First there was gold. Then came oil. Then time sped up, and information took the throne of greatest value — access to knowledge and relevant quality content. But then information drowned in a stream, no, an ocean of data. Raw, unprocessed, endless — the new king of the digital era. Yet even data’s reign didn’t last long. And now, here we are…
Human beings have many flaws.
First, they constantly want to eat.
Second, especially if they work, they want to get paid. Can you believe it?
And third, humans are finite.
Whether rich or poor, everyone gets 24 hours in a day, and they can give even less of their full attention to anything.
That’s why from the oversaturated compost of endless data grew the greatest and rarest value of our time — attention.
Corporations throw colossal budgets at a single goal: to capture our attention. Billions of reels and posts call out to us — look, get distracted, and even if you don’t buy anything, just see the content, like-share-subscribe, and take one step forward in the Great User Funnel, where our attention is measured, categorized, and resold at a premium to those desperate to buy it.
In this new attention economy era, corporations convert the tiny scraps of our attention directly into revenue.
You might wonder — what does this have to do with MTX Connect?
Let’s take it a step further and look at it from the other side. Corporations spend billions to capture users’ attention. But do they want to give theirs back? Sure, employees could be the ones paying attention to users. But corporations don’t want to carry that cost — because, as we’ve mentioned, employees want to eat, get paid, and, well, they’re not infinitely productive. They’re human.
Every day, our company inbox gets flooded with tempting offers — we’ll replace your customer support team with AI bots, users won’t even notice the difference!
Right.
Just a couple of days ago, I needed help from a corporation whose revenue is bigger than that of some countries. I spent half an hour digging through their entire website looking for at least a support email. No luck. Only a cheerful chatbot was happy to greet me and always ready to help. I tried explaining my problem and got “I am sorry, I don’t understand. Could you rephrase that?” So I rephrased. And tried again. And again. We went round and round the same endless loop. I cried: “Stop with automated responses. I want a human!” and the chatbot replied: “I am here to help.”
I was exhausted, completely frustrated, but I finally got through — and you know what?
The human on the other end just took my request and passed it down the chain, because a professional’s attention costs money, and whoever took my request wasn’t one. I’m afraid it vanished into the void forever.
After this incident, opening yet another spam email about AI support, it hit me: I didn’t just pay this corporation my money — I also paid them with my time and attention, the most valuable currency of today. All this while trying to solve a problem with their service, instead of receiving that attention from them.
Once they converted me into a customer, I disappeared for the corporation — they don’t want to spend that scarce resource on me anymore: attention. The company wants to spend money attracting new users, not on live human support that would actually give attention to me.
Sure, that’s just how the world works, blah blah, just business, nothing personal.
But there’s another approach — artisan bread at the family bakery around the corner, handmade cake, a boutique with clothes just for you. MTX Connect. Everything personal is our way.
We deliberately choose the path of custom service, where every user is a VIP MTX club member who gets not just service, but personal human attention.
Why? We are building something we’d want for ourselves. That’s why our support staff are not only human, but they’re all qualified engineers, an integral part of our Quality Assurance department, and capable of solving most user issues themselves.
Yes, it’s true that 80% of user requests are simple. Someone didn’t figure out the interface, made a silly mistake somewhere. But as users, we all have the right not to understand every service we pay for. We have the right to be confused and make mistakes — we’re professionals at something else. Every year after a new iPhone comes out, we get flooded with support requests — the interface changed! And that’s totally fine.
As a user, I don’t want to wander through millions of outdated FAQ links with articles about some ancient version of the app where even the buttons are in different places, or read endless online threads. I want my problem solved quickly. I want someone to pat me on the head, reassure me, and make it all okay — not abandoned alone in an endless labyrinth to be devoured by the MinAItaur.
I want to be given attention.
That’s MTX Connect‘s approach — spending our time, attention, and money on existing users, on MTX club members.
So when you interact with MTX Connect support, remember that they are real people.
Be kind.
But if that’s too much to ask — at least, be polite.
They’re giving you their attention.
Jan Verny,
MTX Connect Chronicler
