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Customer perception of business transactions is not always negative, since some positive interactions do occur. But it sometimes seems that those are few and far between, and in many instances, those positive experiences occur only after a very bad experience has happened and only then as a means of “making it up” to the innocent consumer, thus seeming not really all that positive.
These frustrating experiences are a direct result of decisions made every day by Manufacturers, Distributors, Retailers, Service Providers, and Technology Providers. Executives and middle managers are constantly faced with making the policy, process, and technology decisions necessary to be effective in managing their business channels—single or multiple channels; what/when to outsource; how many channels to use, and what products to push through which channel; which skills and associated organizational models to put into place; what to spend on mailing and marketing campaigns; and which technologies to implement to monitor and synchronize the whole host of channel management business processes and data across multiple business partners. The success of every business depends in large part upon the company’s ability to make timely, accurate, and well-informed decisions in the Channel Management area of the Enterprise Supply Chain.
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