That’s pretty new. Letters sent by Thomas Jefferson from France often took months to get a response. No points for shaving a day off a 90-day correspondence lag.
The 800 toll-free number shifted the dynamic we expected from marketers. If we call you, we expect you to answer. Now, not later. FEDEX did the same for physical items–yes, of course I absolutely want it here tomorrow.
The race for speed doesn’t often have economic justification. I can probably live without a return label or customer service or some rabbit chow for a few minutes or even a few days…
But it’s the thought that counts.
If you’re not selling a commodity at the lowest price, that’s what you’ve got to sell. The thought.
Stories are built on a foundation of thoughtfulness, the empathy of seeing where the others are, what they dream of and what they fear.
And ‘quick response’ is one of the cheapest and most reliable ways to demonstrate that empathy.