It is about signaling that customers now expect a different service or experience. It is about recognizing that existing systems and processes often block change and that it is difficult to ignore it.
It is about providing the best service and the highest degree of flexibility in the broadest sense of the word, including within your organization or in the chain. That is what matters. Providing service is not only achieved through a behavioral change but is only possible through an efficient process and optimal use of the right data.