Our core value at HelloSign is simple but effective: make users awesome.
“At the core of everything we do is a relentless focus on getting better for the customer – to make the customer awesome. Making users awesome is our true north.” – HelloSign
That’s right, we measure our goals in awesome points. There’s a good reason behind our mission, too. From a company standpoint, we know how important happy customers are to running a successful business. But our reason for making users awesome goes far beyond meeting basic company criteria.
We cater to making our users awesome because we like our users. We ARE our users. And we’re focused on making everyone who encounters our tool (customers, employees, blog readers) feel empowered to excel.
That’s where this idea of “making users awesome” comes in. And one of the key components to achieving this goal? Making it easier for a customer to achieve their business or personal goals.
Kathy Sierra sums it up in her conference talk, “Making Users Badass.” The video has been circulating for a few years but it remains a popular resource for leaders. Interesting as a stand-alone, there’s something particularly special about the video: Kathy practices what it preaches.
Kathy doesn’t simply talk about the value of making customers awesome. She doesn’t just list out data or share basic info. She teaches viewers how to make their customers awesome.
Yes! That’s what we like to hear.
Connecting the dots for your customers isn’t about tossing out information and hoping something sticks. It’s more intentional than that. You’ll want to think in terms of providing resources that help a customer arrive at an “a-ha” moment. That means researching and understanding customer pain points.
For example, if we put eSignatures in the world and stepped back…. ta-da! Not much would happen. But after asking the right questions (What problem does our product solve for a specific user?), we know we can speak to more specific points when creating resources or offering assistance. Those specific points are the “dots.” How can you empower your customer to connect the dots?
The next step is to dive a little deeper and illustrate how your service or product can help a customer connect the dots. If you’re stuck on pinpointing a dot, think in terms of connecting two goals:
Goal #1 ………………………………..Goal #2
Using HelloSign as an example:
Save time ……………………………. Close deals
In this case, we can say that HelloSign connects two by shrinking the sales timeline. A faster signing flow = less drop-off and increased profit. Dots connected.
The answer is nothing a customer wouldn’t recognize on their own, but we try to make it simple by giving the customer the support to connect dots quickly.
Remember: While you ultimately want to make sure you’re helping your customers connect the dots, you also want to consider how you’re empowering customers to connect the dots on their own. Making resources visible and offering tools and/or demos is one way we’ve achieved this at HelloSign.
Show up for your users or customers. Every day.
Take your weekends. Your holidays. Take care of yourself (seriously!). But show up for your users when they need you the most – often when they’ve encountered a pain point.
From the standpoint of a customer – a company that doesn’t respond isn’t listening. Give your customers a way to engage and be heard. Listening to customer feedback (and not just for bugs or surface fixes, but for core issues shared by the community) keeps you honest about how you’re meeting customer needs and how you can be evolving in a way that continues to make customers awesome.
There’s always work to be done on a project or things that can be improved. But at the end of the day, your customers are your champions. Listening and engaging with your customers helps you calibrate towards awesomeness.
This is why we’ve put so much importance on customer support and employee empowerment at HelloSign. It takes a smooth running machine to resolve issues when your customers need you most. Having a guiding mission (like making users awesome!) can help a team offer assistance in a way that truly helps a customer or a user.
Remember: Awesome is no small feat
While “making users awesome” is may seem like a simple goal, it’s still tough work! A lot of the legwork is tied up in stuff that may only seem like surface work. That’s where a lot of companies can stumble. Awesomeness? Seems pretty simple to me. Forge ahead!
But marking out a clear path to a solution takes a lot of the bush whacking (and that carefully crafted design or new feature probably likely took more time and effort than you see from the outside). Be sure to factor in the effort behind awesome! Approaching each task with a dedication to quality and care is worth the time and attention:
.@HelloSign your tech support team is awesome. Thank you!
— Zachary Ian Blank (@zachianblank) July 29, 2014
— Jen + Omar (@TheseAreThings) February 6, 2013
When you put in the time and energy to create an awesome experience for your customers, you gain awesome followers. We’re excited to continue creating our product and building out our team, but we’re particularly excited to continue doing so in a way that empowers our users to be awesome.