In a crowded supplier market, speed is the product
New York clients rarely work with one agency. A hospital system, a bank or a general contractor typically holds a supplier list, sends the same requirement to several of them and takes whoever comes back first with somebody credible. The agency that thinks it is competing on quality is usually competing on latency without knowing it.
Which makes response time worth instrumenting rather than assuming. Almost every branch that starts measuring finds the same pattern: orders received during the working day are handled quickly, and orders that arrive at six in the evening or over a weekend sit until somebody opens the inbox. In per diem healthcare and hospitality that gap is where most of the lost volume lives.
The order is the record, not the client
Treating a requisition as a note on a company record makes it impossible to measure anything. Making it a first-class object with its own clock, approver, shift pattern and start date lets a branch manager see which orders were lost to speed rather than to price, which is a different and much more fixable problem.