The New Customer: Changing Supply Chains to Demand Chains

March 3, 2021

Our customer has changed in fundamental ways over the last few years. "New Customer" doesn't refer to the next customer you acquire. It refers to a broad group of B2B and B2C customers that have a fundamentally different way to make decisions and evaluate results. Our supply chains were designed for our traditional customers. They do not match the requirements of today's market and the gap will widen as New Customers become dominant across industries and around the world. There are basic, yet transformational, actions needed now to close this gap, make the New Customer happy, and position our company's supply chain for success.