ABSTRACT
Customer focus and a customer-focused approach to building customers into advocates is perhaps the supply chain professionals’ most important task. It all starts with listening to their customers. Just as companies are learning to engage their employees, it is just as important to engage customers. Customers remember and value personal experiences that demonstrate deep understanding and respect for their needs. There is a fine line between a bad, a good, and a great customer experience. Supply chain professionals need to know their customers and understand what keeps them up at night in order to build great customer experiences. Great customer experiences are the foundation for great customer service, both are essential for building advocates and influencers. Businesses need to take their customer service to the next level. The best approaches are by being more responsive and proactive, delivering on their promises, and listening and observing to gain insights and then acting on them.
