Customers today are flooded with communication—emails, texts, push notifications, and more. But instead of driving engagement, many of these messages are ignored, deleted, or even flagged as suspicious.
In this episode of Toll Talk, hosts Alexander Fakeri and Kalie Jakovics sit down in person with Keith Wilson, Executive Director of Product at CSG, to unpack a growing challenge across industries: the erosion of trust in customer communication.
Drawing from experience powering billions of customer interactions, Keith shares what’s really driving engagement—and what’s causing customers to tune out.
The Trust Problem: Too Many Messages, Not Enough Meaning
The issue isn’t just volume—it’s relevance.
Customers have been conditioned to ignore messages that feel generic, impersonal, or unnecessary. As communication channels have multiplied, so has the noise. The result? Customers are quicker than ever to delete, ignore, or question incoming messages.
And in industries like tolling—where fraud and scam messaging have become more common—the trust barrier is even higher. Customers are not just disengaged; they’re skeptical.
If you’re exploring how communication impacts revenue and operations, check out our related episode:
Revenue, Resilience, and the Road Ahead: Smarter Lost Revenue Strategies in Tolling
The Framework: Relevant, Clear, and Trusted
So what actually works?
Keith breaks it down into a simple but powerful framework:
- Relevant → Messages must reflect where the customer is in their journey
- Clear → The purpose and next step should be immediately obvious
- Trusted → The message must feel safe, recognizable, and consistent
If your communication misses any of these three, it likely won’t drive action.
But when you get it right, something bigger happens: You don’t just get a response—you build brand equity.
Why “Effortless” Beats “Exceptional”
One of the most interesting insights from the conversation is a shift in how we think about customer experience.
Organizations often aim to create “exceptional” or “delightful” experiences—but customers don’t always need that.
What they want is simple:
an experience so easy they barely notice it.
If a customer can complete a task quickly and without friction—whether it’s paying a toll, updating a vehicle, or responding to a notification—that’s a win.
The Role of Data: Proving You Know Your Customer
At the core of all of this is one critical element: data.
Customers today expect organizations to understand them—where they are, what they need, and what action makes sense next.
If your message doesn’t reflect that understanding, it gets ignored.
Organizations that leverage data effectively can:
- Send fewer, more meaningful messages
- Reduce confusion and message fatigue
- Increase response rates and engagement
For more on how data and strategy intersect in tolling operations, explore: Modern Toll Operations: Optimizing Customer Experience and Efficiency
RCS and the Future of Trusted Messaging
As trust becomes more critical, new technologies are emerging to support it.
One example discussed in the episode is RCS (Rich Communication Services)—a next-generation messaging standard that enables verified, branded communication directly within a user’s messaging app.
With features like:
- Verified sender identities
- Brand logos
- Interactive elements
RCS helps customers instantly recognize who a message is from—reducing uncertainty and increasing trust.
AI in Customer Experience: Focus Over Hype
AI continues to dominate the conversation—but the key takeaway is focus.
Rather than trying to overhaul everything, organizations should:
- Improve team productivity
- Target specific moments in the customer journey
- Avoid overcomplicating processes without a clear strategy
What Tolling Can Learn from Other Industries
Keith’s experience across telecom, retail, and financial services reveals an important truth:
It’s the same customer across every industry.
That means expectations are being shaped everywhere—not just within tolling.
Customers expect:
- Fast, seamless communication
- Personalized experiences
- Clear and immediate actions
Final Takeaway: Better Messages, Not More Messages
If there’s one theme that stands out from this episode, it’s this:
Customers don’t want more communication—they want better communication.
To build trust and drive action, organizations must:
- Use data to understand their customers
- Deliver messages that are relevant and timely
- Prioritize clarity and simplicity
- Create consistent, trustworthy experiences
When done right, communication becomes more than just a touchpoint—it becomes a competitive advantage.
