Fulfillment is the Heart of the Customer Experience - Choosing an Order Management System

Retail’s new route to customer happiness

You’re in retail. You’re an entrepreneur and a visionary who’s not afraid to embrace new trends. But the change in customer fulfillment expectations that’s come about since e-commerce retailers entered the marketplace? That’s not a trend — it’s a seismic shift that can’t be ignored and that can affect the very core of your operations.

The disruption in retail we’ve seen over the past twenty years has positioned fulfillment at the heart of the customer experience.

And now both enterprise and midmarket retailers need to embrace the insistent demand from the marketplace to deliver not just better fulfillment experiences to their customers, but happiness with each interaction. Perfecting order fulfillment and delivering compelling brand promises can create the happiness and trust that turns transactions into repeat customers and advocates.

Why do we call fulfillment the heart of the customer experience? Because it gets to what really matters. More and more, fulfillment is what drives the loyalty that keeps people coming back to your business, rather than to your competitor’s. And then there’s the business impact of a good or a bad fulfillment process. To grow, you need to keep the promises you make and deliver orders profitably.

IBM Watson Supply Chain

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