Marketing Executive Click4Assistance Ltd
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How to serve distrustful customers

28th Jun 2017
Marketing Executive Click4Assistance Ltd
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Individuals can be wary of engaging with companies due to previous experiences, they could have been:

  • Followed up to be sold to
  • Added to marketing lists
  • Had their data sold to third parties

It can be a difficult job to provide customer service to these individuals when they expect high-quality help but are always cautious of a hidden agenda.

So how do you serve them?


First of all, you need to reassure them, this can start on your website before they have even contacted your company. You can state on your privacy policy page that the organisation doesn’t sell personal date to third parties and that only marketing emails are sent to customers who have opted in.

Once they have made contact, your representative can reiterate when asking for their email address that they won’t be added to a marketing list or the data sold on to assure the visitor.

Trust Indicators

Building Trust


There are a couple of trust indicators that can help a cautious visitor to purchase, this includes testimonials / reviews left by existing customers and displaying recognised badges on the website.

Customers are more willing to share their true experience of the company’s services as there is no benefit to them to fabricate their review. “80% trust reviews as much as personal recommendations”[1]

Badges of trust such as, Google Trusted Store or Which Recommend Provider shows the visitor that the business has had to meet a well-respected organisation’s expectations and pass their requirements.

Anonymous Contact

A visitor may be reluctant to liaise with a company via telephone or email, due to these methods displaying identifiable contact details for them.

Live chat software offers an alternative method of communication, where in most cases just a name is required to start the chat. A wary visitor could enter any name to contact the business with, revealing more personal information if and when they are comfortable talking and being reassured by your representatives.

Ofcom reported that 25% of internet users say they have given inaccurate or false details on some websites to protect their personal identity online.”[2]

Money Back Guarantee

Guarantee Seal

 Visitors who are cautious prefer to make purchases if they know they are guaranteed to get their money back if something does go wrong. This is why many consumers use Paypal as they are protected by the company if a dispute doesn’t get resolved between the seller and buyer.

Make it obvious on your website what your return policy is as this will help the visitor to make a purchase if they are fully aware of their rights.  


Aftercare can be more of an issue if the visitor is not expecting the contact, to reduce the chance of the customer ignoring your representatives’ attempts, make the visitor aware when they are purchasing the product or service that aftercare calls will be made, emphasising the fact that they are after care not after sales!

If at the time to make the calls your representatives are finding they are being met with obstacles on reaching the customer, they can send them an email to explain what the calls are for and to schedule it in. If the customer is still reluctant to have the calls your representative can suggest alternative methods of communication including email.


Due to previous experiences with companies, consumers have become cautious about engaging with organisations and making purchases, this doesn’t mean they cannot be approached or that they won’t buy from you, your business will need to display signs of trustworthiness and allow them to progress at their own pace reassuring them at every step.

What’s your organisations experience of wary customers, did you manage to turn their cagey attitude around? Leave your stories in the comment section.

Author Bio: Gemma Baker is the Marketing Executive for UK live chat software provider, Click4Assistance, with a range of digital knowledge within PPC advertising, SEO practices, email campaigns and social media

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