All aspects of supply chain management can and will impact the customer experience.
While all Sales and Marketing professionals are very in tune with the customer experience they often forget that the final touch point of a transaction is completed by a supply chain function. These touch points can range from a truck driver delivering a last minute load of parts to a car manufacturer or a warehouse employee who is overseeing the safe handling of a shipment of Smart Phones being sent to India. These touch points are key for a great customer experience as the truck driver could leave an everlasting memory for the receiver at the car manufacturer or the smile on a kid’s face that just got his first Smart Phone.
Sales and Marketing should take their influence within an organization and drive forward moving strategies. They should look at internal processes, partners and measurements to build the right organizational behaviour. If this doesn’t happen companies will lose their customers and in turn lose revenue.
Sales and Marketing professionals often forget that the last touch point before the hand off to the customer is the most critical point. This is where you can turn a customer from a transactional customer to a recurring customer and we all know that a recurring customer is a more effective customer.
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