24/7 CX: How the “follow-the-sun” model is driving global tech
a day ago
In today's global market, the digital ecosystem is unthinkably complex and operates around the clock. For any large enterprise, progress can't be constrained by a single time zone. The traditional 9-to-5 workday creates a 16-hour gap of stalled projects and missed opportunities every single day. To succeed, you need an engine built for continuous momentum.
Fact: Recent empirical research from the Tufts Center for the Study of Drug Development highlights the high cost of delays, finding that a single day can equal approximately $500,000 in lost sales for a prescription drug or biologic¹. |
At Crescendo, we've built our entire company around that engine: the follow-the-sun model. It's more than a workflow; it's a strategic advantage that allows us to accelerate timelines, de-risk massive projects, and deliver a superior customer experience (CX). This is how we power true digital transformation for our global partners.
How the follow-the-sun model works in practice
Our follow-the-sun model creates a continuous 24-hour development cycle by strategically passing projects across global time zones. This simple but powerful concept ensures momentum is never lost.
Global team coverage: Our teams are strategically located across the Americas, Europe, and the Asia-Pacific region, ensuring no gaps in productivity.
Seamless handoffs: As one team’s workday ends, projects are seamlessly handed off to the next team as their day begins, creating a non-stop “baton pass” of progress.
Elimination of downtime: By following the sun, we ensure the project is always in a productive time zone, allowing for continuous iteration, refinement, and advancement.
Fact: A follow-the-sun model can significantly accelerate project delivery, with research indicating a reduction in project completion times of up to 30% compared to traditional, single-location approaches². |
50%+ faster timelines: The engine for massive scale
Our 24/7 model delivers tangible results across the entire project lifecycle. Here’s a snapshot of the impact:
6 months versus 12-18 months Our 24/7 model turns global time zones into a productive advantage, cutting your project's time to market by 50-66%.
75% faster de-risking By running QA around the clock, we resolve critical bugs 75% faster than the industry average, securing complex projects.
Prototypes in 48 hours versus weeks This creative velocity allows us to deliver fully-tested prototypes on a timeline that is simply impossible for traditional workflows.
Creating time for what matters: creative excellence and game-changing solutions
Eliminating downtime carves out the foundational space for creativity and innovation. This allows us to move beyond just speed and deliver truly transformative results. For example:
We achieve creative excellence through hyper-iteration. For our partner Invesco QQQ, this meant relentless collaboration to launch three major creative updates in the time it would normally take to execute just one.
We build game-changing solutions from client frustrations. After identifying a universal client pain point, we developed our MLR Express tool, cutting a tedious 10-day approval process down to just one.
Global scale, startup culture
Many companies are global, but few are globally connected. What truly differentiates us is our culture—we operate without silos. We foster a close-knit environment through global town halls and cross-team training where we constantly share information and pass on knowledge. This ensures our partners benefit from our collective global expertise, not just a single time zone.
Your competitive digital advantage in a 24/7 world
The challenges facing modern enterprises are continuous, which is why they need a partner with capabilities to match. Ultimately, our model delivers more than just continuous work; it provides a competitive advantage. On average, our partners see a 40% faster project delivery timeline compared to industry standards. This acceleration directly impacts the bottom line, with clients reporting an average 15% higher return on investment for projects managed under our 24/7 model.
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References
Smith ZP, DiMasi JA, Getz KA. An Update on the Cost of a Day in Pharmaceutical R&D. Ther Innov Regul Sci. 2024 Sep;58(5):855-862. Available from: https://pubmed.ncbi.nlm.nih.gov/38773058/
Patrontasch B. Follow-The-Sun: Time Zone Management Strategies For Global Shifts. Shyft [Internet]. 2025 [cited 2025 Sep 29]. Available from: https://www.myshyft.com/blog/follow-the-sun-scheduling-strategies/