During the mid-to-late 1990s, one technology executive used a title from an old Western movie to describe two types of technology companies. Challenged with rapid scientific advances, and pressured with aggressive competition, you either had to be "quick," or you would end up "dead." Similar to the gun fighters in the Old West, these firms had to quickly release state-of-the-art products or become obsolete. This theory proved itself true, as many slower companies disappeared from the competitive landscape while the quick ones grew and prospered. Similarly, organizations with contact centers must be "responsive" or they will suffer the same fate as those now-defunct technology companies. With the proliferation of e-business, prospects have many options. Today's savvy consumers expect and demand superior customer service, and they have little tolerance for anything less.