The term transparency has become somewhat of a buzzword, often overused to the point of losing its impact. I admit I’ve been part of this trend, both using and writing about it. When companies declare themselves transparent, they aim to convey openness and honesty to their customers. However, this declaration can sometimes backfire, prompting customers to think, “Why do they need to assure me of their transparency? Is there something I should be worried about?”

While businesses might have the best intentions in highlighting their transparency, it can inadvertently spark concerns among consumers. When a company states its transparency in handling customer information, it might lead customers to question, “How exactly are you using my information?” These inquiries aren’t driven by mere curiosity but rather by concern.

Although transparency involves sharing information with customers, what they truly value is knowing what to expect. Here, predictability plays a crucial role in shaping those expectations.

Customers Don’t Just Want Transparency—They Want Predictability

Consider the scenario when you call a company and are placed on hold. You might hear, “Your call is very important to us. We are experiencing heavier than usual call volume. Your call will be answered in the order received.” While this statement is transparent, it lacks predictability. A more effective approach would be to specify, “Your call will be answered in seven minutes.” Offering a call-back option would be even more customer-friendly, a topic I’ve explored in other customer service discussions.

Transparency informs customers of the current situation, but predictability elevates this by setting clear expectations. This combination fosters greater customer confidence.

It’s also crucial not to conflate transparency with honesty. Even the best explanation can come across as a mere excuse unless it’s paired with clear outcomes. Without a tangible outcome, explanations risk becoming trust-diminishing excuses.

Transparency Without Predictability Feels Like an Excuse

Don’t confuse transparency with honesty. Even a well-written explanation can feel like an excuse if it doesn’t come with clear outcomes. An explanation without an outcome quickly turns into a trust-eroding excuse.

For example, one of my clients was experiencing a supply chain issue. They were shipping incomplete orders to their customers. They explained this in an email, but what wasn’t explained was how they were going to fulfill the incomplete orders. Customers viewed this transparency as an excuse, and a poor one at that. The result was a lack of trust.

An excuse or explanation by itself, even while being transparent, destroys trust. Customers want to know what happens next. Even bad news is easier to accept when it comes with predictability. When an explanation and predictability work together, trust and confidence increase.

Surprises Destroy Trust Faster Than Mistakes

Trust isn’t broken just because something goes wrong. It’s broken when the expected outcome changes without warning.

For example, you may be expecting your package to be delivered by tomorrow. Instead, it arrives two days later with no notice or explanation. Perhaps the company should have reached out with an explanation. Even though the customer might not be happy with the news, at least they wouldn’t be surprised.

You may be thinking, “Isn’t that explanation what transparency is about?” I don’t want to split hairs, but proactive explanations, while they may appear to be about transparency, are really about predictability.

Transparency explains why something happened. Predictability informs the customer what will happen next. Customers don’t just want honesty. They want certainty.

Final Words

Transparency isn’t just about honesty. Transparent policies written poorly or in the form of “fine print” can make customers skeptical. I’ve been writing a lot about creating trust and confidence lately, and this is where well-written communication and predictability play an important role. Companies that want higher levels of customer confidence should focus less on telling customers they’re transparent and more on removing surprises. Confidence isn’t created by explanations. It’s created by consistency and clear expectations.