1. Fostering Next Generation Customer Experience
Dr. Sajeev Abraham George
Professor& Head Operations & Supply Chain Area
S.P Jain Institute of Management and Research (SPJIMR)
Global Supply Chain Summit: February 2018 Mumbai

2. Customer Service
Customer Service is a process for providing significant value- added benefits to the supply chain in a cost-effective way.
This definition illustrates the trend to think of customer service as a process-focused orientation that includes supply chain management concepts.

3. Managing Service Performance: Integrative framework
Productivity
Customer Experience
Value
People
Process
Technology

4. The “sweet” spot
Experience
Value
Productivity
The “sweet” spot

5. Evolving Concept of Customer Accommodation in SCM
Achieve internal standards (e.g., Order-to delivery cycle, availability, reliability)
Basic Service
Meet customer expectations (e.g., arrive on time with right product as measured by the customer)
Satisfaction
Success
Customers of choice achieve their objectives (e.g., operations can provide product and service in a manner that ensures long term customer viability)

6. Customer Focus: The Assumed Progression
Excellent Basic Service
Customer Satisfaction
Loyalty
Relative to Competition

7. Why Basic Service Isn’t Enough
It is an internal focus, not a focus on customers
Assumes all customers are alike
Where do performance standards come from?

8. Increasing Customer Expectations
Performance that meets customer expectations one year may result in extreme dissatisfaction next year
Competition in an industry will often raise the minimum standards that customer expect

9. Why Customer Satisfaction is Not Sufficient
It focuses on customer’s expectations - not their real requirements
Considerable research suggests that “satisfied” customers still are likely to defect
There is a tendency by companies to treat all customers as being equal and identical

10. Moving to Customer Success
Our
customer
Customer’s
We’ll do whatever they
tell us they want
This is not our
problem (WRONG)
How can we
help our
customers
win?

11. Understand End-user Requirements
The Essential Service Output Demands (SODs)
Lot size
Locational convenience
Waiting time
Variety and assortment
Information

12. Srinivasan MKT 382 High Tech Marketing
"You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new. It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them--not something they'd want now." 
Steve Jobs, CEO, Next, 1993