“When you have humans in support then people might just start chatting about random things and create this relationship so I think I want to keep human support for all my products.”

Keep Human Support to Build Relationships, Not Just Close Tickets

John deliberately avoids AI chatbots for customer support despite running 90% margins on many products, because he sees support as a retention channel, not a cost center. Human agents turn transactional support tickets into ongoing conversations that build loyalty and trust. He treats the relationship itself as the moat, not the product features alone.