Logistic and related customer service issues...

Companies often regard logistics as a cost issue and target logistics managers on maintaining, if not reducing, current operating costs. They often ignore or underplay the key role of logistics in achieving excellence in customer service - except when there is a crisis.

Customer service in logistics is a source of competitive advantage in business precisely because so few companies give it any importance or value.

Success in this field comes from developing an integrated programme. There is a need to understand what your customers want from customer service and to understand key trends in logistics in your sector. It also helps to understand how you perform relative to your competitors, and to find ways in which you can improve. Measuring customer service without understanding how your customer's measure it could divert your business from achieving true competitive advantage. Businesses need to align themselves closely with their customers if they are to exploit opportunities more effectively whatever current market conditions.

Bisham provides a practical route to improving customer relationship management in logistics.

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