Demanding supply

Abstract

We all know about the great revolution in customer care and customer service. Organizations nowadays have to use their service to compete – customers themselves are more sophisticated than they once were and are unlikely to buy on brand name alone; they expect reliability, competitive pricing, availability, long‐life, etc. – and they expect good service. One of the reasons for this is the increase in globalization. Organizations are no longer just competing with others in the same town, the same region or even the same country; their competitors can reach their markets from anywhere in the world. This means that we are always competing against the best. It is no longer enough to get our product to market – we have to know that a customer is waiting for what we are supplying, and wants it in the form that we are supplying. No longer can we rely on engineers to make the products and salesmen to sell them. They now have to work together to understand customer needs and set about meeting them. Customers need to be won with our first meeting, our first order, our first service. If not won then, we may never get another chance.

Citation

Clemmet, A. (1995), "Demanding supply", Work Study, Vol. 44 No. 7, pp. 23-24. https://doi.org/10.1108/00438029510096571