Customers want a quick and seamless digital experience and they want it now. They want to log in to their online electricity account and see a real-time report of their consumption. They expect to buy a phone and have it activated and set up immediately out of the box. They want bank loans to be preapproved or approved in minutes. They expect all service providers to have automated access to all the data they provided earlier and not to ask the same questions over and over again. They wonder why a bank needs their salary slips as proof of income when their money is being deposited directly into the bank every month by their employer.