Building Customer Trust

🌳 Design Patterns For Building Trust. With practical guidelines for designers on how to make products — AI and non-AI — more trustworthy, reliable and honest. In the noisy and polluted world today, trust doesn’t come for free. It doesn’t emerge by default. It must be earned and meticulously preserved — by being reliable, accountable and treating customers with respect. This holds true for people but it also for software. According to Anyi Sun, there are 5 psychological foundations of user trust: 1. Reliability 🔰 The degree to which the product consistently behaves as expected. It's a sense that that the product is dependable — based on a track record of past actions. Reliability comes from promising what you do, and doing what you promised. 2. Technical competence ⚡ Perceived intelligence, sophistication and capability of the product. It's user's belief that the product can successfully perform what they are being trusted to do. It's about trusting product's capability. 3. Understandability 🧠 The extent to which users feel they can understand how the system works or why it made a certain decision. The product must be able to articulate how a decision came along, with references to fragments that underpin a decision. 4. Faith and Care 🌱 Emotional, almost "blind trust" in the product, especially when users don't understand the underlying logic. It's a belief that the trusted party actually cares about the positive outcome for you, and intends to do good. 5. Personal attachment 🌳 A sense of rapport, connection or emotional engagement with the product. Typically it emerges when a user feels that they get meaningful value from the product, and from interactions with people supporting it. Personally, I would also add the value of repeated positive experiences that build confidence in the quality of the product, and hence its reliability. --- With AI products, hitting all these psychological foundations is extremely hard. Surely some people trust AI almost instinctively, others are more critical. But people's attitude often changes dramatically once they realized that they've made severe mistakes because of AI. Recovering from it is very hard. We can help with some design patterns: 1. Avoid "Ask me anything" → push for scoping and constraints 2. Slow down users in prompting → request specific details 3. Present multiple viewpoints, explain that experts disagree 4. Allow users to manage “memory”, profiles personalization 5. Highlight what is AI-generated and what isn't (AI disclosure) 6. Allow users to override AI-generated suggestions manually 7. Allow users to tweak AI output and refine it for their needs 8. Adapt AI's tone depending on the severity of user's task Trust is why people stay or leave. It builds long-term loyalty and helps users overcome hesitation. But it must be designed and retained — across all psychological foundations and with thoughtful UX work. I think designers will be quite busy for years to come. #ux #design

Over the last year, nearly every FMCG executive I’ve spoken to whether sitting in Chicago, Paris, or São Paulo has echoed the same challenge: “We need to get closer to the consumer, faster.” Global brand, local nuance the future of FMCG growth depends on how well your leadership understands the street, not just the spreadsheet. It’s no longer enough to run a global playbook and hope for local resonance. Why? Because the center of gravity in FMCG has shifted. 84% of FMCG companies are now increasing local decision autonomy in key growth markets. (Bain FMCG Operating Model Report, 2023) → That means your CMO can’t be the only one with a finger on the pulse. → Your regional GM can’t just execute HQ strategy. → And your global leaders can’t lead with assumptions they need cultural fluency and operational humility. In other words: local-for-local is not just a supply chain shift. It’s a leadership shift. The most successful candidates weren’t those who had rotated through five global hubs. They were the ones who could… → Read the cultural nuances of consumer behavior in that specific region → Navigate the regulatory quirks that could derail a product launch → Influence global teams while building trust with local retailers → Speak the language literally and commercially They understood the street not just the spreadsheet. And they had the rare ability to connect what’s happening on the ground with what needs to be shifted at the center. These are the leaders FMCG needs now. → Strategists who don’t just adapt to the market, they anticipate it. → Operators who don’t wait for HQ they build and test in-market. → Connectors who know when to push back and when to align. Because in today’s world, speed and relevance win. And that doesn’t come from waiting for global sign-off. It comes from empowering the right local leaders. Here’s where I see many companies trip up: They treat “local” as junior. As operational. As reactive. The truth? Your next competitive edge may be a GM in Manila, a Marketing Director in Lagos, or a Commercial Lead in Warsaw who’s trusted enough to build strategy from the ground up. That’s what global FMCG companies are starting to understand and what we’re helping them solve for in every executive search we run. Not just global leaders who can work across regions…but local leaders who can lead across functions, cultures, and expectations while driving growth with urgency and empathy. This is the new face of global FMCG. Not centralized, but coordinated. Not rigid, but responsive. Not top-down, but built from the middle out. #ExecutiveSearch #FMCGLeadership #GlobalGrowth #ConsumerGoods #TalentStrategy #LeadershipHiring

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

This carton lost Tropicana over $55 million. In 2009, the orange juice giant spent $35 million on a rebrand that aimed to revitalise and modernise the brand – sales dropped by a fifth almost immediately. There are a few reasons for this, including the rebrand looking far too much like a generic supermarket ‘own-brand’ which made it difficult to pick out on store shelves, but I think the main takeaway is that the company misunderstood brand loyalty. When a product becomes something you trust, it becomes part of your life and routine. You look for its familiar visuals on the shelves without needing to even read the name, and without needing to give much thought to what might be next to it. Life is functionally easier when you have products that you trust. Making significant changes to a product, even if those changes are purely visual, breaks that routine and severely damages the trust and comfort the customer once held. In this case, the backlash was quick, and immense, forcing Tropicana to completely reverse the rebrand within a few months. Remember, trust is not earned easily, and it can be lost in an instant. Treat it with the respect it deserves, always.

Trust at scale has always been the hardest thing to build in business. Word of mouth was the original mechanism. One person tells another, credibility transfers, trust builds slowly. It worked, but it was a limited mechanism you couldn't control. What's changed today is the infrastructure. Reach, repeated visibility to a large audience, is now one of the most powerful trust-building tools available to any founder or business. I am not saying being seen is the same as being trusted, but trust requires repeated exposure before it forms. The people and businesses that maintain high engagement at scale on their social media are the ones that showed up repeatedly, with a clear point of view, long before the numbers got impressive. Trust is a perception built over time through repeated signals: what you say, what you stand for, what you consistently show up for. Reach accelerates that process. Every post is another data point for your audience to evaluate whether your judgment is worth following. Enough of those data points, delivered consistently, and reach becomes evidence that you are someone worth trusting. The people and businesses who understand this aren't just building audiences. They're building credibility that makes everything else, fundraising, hiring, selling, structurally easier. #rajshamani #figuringout

INDIA GOES OFFLINE, DIGITALLY! The Reserve Bank of India has launched the Offline Digital Rupee, a Central Bank Digital Currency that can move from one wallet to another even without internet or mobile network. Imagine paying for a cup of tea in the Himalayas or for groceries in a rural market where connectivity is zero and still completing the transaction in seconds. ✅ Digital trust has reached a new level. Money that works without the internet is not a product of convenience. It is the evolution of trust. When the value can move offline yet remain verified and authentic, we are witnessing the future of financial inclusion, not just technology. ✅ It solves the last-mile problem. For years, digital payments depended on networks, servers, and gateways. Rural India, remote areas, and even disaster zones were often left behind. The Offline Digital Rupee removes that dependency and gives digital money a physical character. This changes how we think of accessibility forever. ✅ It is faster, cheaper, and smarter. No third-party switches. No failed connections. No dependency on payment gateways. The value moves directly from one device to another, just like cash, but secured by blockchain-based architecture and backed by the central bank. The power of digital efficiency now exists without digital dependence. ✅ Programmable money means purposeful money. The RBI’s Programmable Central Bank Digital Currency model means money can be coded for a reason. Subsidies can be released only for their intended use. Corporate payouts can have specific validity. Social benefits can be tracked transparently. It adds responsibility to the currency itself. ✅ It redefines how economies will interact. Offline CBDC is not just a domestic innovation. It opens the door for new models of cross-border settlements, disaster-resilient financial systems, and new layers of fintech innovation. The world will look at this model as a live example of how technology can merge with human need, not just convenience. ✅ It reminds us what innovation truly means. The right innovation is not when a feature gets smarter, but when it becomes more inclusive. When a person in a no-network zone can transact as easily as someone in a metro city, that is when digital transformation turns into social transformation.

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

𝟔𝟔% 𝐨𝐟 𝐀𝐈 𝐮𝐬𝐞𝐫𝐬 𝐬𝐚𝐲 𝐝𝐚𝐭𝐚 𝐩𝐫𝐢𝐯𝐚𝐜𝐲 𝐢𝐬 𝐭𝐡𝐞𝐢𝐫 𝐭𝐨𝐩 𝐜𝐨𝐧𝐜𝐞𝐫𝐧. What does that tell us? Trust isn’t just a feature - it’s the foundation of AI’s future. When breaches happen, the cost isn’t measured in fines or headlines alone - it’s measured in lost trust. I recently spoke with a healthcare executive who shared a haunting story: after a data breach, patients stopped using their app - not because they didn’t need the service, but because they no longer felt safe. 𝐓𝐡𝐢𝐬 𝐢𝐬𝐧’𝐭 𝐣𝐮𝐬𝐭 𝐚𝐛𝐨𝐮𝐭 𝐝𝐚𝐭𝐚. 𝐈𝐭’𝐬 𝐚𝐛𝐨𝐮𝐭 𝐩𝐞𝐨𝐩𝐥𝐞’𝐬 𝐥𝐢𝐯𝐞𝐬 - 𝐭𝐫𝐮𝐬𝐭 𝐛𝐫𝐨𝐤𝐞𝐧, 𝐜𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞 𝐬𝐡𝐚𝐭𝐭𝐞𝐫𝐞𝐝. Consider the October 2023 incident at 23andMe: unauthorized access exposed the genetic and personal information of 6.9 million users. Imagine seeing your most private data compromised. At Deloitte, we’ve helped organizations turn privacy challenges into opportunities by embedding trust into their AI strategies. For example, we recently partnered with a global financial institution to design a privacy-by-design framework that not only met regulatory requirements but also restored customer confidence. The result? A 15% increase in customer engagement within six months. 𝐇𝐨𝐰 𝐜𝐚𝐧 𝐥𝐞𝐚𝐝𝐞𝐫𝐬 𝐫𝐞𝐛𝐮𝐢𝐥𝐝 𝐭𝐫𝐮𝐬𝐭 𝐰𝐡𝐞𝐧 𝐢𝐭’𝐬 𝐥𝐨𝐬𝐭? ✔️ 𝐓𝐮𝐫𝐧 𝐏𝐫𝐢𝐯𝐚𝐜𝐲 𝐢𝐧𝐭𝐨 𝐄𝐦𝐩𝐨𝐰𝐞𝐫𝐦𝐞𝐧𝐭: Privacy isn’t just about compliance. It’s about empowering customers to own their data. When people feel in control, they trust more. ✔️ 𝐏𝐫𝐨𝐚𝐜𝐭𝐢𝐯𝐞𝐥𝐲 𝐏𝐫𝐨𝐭𝐞𝐜𝐭 𝐏𝐫𝐢𝐯𝐚𝐜𝐲: AI can do more than process data, it can safeguard it. Predictive privacy models can spot risks before they become problems, demonstrating your commitment to trust and innovation. ✔️ 𝐋𝐞𝐚𝐝 𝐰𝐢𝐭𝐡 𝐄𝐭𝐡𝐢𝐜𝐬, 𝐍𝐨𝐭 𝐉𝐮𝐬𝐭 𝐂𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐜𝐞: Collaborate with peers, regulators, and even competitors to set new privacy standards. Customers notice when you lead the charge for their protection. ✔️ 𝐃𝐞𝐬𝐢𝐠𝐧 𝐟𝐨𝐫 𝐀𝐧𝐨𝐧𝐲𝐦𝐢𝐭𝐲: Techniques like differential privacy ensure sensitive data remains safe while enabling innovation. Your customers shouldn’t have to trade their privacy for progress. Trust is fragile, but it’s also resilient when leaders take responsibility. AI without trust isn’t just limited - it’s destined to fail. 𝐇𝐨𝐰 𝐰𝐨𝐮𝐥𝐝 𝐲𝐨𝐮 𝐫𝐞𝐠𝐚𝐢𝐧 𝐭𝐫𝐮𝐬𝐭 𝐢𝐧 𝐭𝐡𝐢𝐬 𝐬𝐢𝐭𝐮𝐚𝐭𝐢𝐨𝐧? 𝐋𝐞𝐭’𝐬 𝐬𝐡𝐚𝐫𝐞 𝐚𝐧𝐝 𝐢𝐧𝐬𝐩𝐢𝐫𝐞 𝐞𝐚𝐜𝐡 𝐨𝐭𝐡𝐞𝐫 👇 #AI #DataPrivacy #Leadership #CustomerTrust #Ethics

Firing middle managers won't accelerate decisions. The bottleneck just moves up. The middle-management culling continues. The promise: fewer layers means faster data and quicker decisions. Yet most organizations repeat the same mistake. When every meaningful decision still needs approval from the same five executives, you haven't solved anything. You've just hit the bottleneck faster. We've been here before: → ERP systems would revolutionize decision-making → Big data would unlock instant insights → Digital transformation would make us agile Now it's AI and flat hierarchies. Same promise, different wrapper. LegacyCo's governance trap isn't about having too many managers. It's about concentrating judgment at the top while expecting speed at the edges. "Have we pressure-tested this fully?" "What's our governance for downside risk?" "We need stronger stakeholder alignment." This isn't prudence. It's paralysis dressed as process. While others added approval layers, Ritz-Carlton gave frontline staff $2,000 discretionary authority. Decision time: days to minutes. Customer satisfaction: soared. The difference wasn't fewer managers. It was judgment distributed to where information lives. NewCo architects judgment into the system itself. Two roles make this possible: Forward Deployed Engineers (FDE): Technical talent with deployment authority. They see the problem, they fix it. No tickets, no committees. Operational Technologists (OpTech): Business experts who implement their own solutions. The person who knows the process can now improve the process. One brings code. One brings context. Both exercise judgment at market speed. An important distinction to make: distributed judgment without guardrails creates chaos, not speed. NewCo architects trust into the system: → Define clear decision boundaries upfront → Give teams authority within those boundaries → Treat every choice as an experiment → Measure outcomes in real-time, not quarterly → Escalate by exception, not default This is orchestrated judgment - wisdom scaled through systems, not hierarchies. To scale judgment means developing wisdom across the organization, not hoarding it at the top. This requires: → Clarity: Teams who understand impact, not just metrics → Discernment: Knowing which battles matter → Taste: Recognizing quality without committees → Connection: Building trust that enables autonomy Juniors tackle harder problems sooner. Teams develop judgment through practice, not observation. LegacyCo: "Check with me before you move" NewCo: "Move within these boundaries" One question leads to faster bottlenecks. The other leads to market-speed execution. The winners won't have the flattest org charts. They'll have the most distributed judgment. The question isn't how many managers to fire. It's how much judgment you're willing to trust others with.

There’s an AE on my team that hits 200% of quota. Consistently. 🤯 Here’s her secret:  She asks the hard questions. 1. “You mentioned [date] as a goal. What’s driving that timeline, and is that date firm?” Verifies whether the timeline is real or aspirational. 2. "Based on what you’ve seen so far, is there anything that’s giving you pause about moving forward with us?” Invites honest feedback to surface objections early. One of my favorites. 3. “How does our solution compare to others you’re evaluating?” Tests competitive positioning and whether you're the frontrunner. 4.“Who else on your team needs to feel good about this before a decision is made?” Instead of just jotting down names and objections, she builds pages in Aligned to address concerns. That way, when new stakeholders join later, all the context is already waiting for them. 5. “If [insert key stakeholder] were here, what concerns would they raise?” Forces your champion to think on behalf of other decision makers. Great way to learn real objections. 6. “Have you ever purchased something like this before? What did that process look like internally?” Surfaces potential red tape or hidden decision criteria. 7. “What needs to happen between now and [target close date] for this to actually happen?” Pushes them to co create the buying journey and surface risk. 8. “When you picture this going live, what’s the ideal outcome for your team in the first 90 days?” Surfaces their definition of success. These questions do 3 things: – Build trust. – Surface the real decision process. – Give you everything to close/won the deal. 🎯 Bonus Tip: She doesn’t just ask the hard questions, she operationalizes them in Aligned. Here’s how… https://lnkd.in/gs7Gt5Rd That’s how you turn discovery into closed/won deals. - Mike G