Supply Chain Management Strategy: Using SCM to Create Greater Corporate Efficiency and Profits

4. Enabling Customer Experience

This chapter covers the supply chain policies that help increase the value that customers assign to products or services they acquire and the mechanisms that companies should use to balance customers satisfaction against shareholder expectations (see Figure 4.1).

Figure 4.1 Enabling customer experience

This chapter covers this theme in three parts:

1. Adding customer value

2. Cost to serve

3. Right service versus right cost

Figure 4.2 shows a qualitative approach to the correlation between customer perception and customer satisfaction. Note that this diagram does not consider the process real performance.

Figure ...