This is the full slide deck of our #bluecruxtalks session of June (18 June 2020, 3PM CET-9AM EST), presented by bluecrux.

1. #bluecruxtalks in June
Your journey towards a Customer Centric Supply Chain

2. Nice to meet you!
Anouk Schoenmakers
Partner
Pieter Van den Meutter
Head of Customer

3. Why transform your
organization to a customer
centric mindset and get
yourself in the best shape to
outperform customer
expectations by looking at
things from different angles?
What are next gen supply
chains & what role does
customer centricity &
digitalization have here?
How to shift from customer
segmentation to value chain
segmentation?
So, what WILL we learn?

4. Today we talk about…
1
2
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Setting the scene: Customer Centricity
4 key aspect of your customer centric journey
Conclusion & Getting started!

5. Setting the scene:
Customer Centricity

6. A buffalo acts slow, and mimics the other animals in the herd A cheetah uses speed (fastest land animal on the planet, uses
excellent anticipation skills & has an empowering mindset)

7. 7
Back in time: #bluecruxtalks with CS professionals
Revise the way you hunt!
Know which preys you want to chase.
> Personae
Know how your prey lives and acts.
> Customer journey
Act swiftly.
> Communication
Know when your hunger will be satisfied.
> SMART KPIs
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2
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4#bctalks
SEPT 2018

8. 8
Customer Centricity Introduction
“Where is
my order?”
“Are you
capable or
reliable?”
“Can I get
my goods as
promised?”
gATP capability
(Planning)
Track & trace capability
(Logistics)
Differentiated KPIs
Customer Service will not be able to operate differently and differentiated based on customer value,
if we do not ensure the back-bone SCM-processes are enabling this difference as well.
“Can we change
shipping
location?”
Shipment
(Logistics)
…?
…
?
What customer are requesting in today’s world - - - - > Answering depends on full SC Capabilities

9. 9
Seeing the bigger picture – customer centric supply chain
Don’t be mistaken customer centricity is not a customer service or sell & support objective only

10. 10
Customer Centricity
It’s a mindset that focusses on lifecycle, experience & value creation
Customer
Lifecycle
Customer
Value
Customer
Experience
Customer
Centricity
Transforming your organization to a customer centric
mindset and get yourself in the best shape to
outperform customer expectations by looking at things
from different angles:
Customer value creation
People
Processes
Data insights & KPI’s
Systems & tools

11. 4 key aspects of your
customer centric journey

12. We are embracing people diversity every day!
It’s time to embrace customer diversity as well!

13. 131313
4 key aspects of your customer centric journey
INSIDE-OUT VERSUS
OUTSIDE-IN

14. 14
Mapping both inside-out and outside-in
Bottom-up approach “inside out” “Outside in” | qualitative & quantitative input
Select a few customer journeys and start mapping with a focus on interactions, communication, touchpoints, frustrations,…
Create the visibility your customer needs by connecting their journey to your process, tools and systems
“Asking the customer”
Value- & experience-
oriented interviews
Part 1
Customer Journey Stage Key Value Key Challenge
Decicion/Buying 1 2 3 4 5
Saler & Order Commitment 1 2 3 4 5
Delivery/Goods Receipt 1 2 3 4 5
Invoicing & Payments 1 2 3 4 5
Use & After Service 1 2 3 4 5
Returns & Complaints 1 2 3 4 5
Bonding & relationship 1 2 3 4 5
Experience level
Duration 10 min
…
Open Feedback
Customer Journey Outside In
Part 2
Key Values IO indicator 1 IO Indicator 2 after CJM
Price Price 1 2 3 4 5
Price Consistency 1 2 3 4 5
Quality Quality 1 2 3 4 5
Price/Quality ratio 1 2 3 4 5
Product Product Range 1 2 3 4 5
Product Cocreation 1 2 3 4 5
Product Service Innovative solutions 1 2 3 4 5
Product Training 1 2 3 4 5
Brand Brand Image 1 2 3 4 5
Corporate Sustainability 1 2 3 4 5
Digital Easy to do business with 1 2 3 4 5
Digital Enablement 1 2 3 4 5
SC Stock Stock availability & Visibility 1 2 3 4 5
SC Reliability (Delivery) Reliability 1 2 3 4 5
(Operations) Reliability 1 2 3 4 5
SC Delivery Delivery Accuracy 1 2 3 4 5
Delivery Leadtime 1 2 3 4 5
Delivery Frequency 1 2 3 4 5
SC Efficiency Efficiency in operations 1 2 3 4 5
Logistics Menu 1 2 3 4 5
People Excellent Team Access 1 2 3 4 5
…
Other? 1 2 3 4 5
Why one or the other? - Value breakdown when scores match - if clarification required
Topic Value
Communication/Collab
Operational convenience
Digital opportunities
Ease of doing business
Transactional convenience
Peace of mind
Comments
Customer Rating
Duration 10 min
Value rating
Making Choices (put 2 values with the same rating next to eachother)
Sub Value indicators
All values are key and very important to us, but we want to gain more insights on your priorities
to match your expectations and maximize your customer experience
Prepare

15. 1515
Relationship, transactional, competitive
Combining inside-out & outside-in
INSIDE-OUT OUTSIDE-IN
VALUE
EXPERIENCE
CHALLENGES
What we think we bring as value…?
The experience we aim for and believe
we deliver…?
Challenge we see and face in servicing
our customers …?
How our customer perceives value?
How do customer really experience our
services…?
Challenges customer face when ‘buying’
from us and working together with us…?

16. 161616
4 key aspects of your customer centric journey
GROW TOWARDS
CONTINOUS VoC
INSIDE-OUT VERSUS
OUTSIDE-IN

17. 1717
Capturing the Voice of the Customer
Maturity/
Business value
“VOC as a
recurring process”
Intentional
interactions
“VOC as
project input”
“VOC embedded into daily business”
Integration with
other data sources
Advanced text
analytics
Visibility
Analysing daily
customer interactions
Adaptability
Strategic action
management
Transparency
Connectivity
Catch the voice
Maturity steps
Put your VOC data
into perspective
Catch customer requirements
via interviews, surveys, etc.
Full overview of all your
client’s interactions
Understand your client’s
sentiment
Act fast on changing
client’s requirements
ContinuousPeriodic
PLATFORM
examples …
Supporting External support: NPS consulting, VoC Consulting,… Internal embedded in the organization
Different maturity stages

18. 1818
How can you grow VoC Maturity?
Phase 1.
VoC in project mode to
generate input & insights
Phase 2.
VoC as recurring process
to ensure ability to assess
impact of initiatives
Phase 3.
Continuously capture and
monitor VoC, enabling full
360° view at all times
A phased journey, with end goal in mind

19. 19
4 key aspects of your customer centric journey
VALUE SEGMENTATION
GROW TOWARDS
CONTINOUS VoC
INSIDE-OUT VERSUS
OUTSIDE-IN

20. 20
From customer segmentation to value segmentation
Important input to design a customer centric supply chain is defining your value segmentations
Segmentation
Geographical
Markets
Client history
Demographical
Customer
Lifecycle
Behavioral
Service & collaboration level
Customer journey type
Integration level
Responsiveness, agility,
flexibility categories
Online/Off-line
Rethink your segmentation, use value segmentation angles instead of customer angles.
The result will be a simplified portfolio with clear customer centric supply chain

21. 2121
Value typologies
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CX HighlightsCustomers
Value drivers SC Impact
Other feedback
• Customer examples
• Customer TYPE description
• Important values for that customer type
• Important process pieces etc
• Important CX reflections (e.g. preferred
communication ways,…)
• SC considerations (e.g. like ATP, claims
prioritization, delivery promise,…)
• Other relevant feedback captured in this
category
Customer Type
CUSTOMER
TYPE XYZ

22. 222222
4 key aspects of your customer centric journey
VALUE BASED
DIFFERENTATION
VALUE SEGMENTATION
GROW TOWARDS
CONTINOUS VoC
INSIDE-OUT VERSUS
OUTSIDE-IN

23. 2323
Value segmentation – in practice
Traditional Segmentation
Typically driven by relevance, revenue,…
Use for certain prioritization, price setting,…
Customer Value Segmentation
Driven by value typologies (e.g. innovation, quality,
reliability,.) use for process differentiation in supply
chain/service providing (e.g. service catalogue,..)
Mixed Segmentation
Use a combination of segmentation: Combine Strategic and
Value Segmentation to define how to operate e.g. claim
handling, ATP…
A
Looking into value segmentation typically result in
enriching traditional segmentation with different angles
and use different segmentation angles in different parts
of the process.
Augmentation & different angles
B
C

24. 2424
Supply chain process differentiator
Process
aspiration
Focus
KPI
Required
capabilities
System
requirements
Customer
request
Check Value
Typology
Apply differentiated
process based on
value segment
Set clear aspirations for all processes in impact
scope of value typology
Assure targeted focus for procedures, people,
information (data) & systems involved
Define clear and transparent KPI’s (targets)
that reflect performance against aspirations
Build capabilities within focus domain and
develop them to increase value creation
Design system requirements that act as
enabler to improve efficiency and eliminated
non-value adding tasks
How can it work in practice?

25. 252525
4 key aspects of your customer centric journey
VALUE BASED
DIFFERENTATION
VALUE SEGMENTATION
GROW TOWARDS
CONTINOUS VoC
INSIDE-OUT VERSUS
OUTSIDE-IN

26. Get Started!

27. 2727
Get started!
DISCOVERY PHASE
Create based on a selection of
customers insights in value types &
understand the potential
STRATEGY PHASE
Define the overall Customer Centric
strategy for Supply Chain
TRANSFORMATION PHASE
Start Execution and scaling-up
Capture results & improve customer
experience!
1 to 2 months 3 to 6 months > 6 months

28. So, what DID we learn?
Why?
Customer Experience is an
End-to-End responsibility,
there are no shortcuts. You
need to win in every
touchpoint with the
customer. Listen, learn,
understand & act!
What?
Next Gen supply chains are
designed foster a customer
centric mindset,
acknowledging the fact that
customer experience is a
key aspect to create
competitive advantage
How?
Start a Discovery that
focusses on building a
concept that fits your
needs. Focus on value
drivers and use these as
differentiators!

29. Thank you!
Anouk Schoenmakers
Partner
Pieter Van den Meutter
Head of Customer
Are you
following us
already…?
Questions? Let’s connect!