> “Perhaps the best-known example of buying for convenience is paying around €75 per kilo for coffee just because it comes in capsules,” says Vinyals.
Maybe not the best example. If there’s ever a product where timeliness is a feature, it’s the morning coffee. A $.70 Nespresso pod may not match a freshly ground light roast pour over, but to the dreary eyed wage slave just rising to seize the day, the taste consistency and convenience are distinct features.
> Today, it’s easier to converse with a machine than with a real person. The problem is that no one likes these systems: according to a study by the Cetelem Observatory published last October, five out of 10 consumers openly reject virtual assistants.
People fail to realize the cost of interactions too. With minimum wage at nearly $20/hour, a six (6) minute phone call costs $2 more than the $0 marginal cost of an automated phone system. Would you pay a $2 human-interaction-surcharge to order a pizza?
Maybe not the best example. If there’s ever a product where timeliness is a feature, it’s the morning coffee. A $.70 Nespresso pod may not match a freshly ground light roast pour over, but to the dreary eyed wage slave just rising to seize the day, the taste consistency and convenience are distinct features.
> Today, it’s easier to converse with a machine than with a real person. The problem is that no one likes these systems: according to a study by the Cetelem Observatory published last October, five out of 10 consumers openly reject virtual assistants.
People fail to realize the cost of interactions too. With minimum wage at nearly $20/hour, a six (6) minute phone call costs $2 more than the $0 marginal cost of an automated phone system. Would you pay a $2 human-interaction-surcharge to order a pizza?