We’ve all felt it—the hesitation before making a big decision. The unanswered question. The lingering doubt. It’s not a lack of information that slows us down—it’s a lack of certainty.
Today’s customers aren’t resisting change; they’re searching for confidence. On this episode of The Modern Customer Podcast, we unpack the emotional mechanics behind buying behavior with Jeff Shore—author, keynote speaker, and founder of Shore Consulting, known for helping sales teams connect more meaningfully with customers.
Jeff shares a simple formula that reframes how customers decide:
Current Dissatisfaction × Future Promise > Cost + Fear
When dissatisfaction is understood and future value is clear, decisions accelerate. When fear dominates, they stall.
This episode is a mindset reset for CX leaders who want to stop reacting—and start intentionally designing experiences that build trust, reduce friction, and move customers forward. You’ll learn how to:
- Surface the emotional barriers that quietly block customer action
- Build urgency through clarity, not pressure
- Remove friction and complexity from the path to purchase
- Equip teams with empathy, presence, and purpose
Because great experiences aren’t built on products or perks. They’re built on trust.
Listen now and discover how to transform hesitation into momentum—by focusing less on what you offer, and more on what your customer needs to believe.
This episode is sponsored by Scayle—the flexible, scalable eCommerce platform built to grow enterprise brands—pain-free.
Listen to the episode on Apple Podcasts, Spotify or your favorite podcast platform.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Don’t miss her new book, “The Eight Laws of Customer-Focused Leadership.” To learn more visit www.8CXLaws.com.
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