A CEO Manning the Phones Each Day?

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"And if they believe in their product, they're going to see a good fit between you as a human being they should care about and this product they believe in. If it's not a good fit, the ideal outcome is to get somebody into a service that will work for them."

It's a philosophy Knight takes in part from his wife, who owns a women's clothing store. She trains her staff to make sure customers leave the shop with clothes that flatter them—not necessarily the most expensive item they try on. Knight says all businesses should focus on good outcomes for customers, but small firms are ideally positioned to build those relationships. "At the end of the day, the one fundamental differentiator is that you care more and are more invested than any company that has achieved that kind of scale," he says.

Involve Upper Management

So how can businesses replicate the focus on customers that Knight espouses? He says top managers shouldn't shy away from talking to the people who use their products and services. He suggests, at a minimum, executives read customer e-mails. "If you're a CEO that's so busy you don't have time to hear what your customers think about your service, then there's maybe something wrong."

Knight admits he might have to modify his direct line approach if he starts to get more calls than he can handle. If necessary, he says he could cut the time allotted for calls down to an hour. But so far, he hasn't needed to. During an interview or gathering at a friend's house, he has no qualms about picking up his iPhone—which signals him that the call is coming through Wesabe's line—to chat with his users.

"The only time that I have learned to not take customer calls is during board meetings," he says. "My board does not appreciate it."

Success In a Competitive Niche

Still, Knight's relationship with users does not guarantee success, and Wesabe is in a competitive niche. He says the company doesn't plan to sell advertising or generate targeted leads for financial-service companies—the business model several other similar sites employ. Wesabe plans to roll out a fee-based premium version, although Knight is quick to say that all features available now will remain free.

Knight's unusual openness has helped Wesabe clear the first hurdle of reassuring wary users, at least if Kellogg's experience is any indication. The bug he noticed was fixed within days and he was left with a memorable experience. Says Kellogg: "I think that slight personal touch, no matter how brief that contact is, might be enough to tip the scales in that company's direction, because now I have a face to put to the name."

Check out this slide show for a look at how similar sites build trust.

Tozzi covers small business for BusinessWeek Online.