By Tatsiana Straltsova, MSc International Marketing
Student, the Claude Littner Business School, University of West London.
Last
Thursday we were discussing in class, in the module Strategic Marketing, https://twitter.com/strategimkt2016?lang=es how the choice of a logistics company can influence the customers’ attitude to the supply company’s product. The world’s
largest logistics company DHL was taken as an example of goods delivery from
Amazon.com. https://twitter.com/amazon?lang=es During the delivery to a customer a DHL courier https://twitter.com/dhlexpressuk?lang=es is in fact representing
Amazon as well, and the customer’s experience with the delivery creates his
attitude to Amazon even more than to DHL! This paradox urges many manufacturers
/ supply companies to consider their prospective logistics partners very
carefully before making a decision in a favor of one of them.
But what if
the company underestimates the importance of this choice? Here is my life
example.
Before
starting my studies I was working in export sales department of an
international manufacturing company in Belarus. I was responsible for German
clients and was the person who received their feedback about any problem they
had faced. Guess, which problem was the main I heard of? After almost every
week of delivery some clients were furious with the quality of delivery.
Quality in this case meant their challenges with drivers, who didn’t speak
neither German nor English (= communication problems) and also had some
cultural / behavioral blunders from the clients’ point of view.
Sometimes
the fire was really hard to put out. The contacts between the supply companies
and logistics companies are usually made for a longer period of time, and that
means impossibility of the prompt problem solving. It means that one wrong
choice of a business partner can develop into a global problem for the supply
company. So please, work hard, consider carefully.
No hay comentarios:
Publicar un comentario