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Absence of a demand signal is also a signal, often missed in Demand Sensing.
The science of Demand Sensing is based on deciphering signal from noise around the demand data we get continuously from consumers and our trade partners. The science has advanced significantly with the use of Machine Learning models deployed at the granular level.
In case of disruption in a particular type of demand signal for a specific channel, we must build mechanisms to notice it and discuss with the operating team to find the reason behind it. However, I have often seen poor and delayed response from supply chain teams on such disruptions.
I am reminded of the story of a schoolgirl, way back in December 2004, who noticed the sudden absence of tides on a beach in Philippines. She was quick to relate this phenomenon to the impending Tsunami which hit the shore a few minutes later. However, she managed to take her family to safety well in time, purely because she had noticed the absence of a signal we take for granted.
If we miss out noticing such absence of signals, we may be hit by a Tsunami from the competition!
Would love to hear your thoughts on how noticing the sudden absence of a demand signal helped you take timely action…