Zero Time Tolerance

Here I stand, checking my watch and rattling my change while I suffer an intolerable two-minute wait for my fries! So what is my problem? Am I late for an important meeting, double-parked, or just being totally unreasonable? Actually, I’m none of the above. I’m just your average customer and whatever I want – I-WANT- IT- NOW!

Remember when fast food first hit the scene? A little young for that? Well how about the advent of the microwave oven, or that first time you stepped up to a PC with 64 K of memory? Admit it, you were amazed! Now, what do you think as you queue up for your burger, add another thirty seconds to finish nuking your leftovers, or wait forever for a simple little multi-megabyte download off the net? Has fast food slowed down? Is your microwave on the fritz? Have you maxed-out your hard drive? Or, are you, like most customers – developing zero time tolerance?

In our grandparents’ day, word of world events came hours, even days after the actual occurrence. Weeks later, a few related black and white photos might be found in a   magazine . By the time Gram and Gramps saw the ‘newsreel’, the event, by today’s standards, would be considered ancient history. Now, news comes to us in high definition with surround sound, as it happens, regardless of where it happens.

Did you know that in Japan, a car buyer can visit the dealer of their choice, either in person or on-line, decide on a model, choose from countless options and the very next day be driving a car custom equipped exactly to their wants and needs? Why are the car companies moving heaven and earth to make this happen? Because they know that, even if a customer takes months to decide on what they are going to buy, once they decided – THEY WANT IT NOW!

You are probably thinking, not everyone wants it fast, right? What about the older folks who like to socialize with those who provide them service? While they may like to spend a little more time chatting, I guarantee they still don’t like to stand in line, or wait at the counter.

Fact is, gone are the days of deferred gratification. This is the era of Zero Time Tolerance. Whatever it is – WE WANT IT NOW!

So if you’re in the sales and service business (like who isn’t?) and you are not already obsessed with faster service, think about it – I am… and I’m the customer.

Source by Jim S Francis