Zen Media’s Shama Hyder on Crafting Experiences That Build Customer Confidence

On the latest episode of “Tame the Mobile Beast,” Tom Butta speaks with Shama Hyder, founder and CEO of Zen Media, a media agency focused on integrated content, influencer relations and PR. Shama tackles the “beast” of declining customer confidence, explaining why trust must now be actively earned in a skeptical marketplace. She discusses the interplay of perception and experience, the rising tide of customer expectations set by tech leaders and how authenticity forges lasting customer relationships.

Short on time? Here are five key takeaways from the conversation:

Customer Confidence Must Now Be Earned 

Gone are the days when trust was given until broken. Shama highlights that today’s consumers and businesses start from a place of skepticism. Confidence isn’t granted; it must be meticulously built from the ground up through consistent proof and reliable interactions. Brands need to understand this fundamental shift and proactively work to demonstrate their trustworthiness.

Master the Two Pillars of Trust: Perception and Experience 

Shama breaks down building confidence into two core components. First is “perception:” proactively shaping how your brand is viewed before direct interaction, managing reputation and communication. The second is “experience:” ensuring every customer touchpoint — whether on web, app or in person — reinforces confidence rather than eroding it. There’s no neutral ground; each interaction either builds or detracts from trust.

The Standard Isn’t Just Competitors — It’s Amazon and Uber 

Consumer expectations have been irrevocably raised by seamless experiences from tech giants like Amazon and Uber. Shama emphasizes that these elevated standards apply across the board, even in B2B. Customers don’t compare you only to your direct competitors; they compare your experience to the best experiences they have anywhere. Meeting these heightened expectations for speed, ease and reliability is crucial for maintaining confidence.

Embrace Being a “Nowist:” Balance Future Vision with Present Execution 

While anticipating future trends is important, Shama advocates for being a “nowist” — focusing intensely on optimizing and leveraging the tools, data and capabilities available today. Promising futuristic experiences while neglecting current fundamentals, like a dated website or poor data practices, actively damages credibility. True confidence comes from being forward-leaning but solidly grounded in delivering well on present promises.

Build Authentic Partnerships, Internally and Externally 

Trust is built through genuine customer relationships and delivering on promises, whether between a brand and its customers or an agency and its clients. Shama stresses the importance of leadership buy-in, breaking down internal silos and co-creating value. For Zen Media, this means choosing clients who are ready for innovative approaches and building confidence through results and shared understanding — principles applicable to any brand seeking customer loyalty.