Maintaining Customer Trust in Multi-Step Processes

One of the biggest reasons deals stall isn’t that buyers doubt your solution—it’s that they doubt their ability to make the right choice. Matt Dixon's research for The JOLT Effect found that 40% of lost deals are driven by customer indecision, not preference for a competitor. And Brent Adamson's new book The Framemaking Sale highlights that customers with high decision confidence are TEN TIMES more likely to make a purchase. Here are a few ways you can help buyers build confidence in themselves: 1. Reduce Decision Complexity According to Gartner, 77% of B2B buyers report their last purchase was “very complex or difficult." Streamlining options, providing decision guides, or recommending a clear best-fit reduces “analysis paralysis” and gives buyers confidence they aren’t missing something. 2. Reframe Risk in Personal Terms Buyers often fear personal blame more than organizational failure. Use case studies and peer validation to show how people in their role succeeded—helping them feel safe and supported in their choice. 3. Provide Buyer Enablement Tools Tools like ROI calculators, pre-built board decks, or checklists reduce the burden on them and demonstrate that they have what they need to decide. 4. Normalize Their Concerns The JOLT Effect also emphasizes “normalizing indecision” as a critical skill—buyers need to know hesitation is common and that you can guide them through it. Framing uncertainty as a normal step in the process reduces the shame that often delays action. 5. Signal Post-Decision Support Harvard Business Review highlights that buyers who see strong post-sale support are more confident in making initial commitments. Show them the path forward—onboarding, customer success, peer communities—so they know they won’t be left alone after purchase. Helping buyers feel personally confident and protected is as important as proving your product’s value. The most successful marketers and sellers don’t just build confidence in the solution—they build confidence in the decision-maker.

The Checkout That Thinks Like a Human 👌 We’ve all been there— You’re ready to buy something, and suddenly… you’re in checkout limbo. Five steps. Three different screens. Re-entering the same information twice. Each click feels like a little test of patience. I’ve seen it across dozens of e-commerce platforms: the “multi-step checkout maze.” But what if the checkout didn’t feel like checkout? What if it felt like one calm, guided conversation? That’s what I set out to design. The Idea 💡 Instead of breaking checkout into separate pages, I combined everything—shipping, payment, and confirmation—into one seamless section. Each step unfolds within the same frame, with a clear progress indicator showing exactly where the user is. No jumping around. No losing context. No “where am I now?” anxiety. Meanwhile, the order summary and total cost remain fixed on the left—always visible, always clear. So users know exactly what they’re paying, how much, and what’s next. Why It Works 🧠 (The UX Science Behind It) Hick’s Law: The fewer decisions a user faces at once, the faster they act. → By keeping one section active and guiding the flow, decision time drops drastically. Fitts’s Law: Important CTAs like “Complete Purchase” are always within easy reach. → Less movement, less friction, higher conversion. Cognitive Load Theory: Users can focus on one task at a time without holding multiple details in working memory. → Reduces overwhelm and boosts completion rates. Jakob’s Law: Users prefer familiar patterns—but optimized. → The experience feels familiar (same steps) but frictionless (all in one intuitive space). Visibility of System Status (Heuristic #1): The progress bar communicates exactly where the user stands. → No uncertainty, no stress. The Business Impact 💼 For the business, the benefits are just as strong: ✔️ Fewer drop-offs at the payment stage. ✔️ Faster checkout completion. ✔️ Higher trust and transparency (clear cost visibility). ✔️ Stronger brand perception through thoughtful design. The Bigger Lesson 🎯 Good UX isn’t about adding animations or colors. It’s about removing friction, guiding attention, and designing for how humans think. This one-page checkout is more than a layout—it’s a conversation between the product and user, built on trust, clarity, and flow. Because the best design isn’t the one with the most steps… It’s the one where the user doesn’t even feel the steps exist. #UXDesign #ProductDesign #EcommerceUX #DesignThinking #UserExperience #ConversionOptimization #DesignStrategy #HeuristicEvaluation #CXDesign #DesignForHumans

Mapping the Customers' Journey Through Psychology The customer journey isn’t just a series of steps—it’s a story shaped by emotions, perceptions, and decision-making patterns. To succeed, you need to understand where buyers are mentally at every stage and meet them there. Let’s break down how psychology influences each phase of the journey—and how you can align your approach. --- Step 1: Awareness Stage – Capturing Attention At this stage, buyers are learning about their problem and potential solutions. Appeal to curiosity: Use compelling questions or stats to grab their interest. Tap into emotions: Frame the problem in a way that resonates emotionally. Example: “Did you know that 70% of businesses lose clients due to slow follow-ups? Let’s change that.” --- Step 2: Consideration Stage – Building Trust Here, buyers are comparing options and evaluating their fit. Provide value-rich content: Share case studies, testimonials, or white papers that address their concerns. Show empathy: Acknowledge their challenges and position yourself as a partner in solving them. Quick Tip: Ask, “What’s the biggest question you need answered to feel confident moving forward?” Then answer it thoroughly. --- Step 3: Decision Stage – Overcoming Final Hesitations Buyers are ready to decide but may still have doubts. Highlight outcomes: Share specific results similar clients have achieved. Simplify the process: Make the next steps easy to understand and execute. Example: “Let’s get started today. We’ll onboard your team in just 48 hours.” --- Step 4: Retention Stage – Reinforcing the Decision Once the deal is done, your job isn’t over. Buyers need to feel confident they made the right choice. Follow up immediately: Ensure they’re happy with the decision and provide onboarding support. Celebrate their success: A simple message like, “Your results are already looking great!” builds trust and loyalty. --- 😎 Go-Do: Map out one buyer journey this week. Identify the psychological needs at each stage and adjust your strategy to meet them. 👉 Question for You: What’s one part of your buyer journey that could be better aligned with client psychology?

Forms are hard. Whether you are paying your bills or buying clothes online, multi-step forms can be confusing and frustrating. Now, imagine you're applying for critical human services like food assistance with the added stress of providing for your family. In these situations, what can we do to provide people who may also have limited tech literacy with additional clarity, ease of use, and reduced barriers to entry? → How long is this going to take? When you first get started, many forms feel like black boxes, with little understanding about what’s involved in the process. → Where am I? Some forms are either a massive set of fields all stacked up on one page or divided across multiple third-party services and payment gateways, leading to confusion. → Did that work? I know I've experienced forms where I fill out all my information, click submit, and nothing happens. What happens next? Did I get an email? I hope these three form principles can help your team build better experiences for the real human beings that need the services you offer. 💎 Set expectations before getting started → Be clear about what the form is and the types of questions you'll be asking → If additional documents are needed, let folks know before getting started → Let people know before getting started how they will be contacted afterward 💎 Guide users through their journey → Break your form into meaningful sections and chunks → For multi-step forms, show them where they are in the process → In case of stress or limited time, always allow users to save as they go 💎 Tell folks what happens next → Before they submit, let people check their answers → When they do submit, give people a confirmation number if you can → Provide contact information so they can follow up with questions ✌ If you want to learn more about how to equitably deliver forms for people seeking government services, check out Form Fest, hosted by Code for America. You can watch all of the talks from last year. https://lnkd.in/gQhwypcV ✊ You can also continue to reference the 18F Guides on Content and Accessibility via the new mirror the team set up to keep these essential resources available https://lnkd.in/gn5HAH8j https://lnkd.in/gXa_Qc9B

86% of Marketers Say a Connected Customer Journey is Crucial – Is Your Company Falling Short? We all know that understanding the customer journey is crucial for business success. However, there are some often-overlooked elements that can make or break the customer experience. Here are a few key areas that need your attention: 1. Sales Process Clear Communication: Ensure your sales team provides clear and transparent information. Ambiguity can lead to confusion and lost trust. Seamless Handover: Smooth transitions between sales and other departments (e.g., customer success) ensure the customer feels supported throughout the journey. 2. Invoices, Contracts, and Payments Simplified Invoicing: Complicated invoices can frustrate customers. Make sure your invoicing process is straightforward and easy to understand. Transparent Contracts: Ensure that contracts are clear, concise, and free of jargon. Customers should know exactly what they are signing. Efficient Payment Process: Offer multiple payment options and ensure the payment process is quick and hassle-free. 3. Renewal Signing Process Proactive Communication: Don’t wait until the last minute to discuss renewals. Start the conversation early and address any concerns the customer may have. Value Demonstration: Continuously demonstrate the value your product or service provides to make the renewal decision easier for the customer. Streamlined Renewal: Make the renewal process as simple as possible. Avoid unnecessary steps and paperwork. Tips for Intentionally Planning the Customer Journey Map Every Touchpoint: Identify and map out every interaction a customer has with your brand, from initial contact through to renewal or re-engagement. Gather Feedback Continuously: Regularly collect feedback at various stages of the customer journey. Use surveys, interviews, and direct conversations to understand their experience. Integrate Departments: Ensure all departments (sales, marketing, customer success, finance) collaborate and share insights. This integration helps in providing a seamless experience. Address Pain Points: Identify common pain points and proactively address them. This could include improving your onboarding process or simplifying contract terms. Use Technology: Leverage CRM systems and other technology to track the customer journey and gather data that can be used to enhance the experience. By intentionally planning and addressing these often-missed elements, you can create a smoother, more satisfying experience for your customers. Remember, every interaction counts! Is your company falling short in providing a connected customer journey? Share your thoughts in the comments below!

To move closer to signing that #deal, put your #buyer in a position of confidence and excitement for what’s ahead. Here's how you do that: 1 🔖 . Bring them into the fold early. Set up time with key stakeholders and introduce them to the larger team who’ll be there for them once they say yes. Get them familiar with who will be involved, showing them the strength and depth of your support. This builds trust early on. 2. 🔖 Paint the picture of their #journey. Map out the on boarding process in detail, walking through each step. The goal is to make them feel comfortable and confident about the journey ahead. If you can even start or complete some steps before the deal is closed, you’ll score major points and show that you’re ready to hit the ground running. 3. 🔖 Co-create the launch plan. Get your buyer involved in the #planningprocess. Let them co-author the launch plan. When they feel like a partner in the process, they become emotionally invested in the success of the #project. 4. 🔖 Introduce them to their support team. Introduce the #onboarding and #CSM team they’ll be working with. This helps take the fear out of the unknown and builds their confidence that they’re supported by a capable team who’s there to guide them through the transition. 5. 🔖 Use customer references #strategically. Even if you think it’s not necessary, don’t hesitate to share customer references. A well-timed reference can reassure them that others have walked the same path and found success with your solution. 6. 🔖 Stay multi-threaded and help them build consensus. Help your buyer bring others into the conversation and build #organisational consensus. The more stakeholders feel confident and aligned, the less pressure the buyer will feel and the more likely they’ll be to close the deal with you. By following these steps, you not only increase their comfort level but also position yourself as the partner who’s ready to make the #transition smooth and easy for them. It’s about giving them confidence in the #journey and making the path to their future state (Paradise !) as clear as possible. Keep going strong!

Fulfillment delays? Out-of-stock nightmares? Shipping chaos? We’ve all been there, and honestly… It’s frustrating on so many levels, especially during a launch. You kill the hype customers had when they bought your product. All that marketing effort? Feels wasted if there’s nothing to ship. You let customers down, not just losing a sale, but risking the trust you worked so hard to build. Your CX team is your first line of defense in keeping customers happy when things don’t go as planned. The best damage control? Transparency and proactive communication. While your team works on a solution, loop customers into the process. Give them visibility into what’s happening behind the scenes. Make your customers feel informed—not ignored. At TUSHY - hellotushy.com, we rely on proactive messaging, AI + automation, and Support Center resources to guide customers through supply chain hiccups. Here are my 3 lessons from building customer trust: 1️⃣ Transparency wins every time >> Customers don’t want silence.  Proactive messaging via SMS and email keeps them informed before they even have to ask. 2️⃣ Turn support teams into problem-solvers >> A script saying “Sorry for the delay” doesn’t cut it. Equip your CX team to offer creative solutions, alternative options, or proactive make goods in real time. 3️⃣ Follow-ups = Trust >> Whether it’s an installation guide or an order delay update, keeping customers engaged post-purchase reduces churn and improves retention. Strong customer relationships aren’t just built in good times, they’re reinforced when challenges arise. A perfectly smooth order experience oftentimes is forgettable, but how you react when there’s an issue can convert a customer into a brand advocate for life. When you break from the script, share your vulnerability/pull back the curtain a bit and kiss their butts, that is what creates memorable brand experiences. How does your CX team turn stock chaos into trust-building moments? #CX #giveashit #customerexperience