Using Customer complaints to improve your supply chain

Marketing talk about the “better mousetrap syndrome”, it is not a bigger, better, faster mouse trap that customers want – they just want to be rid of the mouse, so too with Supply. Customers just want what they order, when they expect it (or told to expect it).

Many times the message will be heard that customers want a faster more reliable delivery service. So the Distribution Manager will call for a meeting with the Carrier asking they address the problem – now. But by drilling down it is found customers are receiving their orders anywhere between 4-25 days with a gazetted delivery of 6 days.

In fact after talking to the customers, all they really want (as an example) is to get a guarantee that their orders will arrive on day 6, every time and this actually happens.

To achieve this will not entail just talking to the carrier and setting KPIs and exception reports etc, there will need to be a proper Root Cause Analysis carried out.  You may find that aside from the Carriers own issues there are delays throughout the process, for example the time it takes to receive and enter an order, the picking schedules in the warehouse, the collection schedules, the availability of stock etc.

There are many ways a company can improve their own Supply Chain without the need to rush out and purchase new systems or equipment. Often it is seeing the big picture, then following some basic steps:

1-       Map the Supply Chain

2-       Identify the bottle necks

3-       Identify a few, appropriate KPIs

4-       Put into place an Exception Reporting process (to trigger Root Cause Analysis & Corrective Actions)

5-       Use your ‘CAR’ system to record and monitor issues, both operational and systemic.

6-       Communicate with all stake-holders: suppliers-staff-customers

Like the Mousetrap, investing in bigger, faster processes and products may not be what is required, it might just be to stabilise what you have and set appropriate customer expectations.  A targeted approach such as this will cost less, retain customers and will probably reduce ongoing costs.

Good Procedures – a business requirement.

Procedures can be formal or informal, simple or complex but whichever you use they are there to minimise the guesswork and irregularity in the business.  The format of which should be standard throughout the company as far as possible (there are many templates on the web to build from), they should also be effective and efficient! I have worked with companies that are overburdened with procedures and those that literally rely on the information and experience of individuals.

Overburdensome procedures take away the ability to move quickly, to adapt to change before competitors.  This scenario is usually found in larger organisations (& Government) and colloquially called “bureaucracy”.

Whereas a lack of documented procedures can often facilitate a faster response, the problem that lies herein is that the improvements and changes are again not documented.  Thus there is confusion over the “correct” procedure to follow.  Plus, as is often the case without procedures, results and KPIs are not accurate and may even be guesses, if they are presented at all.

Either way, change is required with benefits found in both scenarios. Redesigning procedures can be seen as being easier due to the fact that they have already been written and only need “tweaking”, while in other situations documenting procedures from scratch can also be seen as being easier as there is a clean slate to work with.

The issue here is often not the need to redesign or design procedures; it is the perception of change. There are companies that state they are looking for change, to make the improvements they know they need to take their company to the next level. I just wonder how many people have found a company’s statements on change are not always congruent with their actions.

Some companies I have worked with see change as part of their business, continual improvement itself being a process that happens everyday. These are the companies that have realised change can bring a level of uncertainty or a period of moving backwards before improvement (but careful planning and testing will reduce any negative effect).  Yet there are others that talk about change but can only manage partial implementation, sometimes abandoning improvements that have been made. I have found there is also a correlation to particular industries as well.

I would welcome comments on companies that have good procedures and how they design/change them.

Next instalment – Failure to change