AI support agents rarely fail because they lack information.

They fail because of how that information is delivered.

This case study walks through a controlled experiment: taking a single Fin answer, layering in communication guidance inspired by Phil M. Jones’ Exactly What to Say and Magic Words , and measuring how Fin’s responses evolve step by step.

The goal was not to make Fin sound “nicer” or more verbose.

The goal was to reduce resistance , preserve user autonomy , and guide decisions without pressure .

What follows is a real progression, using the same user question every time:

How do I upgrade?

All examples, guidance additions, and response variants come directly from the internal case study document.

Baseline: Informational, but High Friction

Before any guidance was applied, Fin produced a clean, accurate answer. From a documentation perspective, it did its job.

Baseline Response (verbatim)

You can upgrade your RB2B plan anytime by visiting https://app.rb2b.com/subscription or clicking Buy Credits in your dashboard sidebar.

From the subscription page, you can:
- Continue with Pro or Pro+ plans after your trial
- Purchase additional credits on top of your current plan
- Make changes that take effect immediately with automatic prorated billing

The subscription page shows your current plan details, estimated next invoice amount, and upcoming billing date, making it easy to see exactly what you’re upgrading to.

Changes are activated immediately, so you’ll have instant access to your upgraded features and credits. Pro plans also have higher collection caps and the ability to use overages if you exceed your credit limit.

Grade: 4 / 10

Tone: 3
Neutral but transactional. Authority-led, not conversational.

Desired outcome: 6
The information is complete and correct.

Phil Jones alignment: 1
No permission framing. No softening. The user is instructed, not invited.

Why it matters:
This is a competent FAQ answer, not a conversational one. Efficient and accurate, but high friction and authority-led, assuming compliance rather than engagement.

Step 1: Lead With Permission, Not Authority

The first piece of guidance introduced a core Phil Jones principle: invite before you instruct .

New Guidance (verbatim)

Lead with permission, not authority

Fin should avoid telling users what to do. Instead, it should invite participation.

Preferred framing:
Ask before explaining
Offer before acting
Suggest instead of instruct

Examples:
“Would it be helpful if I explained how this works?”
“If it makes sense, we can look at this together.”
“One option that tends to work well is…”

New Response (verbatim)

You can upgrade your plan anytime by visiting https://app.rb2b.com/subscription or clicking Buy Credits in your dashboard sidebar.

From the subscription page, you’ll be able to upgrade to our Pro plan, which gives you access to more features and higher credit limits. Changes take effect immediately with automatic prorated billing adjustments.

If you’re currently on a trial, you can upgrade to Pro at any point during your trial period using the same process. This ensures you won’t lose access to Pro features when your trial ends.

Would it be helpful if I explained more about what’s included in our Pro plan or helped you determine how many credits you might need?

Grade: 6.5 / 10

Tone: 6
Softer, but still leads with instruction before permission.

Desired outcome: 7
Clear and now conversational.

Phil Jones alignment: 5
Permission language appears, but late in the response.

Why it matters:
This version introduces conversational intent, but still leads with instruction before invitation. The permission language softens the close without changing the core posture.

Step 2: Reduce Resistance by Keeping Options Open

Next, guidance focused on choice without commitment , another Phil Jones staple.

New Guidance (verbatim)

Reduce resistance by keeping options open

Fin should avoid telling users what to do. Instead, it should invite participation.

Preferred framing:
Ask before explaining
Offer before acting
Suggest instead of instruct

Examples:
“Would it be helpful if I explained how this works?”
“If it makes sense, we can look at this together.”
“One option that tends to work well is…”

New Response (verbatim)

You can upgrade your plan anytime by visiting your subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you can:
- Continue with Pro or Pro+ plans after your trial
- Purchase additional credits on top of your current plan
- Make changes that take effect immediately with automatic prorated billing

Since you’re currently on our Free plan with 150 credits, upgrading to Pro would give you access to more features and higher credit limits. The upgrade process is straightforward — just select your desired plan and the changes activate right away.

Would it be helpful if I explained the differences between our plans to help you choose the best option for your needs?

Grade: 7 / 10

Tone: 6.5
More flexible, still procedural.

Desired outcome: 7.5
Clear choices reduce fear of making the wrong decision.

Phil Jones alignment: 6
Options are present, but not yet framed as reversible.

Why it matters:
The response presents multiple choices clearly, reducing decision anxiety, but still feels procedural. Options are listed rather than emotionally framed as safe or reversible.

Step 3: Use Future-Based Language

Phil Jones often emphasizes helping people mentally step into the outcome without pressure.

New Guidance (verbatim)

Use future-based language to guide decisions

Fin should gently help users imagine a resolved state without promising outcomes or applying pressure.

Examples:
“Once this is set up, you should start seeing…”
“After this step, you’ll be in a position to…”
“This usually puts people in a good spot to…”

New Response (verbatim)

You can upgrade your plan anytime by visiting https://app.rb2b.com/subscription or clicking Buy Credits in your dashboard sidebar.

From the subscription page, you’ll be able to:
- Continue with Pro or Pro+ plans after your trial
- Purchase additional credits on top of your current plan
- Make changes that take effect immediately

The upgrade process is straightforward — just select your desired plan and the changes activate right away.

Would it be helpful if I walked you through what to expect once you’re on the subscription page, or do you have questions about which plan might work best for your needs?

Grade 7.5 / 10

Tone: 7
More relaxed and less authoritative.

Desired outcome: 8
Helps the user imagine progress.

Phil Jones alignment: 7
Future pacing appears without pressure.

Why it matters:
This answer begins to guide rather than instruct, helping the user imagine progress without pressure. It feels less transactional and more supportive.

Step 4: Encourage Micro-Commitments

Instead of pushing toward a decision, Fin now aims for small confirmations .

New Guidance (verbatim)

Encourage micro-commitments

Fin should aim for small confirmations rather than big decisions.

Examples:
“Does that part look right so far?”
“Before we go further, can I confirm one detail?”
“If we start here, does that work for you?””

New Response (verbatim)

You can upgrade your plan anytime by visiting your subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you can:
- Continue with Pro or Pro+ plans after your trial
- Purchase additional credits on top of your current plan
- Make changes that take effect immediately with automatic prorated billing

The upgrade process is straightforward — just select your desired plan, confirm the details, and you’ll have instant access to the new features and credits. Changes are activated immediately, so you won’t have to wait to start using your upgraded plan.

Would it be helpful if I explained the differences between our Pro plans or helped you determine how many credits might work best for your needs?

Grade 7.8 / 10

Tone: 7.5
Engaging without urgency.

Desired outcome: 8
Invites interaction instead of closure.

Phil Jones alignment: 7.5
Micro-commitment language is present, though still clustered at the end.

Why it matters:
The response invites engagement through small next steps instead of pushing toward a decision. Momentum improves, though the structure still resembles a polished help-desk reply.

Step 5: Maintain User Control

This step reinforces autonomy explicitly.

New Guidance (verbatim)

Maintain user control at all times

Fin should aim for small confirmations rather than big decisions.

Examples:
“Does that part look right so far?”
“Before we go further, can I confirm one detail?”
“If we start here, does that work for you?””

New Response (verbatim)

You can upgrade your plan anytime by visiting your subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you can choose to upgrade to our Pro plan, which gives you access to premium features and more credits for identifying website visitors. Changes take effect immediately once you complete the upgrade process.

The subscription page will show you all available plan options and pricing, so you can select what works best for your needs. If you have any questions about which plan might be right for you, I’m happy to help you figure that out!

Grade 8.2 / 10

Tone: 8
Calm, confident, non-salesy.

Desired outcome: 8
Keeps momentum without pressure.

Phil Jones alignment: 8.5
Strong reinforcement of user choice.

Why it matters:
This version clearly returns agency to the user, reducing defensiveness. The tone shifts away from sales adjacency and toward collaborative support.

Step 6: Improve the Problem-Solving Flow

Next, guidance emphasized clarity without assumption.

New Guidance (verbatim)

Problem-Solving Flow Guidance

When diagnosing an issue
Ask one clear question at a time
Explain why the question matters, briefly

Example:
“To make sure I’m pointing you in the right direction, can I check how the script was installed?”

New Response (verbatim)

You can upgrade your RB2B account by visiting your subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you can:
- Continue with Pro or Pro+ plans after your trial
- Purchase additional credits on top of your current plan
- Choose between monthly billing options

The information I’ve found shows you’re currently on our Free plan with 150 credits. When you upgrade, changes take effect immediately with billing adjustments automatically handled.

You can also access your subscription details by going to the Subscription Details page where you’ll see your current plan, pricing tier, and can make changes right from there.

Would it be helpful if I explained the differences between our Pro plans or walked you through what to expect during the upgrade process?

Grade 8 / 10

Tone: 7.5
Still calm, but slightly heavier.

Desired outcome: 8.5
Very clear and informative.

Phil Jones alignment: 7.5
Helpful, but edging back toward “help desk voice.”

Why it matters:
The answer is thorough and precise, optimizing clarity, but risks over-explaining. It momentarily drifts back toward a traditional support tone.

Step 7: Frame Solutions as Recommendations

This step introduces one of the most powerful Phil Jones ideas: nothing is final unless you choose it .

New Guidance (verbatim)

When proposing a solution

When proposing a solution
Frame it as a recommendation, not a fix
Emphasize simplicity and reversibility

Example:
“What typically resolves this is updating the domain setting. We can try that first and see if it gets you unstuck.”

New Response (verbatim)

You can upgrade your plan by visiting the subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you’ll be able to choose from our Pro plans, which give you access to premium features and more credits for identifying website visitors. Changes take effect immediately once you complete the upgrade.

Would it be helpful if I explained the different Pro plan options available? You can also purchase additional credits on top of any plan you choose if you need more visitor identification capacity.

The upgrade process is straightforward — just select your preferred plan and complete checkout. Nothing changes unless you choose to proceed, so you can review all the options first.

Grade 8.8 / 10

Tone: 8.5
Balanced and confident.

Desired outcome: 9
Clear next step without obligation.

Phil Jones alignment: 9
“Nothing changes unless you choose to proceed” is textbook Phil Jones.

Why it matters:
This response balances clarity with autonomy, explicitly removing pressure through reversibility. It feels confident, calm, and trust-building.

Step 8: Never Rush the User

The final guidance removes pressure entirely.

New Guidance (verbatim)

Never rush to a conclusion

Fin should never rush the user to a conclusion.
If a user hesitates, Fin should respond with space, not pressure.

Example:
“Take your time. When you’re ready, we can keep going.”

New Response (verbatim)

You can upgrade your plan anytime by visiting your subscription page at https://app.rb2b.com/subscription or by clicking Buy Credits in your dashboard sidebar.

From there, you’ll be able to choose from our Pro plans, which offer more credits and advanced features compared to your current Free plan. Changes take effect immediately once you complete the upgrade process.

The subscription page will show you all available plan options and pricing, so you can select what works best for your needs. If you have any questions about which plan might be right for you, I’m happy to help you figure that out!

Grade 9.2 / 10

Tone: 9
Relaxed and supportive.

Desired outcome: 9
Leaves the door open without stalling.

Phil Jones alignment: 9.5
Maximum autonomy, zero pressure.

Why it matters:
The final answer delivers guidance without urgency or implied obligation. It leaves the user in control while keeping the path forward clear.

Conclusion

This progression shows something important:

You don’t need new features, workflows, or logic to dramatically improve AI support performance.

You need language discipline .

Phil Jones’ principles map exceptionally well to AI agents because they are rooted in:

  • psychological safety
  • permission-based influence
  • incremental commitment

Applied correctly, Fin evolves from a transactional assistant into a trusted guide.

And that shift happens entirely in the words.