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Supply chains need to be consumer centric.
Consumer centricity efforts in organisations are often confined to R&D and Marketing teams, making supply chains more internal focused than consumer focused.
Consumers have two clear expectations from a company’s supply chain – high levels of product availability and freshness of products on retail shelves. In terms of internal KPIs, these translate to Order fulfilment and Inventory turns.
Do these two consumer focused KPIs cut across your entire supply chain team? Key functions of Planning, Procurement, Manufacturing and Distribution should carry these KPIs prominently. Check it out in your team. Many organisations want their functional teams to focus primarily on their own local efficiency measures, ignoring these consumer focused KPIs.
How do you expect supply chain actions to be aligned on consumer centricity if their KPIs are in conflict?