Building customer centricity is a multifaceted effort that requires chemical companies to work across multiple customer touchpoints. As they do so, however, they need to pay especially close attention to the supply chain—the backbone of customer centricity that enables them to deliver the products and services customers want, when and where they want them. And according to Accenture’s Global Buyer Values Study for Chemicals, the industry has a real opportunity—and a need—to improve on this front.
In terms of the supply chain (Figure 1), the study revealed that sellers significantly underestimate the importance that consistent, on-time delivery has for buyers—both converters (who transform chemical products for manufacturing segments and end-use markets) and manufacturers (who produce finished products for industrial sectors and consumers). Indeed, this is by far the largest gap in seller-buyer perceptions related to supply chain management.
On the other hand, buyers are not as interested as sellers think in having the ability to track deliveries. Together, these findings suggest that buyers want sellers to get the basics of reliable delivery right in the first place, rather than mitigate problems after the fact.
Figure 1: Perception gaps between sellers and buyers for supply chain attributes