The Real-Time Revolution

Chapter1

The Need to Become a Real-Time Organization

Evidence of the real-time revolution is upon us. Most customers expect companies to provide immediate service. Furthermore, they are willing to switch from those that do not. Evidence for these customer real-time pressures on companies comes from Salesforce surveys of consumers and business buyers in 2016 and 2018.⁶ These surveys of over 7,000 participants in 2016 and over 6,700 in 2018 occurred in a world where almost everyone uses a smartphone. Salesforce noted, “This constantly connected lifestyle has created a culture of immediacy in which customers’ definition of timely interactions means instant. Sixty-four percent of consumers expect companies to respond and interact with them in real ...