November 20, 2006

Adding a Human Touch to the Internet

When we first launched FundingUniverse, we used LogoWorks (Highly recommended!) to find a good graphic designer. The entire sale took place online -- choose a package, enter your credit card info, done. It was a pretty typical experience up until that point.

Within 1/2 hour we received a 5-minute phone call from a LogoWorks representative who ensured that we understood the process and offered us a discount on another package, which we declined.

I couldn't have felt more valued by LogoWorks. It totally impressed me and taught me an important lesson that I have often overlooked:

People need people -- even on the internet.

Most internet companies shy away from adding a human touch to their user experience because it is too capital intensive. Understandable.

However, a growing number of internet companies have proven that adding a simple customer service phone call after the sale can increase customer retention and revenues.

Two of those companies are here in Utah County: Ancestry.com and Doba. Both companies increased their revenues many times over by adding customer service calls to their user experience. The massive number of subscribers that these companies have proves that the process is scalable -- contrary to what most online companies believe and practice. I have inside info that two of the largest subscription sites on the web have begun experimenting with courtesy calls to their new subscribers.

At FundingUniverse we're following the lead of these great companies by adding a human touch to our customer experience. Every entrepreneur who posts a business plan on our site has been receiving a courtesy call from one of our representatives to ensure that the entrepreneur understands what we do and how get the most out of FundingUniverse. The response so far has been fantastic.

Can you add a human touch to your internet business?

What other internet companies have added human touch to their users' experience?