Today, FeatureOS (opens in new tab) is a profitable business with a very high customer retention rate. The major reason for this growth, retention, and loyalty is our customer support team. Every customer who interacts with us, no matter their tone of voice, ends up feeling understood. We stand with them and we do right by them. That is the core of our brand.
Since 2018, I have seen our CX team not as a cost-center but as a necessary inbound investment for growth. I often tell founders to invest heavily in their customer support team. They are the first line of humans behind the brand. They are the direct line to your users. They are a goldmine of feedback.
Yet we still fail them with clunky, inefficient, and disconnected tools.
For example, each support team member waits an average of 1.5 seconds for a single conversation to load on Intercom. It sounds small. But when you handle hundreds of conversations a day, it breaks your flow. It pulls you out of context when you need to reference past conversations while staying present with the customer in front of you.
We live in 2025. Web technologies have become extremely advanced.
Yet tools like Intercom and Crisp still carry years of tech debt. They expect support teams to move faster while giving them tools that slow them down.
This does not feel right.
What support really does inside a company
A strong support team does much more than answer tickets.
They are:
- Translators between frustrated users and busy product teams
- First to see patterns in bugs and feature requests
- The human voice that customers attach to your brand
- The people who stay calm when everything else is on fire
When a customer opens a chat, they are not only asking for a fix. They are asking if they can trust you with their work, their data, and their business. Our support team answers that question every day.
It is unfair to give them this responsibility and then force them to fight slow tools, bad interfaces, and unpredictable pricing at the same time.
What support teams actually need
After watching our own team for years, the needs are simple.
- Speed: Speed means every click, search, and message feels instant.
- Clarity: Clarity means a new team member can use the tool without long onboarding.
- Reliability: Reliability means the tool works during quiet afternoons and during product launches.
- Predictable pricing: Predictable pricing means you are not scared to grow.
- A clean interface
- Good mobile apps
- A clear link between support, product, and knowledge base
Most tools fail in at least one of these areas. Some fail in all.
Where current live chat tools fall short
Across the years, we tried many live chat tools. A pattern kept repeating.
- Apps feel heavy and slow
- Features get added, but the basics stay broken
- Pricing pages are confusing
- There are hidden fees
- Exporting data or switching tools is painful
- Mobile apps are unreliable
You can feel when a product is no longer built for the people who sit in it all day. It becomes a platform for slide decks, not a tool for the person who is trying to help a real customer at 9:30 PM.
I do not want that for our team. And I do not want that for other teams like ours.
Why we are building Wovel
Wovel started from a simple internal frustration.
We handle hundreds of support conversations every week for FeatureOS. We know how it feels when:
- You lose context because a thread loads slowly
- You hesitate to open older conversations because the app might hang
- You worry about your bill at the end of the month
- You are forced to learn features you never asked for
I reached a point where I did not want to tune these tools any more. I wanted to build something that felt right from the start.
So we are building Wovel.
Wovel is our attempt to give support teams the tool they deserve.
- A live chat platform that feels light and instant
- A product where speed is the default
- Simple pricing that does not punish growth
- A setup that takes minutes
- Native apps you can trust on your phone
- AI that quietly helps instead of taking over
Our product principles guide us. Get the basics right. Be accessible, empathetic, and human. Make speed the default. Ship only what matters. Avoid bloat.
Wovel is not an experiment. It comes from seven years of running FeatureOS support, listening to our own customers, and feeling the pain of the tools we rely on.
A note to other founders
If you are a founder reading this, I hope you look at your support team with fresh eyes.
They are not just answering chats. They are keeping your brand alive, one conversation at a time. They deserve tools that respect their time, their focus, and their work.
We are building Wovel for teams like ours. Teams who care deeply about their customers and want tools that get out of the way.
If this is you, I would love to show you what we are building.