Getting to Know the Customer

For all of the complexity that goes into building a supply chain, it all comes down to good demand management. Ann Grackin, managing director of the Supply Chain Intelligence Service of Marsh, discusses how companies can get beyond mere claims of customer centricity, to the point where they are satisfying actual market demand. One key lies in the ability to perform detailed customer segmentation, identifying which ones are making the biggest contribution to revenues and should therefore receive the most attention. Companies need to deploy a multi-dimensional matrix in order to make that determination. Grackin lists the key questions that companies must ask themselves to achieve best-in-class customer service. [Run Time (Min): 10:47]