I ordered business cards last week from Moo.com, based on the word-of-mouth recommendation of my friend, and inveterate entrepreneur of the travel industry, Danilo Gasparrini, head honcho at Babotel (and brains behind the soon-to-be launched and looking-VERY-cool hotelyo.com). The online experience of creating my cards at Moo.com was very satisfying, but I particularly appreciated this note which they sent this morning.

What I want you to notice is how it manages to be: 1) real; 2) helpful; 3) humourous but not jokey (good, since Innocent’s cornered the market in ha-ha quips). It conveys, “Yeah, okay, this is a computer talking to you, obviously, but behind that computer are real people who are competent and caring. And whom you can get a hold if you really need to.” Compare and contrast with the typical: DO NOT REPLY TO THIS MESSAGE bla bla bla, and the brand value of taking this higher — and not any harder — road becomes crystal clear.

Hello,

It’s Little MOO again. I thought you’d like to know, the following items from your order are now in the mail:

1 x MiniCards (100)

You requested Royal Mail delivery, which means it should reach you between 1 and 2 business days.

Remember, I’m just a bit of software, so if you have any questions regarding your order, the best place to start is with our Frequently Asked Questions. We keep the answers here:

http://www.moo.com/help/

If you’re still not sure, contact customer services, (who are real people) at:

https://secure.moo.com/service/

Thanks for ordering with MOO – we hope you love your order,

Thanks,
Little MOO, Print Robot

MOO
“We love to print”