Gartner Research

Supply Chain Brief: Customer Experience and Customer Fulfillment — What’s the Difference and Why It Matters

Published: 24 April 2020

ID: G00465722

Analyst(s): Beth Coppinger , Lisa Callinan


Customer experience has become a fundamental differentiator in corporate commercial strategy; and supply chain plays a critical role in fulfillment. Supply chain leaders must understand what customer experience means and the role of customer fulfillment in delivering the broader corporate agenda.

Table Of Contents

What You Need to Know


  • Definition of Customer Experience (CX)
  • Definition of Customer Fulfillment
  • Why It Matters: Linking Customer Fulfillment and Experience
  • A Look Ahead

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