ABSTRACT
Despite the flexibility to cope with the complexity and volatility of today’s business environment, it has become evident, however, that supply chains are lacking in the
ability to be truly customer centric. In fact, after spending the better part of the new century engineering lean organizations and processes, supply chains have now found that while they are operationally efficient, they are not oriented around the customer. While they can sense and respond to demand as it occurs anywhere in the supply network, they do not understand today’s highly dynamic customer, are not organized around making customers and what they value as the number one priority, and are too centered on achieving cost efficiencies at the expense of customer experiences and relationships.
