The Future of Fulfillment

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We Have Entered the Age of the Customer

1900-1960’s

The Age of Manufacturing

1960-1990’s

The Age of Distribution

1990-2010’s

The Age of Information

2010 - ?

The Age of Customer

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A Culture of Multi-Taskers

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People Want to Resolve Their Issues on the Go

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Consumers’ Definition of “Fast” has

Grown More Extreme

Customers Expect Fast Responses

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Customers Expect Accuracy

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Order is on

time,

accurate,

and matches

the

description

Doesn’t match

product description

Inaccurate Order

Missed Delivery

Not in Stock

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Customer Centric Omni-channel Experiences

Customers Expect Omni-Channel Integration

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Same experience,

processes, policies

Call

Center

Brick

& Mortar Catalog Tablet

Mobile

App Kiosk SMS Social

Order or Purchase

from anywhere

Credit

Card

Stored

Returns Promotions Inventory

Availability Personal Custom Accurate

Free

Shipping

Should be the same no

matter what channel used:

• Credit card stored

• Returns

• Promotions

• Inventory

Orders should be:

• Personalized

• Customized

• Shipped Overnight

• Accurate

• Matches Product

Description

• Hassle free returns

The Rise of 4R’s

o Relationship

o Reputation

o Referrals

o Reviews

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Your company has the WORST customer service EVER!! :O

Now Thanks To Social Media…

Customers “Call” The Shots.

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What does the Age of the Customer mean to the

Future of Fulfillment

Getting It “Right” Every Time.

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Customer

Right

Time

Right

Message

Right

Channel

Right

Customer Advocacy

Right

Order

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Right

Customer

Right

Message

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Start by Building Personas

Based On History, Habits, & Preferences

CURRENT CUSTOMER & PROSPECT DATABASE

Use Analytics to Learn Which Customers Need Your Attention & Why?

Personalize Communications

Throughout The Journey

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Day 1 Day 5 Day 10 Day 15

Phone Email Mail

Personalized Video

Mail + Personalized Video

Email

Phone Mail Email

Leisure

Business

Family

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Variable Print

Personalized Video

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Right

Customer

Right

Message

Capture Preferred Communication Channel

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Capture and build into

predictive model for

future communications.

ePublication

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Include video for those

who don’t prefer to read.

Augmented Reality For Print

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Have the ability to aim

phone at the picture on

catalog and purchasing

directly on smart device

E-Rebates, Coupons, Flyers via Kiosk Phone Tap

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Right

Customer

Right

Order

Customized to the Preferences of Customer

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Customize Your Wine

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Right

Time

Right

Order

Get it Delivered in 30 Minutes!

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Thank You

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Interested in fulfillment solutions? https://www.dialog-direct.com/solutions/fulfillment/