Three things we prioritise
- Answering honestly — from your content, or saying it does not know
- An obvious route to a person, on every screen
- The unanswered-question log, because it keeps paying for years
The third is the feature customers mention most in renewal conversations, and it is the one nobody asks about when buying.
What we leave out deliberately
- Aggressive engagement prompts and pop-ups — they annoy visitors
- Elaborate flow builders — a well-trained bot rarely needs them
- Dark patterns around cancellation, in the product or in our own billing
- Anything that makes reaching a person harder
Setup time is a feature
A product that takes a fortnight to configure will not be configured. We optimise for being useful the same afternoon, because that is when businesses actually adopt something.
Depth matters, and it should come after the thing already works.
We would rather you knew the limits
It cannot answer what you have not written down, it cannot judge a situation, and it cannot take responsibility for a commitment.
Saying that clearly loses a few sales and keeps the customers who stay, which is the trade we would make every time.
Where it came from
We built it because clients kept asking for the same thing: answer our repeat questions from our own content, capture what you cannot answer, and get out of the way when a person is needed.
Everything in it exists because a client needed it, which is why there is less in it than in some alternatives.