As a supply chain leader, how aware are you about what your customers want and need? For many organizations, the role of “customer understanding” has traditionally been within sales and marketing. But the facet of understanding and responding to customer needs is no longer the responsibility of any one function within the company. Top companies take a cross-functional approach to understanding and meeting the needs of the customer, including supply chain. For supply chain professionals, understanding the needs of the customer means understanding more than demand forecasting or on-time product delivery. 

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