By Geoff McDonald, CEO of Ambassador
Every once in a while, you get a reminder of why you do what you do.
This week, I read a client review on G2 that stopped me in my tracks. It simply said:
“They seem to have thought of everything, and made it easy to use. The best onboarding process I’ve experienced. They are thorough, organized, friendly, and they know their software inside and out.”
That’s the kind of feedback that doesn’t just validate the work—it energizes the mission. Because at Ambassador, our mission isn’t to build just another SaaS platform. It’s to create meaningful, scalable, human-centered engagement—powered by AI, but built for people.
Today, I want to take a moment to thank our clients, celebrate our team, and reflect on what it means when your company is recognized as a G2 leader—and more importantly, why it matters.
What a High G2 Score Really Means
G2 isn’t just a rating system. It’s a reflection of how well you show up for your customers.
When clients consistently rank you highly, it’s not because of clever marketing or feature bloat. It’s because you’ve done the hard work:
✅ Built real value into your product
✅ Delivered consistently excellent support
✅ Helped your customers win—not just use software
For us, a high G2 score means we’re doing the right things: listening closely, responding quickly, innovating intentionally, and putting people first. It means that our clients trust us not only to deliver—but to care.
And in today’s crowded SaaS market, trust is the true differentiator.
But here’s what most companies miss:
G2 is a scoreboard for customer experience, not just product specs. It means our support team doesn’t leave people hanging. It means onboarding is proactive, not reactive. It means clients feel seen—and heard—at every step.
That’s what we’re most proud of. And that’s what we’ll continue to invest in.
Everything Starts with Culture
The reason our clients feel supported and successful is because of our team—and our culture.
At Ambassador, our values aren’t just words on a wall. They’re how we operate every day:
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Clarity – We say what we mean and operate transparently, internally and externally.
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Be Intentional – We don’t ship fluff. Every feature, every message, every move is purposeful.
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Stay Close to the Client-Customer – We stay in the trenches with our customers. Their goals guide our roadmap.
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Invest in Each Other – We win as a team. We hold each other to high standards—and have each other’s backs.
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One Team – No silos. No egos. Just alignment, action, and impact.
Our newest value, Let’s Go, Let’s Get Shit Done (Lean and Mean), reflects the urgency, grit, and focus we bring to everything—from roadmap execution to client onboarding.
Culture isn’t just internal. It shows up in how we build. How we support. How we respond. And G2 proves it’s showing up the right way.
Building What’s Next—With You in Mind
As we roll out even more features across AI, automation, and engagement—including Hiro and the upcoming Ambassador 3.0—we’re doing it with one guiding principle: client-first innovation.
That means:
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Faster onboarding
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Smarter, automated workflows
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Personalized, multi-channel communication
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Real-time feedback with actionable insights
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Seamless connections across referrals, loyalty, feedback, and email
We’re creating a platform that doesn’t just respond to customer behavior—it anticipates it. A platform that doesn’t just collect feedback—but understands it. A platform that helps brands scale their relationships—not just their reach.
And as we do that, we’re asking one question over and over again:
What would make this easier, faster, more human—for our clients?
To Our Clients: Thank You
Your feedback, your trust, and your partnership shape everything we do. Thank you for the time you invest in us—and for allowing us to play a small part in your journey.
To our employees: you are why those G2 reviews sound the way they do. You show up with purpose, humility, and fire. You live the values. You make this real.
And to those just getting to know Ambassador: if you want a partner—not just a platform—who’s all-in on your success, let’s talk.
We’re building the future of customer engagement. With intelligence. With empathy. And most importantly—with you at the center of it.
With gratitude,
Geoff McDonald
CEO, Ambassador
