ABSTRACT
Supply chain practitioners have for a long time calculated the cost to serve customers: to meet their requirements better and to optimize the supply chain. This optimization has traditionally focused on improving the processes to deliver product to customers in the most cost-effective way. But managing customer relationships today offers opportunities that go far beyond cost containment. In convincing the customer to buy in the first instance, companies can use that first interaction to develop a strong long-term relationship, based on a deep understanding of the customer’s requirements and the company’s ability to deliver.
