How to create customer-centric fulfillment and distribution?


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In today’s omnichannel business ecosystem, marketers consider fulfilling the expectations of their customers to be their first priority. This is evident, especially in the eCommerce industry, where customers are deprived of “the physical touch” while making their purchases. The marketing paradigms have also undergone a revolution, with the inception of digital marketing. According to a source, a product moves for 90% of its marketing cycle and remains static for the rest. Evidently, leading marketers have devised sophisticated technologies for inventory tracking, product distribution, and delivering a customer-centric service.

Now, you may be wondering what is meant by “Customer-centric services.” What do you think a customer-oriented service is like? Basically, it is catering to the needs of clients in the way they want. The demand-pattern of the customers has undergone a change. They not only expect quality goods and services from companies, but they want them in a way that they love. Personalized distribution of products makes it necessary to come up with a strategic supply-chain. Effective logistics management enhances this personalization process during the omnichannel distribution of products.

Components that make your services customer-centric

Research reveals that business firms need to focus on four key points in order to make their services customer-centric.
• First, your organization should have a diverse selection of products from which your customers can choose.
• You should come up with a good pricing strategy, making your products customizable.
• Order processing should be monitored to enhance the level of customer fulfillment.
• Most importantly, the customer experience should be pleasing.

Take the case of Amazon. Being the largest eCommerce platform in the world, it focuses on delivering a great customer experience by making its services customer-centric. After seeking feedback from buyers during the post-sales process, the backward-thinking mechanism of the company optimizes the supply chain and quality of products.
In a nutshell, you need to place your customers at the heart of your business and cater to their requirements in a way that they love.

Formulating a customer-centric fulfilment and distribution mechanism

With the focus on creating a favorable shopping ambiance for your customers, you need to make your services customer-oriented. Here, are five effective strategies that you can use to leverage your customer fulfillment level.

Prediction and simulation

Focus on the needs and aspirations of your customers. Remember that around 62% of customers want to contact suppliers at the time of purchase. The combination of statistics about previous sales and forecasting through algorithms can give you an idea about the demand for your products in the short run. This will give you a clear picture of your inventory management. You can replenish your stocks at the right time and avoid stock-outs during peak purchase seasons. It will leverage the productivity of your company, as well as nurture customer-fulfillment. You can come up with a seamless distribution process only when you have the right products at the right place at the desired hour. Focus on response-agility and cater to the demands of your customers in real time.

Make your customer the focal point of your business process

Communication nurtures the relationship between customers and businesses. You need to make your customers your focus while strategizing your distribution system. 83% of customers seek online support in various forms when making a purchase on an eCommerce platform. You need to consider several factors that stimulate the relationship between your brand and your clients. Identify the short-term, as well as long-term, demands of your customers by harnessing orders, evaluating social data, and focusing on customers’ point-of-sale behavior. Connect your customers’ demands with the R&D process, placing them at the focal point of your business.

Omnichannel sales

Sales take place through multiple channels today, as well as on a wide range of devices, ranging from smartphones to tablets to laptops. Omnichannel communication plays a pivotal role in molding the experience of the client. According to a source, 42% of companies state that they are acquainted with the process of extracting meaningful insights about customer demands from available data. Leading eCommerce companies provide same-day delivery now, fulfilling the demands of their customers and optimizing the distribution process.

Certain eCommerce companies even provide same-hour delivery to their customers. Uber Rush offers inner-city pickup services at your doorstep. All of these measures streamline services in the desired way.

Optimizing your inventory level

It is important to optimize the inventory level in your firm to improve turnaround time. Delays in the delivery process tarnish the image of a company. You need to time things seamlessly, ensuring that products reach customers when they should. You will also need to arrange for sufficient stock in your warehouses for product replacements. Multiple warehouses should be arranged within the city so that you can cut down on delivery time as much as possible. Fast delivery and inventory management have an intricate connection. Optimizing delivery time casts you in a positive light among your customers.

Understand the demands of your customers

The problem with most unsuccessful marketers is that they set customer expectations instead of understanding their demands. Assess your customer database and study the profile of your clients, including their age, gender, and location. Put your finger on their pulse and get a feel for them. You should also be aware of the pre-conditions of your buyers, like budget, color preferences, and other specifications. The needs of a particular customer may vary according to the circumstances. Therefore, you need to do adequate research and zero in on their preferences.

You should come up with a diplomatic customer support policy, as 71% of online shoppers expect customer support from the platforms they use within five minutes of visiting the website. Integrate all of these strategies on your platform to ensure a seamless customer fulfillment and distribution process for your clients. Prioritize their needs and allocate your resources accordingly to optimize their satisfaction.

Sam Suthar
Sawaram Suthar (Sam) is a Growth Strategist at Middleware, a unified cloud-native observability platform. He mainly works to build teams and scale marketing activities to achieve results. He has an MBA from the University of Pune.


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