ITS real-time service model

In today's fast-paced world, speed has become the new norm. From decision-making to execution, from service delivery to response time, everything is moving at an accelerated pace. The rise of universal internetization has transformed how people connect, making it possible to interact instantly and seamlessly. This "zero-distance" connection has completely reshaped the relationship between businesses and customers, enabling real-time communication and service that is now expected as a standard. However, traditional enterprises often struggle with this shift. They tend to focus on outcomes, identify issues after the fact, and then work through a lengthy process of optimization and feedback—something that no longer meets the demands of the mobile internet era. In this competitive landscape, responding to customer needs in a step-by-step manner is becoming outdated. Instead, instant connection and real-time service have emerged as essential tools for businesses to stay relevant and succeed. Enter ITS (In-Time Service), a real-time service model that leverages the concept of instant connection. It identifies the customer’s current service status, determines the optimal moment and scenario for interaction, and helps customers achieve their goals efficiently. This approach not only enhances customer satisfaction but also strengthens brand loyalty. The ICC (Instant Connection Concept) is rooted in the idea of providing personalized service at the exact moment a customer interacts with a channel. This concept was inspired by the MassCustomization theory proposed by Davis in the 1990s, which emphasized adapting services based on consumer behavior and preferences. Later, scholars like Raymond Yeh and Keri Pearlson expanded this into the "zero-hour" company model, where customer needs are met immediately. The five principles of a zero-hour company—zero value gap, zero learning gap, zero management gap, zero process gap, and zero internal gap—highlight the importance of agility and responsiveness. Companies like Disney and Ritz-Carlton exemplify this philosophy. They deliver highly personalized, timely services that align with customer expectations, showing how continuous observation and immediate action can lead to exceptional experiences. With the rapid growth of mobile internet, online shopping and real-time interactions have become part of everyday life. Customers now engage across multiple platforms, from social media to official websites, creating fragmented touchpoints. This fragmentation makes it harder for them to find useful information and make decisions. As a result, businesses face challenges in understanding customer needs and guiding them effectively. According to iResearch data, the average order conversion rate for e-commerce sites is around 10%, with top platforms like Taobao, JD.com, and Alibaba having rates of 9.7%, 6.3%, and 4.1% respectively. These numbers highlight the urgency for companies to adapt quickly to changing consumer behaviors. The ICC Instant Connection Concept addresses this need by focusing on three key "instant" elements: instant data collection, instant experience perception, and instant response to customer needs. By acting promptly, businesses can eliminate obstacles, reduce dissatisfaction, and drive successful transactions. It also emphasizes the principle of appropriateness—finding the right moment and method to connect with customers, ensuring service feels genuine rather than intrusive. Figure 1: ICC Instant Connection Concept

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