HENKEL “ The vision behind the customercentric Supply Chain ( SC ) transformation programme emphasised the potential for supply chains to contribute to the top line , in addition to the traditional bottom line ”
BJOERN NEAL KIRCHNER GLOBAL HEAD OF SUPPLY CHAIN FOR ADHESIVE TECHNOLOGIES , HENKEL
Reimagining the customer-supply chain relationship – 360 degrees Henkel has a philosophy that “ digital capability should overcome a purely functionalist view of supply chains ”. Kirchner says : “ Traditionally , supply chains are viewed as a linear chain of events that transform raw materials into finished goods , with the customer only at the end of the chain .
“ However , Henkel believes that new technologies can enable a 360-degree view of the customer , putting the customer at the centre of all functions that interact with them .”
This approach requires a different set of technologies to ensure that everyone in the company has the same view of the customer experience . “ For example ,” he says , “ service cloud technology allows for customer service interactions to be tracked and followed up on , providing insights into customer satisfaction levels .”
Digital capability , in this example , is an enabler to drive towards a new customer experience .
36 May 2023