Organizations often think they understand their customers, and engage with them in a manner they believe will provide a valuable service. However, through conversations with customers and customer research, we’ve learned that many firms miss the mark. On January 20th, 2016 we spoke with Lora Cecere, Founder of Supply Chain Insights, Keith Holliday, Director of Supply Chain at Sonoco Products, and Dale McClung, Senior Supply Chain Manager, Innovations at BDP International who discussed the definition of customer service, how to understand customer needs, and how to design a customer service program that will deepen relationships with your customers. Their advice is illustrated through case studies and real life examples of improving customer service.
