The ILOS team has carried out since 1994 the Search of Customer Service, which assesses the perception of supermarket operators in relation to a set of dimensions of the logistics service, such as availability, delivery frequency, punctuality, among others, in the consumer goods industry.
The result of the 2015 survey shows a worrying situation regarding compliance with the agreed delivery time for non-perishable products: the average practice in the supplier market is to delay between 18% and 34% of orders, depending on the region of the country, very far from the expectations of supermarkets, as shown in Figure 1.
Figure 1 - % of late deliveries
Source: Panorama ILOS – Customer Service 2015
This performance results in high levels of dissatisfaction among supermarket owners, as can be seen in Figure 2. Even considering suppliers considered as benchmarks of the market, we still find a very high percentage of dissatisfied supermarket owners. This is because the delay in delivery directly influences the availability of products, resulting in retail disruptions or in higher inventory levels.
Figure 2 – % of dissatisfied supermarket owners
Source: Panorama ILOS – Customer Service 2015
Furthermore, this standard of service makes it difficult to implement more sophisticated strategies, such as omni-channel. How to imagine the integration of multiple sales and distribution platforms, which require a high speed reaction from the chain, with almost a third of orders arriving late?
Reference
Leonardo Julianelli
https://ilos.com.brExecutive Partner of ILOS. Graduated in Production Engineering from EE/UFRJ, Master in Business Administration from COPPEAD/UFRJ with extension at EM Lyon, France, and PhD in Production Engineering from COPPE/UFRJ. He has several articles published in periodicals and specialized magazines, being one of the authors of the book: “Sales Forecast: Organizational Processes & Qualitative and Quantitative Methods”. His research areas are: Demand Planning, Customer Service in the Logistics Process and Operations Planning. He worked for 8 years at CEL-COPPEAD / UFRJ, helping to organize the Logistics Teaching area. In consultancy, he carried out several projects in the logistics area, such as Diagnosis and Master Plan, Sales Forecast, Inventory Management, Demand Planning and Training Plan in companies such as Abbott, Braskem, Nitriflex, Petrobras, Promon IP, Vale, Natura, Jequití, among others. As a professor, he taught classes at companies such as Coca-Cola, Souza Cruz, ThyssenKrupp, Votorantim, Carrefour, Petrobras, Vale, Via Varejo, Furukawa, Monsanto, Natura, Ambev, BR Distribuidora, ABM, International Paper, Pepsico, Boehringer, Metrô Rio , Novelis, Sony, GVT, SBF, Silimed, Bettanin, Caramuru, CSN, Libra, Schlumberger, Schneider, FCA, Boticário, Usiminas, Bayer, ESG, Kimberly Clark and Transpetro, among others.
