can’t see the work happening behind the scenes, when there’s no context for a delay or shift in direction, they build their own version of events. That version rarely reflects well on us. And once it takes root, it’s difficult to reset. This has nothing to do with flooding them with updates for the sake of it. It’s about owning the narrative. Keeping trust intact during slowdowns. And reinforcing what partnership looks like when progress isn’t immediately visible. Customer success has evolved far beyond task management. It’s a strategic function. And strategy without narrative leaves room for misalignment, missed expectations, and churn. You don’t need perfect results to keep customers confident. You need consistent context, clear framing, and an active presence in their internal story. Are you leading the narrative—or letting it drift without you?

I’ve been thinking about trust and decision-making. When I was a sailing instructor, beginning students would be nervous with another boat nearby before understanding "The rules of the road”. In a car, we are perfectly comfortable driving 60 mph on a two-lane road with traffic in the opposite direction. Amazingly, the only thing keeping us safe in that situation is 4 inches of paint and a common understanding of what that paint means. That common understanding leads to trust, being able to predict the behavior of another human in a high-stakes situation. On the water, the rules allow each skipper to trust the future actions of the other, or at least evaluate them to guide a decision, in what would appear to be a free-for-all on the water where boats can go wherever they want. If you are marketing and selling expensive equipment or services in the life sciences, trust is harder to come by. There are no painted lines, no “rules of the road”. And while there is no life or death scenario for the customer, there aren’t many second chances either. There is a significant commitment to be made based on predicting the future behavior of you and your product or service. Just as in any human interaction, the rules have to be figured out for each individual. There can be some brand-level trust, but if you have a small company that is not well known, building trust falls to the leadership and customer-facing employees. One-to-one relationship building doesn’t scale. But trust building can. When leaders consistently share their thinking, what they’ve learned, what they value, how they see the field evolving, they draw their own “rules of the road.” A recorded interview, shared thoughtfully is a public display of how they are likely to show up. That can be the “4 inches of paint” a customer needs to feel safe moving forward.

Every business strives to deliver exceptional customer experiences, but sometimes, it can feel like you're walking a tightrope—balancing needy customers with internal priorities and limited resources. But why are some customers so needy? Often, it's about more than just the service or product—it's about trust. When customers aren't confident they'll get what they need, they become anxious, and that anxiety turns into constant check-ins, follow-ups, and demands. Yes, every customer matters, but managing resources effectively is crucial for sustainable business growth. One of the best ways to reduce customer "neediness" is through proactive communication and reassurance. When we anticipate their questions, concerns, and anxieties, we can address them before they turn into repeated requests. The key? Don't wait for the follow-up email or phone call—be proactive in delivering the information your customers need. When you communicate consistently and transparently, you build trust and reduce the need for constant reassurance. Let's focus on setting clear expectations and delivering a seamless, reassuring experience—because a well-informed customer is a happy customer. How do you manage the balance between customer needs and your business priorities? Share your thoughts in the comments section below! #CustomerExperience #CX #CustomerTrust #BusinessGrowth #CustomerSuccess #ProactiveCommunication #CustomerService

Want to de-escalate frustrated customers fast? In Customer Success, it’s easy to panic when a customer is upset — a bug, a missed email, a delay in onboarding. But there’s one phrase that has saved me more times than I can count: “𝘚𝘢𝘺 𝘦𝘹𝘢𝘤𝘵𝘭𝘺 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘸𝘪𝘭𝘭 𝘥𝘰 — 𝘢𝘯𝘥 𝘥𝘰 𝘦𝘹𝘢𝘤𝘵𝘭𝘺 𝘸𝘩𝘢𝘵 𝘺𝘰𝘶 𝘴𝘢𝘺.” It’s simple, but powerful. Because when a customer is frustrated, they don’t just want apologies. They want certainty. They want to know someone owns it. The mistake many CSMs make is overpromising in the moment just to calm things down… and then falling short on the follow-through. That’s how you lose trust. Fast. Instead, here’s how to build it back: 𝟭. 𝗔𝗰𝗸𝗻𝗼𝘄𝗹𝗲𝗱𝗴𝗲 𝘁𝗵𝗲 𝗶𝘀𝘀𝘂𝗲 𝗮𝗻𝗱 𝘁𝗮𝗸𝗲 𝘃𝗶𝘀𝗶𝗯𝗹𝗲 𝗼𝘄𝗻𝗲𝗿𝘀𝗵𝗶𝗽 Let them know you're on it. Not just emotionally — tactically. 𝟮. 𝗖𝗹𝗲𝗮𝗿𝗹𝘆 𝗼𝘂𝘁𝗹𝗶𝗻𝗲 𝘆𝗼𝘂𝗿 𝗻𝗲𝘅𝘁 𝘁𝗵𝗿𝗲𝗲 𝘀𝘁𝗲𝗽𝘀 Tell them what exactly you’re going to do, by when, and what they should expect next. 𝟯. 𝗦𝗲𝘁 𝗮 𝗱𝗲𝗮𝗱𝗹𝗶𝗻𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗻𝗲𝘅𝘁 𝘂𝗽𝗱𝗮𝘁𝗲 Even if you don’t have a resolution, commit to an update. That’s what gives them confidence you’re actually driving this. 𝟰. 𝗙𝗼𝗹𝗹𝗼𝘄 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘄𝗶𝘁𝗵 𝗽𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻 If you say you’ll follow up at 4pm — follow up at 4pm. Even a few minutes late erodes trust. Early is better. Note: Almost every time I send my follow up email exactly when I promised, the frustrated customer has responded with gratitude for my ownership and commitment to resolving their issue. This kind of discipline transforms tense situations into moments of loyalty. Because customers remember how you show up when things go wrong. Say what you’ll do. Do what you said. That’s how you turn a negative experience into a positive partnership. What steps do you take to build trust during an escalated customer issue? #customersuccess #playbooks

Why process transparency builds long-term trust Customers don’t want to be surprised. They don’t want to guess what’s happening with their parts, or chase someone for updates. What they really want is a supplier who’s in control and that starts with transparency. You don’t need fancy dashboards or real time customer portals. Most of the time, it’s just about being clear and consistent. Here’s what that looks like in real production: 1. Startup reports that match the last approved run 2. Clear communication if a change is needed mid-run 3. A quick update if something unusual shows up even if it’s resolved 4. Sharing cavity pressure or part weight data if the customer asks Transparency doesn’t mean opening the door to every machine parameter. It means being proactive when something changes. It shows that you’re managing the process, not reacting to it. It also helps in pricing discussions. If the customer sees you’ve got a stable process with clear reporting, they’re less likely to push back because they trust what they’re getting. Are you logging enough data to explain what happened last run? Do your techs know how to communicate a deviation when something shifts? Would your customer describe you as consistent, or reactive? Trust gets built in the calm moments not when things go wrong. But transparency is what keeps that trust intact when they do. #CustomerTrust #ProcessStability #InjectionMolding