Customer experience is growing in importance with supply chains thanks to the “Amazon effect,” where consumers are given total visibility to their orders from entry to delivery at their front door. Customers today demand immediate information, quick delivers and instant notification if something will be delayed. Businesses want this same visibility into their supply chain processes to improve operations that lead to customer satisfaction.
Industry analyst firm Gartner says that 89 percent of markets expect customer experience to be the primary differentiator of their companies. The companies that are succeeding with customer experience are raising the stakes for their competitors.
As businesses can no longer control messaging about their products, thanks to social media, excellent customer experience is now the determinant of success. Good customer experiences lead to brand loyalty, increased customer engagement and sustainable profits.
Deloitte has identified a customer experience maturity model which starts with “appointing a visionary leader to transform the entire organization towards delivering world-class customer experiences.” It involves breaking down silos, collecting customer data for insights, predictive analytics to anticipate customer demands and driving customer loyalty. Technology that provides real-time visibility from end-to-end is required to improve the customer experience.
Also required is the ability to access information across the enterprise by breaking down islands of information locked in operational silos. Gaining access to data is only the first step, however. Effective data management no longer means managing large volumes of data, the quality of the data is just as important. The data must be clean, accurate and timely.
Real-time, end-to-end visibility across the entire supply chain helps companies make smarter decisions faster. It allows supply chain trading partners to visualize, share, collaborate and manage every aspect of supply chain processes, from raw materials to end customers. Visibility comes from connection to a digital supply network that fosters sharing among stakeholders and good, quality information.
Elemica’s Digital Supply Network allows all stakeholders to share a single network, connecting and collaborating on supply chain activities from one end of the enterprise to the other. Each trading partner has access to information generated through the network in order to gain visibility to all aspects of production, procurement, transportation and distribution. With the proper information, executives can make qualified decisions that drive improvements in the business, leading to great customer experiences.
 Gartner, “Differentiate Digital Commerce With Customer Experience, Jennifer Polk, May 21, 2015