As more and more business happens online, consumer expectations have changed dramatically. They expect fast answers and immediate results. They want access to everything, and they don’t want to wait for it.
The rise of the culture of immediacy has forced businesses to speed up their response times and deliver a better, faster, and more transparent experience to customers. Those that haven’t adapted to higher expectations are quickly finding themselves losing out to disruptors and innovators ready to put the power back in consumers’ hands.
What Is the Culture of Immediacy?
Businesses that understand the culture of immediacy are reducing points of friction with every transaction. They’re reducing response times, making it easier to buy goods or services, and giving consumers more information to make the right decision.
Immediacy isn’t just about delivering quickly. Consumers want to know more about the options in front of them. They don’t want to have to wait for quotes or to hear back from a representative. They want clear information readily available.
The more businesses gate keep information from their own consumers, the more exposed they’re going to find themselves to competitors who empower their customers.
Who Delivers Immediacy in Today’s Business World?
The culture of immediacy is behind the rise of technology giants like Amazon and Uber. Consumers want to know exactly how long they have to wait for a ride and look up where their package is and when it will arrive.
The model of these tech giants is quickly finding its way into other industries, even those that have been traditionally more resistant to change.
Toronto-based startup Nobul is an example of a company bringing a disruptive immediacy to an industry that has been stuck in the traditional way of doing things for too long. The company has pioneered a true digital marketplace where real estate agents compete for the business of home buyers and sellers.
In the words of Founder and CEO Regan McGee, “Nobul brings choice, accountability and transparency to an industry that has – for decades – been widely regarded by home buyers as opaque and challenging. Anytime you bring innovative technology to the table that can make the process easier, it will be viewed as disruptive. Incidentally, technological advancements are beginning to gain real traction in a stalwart industry that was initially skeptical.”
This sentiment, taken from an interview with Superb Crew, lays out the blueprint for any disruptor looking to make waves in an industry stuck in the old ways of doing things. Putting information and power into the hands of consumers who expect fast answers is a pathway to success.
Immediacy Is Key to Capturing New Generations of Consumers
Millennials and Generation Z behind them have grown up with the culture of immediacy. They want information about everything at their fingertips, any time. Companies that continue to withhold data from customers or keep basic information behind quotes will eventually be left in the dust by those who embrace the freedom of information and empower their customers with data.